Richard D. Young Perfumery Co.

The History of the Richard D. Young Perfumery Company, New York

Founded in 1888, the Richard D. Young Perfumery Company was a quintessential example of late Victorian entrepreneurial ambition and innovation in the burgeoning fragrance industry. Initially located at 100 William Street, New York City, the company was strategically positioned in the heart of the city’s financial and commercial hub. In the 1890s, this area was a bustling center of trade, characterized by cobblestone streets teeming with carriages and pedestrians, and lined with stately brick and cast-iron buildings that housed merchants, importers, and manufacturers. This locale provided an ideal setting for a company seeking to attract affluent clients and establish itself among the elite purveyors of fine goods.

By 1890, the company’s perfumes were steadily gaining prominence, with their "staying qualities" becoming a hallmark of the brand. The fragrances were celebrated not only for their longevity but also for their exquisite craftsmanship, which ensured their appeal to a discerning clientele. In subsequent years, the company relocated to 351 Broadway, another prestigious address. Broadway during this era was synonymous with cultural sophistication and commerce, offering proximity to theaters, luxury shops, and other perfume houses, which further elevated the brand's image.

Later, the company operated out of 45 Leonard Street, an area increasingly recognized as a hub for specialty manufacturers and artisanal trades. These locations mirrored the company’s evolution and ambitions, aligning with its commitment to quality and its pursuit of innovation in fragrance production.

Lundborg Perfumery

 Proprietors and Manufacturers: Young, Ladd & Coffin of New York

Lundborg's Perfumes were synonymous with luxury and refinement during the Victorian era, earning a reputation that extended well beyond American shores to international markets. This renown was built not only on the excellence of the products but also on the ingenuity and determination of its proprietors, Messrs. Young, Ladd & Coffin, who acquired the rights to the brand in 1872.

Origins: John Marlie Lundborg’s Vision

The Lundborg Perfumery was founded in 1850 by John Marlie Lundborg, a Swedish émigré who settled in Hudson, New Jersey. A chemist and botanist by training, Lundborg had an exceptional ability to analyze and replicate the scents of flowers, turning his passion for florals into an innovative and lucrative business. His work began as a hobby, experimenting with distillation and the art of preserving natural aromas. By 1860, Lundborg was established as a "perfumer," a title proudly listed in New York City business directories.

Recognizing the growing demand for fine fragrances, Lundborg's enterprise flourished. His formulations, including those for early successes such as Goya Lily and Swiss Lilac, demonstrated his mastery of capturing the true essence of flowers—a skill that would form the foundation of his brand's legacy.

Transition and Expansion

In 1872, Richard D. Young acquired Lundborg’s recipes, trademarks, and goodwill, partnering with Ladd & Coffin to form the firm of Young, Ladd & Coffin. Though Lundborg had ostensibly retired, his expertise remained integral to the business. Retained as head of the laboratory, he continued to refine and develop perfumes until his death in 1879.

During this period, Mr. Ladd immersed himself in the art and science of perfumery, studying closely under Lundborg. Upon the founder’s passing, Ladd assumed full responsibility for manufacturing operations, ensuring that Lundborg’s meticulous standards were upheld.

Overcoming Prejudice Against American Perfumery

The 19th-century fragrance market was dominated by European perfumes, with French, English, and German scents regarded as the epitome of sophistication. American-made perfumes faced significant skepticism, and it was Young, Ladd & Coffin who championed a shift in perception. With ample capital and an aggressive advertising strategy, they sought to establish Lundborg's perfumes as equal, if not superior, to their imported counterparts.

Their promotional campaigns, featured prominently in leading periodicals, emphasized the quality and artistry of Lundborg's creations. Striking advertisements showcased the luxurious Edenia, the delicate Goya Lily, and the vibrant Swiss Lilac, captivating audiences with their innovative designs and evocative imagery.