The mark Puig announced the past 1 June the acquisition of a majority participation in Byredo, the mark of Swedish luxury that founded in the city of Stockholm does more than 15 years.
As they published in his press release, the terms of the agreement were not revealed, therefore, do not know all the details of the traspaso, although according to The Avant-garde the figure rondaría some 1.000 million euros. As it aims the media, L'Oréal would have tried also do with the mark, but the offer of Puig surpassed the 900 millions that offered the French signature. What himself explained is quand the founder of Byredo, Ben Gorham, will conserve his charge, and Manzanita Main will continue, also, like investor.
Puig comes off well in this operation, since the acquisition of Byredo will allow to increase the positioning of high range of Puig. Manuel Puig, Vice-president and Director of Sustainability of Puig, affirmed that they find very happy and excited with this association, that defined of "high calibrate": "Byredo has built a culture and a community to which the people wants to belongr" concluded Manuel Puig.
By his part, Ben Gorham, founder of Byredo shows also satisfied with this operation: "I Think that the experience of Puig with marks founders in beauty and fashion will help us to take advantage of all our potential in the diverse categories. Puig has showed a competitive approach and disruptivo in the construction of businesses, something that really agrees with the culture that is Byredo."
Of this way, Puig continuous with his strategy of acquisition and purchase, such as it did the past year 2020 with Charlotte Tilbury, one of the more prestigious and favourite signatures by the stars of the moment in the red carpet. In this case, the figure of the operation reached the 1.500 million euros, although in a start marked in 900 millions. Byredo, adds to the list of the wallet of signatures like Carolina Herrera, Nina Ricci, Paco Rabanne, Jean Paul Gaultier, Dries Go Notice of which Puig is proprietary.