A Brand Owner’s Guide to Royal Warrants of Appointment
Blending royal heritage with modern standards and legal protection, the Royal Warrant acts as a living trademark of trust and provenance for brands worldwide, as James Nurton reports.
Mark Leishman, Executive Director and Secretary, Royal Warrant Holders Association (UK) describes the Royal Warrant as “a rather interesting and perhaps quintessentially British way of looking at things.”
He explains: “There are standards of production, there are standards of service, and very often it’s a mark of trust and authenticity, and those are the things that appeal to people.”
The concept has links back to Henry II’s grant of a Royal Charter to weavers in London in 1157, but the formal awarding of Royal Warrants developed in the 15th century – for example William Caxton was appointed King’s Printer in 1476. The number of grantors is decided by the monarch. Today, there are four: His Majesty the King, Her Majesty the Queen, HRH the Prince of Wales, and HRH the Princess of Wales.
At present, there are around 620 companies with Royal Warrants, ranging from family-owned businesses to multinationals. Most are British but there are a few overseas-based businesses, including six Champagne houses, the UK arm of the U.S-based multinational consumer goods company Kimberly-Clark, and Samsung (UK). All are granted Royal Warrants in relation to specific goods or services supplied to the grantor and/or their Household.
"The Arms have to be used carefully and judiciously, and they have to be used in a respectful way."
- Mark Leishman | Royal Warrant Holders Association (UK)
Today’s Royal Warrant system emerged from a time when many companies were claiming they provided goods and services to the Royal Family, when they were doing no such thing, says Mr. Leishman.
“We are the only system in the world which goes into the depths of proof of supply to the Royal household (generally, for five years out of the previous seven) and requiring an environmental audit,” he explains.
The environmental audit covers metrics such as water use, use of renewable energy, raw materials, and modern slavery. To obtain a Royal Warrant, businesses must provide evidence that they meet certain standards. They are audited and risk losing the Warrant if circumstances change.
Mr. Leishman will speak at the Daily Keynote, By Appointment to His Majesty the King: The Royal Warrant as a Living Trademark of Prestige and Provenance, on Monday, May 4, 11:15 am to 12:00 pm. The session will explore how the Royal Warrant functions in today’s global marketplace.
Also taking part in the session is Jenny Urquhart, Chairman of Johnstons of Elgin (UK), a Scottish clothing company founded in 1797. Johnstons of Elgin was granted a Royal Warrant of Appointment to His Majesty the King in 2024 as Manufacturers of Estate Tweeds, Knitwear, and Woven Accessories, having previously held a Royal Warrant to His Majesty when he was HRH the Prince of Wales.
The panel will be chaired by Karen Fong, Partner at Keystone Law (UK). “The Royal Warrant sets and enforces high standards inside businesses. It pushes them to continuously improve and assess how they operate,” she says.
Holders of Royal Warrants are permitted to use the Royal Arms in certain ways, as set out in the Lord Chamberlain’s Rules. The Royal Arms are protected under Section 4(1) of the UK Trade Marks Act 1994 and internationally under Article 6 of the Paris Convention.
"There’s the evolution of businesses and the evolution of the Royal Family. They’re not quite hand in hand, but there are definitely parallels."
- Karen Fong | Keystone Law (UK)
If a Royal Warrant is granted, the Royal Arms can be used on products and packaging, stationery, marketing and communications, premises and vehicles. However, they must be used and positioned in a certain way.
“The Arms have to be used carefully and judiciously, and they have to be used in a respectful way, which means that you can’t, for example, run a TV advertising campaign or a media campaign that just says: ‘Look at us; we’ve got these Royal Arms. Isn’t that great?’ It’s got to be set in context,” says Mr. Leishman.
In all cases, a named individual at the company (known as the grantee) is responsible for managing the relationship and ensuring the use is appropriate.
Mr. Leishman describes the Royal Warrant as “a great heritage, but in a modern setting.” The system has evolved, for example, with the introduction of the environmental audit in 1990.
The next step in the journey is expected later this year, with the first Royal Warrants to be granted by the Prince and Princess of Wales. They became grantors in July 2025, and applications for Royal Warrants can be made during May and June 2026. It normally takes about ten months for applications to be granted.
“We’ve seen how the Royal Family has evolved,” says Ms. Fong, who adds that she is interested to see which new companies are granted Royal Warrants by the Prince and Princess: “There’s the evolution of businesses and the evolution of the Royal Family. They’re not quite hand in hand, but there are definitely parallels.”
The Royal Warrant is something unique: it must be earned, is understated, and serves as a powerful sign of trust and provenance to customers. These values will be explored during the Daily Keynote session, which will also examine the benefits for brand owners who are grant holders. “I see the Royal Warrant as something that shapes brand equity,” says Ms. Fong.
