Puig acquires Byredo in 1bn deal

[Parfum de peau]

https://fashionunited.ie/news/fashi...r-1-billion-dollars-1654009323/20220531442434

It seems a typical valuation…

 

[cacio]

valuations are still quite high, it seems. I assume this will mean further distribution. Byredo is already distributed quite broadly in the USA.

 

[imm0rtelle]

Its hero products of candles and fragrances include the evocative scents Bibliotheque, Open Sky and Gypsy Water.

Interesting that Open Sky is listed as a "hero product" despite it being limited edition 100 mL and only available at the actual Byredo stores.

 

[Varanis Ridari]

L'Oréal was bidding on this. Lost to Puig? Maybe revenge for L'Oréal taking Prada away.

Still, not much hope for making the brand more interesting.

At least Puig isn't as horrible about mass discontinuations and extreme overt commercialization like L'Oréal.

On the other hand, they did make Penhaligon's nearly unrecognizable so there's that too.

 

[hednic]

Still, not much hope for making the brand more interesting.

My feeling also.

 

[Varanis Ridari]

My feeling also.

$350 Fragrances that smell like 80's shampoo and potpourri don't interest you? (Me neither) 🤣

 

[imm0rtelle]

Yeah, they really have a lot of fragrances with fruity notes to them. I'm happy for the people who resonate with the fruity facet of a lot of their fragrances, but that's just not for me.

 

[GWM]

I walked by one of their counters yesterday, and notice just how many fragrances the brand has.

 

[Diamondflame]

1 B euro valuation? Established in 2006?? Even Basenotes didn’t know it existed back then. I’d take the money and run before Puig ‘wakes up’… 😝Wondering if Diptyque would be next.