BoothEconomy · July 2, 2026
Granado, the 156-year-old Brazilian pharmacy-turned-beauty house, has opened a month-long pop-up in Liberty London’s main atrium, built around the launch of its “Yes, Nós Temos Banana!” fragrance, according to FashionNetwork and Brazilian trade outlet Propmark. “Liberty is a landmark destination for brands with a distinct point of view and standout experiences. Having an exclusive installation in this space reinforces Granado’s positioning on the international stage,” said Sissi Freeman, the company’s marketing and sales director. 
The fragrance, created by perfumer Ugo Charron of MANE, reimagines the banana in a floral-fruity composition layered over sandalwood, cedar, and musk; the pop-up lets shoppers move through a Brazil-inspired sensory installation rather than a standard counter display. It’s a repeat booking for Granado at Liberty — the retailer hosted an earlier Rio Carnival–themed Granado activation in its space in early 2025 — and the brand is running the campaign simultaneously in Paris’s La Samaritaine and at ScentFest on the US West Coast. Granado says its European retail footprint has grown from 20 to more than 120 points of sale in the past 12 months, including six standalone boutiques split across London, Paris, and Lisbon. The company plans to open its first standalone Madrid store in the second half of 2026, building on a 2025 wholesale partnership with department store chain El Corte Inglés that marked its initial entry into Spain.
Founded in Rio de Janeiro in 1870 by Portuguese immigrant José Antonio Coxito Granado, the brand earned the title of Official Pharmacy of the Brazilian Imperial Family under Emperor Pedro II before English entrepreneur Christopher Freeman bought it in 1994 and pushed a modernization drive that has since carried it into Le Bon Marché, Harrods-adjacent Liberty, El Corte Inglés, Galeries Lafayette, and Saks Fifth Avenue. Spanish perfume group Puig bought a minority stake in 2016. The company now operates concept stores in London, Paris, Lisbon, New York, and Miami, with US growth so far concentrated in event activations rather than new leases.
Why it matters: Granado is using pop-ups as a controlled-risk scouting tool ahead of every real estate commitment — a repeat Liberty London atrium booking, a Corte Inglés shop-in-shop before a standalone Madrid store, and US event activations before any American lease. For a 156-year-old heritage brand entering markets where it has zero name recognition, the temporary format does double duty: it buys retail credibility by association with a landmark host site, and it generates the foot-traffic data that turns a wholesale partnership into a standalone store decision.
Source: Granado opens Liberty London pop-up, plans Madrid and US expansion — FashionNetwork
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