Retail in Asia


Byredo opens Thai flagship at Bangkok’s Iconsiam

Swedish fragrance maker Byredo has opened a new flagship store in Thailand, according to a local media report.

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Located in Bangkok’s Iconsiam shopping centre, the new store is the perfume brand’s first flagship in Southeast Asia and marks another step in the expansion of its global retail rollout.

The store design mixes materials that riff on Byredo’s visual aesthetic. An exposed brick facade leads into the store interior, made up of undulating soft forms that contrast against the geometry of the aluminium-framed windows and terrazzo benchtops.

The new Thai location will retail Byredo’s signature perfumes, home fragrances, make-up collection and bodycare products, as well as Stockholm-based brand’s new offering, Byproduct.

Spanning a broad breadth of pieces – from leather goods to eyewear, blankets to baskets – Byproduct has previously incorporated everything from fine jewellery, designed in collaboration with Charlotte Chesnais, to camping equipment.

“Byredo’s creative ambition of connecting with people comes in various forms – and I have never wanted to limit what those could be. Byproduct is a physical exploration of this belief,” said Ben Gorham, founder and creative director at Byredo.

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The new Thailand store takes Bryedo’s global store network to nine locations, and is the fourth Asian outlet for the brand, after opening a store in Beijing, Shanghai, and Seoul. It is also present in New York, London, Paris, Miami and in its native Stockholm.