The Morgan Motor Company and Birmingham-based Gruhme have teamed up to release a Morgan branded fragrance to celebrate the carmaker’s British heritage and prestige.
Morgan is the last remaining family owned, independent, British motor manufacturer and can trace its Malvern roots back to 1909.
Launched by young entrepreneur Robert Hallmark in 2013, Gruhme can also trace its roots back to Malvern, but is now based in Birmingham.
BQ featured entrepreneur, Hallmark, said: “From the outset of our discussions with Morgan we were excited to showcase the synergies between our brands.
“The Morgan design has such a classic timelessness that this newcomer Gruhme brand was still able to dovetail elegantly into their ethos and aesthetics.
“It is such a testament to British design culture to see how well our collaboration has been received and we could not be more proud to be part of the iconic Morgan family.”
The Morgan fragrance is now available to buy via the Morgan website and at the Morgan shop based at the factory site in Malvern.