Byredo Expands Luxury Offerings Through London With Second Store In The City

The second store opens at Seven Dials, in the heart of Covent Garden.

Byredo founder Ben Gorham is signalling a huge expansion for the Scandinavian beauty and lifestyle brand with the opening of its second store in London. Situated on the atmospheric streets of Seven Dials in the heart of Camden, Gorham stressed the importance of the new location. “As a microcosm of London, Covent Garden expresses the melting pot of influences which make this city so unique.”

Set in the north-west corner of Covent Garden, Seven Dials has become a prominent hub for independent and luxury boutiques expanding from Soho, a fitting expansion from Byredo’s flagship on Lexington Street. “This is totally in sync with the diverse global energies that make up Byredo and I’m interested to see the dialogues that will emerge from our interactions.” Ben Gorham, Founder & Creative Director, Byredo.

The new Byredo store sits amongst the cobbled Victorian streets of Covent Garden, and opens with an inviting glass front and white, light-filled space. The store interior channels Byredo’s signature Scandinavian minimalism with artisanal wood panelling and cowhide couches juxtapose against the sleek industrialism of aluminium framed vitrines and glass. 

Visit byredo.com and check out the new store at Seven Dials, 25 Monmouth Street, London, WC2H 9DD.

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