The Man Behind Creed's Iconic Fragrances

The House of Creed, an Anglo-French perfume house, was founded in 1760 by James Henry Creed as a tailoring company in London. The company has since expanded into the fragrance business, creating original, artisanal perfumes for men and women using rare and expensive ingredients. Over the years, Creed has created over 200 perfumes, dressing and scenting royalty and celebrities alike. Today, the company is run by Olivier Creed, who created the blockbuster fragrance Aventus, and his son, Erwin Creed.

James Henry Creed founded the House of Creed in 1760

James Henry Creed's founding of the House of Creed in 1760 coincided with the young King George III's accession to the throne. The company's early years were marked by its role as a tailor, creating exquisite garments for royalty and the fashionable elite. The House of Creed's first known commission was to deliver a pair of scented leather gloves to King George III, setting a precedent for the company's future involvement in the fragrance industry.

The House of Creed's success and prestige grew throughout the 19th century, with Henry Creed, the son of James Creed, continuing the family business. Henry Creed established himself as a talented tailor, creating garments for European royalty and the fashionable dandy Count d'Orsay. In 1860, Henry Creed's skills were recognised by Queen Victoria and the major courts of Europe, solidifying the House of Creed's reputation.

Henry Creed's connections with royalty continued to flourish, and in 1885, he received a Royal Warrant signed by the Mistress of the Robes, Annie Roxburgh. This warrant further enhanced the House of Creed's reputation and led to Henry creating a riding habit for Queen Victoria in the same year. This riding habit became a source of inspiration for the House of Creed's best-selling female fragrance, Aventus for Her.

The House of Creed's transition from tailoring to perfumery occurred gradually, with Henry Creed's expertise in scenting hemlines and leather gloves laying the foundation for their future success in the fragrance industry. Henry Creed's residence in Nice, just 25km from Grasse, the centre of France's fragrance industry at the time, further influenced this transition.

The Creed family's history of entrepreneurship

The Creed family's entrepreneurial journey began in 1760 when James Henry Creed founded a tailoring company in London. The company delivered a pair of scented leather gloves to King George III, marking the start of the Creed family's venture into the world of fragrances and luxury. Over the next 260 years, the House of Creed established itself as a leading niche perfume house, creating original and artisanal fragrances using rare and exquisite ingredients sourced from around the world.

The Creed family's entrepreneurial spirit and versatility are evident in their evolution from artisans and tailors to master perfumers. James Henry Creed's ambition and talent played a pivotal role in the early success of the House of Creed. He overcame challenges, including financial difficulties when he left Leicester in 1710, to build a renowned brand. The Franco-British heritage of the House of Creed can be attributed to James Henry Creed's frequent travels between Workingham, Marylebone, and Paris, where he eventually moved his tailoring business.

Henry Creed, the son of James Henry Creed, continued the family's entrepreneurial legacy. He established the first English tailor shop in Paris at 25 Rue de La Paix. Henry Creed's association with royalty began when he worked at D'Antin Paris for Messrs Harris & Co., creating garments for European royalty. In 1860, he was received by Queen Victoria and the major courts of Europe, and in 1885, he received a Royal Warrant signed by the Mistress of the Robes, Annie Roxburgh. Henry Creed's creations, such as the riding habit he designed for Queen Victoria, inspired future fragrances, including the best-selling female fragrance Aventus for Her.

The House of Creed's reputation for impeccable tailoring and exclusive fragrances grew under Henry Creed's leadership. The family business was passed down to Henry's son, Henry, and grandson, James, who continued to uphold the family's entrepreneurial spirit. James's son, Olivier Creed, created the blockbuster fragrance Aventus and transformed the business. Olivier's passion for fragrances and dedication to his craft are evident in his success.

Today, the House of Creed is led by Olivier Creed and his son, Erwin Creed, who are the current generation of creative directors. They continue to create artisanal fragrances, sourcing the finest materials from around the globe and using traditional techniques. The House of Creed's legacy spans over 250 years, with seven generations contributing to its success and establishing it as a renowned luxury perfume house.

Creed's royal connections

Queen Victoria, King George III's granddaughter, appointed Creed as an official supplier to the Royal Household. In 1854, under the patronage of Napoleon III and his Empress, Eugénie, Creed established another headquarters in Paris, France, and supplied most of the royalty of the time. Creed's reputation for impeccable tailoring and exclusive fragrances grew, and the company became known for its tact and discretion in handling royal, aristocratic, and socially prominent clientele.

Henry Creed, the founder's descendant, was no stranger to royalty either. In 1860, an article in the Army and Navy Gazette noted that Henry Creed of 'Creed and Cumberland' was received by Queen Victoria and the major European courts. Henry had previously worked at D'Antin Paris, creating garments for European royalty. In 1885, he received a Royal Warrant signed by the Mistress of the Robes, Annie Roxburgh, and created a riding habit for Queen Victoria, which can now be found in the Kyoto Museum.

Today, Creed continues to create artisanal fragrances for discerning clients worldwide, building on its rich heritage and royal connections that span over 250 years and seven generations.

Aventus, Creed's marketing masterpiece

Aventus is a Chypre Fruity fragrance for men, with top notes of bergamot, black currant, apple, lemon, and pink pepper; middle notes of pineapple, patchouli, and Moroccan jasmine; and base notes of birch, musk, oak moss, Ambroxan, and cedarwood. The finest ingredients were hand-selected for this composition, and father and son developed this provocative, masculine, and optimistic fragrance as a joint effort.

Aventus celebrates strength, vision, and success, inspired by the dramatic life of war, peace, and romance lived by Emperor Napoleon. The bottle is emblazoned with a silver emblem of a horse and rider.

Aventus is available in flacons of 30, 75, 120, and 250 ml.

Creed's acquisition by Kering

Kering, a French luxury group, acquired Creed in June 2023 for €3.5 billion ($3.83 billion). Creed was previously owned by funds controlled by BlackRock and the company's chairman, Javier Ferran.

Kering's acquisition of Creed was its first big beauty acquisition, as it had set up its beauty division just a few months before the acquisition. Creed is a high-end French fragrance label that was established in 1760 and is the largest global independent player in the high-end fragrance market. For the year ending March 31, 2023, Creed generated revenue of more than €250 million, with double-digit growth and high EBITDA margins.

Kering stated that it sees fragrance as a strategic category and that Creed's global distribution network will help develop other Kering Beauté fragrance franchises. Kering also highlighted that it will look to develop Creed in China and travel retail and expand the brand's women's fragrance portfolio, body, and home categories. Men's fragrance currently accounts for 65% of Creed's portfolio, followed by 15% for women's, 15% for unisex scents, and 5% for other fragrances.

Kering manages the development of several renowned houses in fashion, leather goods, and jewelry, including Gucci, Saint Laurent, Bottega Veneta, Balenciaga, and Alexander McQueen. By placing creativity at the heart of its strategy, Kering enables its houses to push the limits of creative expression while crafting tomorrow's luxury in a sustainable and responsible way. In 2022, Kering had over 47,000 employees and revenue of €20.4 billion.

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