citations for verification . please help improve this article by adding citations to reliable sources . unsourced material may be challenged and removed . august 2012 learn how and when to remove this template message yardley of london type private company industry personal care founded 1770 founder william yardley headquarters london uk products perfumery and toiletries fine fragrances soap body wash talcum powder oral care revenue company parent wipro website www.yardleylondon.com yardley of london usually referred to simply as yardley or yardleys is an international english based company and one of the oldest firms in the world to specialise in cosmetics fragrances and related toiletries products . established in 1770 1 2 3 4 yardley was a major producer of soap and perfumery by the beginning of the 20th century . by 1910 it moved to london s bond street and in 1921 yardley received its first royal warrant . today yardley holds two royal warrants . 5 contents 1 history 2 brand ambassdor 3 royal warrants 4 see also 5 references 6 external links history edit the company was established by the cleaver family in 1770 the official date displayed on its product labels . according to the company s website an earlier incarnation existed prior to this but most records of the earlier company were lost in the great fire of london of 1666 . 1 2 3 4 the company is named after william yardley who purchased the firm in 1823 from the sons of the founder samuel cleaver who had gone into bankruptcy . the company became yardley & statham in 1841 when charles yardley the son of william took on william statham as a partner in the business . at the time the business sold perfumes soaps powders hair pomades and other toiletries . 6 in 1851 the company still known as yardley & statham exhibited at the great exhibition in the crystal palace . that same year the company changed its name to yardley & co. 7 yardley & statham exhibited soap and perfume including a soap called old brown windsor which was embossed with a picture of windsor castle and was one of their first production soaps . 8 in 1913 yardley adopted francis wheatley s flowersellers painting from his cries of london series as their new corporate logo . the yellow primroses being sold in baskets in the painting are replaced by the company with sheaths of lavender . 9 10 yardley english lavender talcum powder yardley s signature scent is english lavender which was launched in 1873 . 11 english lavender was popular during the victorian era in england and was imported to the usa in the 1880s where it became popular in american households . 12 the lavender that yardley uses in their products is the variety lavandula angustifolia which is specially grown for yardley in the south of england . 13 the variety of lavender used by yardley was selected by the company in the 1930s after a several year search for the finest variety . 12 due to the growing popularity of yardley soaps and cosmetics at the turn of the 20th century the company opened a shop in 1910 on bond street in london . the original yardley shop on bond street was at 8 new bond street but it later moved to 33 old bond street . 14 15 in 1967 british model twiggy becomes the face of yardley . the company sold twiggy eyelashes twiggy paint and other cosmetics with her as the spokesmodel . 16 yardley became a symbol of swinging london and was associated with the 1960s british youth culture of miniskirts carnaby street and mod fashions . 17 in 1991 yardley introduced english blazer a range of men s grooming products . 18 in 1998 yardley was placed into receivership after a year of marketing attempts to update its old fashioned image . 19 britain s fifth richest indian family the jatanias bought out yardley in october 2005 for 60 million and integrated it into its lornamead company . 20 wipro consumer care and lighting acquired yardley in certain markets including asia middle east australasia as well as north and west africa for 45.5 million . in august 2012 wipro purchased the uk european division from lornamead with the exception of germany and austria where lornamead still holds the rights to the brand . 21 brand ambassdor edit bollywood superstar katrina kaif is the brand ambassador for yardelys in india since 2010 . 22 royal warrants edit yardley has had a long association with the british royal family and has been awarded the royal warrant of appointment six times . the company has supplied several british monarchs with toiletries . 15 1921 edward prince of wales perfumers and fine soap makers 1932 queen mary perfumer 1949 george vi purveyors of soap 1955 elizabeth ii manufacturers of soap 1960 queen elizabeth the queen mother perfumers and manufacturers 1995 charles prince of wales manufacturers of toilet preparations see also edit david montgomery 2nd viscount montgomery of alamein references edit a b haig matt 2005 . brand failures the truth about the 100 biggest branding mistakes of all time . kogan page series . kogan page publishers . p. 251 . isbn 9780749444334 . yardley was founded in london in 1770 by william yardley a purveyor or 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 . a b official catalogue of the industrial department . international exhibition on industry and art 1862 . london . google books . retrieved april 30 2014 . a b yardley perfumes and colognes . fragrantica . retrieved april 30 2014 . a b about us . yardley london . retrieved 9 april 2014 . guthrie jonathan november 16 2006 . transcript mike jatania . financial times . james bennett . yardley . cosmetics and skin . retrieved may 7 2014 . yardley quintessentially british . hpci media limited . retrieved june 23 2013 . a little history about yardley london s soaps . yardley london ltd. retrieved june 23 2013 . yardley s lavender girls . newham council . retrieved june 17 2013 . wheatley s cries of london . spitalfields life . retrieved june 17 2013 . english lavender by yardley 1873 . basenotes . retrieved june 14 2013 . a b all about yardley london . yardley london ltd. retrieved june 14 2013 . beauty icon yardley english lavender . telegraph media group limited . retrieved june 15 2013 . yardley shop front . english heritage . retrieved june 16 2013 . a b yardley london historical timeline pdf . lornamead group . retrieved june 14 2013 . twiggy voguepedia . vogue . retrieved june 19 2013 . brainstorm surviving and thriving in the new consumer led marketplace . macmillan . retrieved june 19 2013 . cloud barbara 20 october 1991 . blazer still blazin classic jacket dresses variety of occasions . . the pittsburgh press . retrieved 5 february 2013 . yardley no longer smelling of roses goes into receivership . the independent . 27 august 1998 . lall rashmee roshan may 3 2006 . jatanias buy america s biggest hair care brands . times of india . deepti chaudhary and k. raghu . wipro buys some yardley businesses for 45.5 million . livemint.com . november 6 2009 http www.business standard.com article press releases katrina kaif is the brand ambassador for yardley 110090700142 1.html external links edit official us website official uk website lornamead retrieved from https en.wikipedia.org w index.php title yardley of london & oldid 743368202 categories history of cosmeticsperfume housesbritish royal warrant holderscompanies established in 17701770 establishments in englandhidden categories articles needing additional references from august 2012all articles needing additional references navigation menu personal tools not logged intalkcontributionscreate accountlog in namespaces article talk variants views read edit view history more search navigation main pagecontentsfeatured contentcurrent eventsrandom articledonate to wikipediawikipedia store interaction helpabout wikipediacommunity portalrecent changescontact page tools what links hererelated changesupload 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