Clive Edwards - Turning houses into homes : a history of the retailing and consumption of domestic furnishings

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Turning Houses into Homes

First published 2005 by Ashgate Publishing

Published 2016 by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
711 Third Avenue, New York, NY 10017, USA

Routledge is an imprint of the Taylor & Francis Group, an informa business

Copyright 2005 Clive Edwards

Clive Edwards has asserted his moral right under the Copyright, Designs and Patents Act, 1988, to be identified as Author of this Work.

All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

Notice:
Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.

British Library Cataloguing in Publication Data

Edwards, Clive, 1947

Turning houses into homes : a history of the retailing and consumption of domestic furnishings. (The history of retailing and consumption)

1.House furnishings industry and trade History 18th century 2.House furnishings History 18th century 3.Dwellings History 18th century 4.House furnishings industry and trade History 19th century 5.House furnishings History 19th century 6.Dwellings History 19th century 7.House furnishings industry and trade History 20th century 8.House furnishings History 20th century 9.Dwellings History 20th century 10.Consumption (Economics) History

I. Title

381.4'5645'09

Library of Congress Cataloging-in-Publication Data

Edwards, Clive, 1947

Turning houses into homes : a history of the retailing and consumption of domestic furnishings / Clive Edwards.

p. cm. (The history of retailing and consumption)

Includes bibliographical references.

ISBN 0-7546-0906-5 (alk. paper)

1. House furnishings industry and tradeHistory. I. Title. II. Series.

HD9773.A2E38 2004

338.4'7684'009dc22

2003056903

ISBN 9780754609063 (hbk)

ISBN 9781138263666 (pbk)

Typeset by IML Typographers, Birkenhead, Merseyside

Contents

It is increasingly recognized that retail systems and changes in the patterns of consumption play crucial roles in the development and societal structure of economies. Such recognition has led to renewed interest in the changing nature of retail distribution and the rise of consumer society from a wide range of academic disciplines. The aim of this multidisciplinary series is to provide a forum of publications that explore the history of retailing and consumption.

Gareth Shaw
University of Exeter

Frontispiece 1950s home
(Winifred Burman, Ourselves and Our Homes, Blackie and Son, 1951)

Sadgrove, Brokers Row, Moorfields, warehouse trade card (Bodleian Library, University of Oxford, John Johnson Collection: Trade Card 9 (118))

Hodgkins and Son trade card (Bodleian Library, University of Oxford, John Johnson Collection: Trade Card 4 (66))

Hodsons warehouse, c. 173040 (A. Heal, London Furniture Makers, Batsford, 1953)

Hewetson Brothers, Furnishers, Tottenham Court Road, 1841 (John Tallis, London Street Views, 183941)

Atkinson and Co. showroom, Westminster, 1890 (Reproduced by permission of English Heritage NMR)

Saunders and Wooley shop front design, 1840 (N. Whittock, On the Construction of Shop Fronts)

Heelas of Reading showroom (John Lewis Partnership Archive Collection)

Heal and Sons, Antique Department, 1908 (Reproduced by permission of English Heritage NMR)

Maple and Co. price list, 1850s (Private collection)

Oetzmann and Co. showrooms and price list, c. 1870 (Private collection)

Wilbee and Co., Herne Bay, c. 1870s (Bodleian Library, University of Oxford, John Johnson Collection: Trade Card 4 (72))

Waring and Gillow showroom, Manchester, 1897 (Reproduced by permission of English Heritage NMR)

Old furniture shop, London, 1877 (John Thompson and Adolph Smith, Street Life in London)

Jackson and Graham room setting, 1881 (R.W. Edis, Decoration and Furniture of Town Houses)

Furniture department, John Lewis store, Oxford Street, London, 1950s (John Lewis Partnership Archive Collection)

The Times Furnishing shop, Birmingham, 1930s (Reproduced from Alexandra Artley (ed.), Golden Age of Shop Design, 1975, with permission from Elsevier)

Hatfield New Town show house, 1950s bedroom (Design Council and the Design History Research Centre, University of Brighton)

Hatfield New Town show house, 1950s dining room (Design Council and the Design History Research Centre, University of Brighton)

John Perring, Home Planner Kit, 1960s (Private collection)

Tables

Effect of economic measures on demand for furniture, 19581968

Cockaynes of Sheffield: Staff list relating to house furnishing departments, c. 1913

This book has brought together two particular interests of mine: the history of the retailing of home furnishings, and their subsequent consumption. Having been engaged in the commercial side of these activities before an academic career, it has been particularly stimulating to put practice into a historical and contextual narrative. Although my own experience has been limited to the second half of the twentieth century, the books time span is much wider. I have deliberately tried to locate the retailing and consumption of home furnishings in a longer continuum, to show that the roots of both retail and consumption practices have a long history. Arguably, the trade only becomes an industry in the eighteenth century, but this does not negate the contribution and practices established by retailers and consumers prior to that time.

Turning Houses into Homes draws upon historical texts, academic works, newspaper and trade press material, catalogues and trade literature. The assistance of librarians both in the United Kingdom and the USA is gratefully acknowledged. Papers presented at CHORD Conferences that have stimulated thoughts on the subject have also inspired me. The Bibliography indicates the growing interest in the history of both retailing and consumption. I am indebted to the scholars who are, and have been, working in the fields of retailing and consumer studies. I trust that this work successfully synthesizes and builds on their work, in relation to my specific topic and approach.

I thank the Director of Loughborough University School of Art and Design for sponsoring the period of study leave that has made the production of the book possible in a reasonable time without the demands of teaching. My thanks also go to Huw Jones, who has ably copy-edited my script. Finally I would like to thank my wife Lynne for her sterling work, not only as a proof-reader, but also as a companion on the field trips, especially those which involved going to the shops.

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