Lakrids by Bülow announces new Liberty listing
Credit: Lakrids by Bulow
Lakrids By Bülow has revealed a new major UK retail partnership, with shoppers now able to gain a taste of the company’s chocolate-coated liquorice in the prestigious London Liberty’s Regent Street store.
The brand’s permanent assortment will be landing on shelves including popular flavours – passion fruit, and salt and caramel, alongside the seasonal winter collection including advent calendars and gifting products such as the selection box.
Not just any liquorice, the brand combines the finest natural ingredients and Danish craftsmanship to transform what can be considered a polarising sweet into a luxury confectionery favourite that liquorice lovers (and sceptics) just can’t get enough of. Since opening its first store on the Danish island of Bornholm in 2007, the brand has grown into an international success story, with stores and stockists across 35 countries.
The UK continues to be one of the brand’s fastest-growing international markets, delivering 90% year-on-year growth in 2024 and now contributing 5% of total global revenue. With Liberty joining Lakrids UK retail network, the brand strengthens its presence in one of its key markets.
Fredrik Nilsson, CEO of Lakrids by Bülow, comments: “The UK is a key part of
our international growth strategy, and we are delighted to be launching in the
iconic department store Liberty on Regent Street in London. Liberty shares our
passion for craftsmanship, quality, and innovation, and we hope to be expanding our presence there further next year with a customised Lakrids corner on the top floor. We’ve seen incredible demand from British consumers over the past few years which continues to grow, and this partnership allows us to connect with even more people who are curious to discover liquorice in a completely new way.”
Joining Selfridges and John Lewis, the Liberty partnership underscores LAKRIDS BY BÜLOW’s UK growth momentum. It follows the UK’s third store opening last year in Westfield London and an overall record-breaking 2024 for the brand, with total global revenue of DKK 376 million (€50 million), up 18% year-on-year.
