This week, I checked in on Byredo’s expansion to Sephora U.S. stores and what it means for the niche fragrance category. Additionally, Vacation welcomes a new CEO and Nordstrom is testing same-day delivery for beauty shoppers. Byredo is coming to Sephora U.S. as the beauty retailer expands its niche fragrance assortment. But is the fragrance giant still niche?
At Byredo’s Wooster Street boutique in the heart of Soho, shoppers can get the sort of hands-on customer experience befitting its triple-digit fragrance and quadruple-figure leather bags. But come September, shoppers will be able to find Byredo’s famed black-and-white perfume bottles at another, more accessible but perhaps more chaotic retail environment: Sephora.
On September 3, Byredo will launch at 24 U.S. Sephora stores and online. Sephora locations like the Aventura Mall in Miami, Newport Beach’s South Coast Plaza and the New York City Soho store will carry a “curated selection” of Byredo’s scented products, like perfumes and candles, along with its full body mist line. Sephora will also be the exclusive retail partner for the Alto Astral body mist, launched in June in Byredo’s DTC channels.
“Byredo brings a distinctive luxury point of view to Sephora’s evolving fragrance assortment, combining exceptional craftsmanship, unexpected scent storytelling and a strong cultural following,” Carye Campbell, svp of fragrance merchandising, told Glossy in a statement over email. “Clients will also have the opportunity to discover and experience the fragrances during multiple in-store launch events throughout the country.”
