Fellows Magneto Co. Ltd.
Cumberland Avenue, Park Royal, Willesden, London NW10. (1916 - 1927)

Fellows Manufacturing Co., Ltd.
Cumberland Avenue, Park Royal, Willesden, London NW10. (1927 - 1929)

Brand: Louden

Fellows, a magneto repair shop, adapted to the booming radio market by creating the Louden Valve in 1924. Promoted for affordability and long life, the Louden Valve's success helped Fellows transform into a radio manufacturer. Though not the most advanced, it was well-received. Despite this, the company mysteriously closed in 1929. The Louden Valve exemplifies Fellows' ability to innovate in a rapidly changing technological landscape.

Note: Louden valves should be added here, and radio models should be added to Fellows Magneto Co. Ltd.

Fellows Magneto and the Louden Valve: A Detailed Look at their Rise and Fall

1916-1918: From Humble Beginnings to Wartime Heroics

• 1916: Fellows & Co., a small magneto repair shop in London, sees an opportunity when war disrupts the supply chain for magnetos, crucial components in airplanes and cars.
• They leverage their existing expertise to start manufacturing magnetos.
• Challenges and Triumphs: The company faces hurdles like wartime shortages of essential materials and skilled labour. But their determination to succeed leads them to develop efficient production methods and source alternative materials.
• British Innovation: Fellows successfully produces a British-made magneto that rivals the dominant German brands. This achievement is met with great acclaim, and the company expands rapidly to meet the surge in demand from the British government and its allies.

1919-1922: Adapting to Peacetime and Embracing Radio

• Post-War Concerns: Initial fears exist that the end of the war would cripple Fellows' business as government contracts dry up.
• Unexpected Boon: However, the company benefits from the removal of wartime restrictions, allowing them to operate more freely.
• The Rise of Radio: Recognizing the decline in magneto demand due to advancements in car technology, Fellows makes a strategic move into the burgeoning radio industry.
• Diversification: They begin manufacturing wireless components like crystal sets and valve receivers alongside their magnetos. Advertisements showcase the "Fellocryst" crystal set and the "Fellowphone" 2 valve receiver, along with various accessories like valves, loudspeakers, and batteries.

1923: Radio Takes Centre Stage

• Sales Figures Tell the Story: Annual reports reveal a dramatic shift in consumer preference. Radio sales soar, surpassing magneto sales by a significant margin.
• Shifting Gears: The company acknowledges that magnetos alone cannot sustain them. They make a conscious decision to prioritize the more profitable radio business.
• Vertical Integration: Initially, Fellows purchases necessary components for their radios from other manufacturers. However, to improve efficiency and potentially increase profit margins, they begin manufacturing their own loudspeakers, coils, and valves.

1924: Introducing the Louden Valve - A Game Changer?

• The Louden Arrives: In mid-1924, Fellows introduces their own line of radio valves, the "Louden Valve." The details of any licensing agreements for the design or technology remain unclear.[1]
• Aggressive Marketing: Fellows heavily promotes the Louden Valve, highlighting its affordability, efficiency, and extended filament life compared to competitors. Advertisements boast its "silver clear reproduction" and exceptional value. [2]
• Technical Scrutiny: Wireless World magazine puts the Louden Valve through its paces. Their tests confirm the functionality of the valves but also identify limitations, particularly in amplification compared to some contemporary designs.[3][4]

1925-1927: Radio Focus and Restructuring

• Farewell to Magnetos: By 1925, Fellows ceases magneto production entirely, marking a complete shift in their business focus.
• Louden trademark: December 1925.[5]
• Branching Out: The company establishes a network of provincial branches across the country to expand their radio sales reach. This strategy proves successful, with sales figures showing steady growth.
• A New Name: To solidify their identity as a radio manufacturer, Fellows Magneto Co., Ltd. undergoes a transformation and is reborn as Fellows Manufacturing Co., Ltd. in 1927.

1928-1929: Direct Sales and the Allure of Success

• Taking Control: Fellows adopts a bold strategy of selling directly to the public, bypassing traditional retail channels. This allows them to offer competitive prices and potentially capture a larger market share.
• Industry Leader: Their aggressive marketing campaign portrays them as the largest set manufacturer in the country.
• Focus on Value: Fellows emphasizes their commitment to British-made products, high quality, fair pricing, and exceptional after-sales service through a network of service agents. Advertisements urge consumers to "save money" by buying directly from Fellows.

1929: An Abrupt End

• The Mystery Deepens: Despite their seemingly strong position and ambitious marketing efforts, Fellows Manufacturing Co., Ltd. abruptly winds up operations by December 1929. The reasons behind this sudden closure remain a mystery.

The Louden Valve: A Pivotal Product in a Changing Landscape

The Louden Valve stands as a testament to Fellows' adaptability and willingness to innovate. Its development and marketing were instrumental in their successful transition from a magneto repair shop to a leading radio manufacturer. While the Louden Valve may not have been the most technically advanced on the market, it offered a compelling combination of affordability and performance, filling a crucial gap for radio enthusiasts. This strategic move allowed Fellows to capitalize on the growing demand for radios and solidify their place as a major player in the industry.

References

Articles:
[1] Electrical Review Oct 17, 1924, Page 588.
[2] Radio Times Oct 3, 1924, Page 80.
[3] Wireless World Apr 8, 1925, Page 290.
[4] Wireless World Jun 24, 1925, Page 652.
[5] Electrical Review Dec 4, 1925, Page 920.

Books:

• British radio valves: the vintage years 1904-1925 by Thrower, Keith R. Pages 4, 32, 51, 58, 135, 136 & 139.
• Saga of the Vacuum Tube by Gerald F.J. Tyne, Pages 208 – 210, 392.