Walpole, the trade body that represents the British luxury industry, whose members include; dunhill, Asprey, Burberry, Fortnum & Mason, Goodwood, Harrods, and Jimmy Choo today announces the call for entries for the 2010 Walpole Brands of Tomorrow Programme. The Walpole Brands of Tomorrow Programme in association with Mishcon de Reya aims to provide objective mentorship to aspiring British luxury brands by offering selected companies free practical expertise in areas such as business planning, marketing, distribution and internationalisation. Each year Walpole identifies between six and eight British luxury brands that they feel have the potential to become tomorrow’s stars. These brands are given the opportunity to utilise the expertise of the Walpole mentoring group, through a bespoke mentoring and coaching programme. This unique programme helps the brands input the necessary infrastructure and luxury disciplines to fulfill their potential and go on to become global leaders in their fields. The programme’s mentoring group comprises some of the UK’s most experienced luxury entrepreneurs and commentators, including John Ayton, Founder of Links of London, the jewellery designer Annoushka Ducas, Lucia Van Der Post, luxury commentator, Sarah Elton, former MD of Smythson’s, Michael Ward, MD of Harrods, Geoffroy de la Bourdonnaye, CEO of Liberty, Demetra Pinsent, strategist at McKinsey, Guy Salter, Deputy Chairman of Walpole and James Henderson, Chief Executive of Pelham PR. In order to be eligible for this programme, selected companies need to exemplify the highest standards of quality, style and craftsmanship and aspire to develop into full Walpole members. The key criteria include; • Annual turnover of more than £100,000, but no more than £2million p.a. • An entrepreneurial management style • A clear vision of the future of the brand • Commitment to a two way partnership in this programme, which will include active participation and regular constructive feedback with the Walpole mentors.