Walpole: Tell us about the history of your brand…
Sarah Lynn: The legend of the brand begins in 1760, when a pair of scented leather gloves were delivered to King George III by a new London tailoring company. Founded by James Henry Creed in the same year as the young king’s accession, The House of Creed started its journey as an exquisite tailor based in Mayfair and has since been creating luxury goods for discerning clients for more than 260 years.
What is your brand best known for?
Our Millésime perfumes blend natural, raw ingredients that are weighed, mixed and macerated – in most cases by hand – in a small artisanal factory near Fontainebleau, France. The process is labour-intensive, but Creed is driven by artistry and the pursuit of perfection.
What has been a significant achievement in your company’s timeline?
Last year, Kering group's Kering Beauté acquired The House of Creed – a major milestone in the group's expansion strategy. The House of Creed has such a compelling legacy, recognised for crafting unique scents for generations.
Why do you love the brand?
The House of Creed fosters creativity, skill and ingenuity to create our fragrances, encompassing the diverse range of experiences and backgrounds of our collaborative and kind teams of experts.
Why does your brand represent the very best in British luxury?
The House of Creed represents luxury redefined: we don't just sell fragrances, we offer an unparalleled luxury experience that goes far beyond expectation.
What attracted you to becoming a Walpole member?
Walpole has a strong reputation as the official organisation for UK luxury. It gathers over 250 of Britain’s finest brands, which gives us the opportunity to collaborate on developing the British luxury sector to become a world leader in sustainability.
If you could collaborate with another Walpole member, which one would you choose?
We would love to collaborate with members particularly in the hospitality, food and drink, and art sectors.
Tell us about an exciting development or new launch for your brand in the coming months?
We have just begun our new olfactive chapter, launching Amber Universe earlier this month. It presents a dazzling duo of woody amber fragrances that capture the warmth and enigmatic energy of the cosmic sky.
