UK becomes BIBBI’s leading market outside EU as it expands retail footprint with Harrods and Space NK
BIBBI, the contemporary fragrance house founded in Paris by Swedish-born creative visionary Stina ‘Bibbi’ Seger, has chosen the UK market to continue its international growth.
The brand launched exclusively at Liberty in October 2023 and fast became a cult favourite, followed by its immersive takeover at the Selfridges Atrium in London in July 2025.
Now the brand embarks on two new retail partnerships: one with Harrods, closely followed by Space NK. The beauty giant will welcome BIBBI to its ever-growing collection of prestige beauty brands at 27 locations and online.
"I’m incredibly happy and excited about the journey we are on in the UK. With our launch in Harrods this March, we now complete the ‘golden triangle’ of luxury retail, alongside Liberty and Selfridges. Securing these three partners has been a key milestone for us as a brand, with Harrods marking the final and very significant step. Doing this in only two years is a real pinch me moment for me," said Seger.
Since its launch just over two years ago, BIBBI has experienced triple-digit growth year-on-year. The UK represents a significant portion of the business - currently close to 50% - with projections indicating continued triple-digit growth into 2026 based on current sales performance. The UK is its leading market outside of the EU.
"It’s no secret that the market is challenging. That makes this growth even more rewarding, because it shows that there is space for brands with a strong point of view and emotional connection, a space for BIBBI. For me, it reinforces that authenticity and storytelling really resonate even, and perhaps especially, in more competitive and difficult times," added Seger, speaking exclusively to TheIndustry.beauty on the UK market and its challenges.
BIBBI Founder, Stina Seger
The business has continued to invest in its team to support this growth. Since November 2025, the brand has built a UK retail team of seven, including an Area Manager, with further expansion planned later in 2026
The Paris head office is also scaling, with key investment in marketing and logistics. Alongside Stina, the leadership team includes Jan Vilhelm Ahlgren (founder of Vilhelm Parfumerie), COO/CMO Carina Fabregat, and Commercial Director Ida Petersson.
Alongside the Harrods partnership, BIBBI has created Deep Lotus EDP, the brand's first foray into Oud, which will be available exclusively at the luxury department store for the month of April, before its global roll-out from 1 May. The launch will be supported by a ground floor pop-up and a dedicated installation within the Private Client space on the sixth floor.
Deep Lotus “continues the brand’s exploration of the subconscious, translating sensuality, stillness and intensity into a powerful new chapter”.
Deep Lotus
This new launch compliments BIBBI’s bestselling fragrances Ghost of Tom, Boy of June and Swimming Pool, cementing the brand as one of the fragrance world's most exciting new voices in the UK’s booming prestige beauty space.
The brand's strategy has focused on careful positioning within the luxury fragrance tier, an approach founder Seger identified early on as critical to long-term growth and brand equity. This retail strategy has clearly paid off, as after just one year at Liberty, BIBBI was awarded a permanent space - the largest in its (then) new niche fragrance hall.
At Selfridges, when the Birmingham fragrance hall opened in November 2025, BIBBI was one of only 13 brands selected for a customised wall space and was the youngest among established names such as Maison Francis Kurkdjian, Ex Nihilo and Maison Crivelli.
Read TheIndustry.beauty's interview with BIBBI founder, Stina Bibbi Seger.
