The cult perfume line based in Stockholm called Byredo is now coming to New York. Ben Gorham is here to supervise the opening of his store at 62 Wooster Street. He has made a name for himself with his attention to detail and willingness to pursue whimsical ideas. He founded Byredo in 2006 and wanted to “translate memories into smells.” Mr. Gorham is actually an outsider in the perfume world that is dominated by the French, or at least those trained in France. But he’s used to being different.
Born in Sweden to an Indian mom and Canadian father, he was in love with basketball enough to play professionally in Europe. He quit, however, at 26 to get a degree in fine arts in Stockholm.
Today, he is based in Stockholm where he has a wife and two daughters. The SoHo store will be his second, as his first is a small store in Stockholm. While selling perfume, candles and lotions, it will also have leather-goods and hardware.