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With Byredo, Puig makes a play for the niche fragrance market

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As seen in Retail Brew

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Although Byredo has gained more recognition over the past few years, stepping into the mainstream, it still has a niche audience, an added benefit for Puig, according to David Schneidman, director at Alvarez & Marsal Consumer and Retail Group.

He added that Byredo had a unique brand proposition and the new deal would provide them with more capabilities and distribution.

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