The Modern Luxury Playbook (From Byredo)

Ben Gorham was a former professional basketball player who went to art school.

Yet within 15 years, Byredo became one of the most respected luxury fragrance brands in the world and sold a majority stake to Puig.

So what actually happened?

Instead of mass distribution, Byredo launched in:

1. Dover Street Market

2. Colette Paris

3. Liberty London

4. Barneys New York

These stores acted as cultural validators. And that positioning built the brand.

Liberation Day, One Year Later

April 2nd | 2pm ET

With Alex Yancher from Passport, Graham Anderson from Importal, and Phil Neuffer from Industry Dive

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