Royal Doulton is in an important period of change in its history, currently implementing a brand master-vision as a first step in repositioning the company’s brands. Clarity for the position of the Royal Doulton and Royal Albert brands within the tableware and collectables marketplace has been key to the review.
The company has segmented the Royal Doulton brand into five categories — Classics, Archives, FUSiON, Studio and Café — and identities have been created for each, together with a new Royal Doulton brand logo. New global merchandising systems, in-store environments, point-of-sale, and trade and exhibition design have all been identified as key to the repositioning.
Of course, despite significant changes in direction, Royal Doulton has continued to do what it does best: produce top-quality chinaware collections. The new ranges of casual diningware are stylish, functional, and user friendly, suited to all modern appliances.
The Licensing Division, created in the mid-1990s to propel the Royal Doulton brand into new product sectors, has achieved considerable success, not least the launch of “Doulton” luxury perfume, created by Patricia Bilodeau, senior perfumer at Dragoco.
Other categories inspired by the company’s rich heritage and design include an extensive collection of decorative fabrics and furniture sold in the United States as well as teas, textiles, and ties in Japan. In the United Kingdom, licensed products include kitchen textiles, Flemish tapestries and throws, stationery, children/baby gifts, and accessories. During 2003, the Royal Albert collectors club was launched, with a branding exercise that saw a 30 percent increase in teas and giftware.