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a 20-year-old poor boy opened the Lipton Store
Lipton tea has a thrilling history. The brand is a symbol of a person who has been identified as a complete failure in the world. He was a charitable person as well as a sportsperson and known for his self-promotion.
In early December 1881, a steamer anchored at Glasgow Port. It had unique belongings from America. The world's largest cheese made by collecting 800 cows' milk was 14 feet long and was brought to the port of Lipton. People gathered to see the window-displayed cheese which was prepared with the help of 200 shepherds. It was barely taken inside the store door. It was a publicity stunt that succeeded. A few days later, Tommy Lipton announced a bigger surprise.
He made the cheese piece golden. He hid the gold biscuits inside. A few days before Christmas, Lipton dressed in a white suit, and began cutting the cheese pieces. It was difficult for the police to maintain the order. He sold every piece to the customers.
This publicity stunt was a truly unique and sure shot. Then, Lipton's grocery stores opened in a large number.
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Tommy Lipton, who spent his childhood in Gorbals, a poor Glasgow area, had learned to buy food from ships coming on the riverbank at the age of 10. At the age of 15, he worked as a cabin boy in a steamer. He fled to the United States collecting some money and worked in a huge store made of Alexander Turny Stuart marble on Broadway in New York, USA. He had learnt how to do wide trade at less profit. After five years, Lipton returned to Glasgow.
At the age of 20, Lipton opened his first store in Stobcross and called it ‘Lipton’s Market’. People had got a new shopping experience because there were rows of hams and cheese set around. The entire staff dressed in white aprons and the store was kept clean.
He started contacting the farmers directly. He started buying goods directly from the farmers and removed the middlemen. This new method succeeded but the buying capacity was little. Lipton lost money. But, as the farmers were ready to sell, he had mortgaged 30 shillings and his gold watch.
When Lipton opened his stores, he would parade pigs in the area around his stores. So people were curious and the store was appreciated. In 1887, Lipton prepared five tons of cheese and presented it to Queen Victoria.
Lipton was now looking for another business opportunity. At that time Tea was worth as much as gold. However, by the middle of the 19th century, the value of tea had declined. Tea has been the favourite drink of Victorian middle class families.
Lipton came to Sri Lanka for the first time in 1890 to buy tea. Then, it started selling tea. The poor boy of Gorbals was a successful businessman now. He Donated £25,000 at the Queen's Diamond Jubilee charity dinner. In 1898, the man made £120 million and turned his company into a business chain.
He had a very good personal branding strategy. He had put his picture on the cover of Lipton wearing a yachtsman’s cap. Even today, people remember that packaging.
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