Alfred
Dunhill Limited (known and stylised as dunhill) is a British luxury goods
brand, specialising in ready-to-wear, custom and bespoke menswear, leather
goods, and accessories.The company is based in London, where it also owns and
operates a leather workshop. The company is currently owned by Richemont
Holdings (UK) Limited and managed by CEO Andrew Maag.
Early
history
The
business was developed by Alfred Dunhill after he inherited his father's
saddlery business on London's Euston Road at the age of 21 in 1893. Alfred
Dunhill, responding to the growing demand for automobiles at this time,
developed a line of accessories called "Dunhill's Motorities". This first
collection included car horns and lamps, leather overcoats, goggles, picnic
sets and timepieces, which provided the company with the strap line of
"Everything But The Motor".
Within a
few years, the business moved towards the luxury market with the opening of two
Dunhill Motorities stores in Mayfair. By this time, Dunhill's had become known
not only for motoring accessories but also for motoring attire. The Dunhill
Motorities catalogue featured over 1,300 items.
The launch
of the Dunhill pipe was a logical step from Motorities; in 1904 Alfred had
patented a "Windshield Pipe" to help a driver combat the effects of
wind and weather in his open top car. Alfred's first tobacconist and pipe shop
opened in 1907 on Duke Street.
Alfred
retired from the business in the 1920s. In the position of managing director
and President were his brother Alfred-Henry, then daughter Mary and finally his
grandson Richard and with the interests of the Dunhill family at heart, the
business continued to embody the attributes and characteristics of Alfred's
personality.
Alfred
summarised his retail philosophy in an article written in the summer in 1923:
"My experience in the motorists' trade has convinced me that, if one can
exactly meet the desires of a good class of public, time alone is necessary to
make it profitable. Compared with quality, price is relatively important."
Later
history
By the late
1970s, Alfred Dunhill was offering a range of 3,500 luxury products in more
than 20 stores round the world. The brand had expanded into offering a full
range of men's ready to wear clothing.
In the
1990s, Alfred Dunhill's store on Jermyn Street was renovated to evoke the
atmosphere of a private club, complete with a marble-floored humidor and a
barber's shop.
Homes of
Alfred Dunhill
Alfred
Dunhill have built a series of retail emporiums for men around the world,
referred to as the Homes of Alfred Dunhill. These Homes aim to represent the
experience of luxury, allowing the customer to live the brand. The retail
environment is distinguished by a range of services – which include a bespoke
tailoring service, dunhill barbers, bar or restaurant and screening room. The
Homes are located in London and Tokyo.
The London
home, Bourdon House, was mentioned as one of Georgia Barretta-Whiteley's (Head
of Design at Saatchi & Saatchi) top retail experiences, "Committed to
advancing the pursuit of male indulgence', Alfred Dunhill has here presented us
with a unique global concept that embraces an ultimate in masculine luxury and
retail lifestyle – the Homes of Alfred Dunhill."
ALFRED
DUNHILL
Alfred
Dunhill has been resident at 48 Jermyn Street since 1906, welcoming iconic
customers such as Winston Churchill. The brand has become synonymous as the
ultimate British luxury brand for men; defined by elegance and innovation,
Alfred Dunhill is committed to using the finest materials and world’s greatest
artisans to create its uncompromising products.
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