H&M revives Queen Victoria’s perfume in original Baccarat mould

Marlow-based H&M has created the packaging for Grossmith, a perfume brand that was founded in 1835 but disappeared from shelves around 30 years ago. The standard bottles are produced in 100ml, 50ml and 10ml by STO-Flaconnage.

The perfume’s high-end relaunch – it will be sold in Fortnum & Mason, Harrod’s and Les Senteurs – comes 18 months after Simon Brooke, the great-great-grandson of founder John Grossmith, rediscovered his ancestor’s business and called on H&M to revamp the brand’s identity.

Packaging designs for the three scents in the range included glass bottles, lids, boxes, etching patterns and type. In addition, a limited number of crystal bottles has been created using original moulds from a limited-edition bottle by Maison Baccarat that first launched in 1919.

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Nick Hanson, H&M creative director, said: “It is a reverential nod to Grossmith’s heritage that we have taken the original Baccarat bottle as the basis for the new flagship range of the brand. The exquisite patterns of the new gold etching are a modern interpretation of the Victorian decoration.”

Mark Devonald Smith, group sales director parent company Stölzle Glass Group, said: “A bottle for such a prestigious brand meant a low volume run. Thanks to our West Yorkshire factory’s major investment programme, both high quality and economic parameters have been met.”

While the limited-edition Baccarat bottles will be sold in hand-made oak cases, standard bottles will be sold in white boxes.

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