The Swedish retailer wants to combine high-end quality with an inviting environment free from the pressure to buy, focusing its store on customer-associate dialogue

Opening a retail space in a big city where competition is fierce often drives retailers to design unique and engaging stores. Byredo, Scandinavian luxury brand known for its fragrances, body care and candles is doing just this, opening a flagship location that offers harried shoppers an inviting and relaxing experience in the midst of in London’s bustling Soho neighborhood.

While Byredo already has flagship stores in New York and Stockholm, the retailer wanted to make the look and feel of the London space distinct. Company founder Ben Gorham explains, “I wanted to present a different offering to what’s found in our department stores, with a narrative and dialogue with our clients and customers. This is a place that you can come and learn about things without feeling the pressure to buy.” He continues, ” It’s a cliché, but I want it to feel like we’re inviting people into our home.”

Luxury retailers have the reputation for being intimidating, which Byredo hopes to break with. Instead, the brand aims to create a flagship store that is emblematic of the house’s no-frills, top-tier quality while remaining inviting and informative, never exerting pressure to sell and prioritizing shoppers’ comfort.

Byredo

Opening a retail space in a big city where competition is fierce often drives retailers to design unique and engaging stores. Byredo, Scandinavian luxury brand known for its fragrances, body care and candles is doing just this, opening a flagship location that offers harried shoppers an inviting and relaxing experience in the midst of in London’s bustling Soho neighborhood.

While Byredo already has flagship stores in New York and Stockholm, the retailer wanted to make the look and feel of the London space distinct. Company founder Ben Gorham explains, “I wanted to present a different offering to what’s found in our department stores, with a narrative and dialogue with our clients and customers. This is a place that you can come and learn about things without feeling the pressure to buy.” He continues, ” It’s a cliché, but I want it to feel like we’re inviting people into our home.”