# SG79 STHLM ## Facts | | | |---|---| | Founded | 2015 | | Origin | Sweden | | Headquarters | Stockholm | | Owner | Romella International AB | | Status | Active | SG79 STHLM is a Swedish niche fragrance line based in Stockholm, built around the idea that a perfume can work like a piece of art — something a wearer reads and interprets for themselves. It was created by Romella International AB, a Stockholm perfume company, as its first fragrance range under its own label [1]. The name comes from the company's address: Sibyllegatan 79 in Stockholm, the street where the ideas for the range are developed [1]. Sources place the brand's founding in 2015, the year Parfumo records it being "created... under the motto 'Fine fragrance – Fine art'" [4]. Fragrantica instead dates the line to 2016, the year of its earliest fragrance edition [5]; the two figures are consistent if 2015 is read as the company's founding and 2016 as the first product launch. ## Origin & concept Before launching a label of its own, Romella had spent years composing fragrances for other companies, including Gant, Björn Borg, Salming and Lexington [1]. SG79 STHLM grew out of an encounter with the work of the Swedish artist and photographer DAWID — Björn Dawidsson, born in 1949. According to the company, seeing DAWID's photographs sparked the thought that a carefully made perfume could open "that same artistic room for interpretation" as fine-art photography [6]. Many of the images behind the range are said to show different faces of Stockholm, while a later series drew on photographs of a distorted lily glowing in neon green, red or yellow. That link between image and scent runs through the brand's stated philosophy. SG79 STHLM frames perfumery as a parallel art form to photography, and describes its fragrances as leaving space for the wearer's own taste, memories and associations rather than fixing a single meaning [3]. The tagline "Fine fragrance – Fine art" restates the same idea [4]. ## Products SG79 STHLM produces fragrances only. The line is organised as a numbered series — Nº 1, Nº 6, Nº 7, Nº 8, and on through Nº 17 and Nº 19 — spanning olfactive families from citrus to woody and ambery-oriental compositions [2]. Aggregators differ slightly on the catalogue's size: Wikiparfum lists 13 fragrances [2], while Fragrantica counts 12 [5]. Retailers describe it as a "growing range" to which new fragrances are added regularly. Among the individual releases, Nº 8 appeared in 2022 and is the most recent launch identified in available sources [7]. The perfumes are manufactured and packaged in Sweden. According to the brand, they are composed in collaboration with the French fragrance houses Givaudan and Mane [1]. ## Distribution & recognition The line is sold through niche-perfume retailers across several markets, including outlets in Europe and Asia. Its releases have drawn some editorial attention within niche perfumery; Fragrantica, for example, published a news feature on the launch of Nº 17 [9]. ## Current status SG79 STHLM remains an active line, with retailer copy describing an expanding catalogue. Its online footprint, however, is uneven: the brand's own .se store was unreachable when checked in 2026, and a legacy .com address redirects to a parking page rather than a working site. Ongoing listings by third-party retailers, rather than a live first-party storefront, are what currently carry the brand's presence. ## Sources 1. (T3) https://boutiqueideale.com/sg-79-sv-Sv 2. (T3) https://www.wikiparfum.com/en/brands/sg79sthlm 3. (T3) https://mdpindia.com/collections/sg79-sthlm 4. (T3) https://www.parfumo.com/Perfumes/SG79STHLM 5. (T3) https://www.fragrantica.com/designers/SG79-STHLM.html 6. https://shop.sg79sthlm.se/sidor/about 7. https://www.parfumo.com/Perfumes/SG79STHLM/n-8 9. https://www.fragrantica.com/news/SG79-STHLM-No-17-9670.html --- Glowpedia · · Published 2026-07-20 Please cite with a link to the article URL.