The company pioneered canteens for the workers, free medical care, sports facilities and paid holidays. Their first brand was “Bristol”, made at the London factory from 1871 to 1974. “Three Castles” and “Gold Flake” followed in 1878 and “Woodbine” ten years later. “Embassy” was introduced in 1914 and relaunched in 1962 with coupons.
The company had factories and offices not only in Bristol, but also in Swindon, Dublin, Newcastle and Glasgow. The largest cigarette factory in Europe was opened at Hartcliffe Bristol, and was designed by Skidmore, Owings and Merrill , in 1974 but closed in 1990. Now called Lake Shore, it is currently undergoing a transformation into residential apartments by Urban Splash. The large factory and warehouse buildings remain prominent buildings in Bristol, although much of the existing land and buildings have been converted to other uses, such as The Tobacco Factory Theatre. The Newcastle factory closed in 1986 and stood derelict for over a decade, before the front of the Art Deco building - which was preserved by being Grade II listed - reopened as a block of luxury apartments in 1998. (See main article: Wills Building)
In 1901 Sir William Henry Wills et al formed the Imperial Tobacco company from a merger of W.D. & H.O. Wills with seven other British tobacco companies. Imperial remains one of the world's largest tobacco companies.
The last member of the Wills family to serve the company was Christopher, the great great grandson of H.O. Wills I. He retired as sales research manager in 1969.
In India, the Gold Flake and Wills range of cigarettes, manufactured by ITC, formerly the Imperial Tobacco Company of India Limited, still has W.D. & H.O. Wills printed on the cigarettes and their packaging. These lines of cigarettes have a dominant market share.