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Byredo To Open Their First London Store

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Fragrance fans rejoice, much-loved perfume brand Byredo is set to open their first UK store.

Slated to open in June, the three-storey townhouse will be located on Lexington Street in London’s Soho alongside Alex Eagle, A.P.C. and Aesop.

The London address will be Byredo’s third outpost following the store in their hometown of Stockholm and the New York flagship which opened in June 2015.

Byredo, founded by Ben Gorham in 2006, quickly garined cult status thanks to their minimalist aesthetic and unique scents such as Gypsy Water and Bibliotheque. Recently the brand have expanded their offering beyond perfume and candles to also include beauty and leather goods such as card holders, wallets and cross-body bags.

The new London space will display their full collection alongside collaborative projects with artists presented in a new gallery space.

‘As we expanded into multiple categories — our business is primarily wholesale through department stores — having our own retail extension has become a way for people to experience the Byredo universe in one place,’ Gorham told Business of Fashion.