Puig, the fashion and beauty family-owned company, has announced that it has acquired a majority stake in Byredo, the Swedish luxury brand founded in Stockholm in 2006. Founder Ben Gorham and Manzanita Capital will both remain shareholders. Ben Gorham will continue his creative leadership (Chief Creative Officer) and Manzanita will remain committed to the long-term growth and vision of Byredo.

The acquisition of Byredo will reinforce Puig’s high-end positioning with a brand that has redefined luxury and owns a true-hearted direct-to-consumer approach. Puig will continue supporting the development of the brand, boosting and nurturing its current positioning. The entry of a brand as compelling and authentic as Byredo, with a solid product portfolio, a strong ESG commitment and a new luxury positioning, will enhance Puig as House of Love Brands.

“We are thrilled to welcome Byredo, as it perfectly reinforces Puig purpose of empowering people’s selfexpression, and a strong and conscious commitment in the ESG agenda. Puig will contribute our expertise and resources to the development of this unique brand, which represents modern luxury with a strong consumer connection,” declared Marc Puig, Puig's Chairman and CEO. “This new acquisition marks a new key milestone in Puig’s ambition to develop a business with a strong portfolio of purpose-driven brands”.

“We are very proud and enthusiastic to partner with a such high caliber founder as Ben Gorham to join our brands ecosystem. Byredo has built a culture and a tribe that people want to belong with”, declared Manuel Puig, Puig Vice Chairman and Chief Sustainable Officer.