Puig acquires a majority stake in Byredo. The Swedish luxury brand founded in Stockholm in 2006, counts on a full range of beauty, home, leather goods and accessories.
The acquisition of Byredo will reinforce Puig's high-end positioning with a brand that has redefined luxury and owns a true hearted direct-to-consumer approach. Puig will continue supporting the development of the brand, boosting and nurturing its current positioning. The entry of a brand as compelling and authentic as Byredo, with a solid product portfolio, a strong ESG commitment and a new luxury positioning, will enhance Puig as House of Love Brands.