Retail in Asia

In Sectors

East India Company reborn as contemporary luxury brand

The 400-year-old East India Company – one of the most famous brands in history – is about to receive a new lease of life. Led by CEO Sanjiv Mehta, it will be relaunched as a contemporary luxury brand, selling teas, coffee and spices, as well as condiments, chocolates, wines, jams and marmalades, and hampers.

The company’s rebirth is due to happen next month when Mehta launches the first flagship store under the East India Company name on Conduit Street in the prestigious London address in Mayfair.

"Each store will have a contemporary feel, but also demonstrate a connection to the past," says Mehta. More outlets are due to open in the Middle East, Japan, Russia, the US and India.