Morgan and Gruhme - a new smell of success from an historic Malvern pairing

The Morgan Motor Company (world famous for its handcrafted works of iconic British motor cars) and British fragrance house, Gruhme, have joined forces to release a Morgan branded men’s fragrance befitting the carmaker’s British heritage and prestige.

Whilst Morgan was established in 1909, Gruhme (pronounced “Groom”) is relatively new (having only been established in late 2013). However, founders of both companies, born exactly 100 years apart, lived in the town of Malvern, where Morgan Motors is still based today, and both also had strongconnections to the local Malvern College. Harry (HG), the founder of Morgan had worked closely alongside the College’s engineering department on his first Morgan cars. Over 80 years later, Robert Hallmark, founder of Gruhme, was to spend his teenage years studying engineering at the same department, which has lost none of its former calibre and was to play a pivotal role in inspiring his passion for design and creativity that led to his idea for the Gruhme brand.

Fast-forward to 2015 and these two British independents are collaborating on a modern but tasteful and contemporary male fragrance adding the exclusive Morgan marque with its incredibly long-standing brand heritage and British history.

The Morgan fragrance provides ample amounts of discerning British pedigree with all the fresh notes of a modern, uplifting and extraordinarily wearable male scent. The end result of this fragrance collaboration is simply refined, just like the Morgan cars themselves.

The presentation of the fragrance makes it clear how both brands share an enviable passion for their craft. The design approach is one of anintelligent, thoughtful, creative but personal touch.

These advocates of British finery are seeing the world show increasing appetite for their bespoke craftsmanship and unique styling, refined for the modern era. In the Morgan fragrance you will encounter 21st century presentation and functionality in combination with the taste, sophistication and heritage that garners timeless interest.

The product is aimed at people who have the confidence and resources to adopt a selective and tasteful lifestyle. You have seen these picturesque and iconic Morgan cars grace our roads, now experience a new sensation of Morgan enjoyment with their new British fragrance, courtesy ofGruhme.



Maps & Guides

Maps & Guides for your visit.

Read More

Getting around

Getting around Birmingham couldn’t be easier...

Read More

What's on

Search for places, events & accommodation...

Read More

Festivals & events

Take a look at what’s on now and coming up here...

Read More


RT @birminghamcg22: Plans for the site that would be home to the #Birmingham2022 Commonwealth Games Village have been formally submitted fo…

RT @unibirmingham: Excited much? Congratulations to everyone joining us! You'll be here very soon! #hellobrum We can't wait 😊

RT @BirminghamDL: 🔴 Start-lists are LIVE!🇬🇧 ..and the British stars are coming! The meeting will see @lauramuiruns will attack @damekelly

RT @brumhippodrome: TODAY we are having afternoon tea with Miss Honey (@CarlyThoms) from @MatildaMusical in our Circle Restaurant on Facebo…

Festivals & events

Sporting highlights

All sporting events

There’s always something, or someone, to cheer for here

Read More


Art Galleries

Birmingham’s art collection is as wide as it is impressive. 

Read More

Stage & Screen

From touring West End shows to showcasing local talent.

Read More


A huge arena tour or an intimate gig?  You’ll find it here.

Read More


Multiplexes, the UK’s oldest working cinema or art house cool?

Read More

Birmingham Museum & Art Gallery

A vibrant museum in the heart of the city with over 40 galleries.

Read More


A diverse range of dance groups and venues.

Read More

See More, Feel More

Come, stay and soak up the culture in one of Europe's most vibrant cities.

Read More


Plan the perfect shopping trip with full store, centre and brand directories.

Read More

Shopping centres

From the world-famous, 21st Century Bullring to the Victorian elegance of the Great Western Arcade.

Read More

Vibrant streets

Linking the centres are Birmingham’s bustling shopping streets, packed with major brands and boutique independents.

Read More


Don’t miss Birmingham’s amazing markets – whether it’s the 850-year old Bullring markets or the...

Read More

Jewellery Quarter

Home to more diamond rings, finishing touches and tokens of love than anywhere else in...

Read More

Getting Married in Birmingham

We have everything covered from the rings right up to the venue itself.

Read More