The new store will be located on Jakobsbergsgatan 6 in Bibliotekstan and measures approximately 100 square meters. Historically, Diptyque has had a restrictive distribution model in the Swedish market, where products have until now only been sold at Nordiska Kompaniet (NK) in Stockholm and Gothenburg.
A new step for the Nordic market
The establishment in Stockholm is the brand's first physical presence in Scandinavia. Previously, its presence in the Nordic countries has been limited to premium players such as the department store Illum in Copenhagen and the niche perfumery Heaven Scent in Oslo. The company's decision to now invest in its own establishment indicates that the Nordic region has become an increasingly important market and may open up for more direct investments in the future.
Regarding the company's e-commerce, at DiptyqueParis.com, Nordic customers currently encounter an English-language site with euros as the currency. The only exception is Norway, where prices are actually displayed in local kroner.
The property company Hufvudstaden is behind the leasing in Stockholm and sees the establishment as proof of the relevance of the shopping area.
We are pleased to welcome Diptyque to Bibliotekstan. The fact that the brand has chosen Bibliotekstan for its first standalone store in Scandinavia is clear evidence of the area's attractiveness, says Emanuel Westin, Head of Business Development Retail at Hufvudstaden, adding that the brand will be a valuable addition to the site's mix of international and Swedish players.
Owned by British private equity
Diptyque was founded in 1961 on Boulevard Saint-Germain in Paris and was early on recognized for its unisex fragrances and handmade candles. Today, they manufacture fragrances, room fragrances and body care products. The raw materials are sourced from different parts of the world and the ceramics for their products are manufactured, among other places, in southern France.
In recent years, the company has expanded its store network significantly, not least in the USA and Asia, and today operates 124 own stores globally. For the financial year 2024, the company reported revenues of approximately 200 million euros. Since 2005, Diptyque has been wholly owned by the British private equity firm Manzanita Capital, which specializes in brands in the beauty sector.