Classic Radio & Gramophone Co. Ltd.
25 Eccleston Street, Victoria SW1, London (1927-1930)

Brand: Ariel

The Company Director was H.H. Fielding.

Classic Radio & Gramophone Co. Ltd. was a British company established around 1927, specializing in portable radio receivers. Their short lifespan, ending in December 1930, suggests they faced challenges in the competitive radio market.

Disclaimer: There may have been a connection to the New Zealand company Warwick Smeeton Ltd. which may have imported Ariel receivers. Further research is needed to confirm this connection.

Additionally, Classic Radio & Gramophone Co. Ltd. has no connection to the Ariel brand used by Ariel Sound Ltd. in the UK during the 1950s.

Focus on Portable Radios:

Their primary focus seemed to be portable radios, particularly suitcase models. [1] Advertising from August 1930 highlights two key products:

• The "Ariel Pigmy": This 4-valve S.G. circuit set, weighing only 24 lbs., was offered in a Clark blue Fabrikoid case for 18 guineas. A turntable and waterproof cover were available for additional purchase.
• The Super-Range Model: This premium offering, housed in an antique case, boasted 4 valves and a "super-range" for 20 guineas.

Olympia Exhibition Highlights (September 1930):

Classic Radio & Gramophone Co. Ltd. showcased their portable radio expertise at the Olympia exhibition in September 1930. Their stand featured a variety of models, catering to different budgets and features:

• Super-Range Model (20 guineas): Likely the same model advertised in August.
• 5-Valve Suitcase Ariel Pigmy (15 guineas): A more affordable option compared to the "Ariel Pigmy" with 4 valves.
• 4-Valve S.G. "Pigmy" Model (18 guineas): Potentially a variation on the original "Ariel Pigmy" with a slight price difference.
• Standard 5-Valve Suitcase Model (14 guineas): A 5-valve offering in a portable suitcase format.
• 5-Valve Cabinet Portable (14 guineas): Another 5-valve option, possibly housed in a more stationary cabinet design.

Limited Existence:

Despite their offerings, the company's presence in the market seems to have been brief. Advertisements in August and September 1930 suggest they were actively promoting their products during that period. However, their liquidation in December 1930 indicates they were unable to sustain their business for even four years. [2]

While the reasons for their closure remain unknown, the highly competitive radio market of the era might have played a role. Classic Radio & Gramophone Co. Ltd., though short-lived, provides a glimpse into the dynamic and rapidly evolving radio landscape of the late 1920s and early 1930s.

[1] Wireless & Gramophone Trader Aug 16, 1930, Page 164.
[2] London Gazette Dec 9, 1930, Page 7940.