The House of Creed Launches First in Hong Kong Flagship at Harbour City

The House of Creed is delighted to announce the opening of its first store in Hong Kong in Harbour City. The House of Creed is an authentic, luxury house dedicated to the creation of highly original fragrances made from exquisite ingredients.

The legend of the brand begins in 1760 when a pair of scented leather gloves was delivered to King George III by a new London tailoring company. Founded by James Henry Creed in the same year as the young King’s accession.  Queen Victoria – George III’s granddaughter – appointed Creed as an official supplier to the Royal Household for couture. Then, in 1854, under the patronage of Napoleon III and his Empress, Eugénie, the stylish leader of European fashion, the House of Creed established another headquarters in Paris, France. It was the custom at the time for tailors to scent their garments.  Creed acquired a reputation for impeccable tailoring and innovation in fashion

Over the centuries Creed was famous for its innovation in couture, Empress Eugénie was dressed head to toe in Creed at the opening of the Suez Canal in 1869.  Through its couture designs, Creed became a worldwide pioneer of women’s liberation through fashion, introducing men’s tailoring to women’s wardrobes with their bespoke riding habits. It helped pave the way for generations of women to feel comfortable in trousers – a critical contribution to the empowerment of women.“Our creations are like a journey through time, like a bridge between generations because the past is the strength of our future” — Erwin Creed, 7^th Generation Creed

Today, Olivier Creed, “Créateur Parfumeur” and direct descendant of James Henry Creed, continues the House of Creed’s tradition of exquisite craftsmanship.  It was Olivier the 6^th generation of Creeds who had the vision and artistry to make Creed perfumes available to the public as the brand is known today. The most popular fragrances include the brand’s best-selling fragrance Aventus, Green Irish Tweed and Silver Mountain Water. The uniqueness of the three scents has been recognized globally and cherished by a worldwide clientele.

Olivier and 7^th generation Erwin Creed, travel extensively to source, research, inspect and commission the finest materials. Rose from Bulgaria, Turkey & Morocco; Italian jasmine; Florentine iris; tuberose from India; Haitian vetiver; Bourbon vanilla; Calabrian bergamot and Parma violets. These are just a few of the treasures in the Creed laboratory.

The fragrances are produced in the Creed factory, an 18th-century converted stable block located a 10-minute drive from the idyllic forests of Fontainebleau, just south of Paris. The House of Creed uses a technique known as Millésime, a wine-making term meaning the ‘best of the crop’, the finest vintage from a particular year and vineyard. Blends of the highest concentration (up to 40 per cent) of infused oils are matured just like a fine wine. The high quality natural raw ingredients are still weighed out, mixed and macerated by hand. The process is labour intensive, but Creed is driven by artistry and perfection. Tradition, innovation, time and care is what Creed is about – techniques both ancient and new are employed, development schedules don’t exist. Fragrances are only released when they are deemed ‘ready’.

Creed is present in more than 60 countries worldwide including London’s Harrod’s, Paris’ Bonmarché and New York’s Saks Fifth Avenue.  It has number 1 status in niche luxury in many countries around the world. Globally the brand is renowned for the role it plays in leading the category through flagship owned distribution points and luxury retailers.