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Lattafa Perfumes serves up sweet success with ‘Give Me Gourmand’ collection A t this year’s TFWA World Exhibition & Conference, Lattafa Perfumes is confidently stepping into new territory. The TFWA Daily sat down with Abdul Rahim Shaikh Shahid to discuss the brand’s move into travel retail, its playful new launches, and how it’s approaching one of the most competitive luxury channels in the world with a distinctly modern sensibility. “Our priority is introducing Lattafa to the travel retail arena, a segment where we’ve yet to establish our presence,” explained Abdul Rahim Shaikh Shahid. “TFWA World Exhibition & Conference is a hallmark event, and being part of it helps to elevate our brand’s image on a global stage. It’s about signalling to the industry that Lattafa is ready to make its mark internationally.” Lattafa is thrilled to present the ‘Give Me Gourmand’ collection, a playful yet sophisticated tribute to edible-inspired fragrances. The line features six delectable scents, each packaged in whimsical cupcake-inspired designs. This year, Lattafa is unveiling two new Éclaires (Banoffi and Pistachio), curated to be gourmand in the most perfumistic, elevated way possible. “Travel retail exclusives are hugely important to us,” said Abdul Rahim Shaikh Shahid. “They’re our way of connecting with a diverse global audience during pivotal moments of their travels and life journey. This channel not only amplifies brand visibility but also gives us a chance to offer travellers something distinctive and memorable. While we’re not debuting exclusives this year, our focus is on building a robust duty free presence. We’re confident that next year will mark our debut of travel retail exclusives.” The travel retail channel is incredibly important to Lattafa’s global footprint. “Being represented in travel retail stores indicates that a brand is truly international and sought after. It’s both a badge of honour and a powerful platform for building long-term consumer trust,” said Abdul Rahim Shaikh Shahid. In the coming year, Lattafa is focusing on the Far East, Europe, and the U.S. These markets have dynamic consumer bases and a real appetite for innovative fragrances. “We’re seeing many brands launch directly in travel retail before moving into regular distribution, which is a reversal of the traditional rollout,” Abdul Rahim Shaikh Shahid added. “There’s also an increasing demand for travel-sized fragrances and exclusive variants designed specifically for this channel. Lattafa thrives on agility and innovation, so we’re well-positioned to develop tailored SKUs that speak to the unique needs of travel retail shoppers.” Lattafa returns after exhibiting in Cannes in 2024 and in Singapore at TFWA Asia Pacific Exhibition & Conference in 2025. “The quality of buyers at TFWA is unmatched, making it an extraordinary networking opportunity,” said Abdul Rahim Shaikh Shahid. “We also value the atmosphere of connection, with many world-leading brands under one roof. It’s a powerful moment to align, collaborate, and dream big. Lattafa’s presence in Cannes signals a shift: a regional favourite now thinking globally, aligning creativity with strategy to meet travellers where they are. With clear ambitions for travel retail and a portfolio built to intrigue, the brand seems set on shaping a more dynamic fragrance conversation in duty free and beyond.” RedVillage L10 Tuesday 30 September 2025 34 T F W A D A I L Y