LAKRIDS BY BÜLOW, the gourmet Danish confectionery brand on a mission to make the world love liquorice, is proud to announce the opening of its latest UK retail concession in the foodhall of one of the UK’s most iconic London shopping destinations, Selfridges London.
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 B – PASSION FRUIT and D – SALT & CARAMEL, alongside selected SLOW CRAFTED products and beautifully crafted seasonal gifting products.
The opening marks a further key milestone in LAKRIDS BY BÜLOW’s 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.
At the heart of the brand is a bold mission: to make the world love liquorice, believing that the power of taste is its greatest asset. Visitors to the new concession will be invited to experience this firsthand, with complimentary tastings, discovery of unexpected flavour pairings, and personalised recommendations from LAKRIDS BY BÜLOW’s expert team.
Fredrik Nilsson, CEO of LAKRIDS BY BÜLOW, comments: “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.”
