BYREDO opens its second exclusive store in Korea
- The second flagship store opened on Garosu-gil, Gangnam-gu
- Beauty-specialized store offering perfume and make-up products
BYREDO opened a beauty-specialized flagship store offering not only perfume but also make-up products.
On the 11th, BYREDO, a European Niche perfume brand imported and distributed by Shinsegae International, announced that it opened ‘BYREDO Garosu-gil Beauty Store’ on Garosu-gil, Gangnam-gu, Seoul on the 27th of last month. It is the second exclusive store in Korea after the opening of Dosan flagship store.
Recently, perfume brand shops have opened on Garosu-gil one after another, creating this area as a niche perfume street. The world's largest DIPTYQUE flagship store opened last year and Le Labo and Aesop stores are also opened.
BYREDO aims to attract customers in their 20s to 30s who like niche perfumes by providing services available only in the Garosu-gil Beauty Store. About 70% of BYREDO customers are in their 20s to 30s, which is expected to help revitalize the Garosu-gil area.
The BYREDO Garosu-gil Beauty Store was designed to be a beauty-specialized store offering only beauty products, unlike the existing Dosan store where you can find also fashion and lifestyle products. It offers all about BYREDO beauty products including perfume, body care, home fragrance, and make-up items. It offers firsthand experience for all products with the help of a beauty consultant in the store.
This store adopted a simple and stylish exterior and interior design of the existing Dosan flagship store. The exterior of the building made with cool gray hand-made bricks, was constructed by traditional method of stone walling, and the natural lighting coming through the whole window in the front completes a natural hue which contrasts with the brand's minimal image.
Inside the store, you can feel the identity of a simple yet luxurious brand, and modern-looking cold aluminum frame is harmonized with the strong red pine table. On top of that, it reminds of a sophisticated gallery because of a large artwork created by rising Korean artist Hee-joon Lee, which was selected by BYREDO’s founder Ben Gorham. This reflects BYREDO’s affection for Korean market.
An official from Shinsegae International BYREDO said, "This store is designed to allow customers to experience all of BYREDO's beauty products and communicate with the brand in a more relaxed setting," and added, "We are going to continue to plan special customer services and events where customers can think of Garosu-gil niche perfume just like Cheongdam-dong luxury street."