British luxury brand, Thomas Goode & Co has a long, illustrious heritage — established in 1827, not only have they created services for Queen Victoria, the last Czar of Russia, and the wedding of Prince Charles and Princess Diana, they also currently hold two royal warrants. Their Mayfair (London) store — an 18,000 sq ft red-brick Victorian building filled with tables displaying Lalique crystalware, Meissen porcelain and more — is iconic. But now, the brand is looking outside. For the first time in its nearly two centuries history, it is opening the doors to a new store: at The Oberoi in Mumbai.
But why India? Johnny Sandelson, the British investor and businessman who bought the brand three years ago, tells me, “I love the story of William Goode (son of founder Thomas Goode), who went to Russia a 100 years ago with trunks filled with beautifully-manufactured British products. He also travelled extensively across Europe, selling to the great and the good: royal families, European aristocracy and the like. Today, we are replicating his ambitions by travelling to India, which is the modern day market of growth and strength.”
Shot in the arm
The move is part of Sandelson’s attempts to “wake up and revitalise” the brand. When he took over Thomas Goode, he had noticed how its clientele had dwindled. “When you go to the shop, you might sit there all day and get half a dozen people coming in, and maybe one of them is lost,” he had said in an interview to Financial Times a few months ago. So he is planning to democratise, he told the British newspaper. Arguing that his tableware is more attainable than people might think, he wondered why, when British brands like Fortnums and Smythson had reinvented themselves to become relevant to the affluent middle classes, cannot Thomas Goode?
- Alongside their Mumbai store, Thomas Goode will also set up a museum showcasing pieces of historical value from the brand. This will include pieces from a service created for the Maharaja of Bikaner in 1921, and a crested plate presented to the Maharaja of Kotah in the early 1900s.
The brand not only retails eponymous tableware, but showcases a selection of high-end accessories like flatware and silver by Puiforcat, Odiot and Cristofle, and handmade pottery from the famed Stoke-on-Trent. “The affluent Indian middle class is globally confident. They appreciate British design and respect the beauty of handmade items. We have a lot of Indian clients and that’s one of the reasons why we are here,” he adds, echoing the FT interview, where he had stated, “The Indian wedding market is worth $5 billion a year — we used to be the most famous gifting shop in the world; it seems to be a logical thing to do.” Keeping this in mind, he has made sure that all the products at the South Audley Street address will also be available at the same time at the Mumbai store (scheduled to open later this month).
Change in perspectives
While Sandelson understands the brand’s heritage value — “I remember shopping at Thomas Goode & Co in Mayfair as a child, with my grandmother. My sister had her wedding registry there 35 years ago” — he is also shrewd enough to give it a 21st century update. “We will introduce new designs alongside our classic ranges, which will [take inspiration] from the latest in western style and fashion, making them relevant and vibrant to Indian market.” Another option he plans to explore is collaborations. He has often talked about how he believes people will trust and embrace a brand by association — quoting examples like the Supreme x Rimowa luggage collab earlier this year, which sold out in just over 20 seconds. He is also looking to go digital. “Being able to curate and demonstrate all our beautiful products to a wider audience creates important revenue streams. It’s imperative for all consumer brands today to have e-commerce offerings and we will be online next year,” he says, adding in conclusion, “We also hope to expand our store footprint in India.”
Products from ₹8,000 onwards.
