From HP sauce to Burberry, the future of the queen’s endorsements is up in the air

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People around the world have something in common with the kitchens, bedrooms and bathrooms of many royal palaces in the UK.

They are often stocked with the same items personally selected by Her Majesty The Queen and other members of the Royal Family, marked with what is known as a Royal Warrant.

Popular products such as HP sauce, Kellogg’s cornflakes, Burberry clothing, Clarins skincare or Elizabeth Arden cosmetics can all display a royal coat of arms, marking them as a product chosen by Her Majesty.

But those seals of approval could evaporate after the Queen’s death this month, leaving some brands to wonder if they will continue to enjoy favor in royal homes as His Majesty King Charles takes the throne.

HP Sauce, through its parent company Heinz, holds a Royal Warrant, although it is not visible on these bottles. Heinz was officially HM the Queen’s “Heinz Product Supplier”, a role that admittedly might be difficult for another company to fulfill. (Sang Tan/Associated Press)

“There’s an incredible loyalty associated with the royal coat of arms,” ​​said Feizal Chatur, CEO of Araam Inc. in Edmonton.

Chatur’s company is the Canadian manufacturer of Hypnos mattresses, one of over 700 brands who currently hold a Royal Warrant.

This means that the brand bears Queen Elizabeth’s seal of approval and the company may display signage stating that “By appointment with HM the Queen,”Hypnos products are official manufacturers of royal bedding and upholstery.

Hypnos Ltd. held the Royal Warrant for the Queen’s mattresses; Edmonton-based Araam is the only Canadian manufacturer. (Association of Royal Warrant Holders)

Essentially, it’s the mattress of choice for generations of royals at many of their palaces, including Buckingham and Kensington Palaces, as well as Windsor and Balmoral Castles.

According to the mattress company’s Canadian subsidiary, the implied endorsement of the royal warrant signifies significant prestige.

Feizal Chatur, CEO of Araam Inc., is pictured with a royal coat of arms behind him at his company’s offices in Edmonton. (Danielle Nerman/CBC)

“If it’s good enough for the late queen, then it’s definitely good enough for a consumer,” Chatur said in an interview with CBC Radio. Cost of life. Queen Elizabeth and the Queen Mother have issued royal warrants for Hypnos mattresses, according to Chatur.

Influencers before internet

Royal warrants have been granted by the royal family since the 15th century, with the royal coat of arms being displayed by businesses since the 18th century.

It’s a story that makes Britain’s Royals, to some extent, the first influencers before there were phones, let alone the internet and Instagram.

“Over the years Royal Warrants have become, if you will, a mark of service and product quality,” said Paul Alger, director of international affairs at the UK Fashion and Textile Association.

It keeps you on your toes in terms of quality and maintaining prestige.– Feizal Chatur, CEO of Araam Inc. in Edmonton, Alberta

“It’s a recognition factor that the royal family gives to these great British brands.”

While it is difficult to assign a dollar (or pound) figure to the brand equity granted by Royal Warrants, the quality mark is still important to many consumers. For example, Queen-endorsed gloves would obviously pass the mark, Alger said, as Her Majesty squeezed hundreds of hands in them a day.

Global consumers also appreciate seeing the royal coat of arms, according to the trade expert.

“When we look at key international markets, Japan, China, Korea, for example, those markets are absolutely fascinated by the royal warrant and any connection to the royal family… the Chinese in particular are really, really passionate fans of the products of the Royal Warrant,” says Alger.

What happens with a new ruler?

With Charles now in charge, it could mean that many Royal Warrants from Her Majesty The Queen will disappear.

According to the Royal Warrant Holders Association, when the person sitting on the throne changes, existing businesses can continue to display a royal coat of arms for up to two years. But the Royal Warrant itself, if issued by the late Queen, becomes void.

The Royal Family will now have to review who got the stamp of approval, the Royal Warrant Holders Association said in an email to CBC Radio.

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This could mean, for example, that the Queen’s choice umbrellas – Fulton Umbrellas – could seek further endorsement in years to come. His love of Cadbury chocolate and his status as chocolate maker for HM the Queen may need to be reviewed by Charles.

Gordon’s gin, holder of a royal warrant as Her Majesty The Queen’s official gin distiller, may no longer be so favored as his royal house is, technically, gone and replaced by that of a new monarch.

Warrants issued by the former Prince of Wales, however, remain valid, despite Charles’ elevation in status, as the former Prince of Wales’ household is still considered to exist.

So London & Scottish International, maker of Juniper Green Organic Gin, can continue to benefit from its royal warrant as Charles’ “organic spirits supplier” even though it has swapped HRH for HM.

King Charles and Camilla, the Queen Consort may or may not renew Royal Warrants issued by Queen Elizabeth, or they may choose new businesses to patronize. (Niall Carson/AFP/Getty Images)

Can any old Royal give them away?

Royal warrants could only be granted by the Queen, the Duke of Edinburgh and the Prince of Wales in recent years.

According to the Holders Association, companies or businessmen who hold a warrant do not provide their products for free and do not pay for the royal warrant itself.

The main, if not the only tangible benefit, is the right to put a crest on their product or premises.


Hear Paul Alger from the UK Fashion & Textile Association on Royal Warrants:

Cost of life27:30The Queen’s death and what it means for HP Sauce or Burberry


Nor are they the exclusive suppliers of products to the royal family; a member of the royal family can buy from anyone with or without the official seal of approval.

However, as Charles’ family takes over at Buckingham Palace, consumers could start to see the new monarch’s preferences appear on royal warrant lists.

“I think it’s very likely that we’re starting to see ethical and sustainable causes emerge,” Paul Alger said in a conversation with CBC Radio’s Paul Haavardsrud on Cost of life.

“These causes are interesting because…Her Majesty was talking about sustainability and protecting the planet 30 years ago, long before it was fashionable to start talking about these things.”

As for the Edmonton mattress maker, the CEO of Araam hopes royal households will continue to use the Hypnos mattress after generations of kings, queens, princes and princesses have slept on the product since 1929.

Will Charles III benefit from the same mattresses as Elizabeth II? Hypnos Ltd. has two years to find out before it stops displaying royal iconography. (Hannah McKay/Associated Press)

But Feizal Chatur admits it’s possible King Charles and Queen Consort Camilla have different preferences than Queen Elizabeth – and that’s pushing his company to maintain high standards.

“That’s the beauty of the Warrant in my opinion, because it renews every five years or upon the death of the late Queen. So it keeps you on your toes in terms of quality and maintaining the prestige that the Warrant offers manufacturers . “

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