Puig Acquires Luxury Fragrance Brand Byredo

Puig has acquired a majority stake in Byredo, the Swedish luxury brand founded in Stockholm in 2006.

Founder Ben Gorham and Manzanita Capital will both remain as shareholders, according to Puig.

Gorham will continue his creative leadership as chief creative officer.

Manzanita will remain committed to the long-term growth and vision of Byredo.

Puig says the acquisition reinforces its high-end positioning with a brand that has redefined luxury and owns a true hearted direct-to-consumer approach.  Puig will continue supporting the development of the brand, boosting and nurturing its current positioning.

“We are thrilled to welcome Byredo, as it perfectly reinforces Puig purpose of empowering people’s self- expression, and a strong and conscious commitment in the ESG agenda. Puig will contribute our expertise and resources to the development of this unique brand, which represents modern luxury with a strong consumer connection,” said Marc Puig, Puig Chairman and CEO. “This new acquisition marks a new key milestone in Puig’s ambition to develop a business with a strong portfolio of purpose-driven brands.”

“Byredo has built a culture and a tribe that people want to belong with,” added Manuel Puig, Puig vice chairman and chief sustainable officer.

“Since 2006 I have been fortunate to work with people who believed in a brand that could redefine a luxury and beauty culture, one that was aspirational yet inclusive. The brand has experienced steady and significant growth over the last 15 years and each phase has presented new challenges and opportunities. I really believe that Puig’s experience with founder-led brands in beauty and fashion will help us realize our full potential in multiple categories. Puig has demonstrated a competitive and disruptive approach to building business – something that truly resonates with the culture that is Byredo,” said Gorham.

“Manzanita is a family run business, and Byredo has been part of our family for almost 10 years. It has been an incredible journey and we are really proud that this next milestone for Byredo is being created together with another privately owned family business who share our passion for building exceptional brands,” noted William Fisher, CEO Manzanita Capital.