Christy, the original British heritage brand for towelling and linen releases a new look-and-feel as the near 175 year old brand looks to the future.
Christy is on trajectory to increase turnover in the UK by 30% in 2023.
Under the stewardship of new CEO, Vanshika Goenka Misra, Christy is reinventing the brand’s expression, launching a suite of new digital experiences, a supply chain agenda and new sustainability assurances. Christy worked with creative agency, The Yard Creative in this.
By the end of 2023 Christy will re-enter markets including Australia, Europe, Canada and Japan. 2024 will see the brand target the USA, Thailand and South Africa. Currently 25% of the British brands sales come from overseas territories.
Founded by Henry Christy in 1850, Christy is attributed with inventing the terry towel as we know it today in the UK. First debuted at The Great Exhibition, the towelling supplier to Queen Victoria has a long association with the Royal Family and other British stalwart brands. Christy has produced the Wimbledon towel for its iconic annual tournament since 1988.
Goenka Misra assumed the role of CEO in early 2023 and has since determinedly set about to deliver a new customer experience, one rooted in the brand’s rich history, but appropriate for current and future generations. Weathering World Wars, changes of State, industrial revolutions, recessions and the introduction of multiple new technologies, the brand, which employs 60 people and is based in Stockport, Greater Manchester, is one of few in the UK to truly own the title of ‘Heritage’.
The new direction for the brand will see it adopt a more conscious approach throughout its supply chain and throughout all business practices. Sustainable materials, ethical manufacturing and mindful packaging will be the cornerstone of operations. Moving forward, all Christy signature ranges will be certified ‘Made in Green’ by OEKO-TEX and Christy is already a member of ‘The Better Cotton Initiative’, the largest cotton sustainability programme in the world. The brand will also bring back the focus on innovative and functional designs, with a renewed consumer focus.
The Museum of Brands, London, is to launch a two-month exhibition from 14th September 2023 to mark the release of the new look and feel and to denote the brand’s adoption of a green and sustainably-minded agenda. The exhibition will see products from as far back as 1850 to present day go on display for the first time. It will also have a dedicated focus on the brand’s relationship with Wimbledon and The Royal Family.
Vanshika Goenka Misra , CEO, Christy commented: “As a custodian of a brand with such rich heritage, we have a duty to ensure that it continues to weather and meet the challenges of the times. We are dedicated in our approach to being a conscious brand, both socially and environmentally, we are resolute in our sustainable future. The new brand architecture, our wider company objectives and the new elevated look and feel, as well as digital experience, is reflective of this. We have ambitious plans for Christy as we seek to reassert its authoritative position as the principle brand for towelling and linens in the UK and Globally.”
Tom Edington, CEO, The Yard Creative added: “Reinvigorating a brand with such a strong heritage and backstory can be restrictive, but it’s been nothing short of inspiring for our entire team. Christy truly values their existing customers, but knew it was time to analyse and elevate to give Christy the best opportunity of thriving for another 170 years. With the aim of developing the Christy brand so they can be impactful and consistent across their entire ecosystem from print to digital & physical retail environments to marketing executions.”
