USA. Luxury fragrance brand Byredo, part of Puig, is celebrating its successful Americas travel retail debut in New York John F. Kennedy International Airport Terminal 1, in partnership with International Shoppes.
The store, opened on 25 July, marks another step in the Swedish niche perfume brand’s global expansion, showcasing its vision of luxury and craftsmanship to discerning consumers around the world.
Founded in 2006 by Ben Gorham in Stockholm, Byredo is known for its bold fragrance innovation, combining rare ingredients with artistic inspiration to create contemporary, timeless scents.
Byredo’s new store at New York JFK Airport reflects the brand’s commitment to cultural expression and modern luxury, featuring a carefully curated selection of its signature products.
As reported, Byredo recently partnered with Dubai Duty Free to unveil its first travel retail pop-up in the Middle East at Dubai International Airport Terminal 1, Concourse D.
Among the offerings are perfumes, home fragrances and bodycare products, along with a curated selection of travel sets.
Puig Executive Vice President Global Travel Retail Kaatje Noens said: “The first Byredo retail space in Americas travel retail is a key milestone in the brand’s expansion at a time when the region is seeing a surge in demand for niche fragrances.
“In partnership with International Shoppes, we’re thrilled to have introduced the brand’s contemporary and artistic fragrances to a new audience, elevating the luxury fragrance experience at John F. Kennedy Airport.”
International Shoppes Co-CEO Scott Halpern added: “Byredo meticulously crafts its products using the highest-quality materials, embodying a renewed vision of modern luxury.
“We are excited that Byredo has launched its first-ever permanent duty-free point-of-sale in our new specialty fragrance store – the first in TR Americas – reflecting our joint dedication to offering unique and luxurious fragrance experiences to travellers.” ✈
