Apsley

What Apsley does

Truefitt & Hill is a London-headquartered luxury men's grooming company established in 1805, recognized by the Guinness Book of World Records (2014) as the world's oldest barbershop and holder of a Royal Warrant to H.R.H. The Duke of Edinburgh. The company offers an integrated portfolio of premium grooming products and traditional barber services built around ten signature fragrance collections — 1805, Grafton, Sandalwood, Trafalgar, West Indian Limes, Ultimate Comfort, Apsley, Mayfair, Highgrove, and No.10 — spanning colognes ($34-$130), aftershave balms, glycerin-based shaving creams and soaps (including refillable wooden-bowl formats), pre-shave oils, hair care, face and body care, and accessories (badger-hair brushes, traditional razors, stands). Product formulation emphasizes natural essences, botanical oils, and triple-milled vegetable-based soaps, with the Apsley collection specifically a grapefruit-and-pepper/cedarwood/patchouli fragrance named after the former London residence of the 1st Duke of Wellington.

The business operates a multi-channel go-to-market combining a direct-to-consumer e-commerce storefront (truefittandhill.com, with complimentary shipping on orders $50+), a network of company-owned and partner-operated physical barbershops and retail locations across 14+ countries (US, UK, Canada, India, Singapore, Malaysia, Australia, China, Thailand, Kuwait, Azerbaijan, Bangladesh, Cayman Islands), and a new US warehouse fulfillment partnership with G10 Fulfillment effective October 2025. Pricing is uniformly unit-based at premium tier with no disclosed subscription model, augmented by sample packs ($34, 11 fragrances) and gift-set bundles ($210 limited edition sets, E-Gift Cards). Customer segments target "discerning gentlemen" — a horizontal persona of men seeking traditional English grooming products with heritage credentials — and the company has executed co-branded partnerships with prestige venues including Guards Polo Club (Windsor) and Highgrove Gardens. Marketing is primarily content-driven through The Journal blog, email newsletter, Instagram, and sample-based trial mechanisms including the Fragrance Finder preference tool.

The US distribution entity (Truefitt & Hill US, 1-10 employees) operates as the exclusive North American distributor sourcing product from the UK parent on an 8-10 week replenishment cycle. The company is privately held with no disclosed funding rounds, parent-company relationship, or revenue figures, and no public listing. Key historical milestones include the 1805 founding in Mayfair by William Francis Truefitt, the 1935 acquisition of Edwin S. Hill & Co. (forming the modern entity), the 2014 Guinness World Records recognition, and the current Royal Warrant. The integrated offering of physical barber services and consumer product lines — supported by 220 years of formulation refinement and royal patronage — constitutes the core commercial proposition.

Name

Apsley

Legal name

Truefitt & Hill US

Website

https://truefittandhill.com

Company type

Private

Founded year

1805

Operating status

Operating

Headcount range

1–10 employees

Short description

Truefitt & Hill is a 1805-founded London luxury men's grooming company (Guinness-certified world's oldest barbershop, Royal Warrant holder) that sells ten signature fragrance collections — including Apsley — alongside shaving, hair, and body care products via DTC e-commerce and barbershops across 14+ countries, targeting discerning gentleman consumers.

Ownership category

akta.pro rank

Product category

Men's Grooming Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Barber Shops (812111), Beauty Salons (812112)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Barber & Professional Men’s Grooming Products (CRABAGAK)

akta.pro secondary industries

Men’s Grooming (Shaving, Beard Care, Aftershave) (CRADANAF), Beard & Mustache Care (Oils, Balms, Waxes, Wash) (CRABAGAC), Men’s Grooming Tools & Accessories (Brushes, Combs, Scissors, Kits) (CRABAGAJ)

Keywords

• Men's grooming products
• Fragrance collections
• Shaving preparations
• Luxury colognes
• Premium barbershop supplies

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Premium Grooming Products Sales: Revenue generated from selling premium men's grooming products including colognes, shaving creams, aftershaves, bath products, and accessories directly to consumers through e-commerce and retail locations.
2. Apsley Fragrance Collection: Sale of Apsley branded products including cologne ($130), aftershave balm ($84), shaving cream ($34-$57), bath soap ($48), and luxury shaving soap in wooden bowl ($74).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Apsley is a signature men's grooming and fragrance line sold under the Truefitt & Hill brand, featuring cologne, aftershave balm, glycerin-based shaving cream (tube and bowl), bath and shower cream, bath soap, and luxury shaving soap in a hand-turned Acacia wood bowl. The collection is named after the iconic Apsley House in London, former residence of the 1st Duke of Wellington, and is sold directly to consumers via e-commerce, physical barbershops, and global retail locations. Apsley sits within Truefitt & Hill's broader portfolio of ten signature fragrance collections and is targeted at discerning gentlemen seeking premium traditional English grooming products.

Product overview

Truefitt & Hill is a luxury gentlemen's grooming company established in 1805, recognized as the world's oldest barbershop by the Guinness Book of World Records. The company operates as a unified brand offering an integrated portfolio of premium grooming products and services. Their core offering centers on ten signature fragrance collections (1805, Grafton, Sandalwood, Trafalgar, West Indian Limes, Ultimate Comfort, Apsley, Mayfair, Highgrove, and No.10) which span multiple product categories including shaving preparations (creams, soaps, oils), fragrances (colognes, aftershaves), hair care, face and body care, and accessories (brushes, razors, stands, mugs). The products are 100% British made where possible, and the company holds Royal Warrants. Barbershop services including hot towel wet shaves and haircuts are offered at physical locations, complementing the consumer product line.

Differentiator

Problem solved

Functional benefit

Brands

• Apsley: A fragrance collection named after the iconic London landmark and former residence of the 1st Duke of Wellington. Features a unique blend of grapefruit and pepper, supported on a heart of cedarwood and patchouli, accentuated with notes of musk and laid over a base of smouldering autumn woods and spice.
• 1805
• Sandalwood
• Grafton
• Trafalgar
• West Indian Limes
• Ultimate Comfort
• Mayfair
• Highgrove
• No.10

Products and services

• Apsley Cologne (100ml) A premium men's cologne featuring a signature Apsley blend of grapefruit and pepper, supported on a heart of cedarwood and patchouli, accentuated with notes of musk and laid over a base of smouldering autumn woods and spice. Sold at $130 per 100ml and includes a complimentary Velveteen Sachet. Targeted at discerning gentlemen seeking premium traditional English fragrances.
• Apsley Aftershave Balm A rich, soothing moisturising aftershave balm in the Apsley scent, containing lanolin and aloe vera extract and formulated to reduce skin irritation and inflammation from razor burn. Sold at $84 per unit across the Apsley Collection.
• Apsley Shaving Cream (Bowl) A glycerin-based shaving cream in the Apsley fragrance, presented in a bowl format, providing an incredibly close yet comfortable shave with natural essences and botanical oils. Sold at $57 per unit.
• Apsley Shaving Cream (Tube) A travel-friendly tube format of the Apsley glycerin-based shaving cream, providing a comfortable close shave on the go. Sold at $34 per unit.
• Apsley Bath & Shower Cream A bath and shower cream in the Apsley fragrance, available in a regular size at $48 and a 100ml travel size at $26.
• Apsley Bath Soap A vegetable-based luxury bath soap scented with the Apsley fragrance, providing a premium bathing experience. Sold at $48 per unit.
• Apsley Luxury Shaving Soap in Wooden Bowl A traditional scented Apsley shaving soap renowned for majestic quality, providing rich luxurious lather for a closer, smoother shave. Supplied in a hand-turned and polished Acacia wood bowl at $74, with a refill available for $44.
• Apsley Travel Cologne (50ml) A 50ml travel-size version of the Apsley Cologne, sized for portability while retaining the signature fragrance profile. Sold at $64 per unit.
• 1805, Sandalwood & Apsley Gift Set A limited-edition gift set bundling 50ml Apsley with 1805 and Sandalwood 50ml colognes in a Union Jack Gift Box. Sold at $210 per set, targeted at gifting occasions.
• Cologne Sample Pack (includes Apsley) A sample pack of 11 Truefitt & Hill fragrances including Apsley, bundled with a travel velveteen bag, enabling customers to trial scents before purchasing full-size units. Sold at $34 per pack.

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Guards Polo ClubcoreStrategic or Co-development PartnerTruefitt & Hill continues their partnership with Guards Polo Club, Windsor, providing discerning gentleman with grooming products. Guards Polo Club is one of Britain's most prestigious polo venues.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Molton Brown: British luxury personal care brand with broad bath, body, and men's grooming lines sold globally. Comparable as a heritage British luxury personal care brand with overlapping fragrance/bath categories.
• Acqua di Parma: Italian luxury men's grooming and fragrance house; broader incumbent with a wider portfolio and global luxury retail presence. Comparable premium positioning and product categories (colognes, shaving, skincare) though at larger scale.
• Crabtree & Evelyn: Heritage personal care brand offering men's and women's bath, body, and grooming products. Comparable as a traditionally-positioned personal care brand with overlapping bath and fragrance categories.
• Hermès: Global luxury house with an established men's grooming and fragrance line. Comparable as a broader luxury incumbent whose men's cologne and shaving products compete for the same high-end gifting and personal-use occasion.

Direct peers

• Penhaligon's: Heritage British fragrance house (founded 1870) operating in luxury men's and women's fragrances and grooming. Closely comparable product portfolio (colognes, bath, shaving), premium pricing, and DTC + department store distribution.
• Floris London: British perfumery founded in 1730 and holder of a Royal Warrant; offers luxury men's fragrances, grooming, and bath products. Highly comparable heritage positioning, product mix, and price architecture.
• D.R. Harris & Co. London-based luxury men's grooming brand founded in 1790; offers colognes, shaving soaps, aftershaves, and skincare. Direct historical peer to Truefitt & Hill with comparable heritage positioning, traditional English barber aesthetic, and premium price points.
• Taylor of Old Bond Street: British luxury grooming brand established 1854, known for shaving creams, colognes, and skincare. Direct competitor in the traditional English premium men's grooming segment with overlapping product categories and price positioning.
• Geo. F. Trumper: Established 1875 in Mayfair, London, offering premium men's fragrances, shaving products, and barber services. Comparable as a heritage English grooming house targeting traditional 'discerning gentlemen' with a multi-channel DTC + barbershop model.

Emerging players

• Castle Forbes: Smaller heritage men's grooming brand offering premium shaving creams, soaps, and colognes. Comparable as a niche luxury men's grooming challenger with similar traditional English/Irish positioning and price tier.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/truefittandhill
• LinkedInlinkedin.com/company/truefitthillman

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Apsley