The Name
Montroi takes its name from a small town in the province of Valencia. Valencia sat on one of the western terminals of the Silk Road — a place where things from very far away were unloaded, examined, valued, and re-told. That economy of stories — what travelled, what survived, what could be passed on — is the lineage we wanted.
"The most valuable possessions are those with stories to tell."
The Founders
In 2014, Enrique Hormigo (Spain) and Samir Aghera (India) opened Montroi in Dubai — a city that, like Valencia before it, sits between continents. Enrique had spent his life in leather and perfume; Samir, in craft and trade. They began with one rule: every object had to come from somewhere — really, traceably, somewhere.
The Ethos
Slow luxury, before the term was a marketing line. Soft leathers tanned to age, not to gleam. Fragrances composed in Grasse over months, not days. Objects shaped by hand in Jaipur, where the slight asymmetries are evidence — not error.
We do not believe in season-on-season turnover. The Montroi journal grows in chapters: a new fragrance, a new collaboration, a new workshop opened in a town we had to fly to twice before we understood it.
Today
The Alserkal flagship — Warehouse 49 — opened in early 2025: half boutique, half atelier. Visitors blend their own perfume, learn the bakhoor ritual, paint a card holder by hand. A second boutique sits in The Dubai EDITION. The fourteen-scent collection for One&Only is composed in Grasse and shipped worldwide.