Perfume – a best seller on the internet

Byredo opens new web store to meet demand

Stockholm, 2 March 2011 – Selling exclusive perfume on the internet may seem complicated, but Swedish fragrance expert Byredo has succeeded beyond all expectations. Now, the company launches a new website and a new online store to meet an increased demand.

Byredo’s sales have been good since the start of its online store in the spring of 2009, growing steadily ever since. Now, Byredo is making a big push online. The new web store will be the hub of a combined campaign with an increased focus on social media.

Ben Gorham is Byredo’s founder and creative director.

”When we decided to open the first online store it felt like a huge challenge, to say the least. How could we sell fragrances when the customer didn’t know the scent?”

It turned out that it wasn’t about selling fragrances to customers that didn’t know the perfume, but more about building long term relationships with customers who return again and again.

”We constantly get requests for samples. Being able to give someone something they ask for and sincerely want enables us to create a relationship that is difficult to achieve in other ways. In most cases, posting test samples leads to purchases, either online or in any of our physical stores,” says Ben Gorham.

”Even if we have a healthy and steadily increasing turnover on the web, I see this primarily as a channel to begin and maintain lasting relationships with our customers. The website, including the online store, is an important platform from where the customer can approach the brand.”

E-commerce provider Panagora has developed Byredo’s online store.

”Byredo’s people are very good at what they do. They understand that perfume is sold by creating emotional connections to the brand and they understand how to use the internet to do it. Fragrances are often bought as a gift for people who the customers have, or wishes to have, a strong relationship with. In this business, it is particularly important that the customer has a relationship to the brand, and the internet is often a relatively unexplored channel for perfume companies,” says Moon-Suck Song, CEO of Panagora.

Through the online store, Byredo reaches several markets. In the near future, a Russian version, completely adapted to the Russian market, will be launched and more local country versions are on the way.

Visit the new store: http://byredo.com

For more information:
Adrian Mörner Hansen, communications manager at Byredo
Tel: +46 (0)8 525 02 610
Mobile: +46 (0)70 543 98 56
adrian@byredo.com

Moon Suck-Song, CEO of Panagora
Tel: +46 (0)8 522 049 50
Mobile: +46 (0)70 850 22 23
moon-suck.song@panagora.se


About Byredo
Byredo is a Stockholm-based fragrance house founded in 2006 by Ben Gorham. Alongside renowned perfumers Olivia Giacobetti and Jerome Epinette, Byredo has developed an approach to creating fragrance that is as unique as it is logical. Byredo creates perfumes, body care products, home fragrances and accessories. All products are made in Sweden with a distinct focus on craftsmanship and quality. Byredo products are sold through a select network of shops and department stores in 20 countries.

About Panagora
Panagora is Sweden’s leading provider of e-commerce solutions for the fashion and retail industries. Panagora has some 50 customers with a combined annual turnover of some €57 million through online sales. Since its launch in 2005, Panagora has created successful online stores for Gant, J.Lindeberg, Jean Charles de Castelbajac, Nudie Jeans, Sneakersnstuff, Caliroots, Fifth Avenue Shoe Repair and others.