Search results
Established in 1770, [ 1 ][ 2 ][ 3 ][ 4 ] the company became a major producer of soap and perfumery by the beginning of the 20th century. By 1910, the company had moved to London 's upmarket Bond Street, and Yardley received its first Royal Warrant in 1921. Today, the company holds two Royal Warrants. [ 5 ]
Started in 1770, Yardley London has a rich history that spans for over 250 years. 1770s – The Early Years. In 1770 the Cleaver family founded what is known today as Yardley London, which would go on to be one of the most successful soap and perfumery houses in the UK.
1880s. During the first half of the decade, business was booming with new premises in the heart of London’s Bloomsbury and a rebrand to Yardley & Co, under the ownership of Thomas Exton Gardner, whose sons took over the business and brought it into the 20th century.
After being granted the royal warrant by the King Of England, King Charles I, this young man became the first entrepreneur to manufacture and sell Lavender soap in London. This young man’s name was William Yardley and this was the genesis of the quintessentially English brand Yardley.
- Reorganisation and Expansion
- Products
- American Market
- Youth Market and The London Look
- Donald D. Burr
- Corporate Acquisition
- References
Yardley underwent a number of operational changes in the years following the war. The company moved its headquarters from Sackville House in Picadilly to Yardley House in Old Bond Street in 1945; acquired additional storage space at Carpenters Road in 1948; rented new premises in Horns Road, Ilford in 1950 to house finished stock and the dispatch d...
There was little in the way of new product development between 1945 and 1950 but the company quickly moved out of wartime packaging. Some containers and boxes were redesigned and Yardley began selling many of its cosmetics in new containers from 1946. Above: 1946 Yardley cosmetics in redesigned packages. Most referenced the style of the pre-war pac...
During the 1950s it became clear to Yardley management that the company needed to improve its presence in the United States, then the largest single market for toiletries and cosmetics. Yardley products and pricing meant that its lines were best suited to department stores but its position there was weak and Yardley was in danger of being squeezed ...
As mentioned earlier, the biggest developments in Yardley cosmetics in the 1960s were in products aimed at teenagers and younger women. Yardley had been interested in this market since the war. In 1946, it had developed a beauty book for teenage girls called Junior Miss with subsequent editions released in 1950 and 1953. In 1950, Olive Cato had als...
Despite attempts to rectify the problem, sales of Yardley products in the United States were still languishing. To rectify the situation Yardley engaged Donald D. Burr in 1964, making him vice president in charge of marketing in the United States and giving him overall responsibility for the sale, merchandising and marketing of Yardley products the...
In 1967, Yardley was bought by British American Tobacco (BAT). The Gardner family and their associates, who controlled almost three-quarters of the votes, agreed to the deal after BAT improved their offer. The sale was followed by operational rationalisations. In Australia, production of Yardley products was combined with Morny and Lentheric, compa...
The chemist and druggist. (1859-) London: Morgan Brothers. Jones, G. (2010). Beauty imagined: A history of the global beauty industry. Oxford: Oxford University Press. Poucher, W. A. (1932). Perfumes, cosmetics and soaps(4th ed., Vols. 1-2). London: Chapman and Hall Ltd. Thomas. E. (1953). The house of Yardley 1770-1953. London: Sylvan Press. Uris,...
Yardley was founded in London in 1770 by William Yardley, a purveyor of swords, spurs and buckles for the aristocracy. He took over a lavender soap business from his son-in-law William Cleaver who had gambled away his inheritance.
People also ask
When did Yardley start?
Who owns Yardley & Co?
Who was William Yardley?
Where was Yardley built (post-1961)?
What's new at Yardley of London?
How did Yardley become famous?
Mood Inspiring. Skin Nourishing Since 1770. For over 250 years, Yardley bath bars have stood as a symbol of English luxury. Today that tradition continues with soaps crafted with essential oils and moisturizing ingredients that nourish your skin from the outside in.
