Byredo relocates to Covent Garden with new two-storey flagship

Byredo has relocated its flagship store to Covent Garden in London, marking a new chapter for the luxury fragrance brand in the capital.

Spread across two floors, the new store reflects Byredo’s full universe, bringing together fragrance, beauty and design in a curated environment.

The space promises a sensory experience shaped by light, texture and form - from candle alcoves in warm wood and mustard tones to sculptural displays showcasing the brand’s fragrance collections.

A key feature of the ground floor is the Blanket Bar, which highlights woven pieces made from virgin wool and cashmere and inspired by Swedish textile traditions. Complementing these pieces, bespoke Kasthall rugs - drawing on the Röllakan weaving technique and coloured in Byredo’s signature palette - add texture and visual depth while tying the interior together.

On the lower ground floor, the atmosphere becomes more intimate. This level offers fragrance consultations, personal rituals, and a dedicated area for Byproduct, which is described as the brand’s design-led collection of functional pieces that "extend the narrative of scent through form".

It also incorporates subtle references to Covent Garden’s cultural heritage, interpreted through Byredo’s minimalist aesthetic.

The opening marks a relocation from the brand's previous store at 40 Lexington Street in London, which closed on 12 October.

Byredo was founded in Stockholm in 2006, with an ambition to translate memories and emotions into products and experiences. It creates a range of products such as fragrance, makeup, home, leather goods and accessories, and is sold in more than 40 countries worldwide.

The news follows founder Ben Gorham’s exit from Byredo at the end of June, stepping away from the luxury brand he established in 2006 after its acquisition by Puig.