As we get ready for the Off-White™ x Byredo collaboration — which was teased by colette’s Sarah Andelman last month — the Swedish label has now announced plans for a store in London’s Soho district. The “Townhouse” space is set to open in June this year, and will be Byredo’s third store, with existing locations in New York and Stockholm.
The three-story townhouse will feature Byredo products including fragrances, skincare, leather goods and collaborative projects that will be displayed in a new gallery space. Moreover, the store will also include other brands such as A.P.C. and Aesop. Explaining the decision to open the townhouse, Byredo founder Ben Gorham told Business of Fashion that “having our own retail extension has become a way for people to experience the Byredo universe in one place.”
As well as the joint Off-White™ release, Byredo also has a collaboration with IKEA on the way.