After opening BYREDO first own store in Barcelona, Puig is now preparing a new opening in London. The brand will arrive in Covent Garden, one of the most profitable and crowded beauty hotspots in Europe. The upcoming London store will offer makeup, leather goods, candles and lifestyle items.
This new boutique will have over 100 square metres and will be the brand’s fourth in the British capital. In addition, it will join the stores in Soho, Seven Dials and Spitalfields. It will be located next to Chanel and very close to Charlotte Tilbury’s flagship —also controlled by Puig— in a cluster where historic brands like Guerlain and Jo Malone coexist with newcomers such as Matiere Premiere.
The move coincides with a creative transition. Ben Gorham, founder and creative director, left the company in June 2025. With his departure, the cycle started in 2022 with Puig’s full acquisition comes to a close. From now on, Byredo is fully integrated into the group’s strategy, alongside Penhaligon’s, Dries Van Noten and L’Artisan Parfumeur.
The figures support this move. In the first half of 2025, in the niche category, Puig brand grew in double digits. BYREDO grew by 8.6%, reaching €1,685 million. Overall, the group’s turnover reached €2,299 million.
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