ParfumPlus

Tete A Tete Iberchem’s new Dubai office and creative hub will boost innovation and sustainability in the Middle East IBERCHEM'S NEW DUBAI office, complete with R&D labs and a creative centre, marks a key step in its Middle East expansion. In an interview with ParfumPlus, Managing Director José Balibrea and General Manager Erkan Karsli reveal how this move will enhance innovation and sustainability across the region. PARFUMPLUS : IBERCHEM HAS A SIGNIFICANT GLOBAL PRESENCE WITH FACILITIES AND COMMERCIAL REACH ACROSS 120 COUNTRIES. HOW DOES THIS ALIGN WITH YOUR BROADER GLOBAL EXPANSION STRATEGY? José Balibrea : The F&F industry is a fast-moving sector that re-invents itself constantly. In my opinion, Dubai is a great example of this fast and always-evolving creativity, with influence far beyond the Middle East, we see more and more customer preferences for Middle Eastern perfumery across Europe, Asia and even Latam. IBERCHEM EXPANDSINDUBAI Since Iberchem’s foundation 40 years ago, the Middle East has been a fundamental pillar in our commercial footprint. We are proud of our distinctive position in emerging markets, in particular in this region where we have deep knowledge and understanding of the local trends and customers’ requirements. We are proud of our long-term partnerships with our customers, with whom we’ve grown considerably over the years. Many of our best customers are in the Gulf area, and we are supporting their new launches, and their innovative scents on a daily basis. A few months ago, we closed our Strategy Update with new ambitions for 2030. The Middle East, in general, and GGC in particular, is a key pillar of this plan. P A R F U M P L U S 42