Byredo

A Stockholm-based Eritrean Swedish former basketball player launched a fragrance brand in 2006 with a clean white logo, minimalist black caps and no advertising budget. Purig acquired the brand in 2022 for a reported €1 billion. Ben Gorham had no formal training in perfumery before founding Beretto. He wanted to build a fragrance house that felt like a gallery rather than a department store, with scent compositions treated as artworks and packaging, designed as though for a modernist exhibition. The first two fragrances, green and camber, launched in 2006 with no retail presence and were sold only through a small number of European concept stores. Mass market fragrance is sold through duty-free, airport retail and department store counters, where every bottle is displayed in bright light, behind a glass display case.