STRATFORDS GROUP

 The group was founded by George William Stratford (referred to as GWS). He was born in 1882 in Northampton, a son of a shop assistant ironmonger. GWS followed the same line, became fully apprenticed and eventually took a job in Norwich, in Colmans. Also working at Colmans was a Herbert Carnegie whose sister, Miss Emily Gertrude eventually became his wife.

   After the end of the Boer War GWS went off to South Africa to seek his fortune, starting as a free-tracking ox-cart packman. Having brought his father to join him, eventually the whole Stratford family came to South Africa moving to Johannesburg where the father set up an ironmonger shop. Emily, a trained teacher, also accompanied them.

   GWS, having his qualification as an ironmonger, became a railwayman and stationmaster. He and EGS married and in due course they had one daughter, Audrey, the present proprietor of the firm. While she was still a toddler the family returned to Norwich and decided to stay there. GWS starting as an assistant in an ironmonger shop and occupying his spare time in the Territorial Army, so in 1914 when war broke out on August Bank Holiday, GWS reported to his regiment on that same day. Unfortunately his health was not adequate for the infantry so he did not continue in the Royal Norfolk Regiment but was transferred to the Army Service Corps Becoming a Staff Sergeant working as an enlister in King's Lynn. There, wishing to keep his family near him he obtained the lease of the Coffee Tavern (demolished in 1936 and replaced by Burtons) which offered full restaurant facilities and billiards as well as various sales. During this period he readily took advantage of opportunities afforded both in the Army and in the business.

   GWS used his experience during the war to good advantage and after he was demobbed on 11^th September 1918 he set up his sign over a shop 124 Norfolk Street, King's Lynn which is now owned by the firm and operated as a branch by the firm to this day.

    The first advertisement in the local newspaper was on the 9^th November 1918 advertising Stratfords Army Supply Stores, 124 Norfolk Street, King's Lynn. The business was advertising army boots new and second hand but it is true to say that thereafter GWS marketed anything which he thought would be a successful bargain, initially the business targeted agricultural workers and farmers as the principal source of employment during that period was agricultural work. GWS's style of shop was suited to the country people with very subdued lighting, very unlike todays shops. GWS was always on the lookout for further opportunities and kept his eyes open for bargains or apparently empty shops which he could put to good use and in one time or other branch shops were opened in Norfolk, Lincolnshire, Cambridgeshire and Suffolk.

    In addition, goods were also sold at local markets from goods displayed on the ground and at these markets GWS was often assisted by his daughter.

    The business was formed into a private limited company on the 1^st June 1920.

    GWS died on the 25^th September 1951, during his life he had been ably supported by his wife hereafter known as EGS, she had never shown interest in the firm but being aware of the wishes of GWS, the welfare of the staff and the customers, she bravely agreed to continue and financially support the firm with the help of her fellow directors Mr.B. Goatley and Mr.G. Sizeland, the last two actually managed the business for her.

    The type of goods sold and customers targeted began to move away from the agricultural image during this period and more toward industrial image and toward leisure.

EGS died in November 1959 and the business was then passed to her daughter Audrey hereafter known as AMS. Daughter AMS chose the same direction as had been taken by EGS, also financially supporting the business.

    As the business expanded so the shop at 123 Norfolk Street was purchased and combined with 124 Norfolk Street into one unit and it was this address that continued as the HQ, it's retail shop and warehouse at the rear.

    Mr. Sizeland died 8^th September 1970 and Mr. Goatley died in December 1971. Mr. Bernard Bruce who had been employed by the company and trained by Mr. Goatley and Mr. Sizeland, was made managing director of the firm and continued in that post until his retirement in 1992. Bernard's Son Colin was employed by the company from the time he left school and took over as managing director of the company when his father retired.

    Towards the end of Bernard's period of managership and under Colin's auspices, the firm decided to expand the wholesale side of the business which had been at a relatively low level in conjunction with the retail business. The supply of protective clothing and materials to enterprise throughout Norfolk, Lincolnshire, Suffolk and Cambridgeshire has expanded rapidly hence the need for further premises resulting in the purchase and construction of a purpose built unit.