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Most people are fooled by the popularity of Filofax over the past decade, so they believe it is a relatively new concept. Its origins can go back as far as the First World War. In 1921, a company, based on London, was formed to market personal organization systems in the UK by mail order. In 1930 they registered the trademark "Filofax", the name means the description "file of facts". Filofax continued to grow and by 1987 had 1252 retail outlets in the UK alone. Renowned stores around the world include Filofax, Harrods and Harvey Nichols in London, Neiman Marcus and Bloomingdales in the US, Bon Genie in Switzerland.