USA. Puig and DFS Group are celebrating Byredo’s first West Coast travel retail pop-up at Los Angeles International Airport (LAX).
The animation, launched last August, is a pivotal moment in the brand’s expansion. With the pop-up, the partners seek to bring Byredo’s “modern luxury and craftsmanship” to a broader audience of discerning travellers in the USA.
Founded in 2006 by Ben Gorham and acquired by Puig in 2022, Byredo has gained global recognition for its meticulously crafted fragrances, which boast innovative compositions and rare ingredients.
The LAX pop-up embodies this vision, offering a curated selection of Byredo’s hero products. Among the offerings are the Eau de Parfum range, the Night Veils collection, as well as home fragrances, bodycare essentials and travel sets.
It provides travellers with an immersive luxury experience, inviting them to explore Byredo’s distinctive approach to fragrance and design.
“We are thrilled to welcome Byredo to its first North America travel retail presence at DFS, Los Angeles International Airport,” said DFS Group SVP of Beauty Merchandising Amael Blain.
“This vibrant pop-up invites traveling fragrance enthusiasts to explore Byredo’s enchanting creations, showcasing our shared passion for delivering exceptional luxury experiences to our discerning customers.”
Puig Executive Vice President of Global Travel Retail Kaatje Noens commented: “Launching Byredo’s first West Coast travel retail store at LAX is a significant moment in the brand’s continued expansion.
“We are delighted to partner with DFS to bring Byredo’s fragrance experience to Los Angeles, meeting growing demand for niche fragrances among travellers.” ✈
