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After the death of the Queen of England, the hundreds of mandates granted to royal suppliers are questioned. The question now is whether they will be renewed by the new sovereign.
The Royal Warrant is the Holy Grail in terms of communication for a brand or a service provider. These contracts are awarded to companies whose products or services have been selected by the Royal Family.
This distinction entitles the holders to display the Royal Arms on their products, their marketing communications and in their premises for a period of up to five years, renewable.
However, after the death of the Queen, 600 brands lost the mandate they held and must now wait for the approval of the new monarch.
On the other hand, if they fail to win the favor of the next king, they will have two years to remove the seal that marked them as regular suppliers to the royal crown.
As a prince, Charles III had already granted this privilege to more than 150 brands.
A guarantee of quality
Among the holders of this “title”, companies from various professional categories are involved.
Food and drink, jewelers, clothing and accessories, or health and beauty: the public thus gets a glimpse of the preferred tastes of the royal family, which has singled out Cartier jewelry, for example.
By granting the designation of “official suppliers” to the British Crown, these royal mandates automatically give them prestige.
As a reminder, these companies do not pay any royalties for this prestigious mandate, nor do they supply the Crown for free or at preferential rates.
It is therefore a guarantee of quality. It is also a strong commercial argument, even if it is not possible to measure the real impact on sales.
Among the 600 brands selected, Fortnum & Mason is a pillar. The luxury grocer, supplier of tea to the royal family, says in its communication that it is “proud to have held a warrant from Her Majesty since 1954, and to have served her and the rest of the royal family all her life”. The company will not be impacted by the death of the Queen, since it also held a warrant awarded by Prince Charles.
Prestigious brands that delight the crown
The Queen, very fond of champagne, also granted her seal to Mumm, Bollinger, Moet & Chandon or Veuve Cliquot.
For her beauty, Elizabeth II also had her favorites.
Clarins, the French high-end cosmetics brand, was her supplier for 70 years. At the time of her coronation in 1953, her majesty was already wearing a Clarins custom-made lipstick, in total harmony with the ruby hue of her dress.
The Queen also had a long love affair with British perfumer Penhaligon’, whose Highgrove Bouquet was inspired by her. Before Elizabeth II, the brand had already been named royal perfumer during the dynasty of Queen Victoria.
Other prestigious brands still have this seal, such as Burberry, the famous luxury ready-to-wear brand, or the house of Launer, official supplier of handbags to the Queen since 1968.
A nice panel of brands for which the suspense of the renewal of the famous royal seal begins. However, in recent years, the criteria for renewal have been strengthened: “It’s not just about providing perfect service. You also have to show that you are a good company, especially in terms of human rights,” said the head of one of the many companies.
This mandate is thus both an honorary title for the companies and a guarantee of quality for the British people.
Read also >[Luxus+ Magazine] A short history of luxury: Mumm, the “Champagne of the Sovereign of England”
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After the death of the Queen of England, the hundreds of mandates granted to royal suppliers are questioned. The question now is whether they will be renewed by the new sovereign.
The Royal Warrant is the Holy Grail in terms of communication for a brand or a service provider. These contracts are awarded to companies whose products or services have been selected by the Royal Family.
This distinction entitles the holders to display the Royal Arms on their products, their marketing communications and in their premises for a period of up to five years, renewable.
However, after the death of the Queen, 600 brands lost the mandate they held and must now wait for the approval of the new monarch.
On the other hand, if they fail to win the favor of the next king, they will have two years to remove the seal that marked them as regular suppliers to the royal crown.
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After the death of the Queen of England, the hundreds of mandates granted to royal suppliers are questioned. The question now is whether they will be renewed by the new sovereign.
The Royal Warrant is the Holy Grail in terms of communication for a brand or a service provider. These contracts are awarded to companies whose products or services have been selected by the Royal Family.
This distinction entitles the holders to display the Royal Arms on their products, their marketing communications and in their premises for a period of up to five years, renewable.
However, after the death of the Queen, 600 brands lost the mandate they held and must now wait for the approval of the new monarch.
On the other hand, if they fail to win the favor of the next king, they will have two years to remove the seal that marked them as regular suppliers to the royal crown.
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