An inclusive design player
Byredo, a coveted brand that began in the field of fragrance in 2006, has today expanded into multiple new categories – including handbags, eyewear, trainers, men’s tailoring and, most recently, jewellery – evolving from modest and independent to a vision of a major design player.
The crucial growth steps for a brand like Byredo’s are characterised by situations where a delicate balance between passion for art and design and supply chain logistics are struck. Byredo and Sonat partnered at an early stage, where a great perfumery product was introduced, but the pressure on delivery precision left an emerging player like Byredo in desperate need for quality assurance before entering new markets.
Byredo’s moto has always been learning by doing, which is what has taken the brand to where it is today. However, what sets the strategy apart is the willingness to build a network of professionals close to the decision making – a multidisciplinary mix of artist, economists and engineers. To guarantee qualitative deliveries, when growth was fast approaching and demand had begun to surpass production, Byredo and Sonat co-created a secure stock facility, re-configured delivery deals and introduced a process for pressing orders.
The partnership developed in 2010, provided the combination of emotional and practical needs at the given time. If the small independent perfumery would have to build a logistics department on their own, cost efficiency would have jeopardised growth. With outsourcing, knowledge and inclusivity was added to the brand network and scalability was made possible.
‘Our ambition with Byredo was to build a qualitative brand. This included assuring logistics, supply chain and deliveries. Our partnership with Sonat, enabled us to develop a supply chain as qualitative as our product,’ said Johan Bäcke. The brand’s co-founder, CFO, and COO for the first seven years.
At Sonat, we see tailor made solutions as the only way to create long-term growth, injecting supply chain expertise for independent brands during times when its needed, carefully analysing the situation and what the vision is head. To become a global coveted design house, Byredo had to secure steps on the way, show professionalism and liaise with the right partners, a strategy that led to a successful sale to Manzanita Capital, and investment firm which also has invested in brands like Diptyque, Malin + Goetz and Space NK.
Instead of naively burning prospects, spending time and money on creating logistics solutions, Byredo used effective outsourcing to pass important milestones. Today, the brand creates and develops a range of products such as fragrance, home, leather goods and accessories, and is sold in more than 40 countries. With close collaboration, Sonat and Byredo set a successful growth trajectory proving the importance of preserving the creativity at core, letting experts guide you before major leaps are made.
