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| '''Yardley of London''' is |
'''Yardley of London''' is the world's oldest ], ] and ] producing company. Established in 1770, Yardley was a major producer of ] and ] by the beginning of the ]. By 1910, it moved to ]'s ], and in 1921 Yardley received its first ]. Today, Yardley holds two ]s.<ref></ref> | ||
| ==History== | ==History== | ||
| Yardley London is famous as a purveyor of luxury fragrances and soaps. House of Yardley was born in England in |
Yardley London is famous as a purveyor of luxury fragrances and soaps. House of Yardley was born in England in 1620, during the reign of king ]. An ]ial young man named Jonathan Yardley obtained a royal warrant for the provision of all the soap to City of London. The means by which this warrant was obtained are lost to history, however we might suppose it involved payment to the monarch of a sizeable, and no doubt welcome, sum. This first incarnation of Yardley was lost, as was so much of the old city, in the ] of 1666; save for one detail – that lavender should be used to perfume the soaps. | ||
| A century later, in 1770, the Cleaver family re-established Yardley London, creating the soap and perfumery business we know today. Through astute business and a convenient marriage the Yardley family once again became involved in this operation, and by the early 1800s Yardley London was back in family hands. In the following years the business thrived and prospered, its famous advertising becoming a hallmark of the Victorian times. So to 1880, and with the ] at its height Yardley exported its first products to the USA, a range of English lavender soaps. Nearly a century of gradual expansion followed, first to ] and then across the world. A succession of Royal Warrants, innovations and new products were testament to the popularity of the quintessential English fragrance. | A century later, in 1770, the Cleaver family re-established Yardley London, creating the soap and perfumery business we know today. Through astute business and a convenient marriage the Yardley family once again became involved in this operation, and by the early 1800s Yardley London was back in family hands. In the following years the business thrived and prospered, its famous advertising becoming a hallmark of the Victorian times. So to 1880, and with the ] at its height Yardley exported its first products to the USA, a range of English lavender soaps. Nearly a century of gradual expansion followed, first to ] and then across the world. A succession of Royal Warrants, innovations and new products were testament to the popularity of the quintessential English fragrance. | ||
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| ==Modern era== | ==Modern era== | ||
| Today, Yardley London is |
Today, Yardley London is England’s oldest and most established purveyors of quality ], ] and ]. Steeped in a 242 year heritage, Yardley London is a quintessentially English fragrance brand and prides itself on offering authentic and credible quality floral fragrances and ancillary body products. Yardley London prides itself on its two Royal warrants and since 1921 has been awarded 6 Royal warrants.{{fact|date=January 2013}} | ||
| Currently, its product range consists of perfume, bath and body luxuries, skin care, and hair care products. The colour cosmetics range of Yardley has been discontinued, with the exception of Yardley London, ] which is owned by Coty, and still produces a complete line of cosmetics, nail and skin care products, in addition to a number of fragrances for both men and women. | Currently, its product range consists of perfume, bath and body luxuries, skin care, and hair care products. The colour cosmetics range of Yardley has been discontinued, with the exception of Yardley London, ] which is owned by Coty, and still produces a complete line of cosmetics, nail and skin care products, in addition to a number of fragrances for both men and women. | ||
Revision as of 22:34, 25 March 2013
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Yardley of London is the world's oldest cosmetics, perfume and toiletry producing company. Established in 1770, Yardley was a major producer of soap and perfumery by the beginning of the 20th century. By 1910, it moved to London's Bond Street, and in 1921 Yardley received its first Royal Warrant. Today, Yardley holds two Royal Warrants.
History
Yardley London is famous as a purveyor of luxury fragrances and soaps. House of Yardley was born in England in 1620, during the reign of king Charles I of England. An entrepreneurial young man named Jonathan Yardley obtained a royal warrant for the provision of all the soap to City of London. The means by which this warrant was obtained are lost to history, however we might suppose it involved payment to the monarch of a sizeable, and no doubt welcome, sum. This first incarnation of Yardley was lost, as was so much of the old city, in the Great Fire of London of 1666; save for one detail – that lavender should be used to perfume the soaps.
A century later, in 1770, the Cleaver family re-established Yardley London, creating the soap and perfumery business we know today. Through astute business and a convenient marriage the Yardley family once again became involved in this operation, and by the early 1800s Yardley London was back in family hands. In the following years the business thrived and prospered, its famous advertising becoming a hallmark of the Victorian times. So to 1880, and with the Victorian era at its height Yardley exported its first products to the USA, a range of English lavender soaps. Nearly a century of gradual expansion followed, first to Australia and then across the world. A succession of Royal Warrants, innovations and new products were testament to the popularity of the quintessential English fragrance.
Since the House of Yardley was established in 1770, lavender has remained its signature scent, and Yardley dedicated itself to understanding and appreciating every nuance of the plant. In the 1930s Yardley commissioned scientists to scour the globe for the most sought after varieties, which lead to the discovery of Lavandula angustifolia. This unique species is still grown in England today and forms the basis of their signature range.
Modern era
Today, Yardley London is England’s oldest and most established purveyors of quality perfumes, soaps and toiletries. Steeped in a 242 year heritage, Yardley London is a quintessentially English fragrance brand and prides itself on offering authentic and credible quality floral fragrances and ancillary body products. Yardley London prides itself on its two Royal warrants and since 1921 has been awarded 6 Royal warrants.
Currently, its product range consists of perfume, bath and body luxuries, skin care, and hair care products. The colour cosmetics range of Yardley has been discontinued, with the exception of Yardley London, South Africa which is owned by Coty, and still produces a complete line of cosmetics, nail and skin care products, in addition to a number of fragrances for both men and women.
Acquisition
Britain's fifth richest Indian family, the Jatanias, bought out Yardley in October 2005 for £60 million and integrated it into its Lornamead company.
Wipro Consumer Care and Lighting acquired Yardley in certain markets including Asia, Middle East, Australasia as well as North and West Africa for $45.5 million. In August of 2012, Wipro purchased the UK/European division from Lornamead, with the exception of Germany and Austria, where Lornamead still holds the rights to the brand.
Brands
- English Blazer was a men's fragrance and lotion introduced by Yardley in 1989 or 1991 and discontinued in 1998. The brand was relaunched in the early 2010s with a completely rewritten history, including a claimed launch date of 1951.
See also
References
- Interview with Mike Jatania by Jonathan Guthrie of the FT
- Brand Yardley is now being carefully revamped and efforts have been made to make it contemporary to attract new users. Jatanias buy America's biggest hair-care brands
- Deepti Chaudhary and K. Raghu. "Wipro buys some Yardley businesses for $45.5 million". livemint.com. November 6, 2009
- ^ "The Encyclopaedia of Perfume - Émilie - Eraine".
- Cloud, Barbara (20 October 1991). "Blazer still blazin': Classic jacket dresses variety of occasions". The Pittsburgh Press. Retrieved 5 February 2013.
- "English Blazer: World-Class Original Fragrances for Men". Retrieved 5 February 2013.
External links
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