Walpole Features

What does it mean to hold a Royal Warrant?

On 6 February 1952, King George VI was succeeded by Her Majesty Queen Elizabeth II. Now, 70 years later, she is celebrating her Platinum Jubilee, making her not only our country's longest reigning monarch, but also the fourth longest-reigning monarch in world history. In acknowledgement of this momentous achievement, we spoke to a selection of Walpole members who currently hold Royal Warrants to ask what it means to them to possess this most exclusive seal of approval.
4th Feb 2022
Walpole Features What does it mean to hold a Royal Warrant?

Apart from being amongst the very finest luxury brands in the country, a selection of our Walpole members have another special accolade in common: royal warrants. To mark the 70th anniversary of the accession of Queen Elizabeth II (on 6 Sunday February) we wanted to find out what holding a Royal Warrant means to Walpole members in this, our monarch's Platinum Jubilee year.

Currently issued by both Her Majesty Queen Elizabeth II and His Royal Highness the Prince of Wales, there currently are over 800 companies who have been appointed to supply the Royal Family and their households with goods and services - everything from scents to stationery, cars to carpets.

While the practice of members of the Royal Family comissioning the services of tradespeople can be traced all the way back to Henry II in 1155, what we know today as Royal Warrants were first granted in the 15th century. 

Today, Royal Warrants are managed by the Royal Warrant Holders Association, an organisation responsible for collating applications for warrants and reviewing those already granted every few years to make sure the products are still in regular rotation by the Royal Family. We asked the Association's Executive Director, Mark Leishman, why Royal Warrants are still such a powerful symbol for a company over 500 years after their creation.

"A Royal Warrant often creates positive consumer and trading interest, and a level of distinctiveness hard to better," he explains. "It can also encourage a greater sense of pride amongst a workforce – and a sharpened focus on truly sustainable practices."

That's certainly the case at Penhaligon's, who currently have an active Royal Warrant with Prince Charles (bestowed in 1988) and, until recently, had an additional warrant with Prince Phillip (bestowed in 1956), being Manufacturers of Toilet Requisites to both royal households. 

"The recognition and relationship are a source of pride for the brand that connects us with our past and inspires our current team to continue to strive for greatness," says Jonathan Ferrari, Brand Director for Penhaligon's

For companies who are granted Royal Warrants, the distinction often goes beyond mere buisness - and sometimes pre-dates the invention of the honour itself.

"The connection between Fortnum's and the royal family dates back to the moments immediately before our founding in 1707, when William Fortnum served as a Footman in Queen Anne's household," says Crispin Butler, Director of Marketing & Communications at Fortnum & Mason. "The Queen insisted on fresh candles every evening, and it was by selling the daily surplus of half-burned wax to make new candles that the entrepreneurial Fortnum (along with his landlord Hugh Mason) got their start."

"Our first Royal Warrant was granted in the Victorian era, and today we're proud holders of warrants from both Her Majesty The Queen (as Grocers and Provision Merchants) and His Royal Highness The Prince of Wales (as Tea Merchants and Grocers).  

"Our royal warrants are incredibly important to us," Butler continues. "They're each an enduring endorsement of the exceptional service we deliver to everyone who visits Fortnum's, and of the extraordinary products we've been making and selling for centuries. We're as proud of them today as we've ever been."

Her Majesty The Queen, the Duchess of Cornwall and the Duchess of Cambridge open the Diamond Jubilee Tea Salon in Fortnum & Mason (2012)

For Walpole member Laurent-Perrier, which holds the Royal Warrant for Purveyors of Champagne to HRH The Prince of Wales, there is an emotional aspect to the appointment too.

"In 2018, Alexandra Pereyre de Nonancourt – who holds the Royal Warrant on behalf of Laurent-Perrier – was able to present The Prince of Wales with a special edition 70th birthday label for His Royal Highness at a Prince's Trust dinner held at Buckingham Palace," says Daniel Brennan, PR & Communications Director for Champagne Laurent-Perrier. "His Royal Highness went on to tell Alexandra how much he enjoyed visiting the House of Laurent-Perrier in the summer of 1979 with Lord Mountbatten - a visit he would never forget as Lord Mountbatten was killed shortly afterwards."

"It is a great honour, privilege and responsibility to uphold the highest standards of craftsmanship in the pursuit of excellence," Brennan continues when asked about what it means to Laurent Perrier to hold a Royal Warrant, "demonstrating a respect for nature and the environment which are many of the values that a Royal Warrant holder stands for."

Of course, the specific preferences of the individual members of the Royal Family are a closely guarded secret by all Royal Warrant Holders, but curiosity gets the better of us. Can Brennan let us know which product in the Champagne Laurent-Perrier ouvre tends to get popped at royal parties?

"Laurent-Perrier Cuvee Rose is a real favourite in the Royal Household," he replies. "It has frequently been served at many of the celebrated Royal weddings in the United Kingdom."

Magnifique.

 
 
 
 

Walpole Members that hold Royal Warrants


Automotive
Bentley Motors (by appointment to HM The Queen and HRH The Prince of Wales)

Beauty and Grooming

Floris (by appointment to HM The Queen and HRH The Prince of Wales)
Molton Brown London (by appointment to HM The Queen) 
Penhaligon’s (by appointment to HRH The Prince of Wales) 

Fashion and Accessories
Burberry (by appointment to HM The Queen and HRH The Prince of Wales)
Ettinger (by appointment to HRH The Prince of Wales)
Henry Poole & Co. (by appointment to HM The Queen)
Johnstons of Elgin (by appointment to HRH The Prince of Wales)
Smythson (by appointment to HM The Queen and HRH The Prince of Wales)
Turnbull and Asser (by appointment to HRH The Prince of Wales)

Food and Drink
Laurent-Perrier (by appointment to HRH The Prince of Wales)

Jewellery, Watches and Precious Metals
Asprey (by appointment to HRH The Prince of Wales)
Garrard (by appointment to HRH The Prince of Wales)
Hamilton & Inches (by appointment to HM The Queen) 

Interior Design, Home and Craft
Axminster Carpets (by appointment to HM The Queen)
Cole & Son (by appointment to HM The Queen)
Peter Reed (by appointment to HM The Queen)
Royal Doulton (by appointment to HM The Queen and HRH The Prince of Wales)
Wedgwood (by appointment to HM The Queen)

Retailers
Fortnum & Mason (by appointment to HM The Queen and HRH The Prince of Wales)
James Purdey & Sons (by appointment to HM The Queen and HRH The Prince of Wales)

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