Lattafa Launches in 420 Druni Stores Across Spain
Lattafa, the UAE fragrance house behind global bestsellers Khamrah and Yara, is now available in 420 Druni perfumeries across Spain. Beauty Expert Consulting structured this rollout with Spain's leading perfumery chain in November 2025, as part of a wider European expansion of the brand.
A 420-store footprint with Spain's perfumery leader
Druni is one of the most powerful names in Spanish beauty retail. Since absorbing Perfumerías Arenal in 2024, the group operates close to 500 points of sale and holds an 8.9% share of the Spanish perfume and cosmetics market in 2025, according to Worldpanel by Numerator.
For a fragrance brand, few retailers in Southern Europe offer this combination of reach, footfall and credibility. With 420 stores activated, Lattafa moves from an online-driven presence to a true national footprint, visible in shopping streets and malls across the country.
A Druni store in Vitoria, Spain. Photo: Zarateman, Wikimedia Commons (CC0).
Who is Lattafa?
Born in the United Arab Emirates, Lattafa traces its roots to 1980 and officially launched as a brand in 1992. The house built its success on Arabic perfumery at an accessible price, and its fragrances are now sold in more than 120 countries.
Lines such as Khamrah, Yara and Asad have become viral references, driven by intense, long-lasting compositions built around oud, amber, vanilla and spices.
Why Arabic perfumery is winning in Spain
Performance: long-lasting, high-sillage compositions, a clear point of difference versus fresh mainstream launches.
Accessible luxury: a price point that attracts younger consumers discovering niche-style perfumery.
Social momentum: Lattafa references are widely shared by Spanish beauty creators and by Druni itself.
Druni's own communication already highlights fragrances such as Yara as must-haves for shoppers looking for intense, distinctive scents.
How Beauty Expert Consulting built the rollout
Behind a 420-door launch is months of groundwork. For Lattafa, our role covered four steps:
Retailer targeting: identifying Druni as the right partner to scale in Spain, alongside the brand's other European priorities.
Commercial negotiation: building a partnership framework that works for both the brand and the retailer.
Assortment strategy: focusing the launch on the references with the strongest sell-out potential.
Launch coordination: aligning logistics, in-store visibility and follow-up after the first orders.
Part of a wider European rollout
Druni is the largest step in a broader European program run with Beauty Expert Consulting:
Spain: Druni, 420 stores (November 2025)
Belgium: DI, 104 stores (October 2025)
France: Oïa / Parfumdo, 34 stores (September 2025), and Veepee online (October 2025)
Germany: Limango online (November 2025)
In three months, Lattafa gained access to more than 550 points of sale and two major online platforms in Europe.
FAQ
Where can I buy Lattafa perfumes in Spain?
Lattafa fragrances are available in 420 Druni stores across Spain and on druni.es.
What are Lattafa's most popular fragrances?
Khamrah, Yara and Asad are among the house's most popular references worldwide.
How can a beauty brand get listed at Druni?
Retailers like Druni review many brand proposals every season. A clear positioning, proven sell-out data and a structured commercial offer make the difference. Beauty Expert Consulting supports brands through each of these steps, from retailer selection to launch.
Expanding your beauty brand in Spain or Europe?
Beauty Expert Consulting helps beauty and fragrance brands enter new markets and secure the right retailers. Discover how we did it for Cosmetics 27, Merit Beauty or Touch of Oud, and contact our team to discuss your next launch.
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