Victoria Leeds secures BYREDO for first standalone store outside of London

Victoria Leeds, owned and operated by Redical, has announced that luxury lifestyle brand, BYREDO, has signed at the destination’s Victoria Quarter, marking the brand’s first location outside of London within the United Kingdom.

Following the brand’s success as a concession within Victoria Leeds’ Harvey Nichols, BYREDO has signed for a 2,154 sq ft space in Victoria Quarter, and will stock an assortment of high-quality fragrance, make-up, home, leather goods, and accessories. BYREDO’s space will allow the brand to offer true immersion in the brand universe for visitors and meet the growing demand for wellness products, with this increase in demand being showcased in the health and beauty category experiencing an uplift of 15 percent over 2024. A figure that is set to be further bolstered by BYREDO’s upcoming opening.

BYREDO will also complement the destination’s already established self-care line-up and will be joining luxury skincare brand, Aesop, in Victoria Quarter, with the recent opening marking the brand’s North of England debut.

Rachel Bradburn, Leasing Director at Victoria Leeds, commented: “The luxury nature of BYREDO means they will be a perfect fit with our leading tenant mix. Yet another strategic brand decision to launch its first standalone store outside of London, BYREDO’s flagship further cements Victoria Quarter as the go-to premier destination for luxury brands. We cannot wait to see what their new expanded space brings to the destination’s premium line-up.”

Lunson Mitchenall and Central Retail acted for Victoria Leeds.