For nearly three centuries, FLORIS LONDON has been a beacon of British luxury in the fragrance world. Founded in 1730, the brand has weathered industry changes, evolving tastes, and shifting markets while staying true to its roots. Through generations of craftsmanship and dedication, Floris has managed to preserve its iconic status. How does a heritage house continue to enchant new generations without losing its timeless charm? CASSIE NAUGHTON, Head of Global Sales, sheds light on the art of balancing tradition with modernity, the intricacies of reformulation, and how sustainability plays a role in their enduring legacy.
Cassie, Floris London was founded in 1730. How has the brand managed to maintain its relevance over nearly 300 years in such a competitive and ever-evolving industry?
Floris London has successfully sustained its relevance over nearly 300 years by blending artisanal craftsmanship with a commitment to timeless scents, innovative product expansion, and a compelling brand narrative that resonates with a loyal, niche audience. Additionally, strategic collaborations and global expansion have allowed the brand to remain fresh and appealing in an ever-evolving market.
Juan Famenias Floris, Floris founder
How does Floris balance tradition with innovation when creating new fragrances? Can you share examples of recent releases and explain their creative process?
Floris London expertly balances tradition with innovation by blending inspiration from its rich heritage with contemporary trends and high-quality ingredients; for example, Golden Amber captures the essence of golden sunset on Lake Garda through a fusion of its warmth and freshness using woody & marine notes, while WILDE creatively combines traditional spices with fresh citrus, showcasing our ability to honor its past while appealing to modern sensibilities.
Floris “Golden Amber”
How has Floris’ customer base evolved over time? What are the challenges in making the brand appealing to new generations, if applicable?
Floris’ customer base has evolved significantly over time, transitioning from a clientele primarily comprised of aristocrats and the upper class to a more diverse, global audience that includes younger generations seeking unique, luxury experiences.
Originally, Floris catered to a select group of affluent customers, including royalty and celebrities, which established its reputation for luxury and exclusivity.
As global markets expanded, Floris began attracting a broader audience, including niche fragrance enthusiasts and younger consumers who appreciate craftsmanship and storytelling in their purchases.
Now, the rise of e-commerce and social media has allowed Floris to reach new demographics, including Millennials and Gen Z, who seek authenticity and unique brands.
Floris aficionados
Floris has a well-established portfolio. How do you approach reformulating older fragrances, especially given changes in regulations and ingredient sourcing?
Reformulating older fragrances, especially for a heritage brand like Floris, involves a delicate balance between preserving the original scent’s DNA and adapting to modern regulations and ingredient sourcing challenges. As regulatory bodies like IFRA impose restrictions on certain materials, perfumers must find safe alternatives that retain the fragrance’s character. While maintaining the essence of the original, slight adjustments may be made to suit contemporary tastes. This process is typically iterative, with extensive testing to ensure the reformulated version stays true to the original, all while communicating transparently with customers.
Sustainability has become a significant focus in perfumery. How does Floris integrate sustainable practices while preserving its luxury heritage?
Floris integrates sustainable practices into its operations while preserving its luxury heritage by balancing tradition with modern environmental responsibility. We source ethically and sustainably harvested ingredients, opting for natural materials from traceable and renewable sources, or high-quality synthetic alternatives where necessary. This ensures that our fragrances meet contemporary sustainability standards without compromising on quality. Floris also emphasizes eco-friendly packaging, using recyclable materials and reducing waste in production.
Floris offers a bespoke fragrance service. Can you walk us through how this service works and how it differs from other custom perfumery offerings?
Floris’ bespoke fragrance service offers a highly personalized and luxurious experience, blending the brand’s rich heritage in our 300 year old 89 Jermyn Street shop.
Clients begin with an in-depth consultation to explore their scent preferences, memories, and lifestyle, guided by Floris’ expert perfumers. This collaborative process allows for the creation of a unique, tailor-made fragrance, refined through testing and adjustments until perfect. The final fragrance is hand-blended, bottled, and recorded for future reorders, with options for personalized labeling and engraving.
In House Perfumer Roberta in Floris Bespoke room at 89 Jermyn Street
What mark would Floris like to leave in history?
Floris aims to leave a mark in history as a symbol of timeless elegance, craftsmanship, and heritage in the world of perfumery. With nearly 300 years of family-run expertise, the brand strives to be remembered for its dedication to quality, tradition, and innovation, while maintaining a deep respect for its roots.
In 2 or 3 words, how would you define perfume?
Artistic, Emotion & Identity.
Cassie, thank you for your time and for sharing valuable insights with us. Would you like to add something before we wrap up?
Thank you for the opportunity to share insights about Floris! I’d like to highlight that Floris is not just a brand; it embodies a rich heritage of innovation in perfumery that spans over early 300 years.
The brand’s ability to create timeless fragrances that evoke emotion and memories truly sets us apart in the world of luxury perfumery. Whether through our classic collections or personalized services, Floris remains dedicated to crafting scents that resonate with each individual, creating lasting connections through the art of fragrance.
A gift for the ScentXpress readers: FLORIS LONDON has generously provided a 100ml bottle of Cefiro as a special giveaway exclusive to our readers. To be eligible, you just need to sign up for our newsletter and leave an insightful comment below. The winner will be drawn from the comments within 2 weeks from the date of this article’s publication and contacted via email directly.
Follow Floris London on Instagram: @florislondon
Check out Floris London: https://www.florislondon.com
(images cortesy of Floris London)
