WILLS's
CIGARETTES
W.D & H.O. WILLS
W.D. & H.O. Wills – A Brief History
The origins of W.D. & H.O. Wills trace back to 1786, when Henry Overton Wills opened a small tobacco shop in Bristol with his partner Watkins under the name Wills, Watkins & Co. After Watkins retired a few years later, the business continued as Wills & Co., going through several name changes in its early years as partnerships evolved. By 1830, the company had taken on the name W.D. & H.O. Wills, reflecting the involvement of the founder’s sons, William Day Wills and Henry Overton Wills.
Over time, the company grew into one of Britain’s most influential tobacco manufacturers. Wills became known not only for its popular cigarette brands—such as Bristol, Three Castles, Gold Flake, Woodbine, and later Embassy—but also for progressive treatment of its workforce. Long before such practices were common, the company provided employee benefits like medical care, paid holidays, dining facilities, and recreational spaces.
As demand increased, Wills expanded beyond Bristol, operating factories and offices in cities including Swindon, Newcastle, Dublin, and Glasgow. One of its most notable facilities, a massive factory in Hartcliffe, Bristol, opened in 1974 and was once the largest cigarette factory in Europe. Although it later closed, many of the company’s former buildings have since been repurposed, preserving a visible part of its industrial legacy.
In 1901, Wills joined forces with several other tobacco firms to form the Imperial Tobacco Company, which went on to become one of the largest tobacco businesses in the world. The Wills name continued to be associated with cigarette production for decades, both in the UK and internationally.
One of the company’s more unique contributions to popular culture was the introduction of collectible cards in cigarette packs. Beginning in the late 1800s, these evolved into widely collected trading cards featuring a variety of subjects—from ships and aviation to nature and everyday life—adding an unexpected collectible appeal to their products.
Though the Wills brand was largely withdrawn from the UK market in the late 20th century, its legacy lives on through its historical influence, its iconic branding, and the collectible items it left behind.
Owning a Wills framed display piece is more than just adding a decorative item to your wall—it’s a connection to over two centuries of tobacco history and classic British advertising. With its rich heritage, recognizable branding, and nostalgic appeal, this piece makes a standout addition to any home bar, game room, or collection. Pieces like this don’t just decorate a space—they tell a story, making them especially appealing to collectors and enthusiasts alike.