BYREDO is a Swedish fragrance house launched in 2006 by Ben Gorham.
BYREDO has been a client at modinåkerlind since 2006. modinåkerlind has managed all PR efforts and acted as strategic advisor since the launch. modinåkerlind has worked extensively with the media regarding new products and company efforts in both traditional and untraditional manners. This has resulted in maximal results and incredible publicity for BYREDO and founder Ben Gorham both nationally and internationally. modinåkerlind has also established product placement of BYREDO products at the Berns Hotel, Lydmar Hotel and Hotel Skeppsholmen as well as initiated a collaboration with St Martin’s Lane Hotel to do a 6 weeks long pop-up shop.
The strategy for BYREDO has included everything from minuscule details like packaging and branding to brand building activities and events. BYREDO is currently sold in 22 countries including luxury retailers – Barney’s, Liberty, Colette and Bon Marché. modinåkerlind has supported BYREDO’s efforts in Scandinavia with product placement in magazines and article and interview placements.
A great deal of the PR strategy for BYREDO has been to communicate through social media and to create hype through the blogging community, where the brand has a huge following and is one of the most important trendsetters in the Scandinavian online landscape.