Alsford - Our History

The Great War

In 1916, with his father – James Alsford (2) – away fighting the Great War, 14-year old James Alsford (3) was left managing the family business.

Like his father before him, James (3) had been given thorough training in the timber trade from a very young age, and at the time his father enlisted, he was already managing the Leyton yard. After his father left, James (3) closed the Leyton yard for the duration of the war and returned to Twickenham. In 1917, his younger brother, William – then 14 – joined the business.

The period 1916-18 was a difficult one for the Alsford family; trade was bad due to the price and shortage of timber. However, a short while after the war ended and James (2) returned to Twickenham, the government removed all controls on the timber industry, leading to an unprecedented demand for wood to fulfil the needs of the building and retail trades. Before long, Alsford Timber was thriving again.

The 1920s expansion

The post-war trading boom was short-lived. In 1921, there was a general economic slump and the timber trade was badly affected, with the price of wood halving almost overnight.

Despite the difficult economic conditions, Alsford Timber began a plan of expansion. In 1921, they purchased an empty plot opposite the Twickenham yard to house additional storage, and in 1922 they opened Station Yard in Mortlake, which the third Alsford brother, Arthur, was sent to manage.

In 1926, Alsford Timber opened another yard at St Marks Hill, Surbiton. William Tomkins, the firm’s first lorry driver, was made manager of this branch and a little later Fred Waite, the driver who succeeded him, became manager at Mortlake. These moves were in accord with the company’s policy of promoting from within whenever possible – a policy which is still in place today.

The same year, Winifred, the fourth of the Alsford children, joined the business as secretary and book-keeper.

By 1927, Alsford Timber ran four yards, making a gross profit of nearly £10,000 – an impressive sum for a small business at that time.

The Alsfords continued to push boundaries. In 1928, Alsford Timber opened what was possibly Britain’s first DIY store. Situated in Twickenham, it sold mouldings, materials for furniture-making and various woodworking accessories. They also made up and sold what were probably the first DIY kits – these being for making wireless set cabinets. Business was booming.

But in 1929 the depression hit.

Please click here to read an overview of our Company’s History.

Please click here to read Part 4.

Please click here to read Part 2.