Waitrose Duchy Organic originate, manufacture, distribute and sell Duchy products within the UK through its stores as well as via third parties. The tradition of donating royalties to charity has continued and the Prince of Wales has continued his involvement with the brand. The company Duchy Originals originated the "Duchy Originals" brand in 1990 as a premium organic food and drink brand. It also created two other brands, "Duchy Selection"s and "Duchy Collections". "Duchy Selections" was a range of premium free-range (but not organic) pork and fish products and mineral waters, and "Duchy Collections" was a range of high quality non food products.
Lifestyle brand are connected to the consumption of a luxury brand: for example those that bring pleasure or excitement (Choi & Kim 2003; Kim et al., 2010; Vigneron & Johnson, 2004). Consumers who purchase luxury brands tend to have a strong social function within their social class. Retail Brands Lifestyle retail branding is the way in which retailers refine their products or services to interest lifestyles in specific market segments (Helman & Chernatony, 1999). Examples of lifestyle retail brands include Laura Ashley, GAP and Benneton. These retailers offer a distinct and recognised set of values to consumers. Over time, a number of