{"id":534871,"date":"2025-09-24T11:58:59","date_gmt":"2025-09-24T09:58:59","guid":{"rendered":"https:\/\/highxtar.com\/?p=534871"},"modified":"2025-09-24T11:59:00","modified_gmt":"2025-09-24T09:59:00","slug":"puig-brings-byredo-to-covent-garden","status":"publish","type":"post","link":"https:\/\/highxtar.com\/en\/puig-brings-byredo-to-covent-garden\/","title":{"rendered":"Puig brings BYREDO to Covent Garden"},"content":{"rendered":"\n<p>After opening BYREDO first own store in Barcelona, <a href=\"https:\/\/highxtar.com\/en\/jacquemus-signs-with-puig-and-joins-the-beauty-world\/\" target=\"_blank\" rel=\"noreferrer noopener\">Puig<\/a> is now preparing a new opening in London. The brand will arrive in Covent Garden, <strong>one of the most profitable and crowded beauty hotspots in Europe<\/strong>. The upcoming London store will <strong>offer makeup, leather goods, candles and lifestyle items<\/strong>.<\/p>\n\n\n\n<p>This new boutique will have over <strong>100 square metres<\/strong> and will be the brand\u2019s fourth in the British capital. In addition, it will join the stores in Soho, Seven Dials and Spitalfields. <strong>It will be located next to Chanel and very close to Charlotte Tilbury\u2019s flagship <\/strong>\u2014also controlled by Puig\u2014 in a cluster where historic brands like Guerlain and Jo Malone coexist with newcomers such as Matiere Premiere.<\/p>\n\n\n\n<p>The move <strong>coincides with a creative transition<\/strong>. Ben Gorham, founder and creative director, left the company in June 2025. With his departure, the cycle started in 2022 with Puig\u2019s full acquisition comes to a close. From now on, Byredo is fully integrated into the group\u2019s strategy, alongside Penhaligon\u2019s, Dries Van Noten and L\u2019Artisan Parfumeur.<\/p>\n\n\n\n<p><strong>The figures support this move.<\/strong> In the first half of 2025, in the niche category, Puig brand grew in double digits. <a href=\"https:\/\/www.byredo.com\/eu_es?utm_source=google&amp;utm_medium=cpc&amp;utm_campaign=ESP_ES_SRC_BRA_EXA_CONV_ROAS&amp;gad_source=1&amp;gad_campaignid=21076559412&amp;gbraid=0AAAAACM-6FUXO5vRsXW-4hQRVgfqGdbpw&amp;gclid=Cj0KCQjwrc7GBhCfARIsAHGcW5XZT5-xfG9TS7nQWAGXXTjlMbASk79k4ANq3r3wUQv_UFmcOyD5sF4aAjHWEALw_wcB\" target=\"_blank\" rel=\"noreferrer noopener\">BYREDO<\/a> grew by 8.6%, reaching \u20ac1,685 million. Overall, the group\u2019s turnover reached \u20ac2,299 million.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Puig drives Byredo\u2019s expansion with a new boutique in Covent Garden, London, following the departure of its founder Ben Gorham.<\/p>\n","protected":false},"author":50,"featured_media":534861,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1982],"tags":[3792],"class_list":["post-534871","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beauty-en","tag-byredo-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin  - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Puig brings BYREDO to Covent Garden - HIGHXTAR.<\/title>\n<meta name=\"description\" content=\"Puig drives Byredo\u2019s expansion with a new boutique in Covent Garden, London, following the departure of its founder Ben Gorham.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/highxtar.com\/en\/puig-brings-byredo-to-covent-garden\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Puig brings BYREDO to Covent Garden\" \/>\n<meta property=\"og:description\" content=\"Puig drives Byredo\u2019s expansion with a new boutique in Covent Garden, London, following the departure of its founder Ben Gorham.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/highxtar.com\/en\/puig-brings-byredo-to-covent-garden\/\" \/>\n<meta property=\"og:site_name\" content=\"HIGHXTAR.\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/highxtar\" \/>\n<meta property=\"article:published_time\" content=\"2025-09-24T09:58:59+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-09-24T09:59:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/highxtar.com\/wp-content\/uploads\/2025\/09\/Thumb-puig-byredo.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"1200\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Alejandro Ventura\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@highxtar_\" \/>\n<meta name=\"twitter:site\" content=\"@highxtar_\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Alejandro Ventura\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/highxtar.com\/en\/puig-brings-byredo-to-covent-garden\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/highxtar.com\/en\/puig-brings-byredo-to-covent-garden\/\"},\"author\":{\"name\":\"Alejandro Ventura\",\"@id\":\"https:\/\/highxtar.com\/#\/schema\/person\/aa0ea1a0bf59bf7b780d9de744057f3f\"},\"headline\":\"Puig brings BYREDO to Covent Garden\",\"datePublished\":\"2025-09-24T09:58:59+00:00\",\"dateModified\":\"2025-09-24T09:59:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/highxtar.com\/en\/puig-brings-byredo-to-covent-garden\/\"},\"wordCount\":211,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/highxtar.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/highxtar.com\/en\/puig-brings-byredo-to-covent-garden\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/highxtar.com\/wp-content\/uploads\/2025\/09\/Thumb-puig-byredo.png\",\"keywords\":[\"BYREDO\"],\"articleSection\":[\"Beauty\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/highxtar.com\/en\/puig-brings-byredo-to-covent-garden\/#respond\"]}],\"copyrightYear\":\"2025\",\"copyrightHolder\":{\"@id\":\"https:\/\/highxtar.com\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/highxtar.com\/en\/puig-brings-byredo-to-covent-garden\/\",\"url\":\"https:\/\/highxtar.com\/en\/puig-brings-byredo-to-covent-garden\/\",\"name\":\"Puig brings BYREDO to Covent Garden - 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