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| '''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> | '''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=== | |||
| Yardley as a company, can trace its roots back to 1620, when an entrepreneurial young man named Jonathan Yardley, began to manufacture fragranced soaps. During this time, he obtained a royal warrant for the provision of all the soap to City of London. Unfortunately, this first incarnation of Yardley was lost, as was so much of the old city, in the Great Fire of London of 1666. A century later, in 1770, the Cleaver family established the House of Yardley of London, creating the soap and perfumery business we are familiar with today. Through astute business and a convenient marriage, the Yardley family once again became involved in this operation, and by the early 1800s Yardley of London was back in family hands. In the following years the business thrived and prospered, its famous advertising becoming a hallmark of the 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, naturally. 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. During these very successful years, Yardley was the first company to introduce the first ever line for grooming-conscious men, as well as highly original, innovative products for women, employing some very clever marketing strategies. Yardley remained a privately owned concern until 1967, when it was sold to British American Tobacco, which continued ownership until the mid 1970s when they sold it to Beecham. In the late 1970s the company again changed hands, this time Jovan purchased it, discontinuing what was left of the colour cosmetics and fragrance line. Over the next several years there would be a succession of owners, who showed no interest in anything other than Yardley’s soap business. Today, the colour cosmetics line has been completely eliminated, except in South Africa where Yardley is owned by Coty. In this region, they still produce a complete line of cosmetics, hair, skin and nail care products, as well as a large selection of fragrances for both men and women. | |||
| ===Acquisition=== | ===Acquisition=== | ||
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| ] Consumer Care and Lighting acquired Yardley in certain markets including Asia, ], ] 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 ].<ref>Deepti Chaudhary and K. Raghu. . livemint.com. November 6, 2009</ref> | ] Consumer Care and Lighting acquired Yardley in certain markets including Asia, ], ] 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 ].<ref>Deepti Chaudhary and K. Raghu. . livemint.com. November 6, 2009</ref> | ||
| ==Brands== | |||
| English Blazer was a men's fragrance and lotion introduced by Yardley in 1989<ref name=pi>{{cite web|title=The Encyclopaedia of Perfume - Émilie - Eraine|url=http://www.perfumeintelligence.co.uk/library/perfume/e/e4/e4p3.htm}}</ref> or 1991<ref>{{cite news|last=Cloud|first=Barbara|title=Blazer still blazin': Classic jacket dresses variety of occasions.|url=http://news.google.com/newspapers?id=KN8cAAAAIBAJ&sjid=GGQEAAAAIBAJ&pg=1471,1736036&dq=english-blazer+yardley&hl=en|accessdate=5 February 2013|newspaper=The Pittsburgh Press|date=20 October 1991}}</ref> and discontinued in 1998.<ref name=pi/> The brand was relaunched in the early 2010s with a completely rewritten history, including a claimed launch date of 1951.<ref>{{cite web|title=English Blazer: World-Class Original Fragrances for Men|url=http://www.englishblazer.com/about-us/spirit/|accessdate=5 February 2013}}</ref> | |||
| ==See also== | ==See also== | ||
Revision as of 02:53, 2 April 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 as a company, can trace its roots back to 1620, when an entrepreneurial young man named Jonathan Yardley, began to manufacture fragranced soaps. During this time, he obtained a royal warrant for the provision of all the soap to City of London. Unfortunately, this first incarnation of Yardley was lost, as was so much of the old city, in the Great Fire of London of 1666. A century later, in 1770, the Cleaver family established the House of Yardley of London, creating the soap and perfumery business we are familiar with today. Through astute business and a convenient marriage, the Yardley family once again became involved in this operation, and by the early 1800s Yardley of London was back in family hands. In the following years the business thrived and prospered, its famous advertising becoming a hallmark of the 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, naturally. 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. During these very successful years, Yardley was the first company to introduce the first ever line for grooming-conscious men, as well as highly original, innovative products for women, employing some very clever marketing strategies. Yardley remained a privately owned concern until 1967, when it was sold to British American Tobacco, which continued ownership until the mid 1970s when they sold it to Beecham. In the late 1970s the company again changed hands, this time Jovan purchased it, discontinuing what was left of the colour cosmetics and fragrance line. Over the next several years there would be a succession of owners, who showed no interest in anything other than Yardley’s soap business. Today, the colour cosmetics line has been completely eliminated, except in South Africa where Yardley is owned by Coty. In this region, they still produce a complete line of cosmetics, hair, skin and nail care products, as well as a large selection 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.
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
External links
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