The brand has retained the cachet of "old money", while at the same time being seen as cool and fashionable by upscale, young consumers. Smythson's customization of products, often used for events like weddings and parties, offers a distinctive service for its clients. The highest-end social stationery is often adorned with exquisite detailing: 24-carat gilded edges, hand-painted borders, custom-engraved motifs, and monograms.
Smythson opened its first freestanding store in the United States on West 57th Street near Fifth Avenue in New York City. SawickiTarella Architecture Design designed the shop using simple lines and colors following the style of the store's products. Smythson products are also available at the high-end department store Bergdorf Goodman around the corner. The latest US store was opened in Los Angeles, Rodeo Drive in August 2007. The products are also sold in small boutique-style alcoves inside Harvey Nichols, Harrods, Selfridges department stores in the United Kingdom.
In early 2005, Smythson shareholders appointed Cavendish Corporate Finance Limited to advise on the disposal of their stake in the business. Besides maximizing value for themselves, the shareholders were keen to identify a buyer who would protect the rich heritage of the brand and offer the management team the opportunity to continue to grow.
Kelso Place Asset Management and King Street Partners, backed by a consortium of high net worth individuals, were identified as the preferred bidders. Elton, now the Managing Director and leading executive shareholder of Frank Smythson Limited, commented that she was satisfied with the deal.