The Catalan group Puig advances in its urban expansion strategy in Barcelona with the imminent opening of the first street-level stores of Byredo and Penhaligon's, joining the group's global impulse in the luxury and niche perfumery sector.
Byredo opens its first flagship in Barcelona
The Swedish luxury cosmetics and fragrance firm, fully acquired by Puig in 2022, will transform the historic Sala Dalmau, between Consell de Cen street and Paseo de Gracia, into a 270 m² boutique distributed over two floors. The space preserves the artistic roots of the premises and fuses architectural elements of Mediterranean brutalist style with original works by Joaquín Torres‑García. The store will serve as a showcase for the Byredo universe, offering fragrances, makeup, home products and body care, as explained by Modaes.com.
Inside, the minimalist design, the neutral color palette and Kasthall carpets inspired by the traditional Swedish rollakan create a sensory environment that invites personal exploration of the aroma, with experiences such as layering and shadowing. On the upper floor, a private boudoir offers personalized consultations, display of the Byproduct line of artistic objects and exclusive activities.
Penhaligon's reinforces its presence in the luxury center
Although Puig acquired the historic British house Penhaligon's back in 2015 together with L'Artisan Parfumeur, until now the brand did not have its own store in Barcelona. The opening of its flagship in Barcelona confirms Puig's commitment to consolidate its position in the niche perfumery segment, complementing its growing offer in premium cosmetics.
Puig reinforces its commitment to urban luxury
Since the majority acquisition of Byredo in 2022, Puig has deepened its commitment to the high-end segment, now also controlling iconic firms such as Penhaligon's and L'Artisan Parfumeur. With revenues exceeding 4.7 billion euros in 2024 and a net profit of 531 million euros, the company leads a stage of record results thanks to the boost of travel retail, its omnichannel presence and its consolidation as a listed group of the IBEX 35.