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Jan 3, 2023
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Byredo: Marie-Laure Dubuisson Minnaert (ex-Longchamp) appointed brand director

Translated by
Jan 3, 2023

The Swedish cosmetics and perfume brand Byredo, which will be taken over by the Catalan group Puig in May 2022, has appointed Marie-Laure Dubuisson Minnaert as brand director. Marketing director of the Longchamp leather goods house since 2016, Dubuisson Minnaert announced her arrival at Byredo via her LinkedIn account, underlining that "the recent takeover by the Puig Group in May 2022 has given Byredo a new ambition: to make the brand more visible and accessible to a new audience, while retaining its integrity and creative relevance."

Byredo Products - DR

Dubuisson Minnaert, who began her career in 1997 at Mercedez-Benz France, worked for six years at Parfums Christian Dior, part of the LVMH group, in customer relationship management. In 2007, she joined another brand of the luxury group, the make-up label Make Up For Ever, as head of global communications. She then joined Jimmy Choo, where she was in charge of global marketing, before joining Longchamp in January 2016.

Byredo was founded in Sweden in 2006 by its creative director Ben Gorham and became known for its fragrances such as Bal d'Afrique (140 euros per 50ml). In 2013, the label became part of the Manzanita Capital fund, which also owns Diptyque, and has extended its universe to include leather goods and, since 2020, a make-up line. In March 2022, the Swedish brand appointed Lucia Pica, a former make-up director at Chanel, as co-director of the image and creation of Byredo's make-up product lines. With a presence in 55 countries, Byredo has a turnover of 119 million euros, according to market estimates.

At the end of May 2022, the Puig Group acquired a majority stake in Byredo. Ben Gorham and Manzanita Capital, the former owner, remain shareholders.

Puig, founded in Barcelona in 1914, operates in the fashion, perfume and cosmetics sectors. Its portfolio includes brands such as Carolina Herrera, Nina Ricci, Paco Rabanne, Jean Paul Gaultier, Dries Van Noten, Penhaligon's and L'Artisan Parfumeur, as well as licences such as Christian Louboutin and Comme des Garçons Parfums.

In 2021, its turnover was 2.58 billion euros, and should reach 3 billion euros in 2022, with an Ebitda of 500 million euros.

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