Byredo opens doors to first European flagship during London Fashion Week

By Becky Bargh 20-Sep-2018

The new retail space on Lexington Street, London, welcomed famous faces including Alexa Chung, Jefferson Hack and Alex Eagle

Luxury fragrance and fashion brand Byredo has opened the doors of its first European flagship store on London’s Lexington Street, UK.

The five-storey building opened during London’s Fashion Week and is the brand’s first large-scale store and second flagship, following its Wooster Street boutique, which opened in New York, US, in 2015.

Spanning 200sqm over two floors, the location will house the brand’s full range of products, including its fragrance, beauty, leather goods and eyewear.

Founder and Creative Director Ben Gorham said: “I always imagined Byredo would have a store in London.

“You could say this project is ten years in the making.”

The space will also have a dedicated gallery area used as a platform for presenting collaborative projects, hosting events and exhibiting works from other artists who align with the brand’s ethos.

Swedish native Gorham started the brand in 2006 after travelling to India, his mother’s home country, and becoming intrigued by scent.

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