Queen Elizabeth II’s passing has not only caused a great wave of mourning worldwide but has also left hundreds of brands at risk of losing their prestigious royal warrants. Prominent names like Burberry and Launer are among the approximately 600 brands that now await the approval of King Charles III to continue as preferred suppliers to the royal family.
The royal warrant, a mark of unparalleled quality and prestige, grants companies the right to display the royal arms on their products, packaging, advertising, and more. This endorsement from the royal family serves as a powerful selling point for many businesses, although its true impact on sales is not easily quantifiable.
Fortnum and Mason, a luxurious department store in London renowned for their teas and provisions, have held a royal warrant from Queen Elizabeth since 1954. They boast a rich history of serving the royal family and are deeply impacted by the potential loss of their warrant. Additionally, Twinings, a well-known tea and coffee merchant, also had a royal warrant as suppliers to the Queen and the Prince of Wales.
Launer, the supplier of Queen Elizabeth’s handbags since 1968, also faces significant consequences for their brand’s reputation and prestige if they were to lose their royal warrant. Conversely, Barbour jackets, famous for their durability and suitability for British weather, were the official manufacturers of waterproof clothing for the Queen and her eldest son.
While some brands may not have the same immediate association with Queen Elizabeth, their possession of a royal warrant still represents recognition of their expertise and tradition. Brands like Dubonnet and champagne houses such as Bollinger, Krug, and Moet & Chandon hold royal warrants, serving as a guarantee of quality and eliciting confidence among consumers.
While there is no cost to obtain a royal warrant, suppliers are expected to continue providing their services on a commercial basis. However, the criteria for renewal have become more stringent, demanding not only flawless service but also exemplary business practices, including the respect of human rights.
Ultimately, the royal warrant carries immense significance for British consumers when making purchasing decisions. Losing this prestigious designation can have profound repercussions for brands, potentially affecting consumer perceptions and eroding trust.
Useful Links:
1. Royal Warrant Holders Association
2. Fortnum and Mason – Our History
