Denmark’s Lakrids by Bülow drives further UK expansion

Danish-founded liquorice brand Lakrids by Bülow has pushed ahead notably in expanding its UK presence further with a new retail concession in the upscale Selfridge department store in London, writes Neill Barston.

The business, which is on a self-proclaimed mission to make the world love its distinctive confectionery category, has pursued a strong policy of opening a number of outlets in the UK. 

As the company explained, the new standalone space brings the brand’s distinctive flavours to one of the UK’s most renowned retail destinations, located on the Ground Floor.

Customers will be able to discover the brand’s Permanent Assortment, including popular flavours passionate fruit, salt and caramel, alongside slow crafted products and seasonal gifting. 

Moreover, the opening marks a further key milestone in its strategic expansion across the UK. Since landing on UK shores in 2021, the brand has significantly grown its footprint with the launch of three standalone London stores in Monmouth Street Seven Dials, Canary Wharf and Westfield White City, in addition to  partnerships with prestigious  retailers such as Liberty London. 

Fredrik Nilsson, CEO of Lakrids by Bülow, believed the new concession could have a clear positive impact, building on the success of its existing British sites.

He commented: “We recently revealed that the UK is one of the most sceptical nations when it comes to liquorice, with almost a quarter claiming they could never be converted, which makes our continued growth here particularly rewarding. We are delighted to open our new concession at Selfridges, giving us the opportunity to connect with even more customers, both local and tourists, and bring them on a journey to discover and enjoy our gourmet liquorice.”