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Niche Fragrance Brand Byredo Opens Pop-Up Shop

Byredo has opened a temporary store in St. Martin’s Lane Hotel in London.

Byredo’s pop-up shop in London’s St. Martin’s Lane Hotel.

LONDON — Niche fragrance brand Byredo has opened a temporary store in St. Martin’s Lane Hotel here.

The space, which is dubbed La Tulipe Store in reference to the brand’s latest fragrance, will remain open through May 31.

Nicky Haslam, Sharleen Spiteri, Ben Grimes and Kinder Aggugini attended the opening party earlier this month for the pop-up boutique, which carries the brand’s lineup of 10 unisex fragrances and eight candles.

Ben Gorham, Byredo’s founder and creative director, said he hopes to open a permanent store in London in the future. A Byredo door was opened in Stockholm last October.