Byredo has launched its first West Coast travel retail store, in partnership with DFS at Los Angeles International Airport (LAX). This collaboration marks a significant step in Byredo’s journey to bring its unique vision of modern luxury and craftsmanship to discerning travelers on the West Coast, comments the company.
The Byredo pop-up at LAX – which invites travelers to explore its distinctive luxury fragrance experience — opened to the public in August 2024.
Founded in 2006 by Ben Gorham and acquired by Puig in 2022, Byredo is celebrated for its artfully crafted fragrances that blend rare ingredients and innovative inspiration. The new LAX pop-up reflects this ethos, providing travelers with a curated selection of Byredo’s most iconic products. The space will feature the brand’s Eau de Parfum line, the lustrous Night Veils collection, and a range of home fragrances, body care essentials, and travel sets.
Kaatje Noens, Puig Executive Vice President of Global Travel Retail, shared: “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 travelers.”
“We are thrilled to welcome Byredo to its first North America travel retail presence at DFS, Los Angeles International Airport,” said Amael Blain, SVP of Beauty Merchandising, DFS Group. “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.”