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)

Brands:  Fellophone / Fellocryst / Louden Tubes

Fellows Magneto, a London firm, thrived in WWI making magnetos for wartime vehicles. Despite challenges, they became a key British supplier. After the war, magneto demand dropped, but Fellows pivoted to radio. By 1923, radio sales soared past magneto sales. Fellows even manufactured their own "Louden Valves," a crucial radio component. Radio became their focus, leading to the formation of Fellows Manufacturing Co. Ltd. in 1927.
Tragically, the company closed in 1929, the reason a mystery. Their story showcases adaptation, from wartime necessity to radio pioneer, in the face of a technological shift.

Note: Radio models should be added here and tubes to Louden.

Fellows Magneto Co. Ltd.: A Spark That Ignited the Radio Age (1916-1929)

From Humble Beginnings to Wartime Hero (1916-1918):
In the midst of the First World War, 1916, a small London firm named Fellows & Co. saw an opportunity. The insatiable demand for airplanes and motor vehicles created a critical need for magnetos, a vital component responsible for generating the spark that ignites the fuel-air mixture in an engine. However, with major German companies dominating the magneto market, the playing field seemed uneven.

Undeterred, Fellows & Co. registered as Fellows Magneto Co. Ltd. in August 1916, with a starting capital of £75,000. The company wasn't afraid to get its hands dirty, starting as a magneto repair shop. But the true ambition lay in manufacturing their own magnetos. This wasn't an easy feat. Shortages of essential metals, the lack of readily available intricate machinery, and a scarcity of skilled labour presented significant hurdles. Additionally, cramped working conditions made the urgent task of magneto repairs even more challenging. [1]

Despite these obstacles, the indomitable spirit of Fellows prevailed. They embarked on a period of "costly and continuous experimental work," determined to develop a British-made magneto that could compete with the German giants. Their relentless efforts paid off. By 1917, Fellows successfully produced their first magneto, undergoing rigorous testing before leaving the factory. This marked a turning point, not just for the company, but for British industry as a whole. It proved that German dominance in the magneto market wasn't invincible. [2]

With a reliable product in hand, Fellows capitalized on the wartime urgency. Newspapers in 1917 lauded their success, highlighting their perseverance in overcoming difficulties and establishing themselves as a key player in British manufacturing. Orders poured in - not just from the British government, but also from France, Russia, and Italy. The demand from the home motor trade and British colonies further fueled their growth.

Riding the Post-War Wave: From Magnetos to Marvelous Music (1918-1923):
The war ended in 1918, but Fellows wasn't ready to rest on their laurels. The company directors recognized the potential decline in magneto demand with the cessation of hostilities. In their 1918 report, they acknowledged the need for additional capital to handle "very profitable contracts." This hinted at a strategic shift in focus. [3]

The answer arrived in the form of a burgeoning technology: radio. By 1922, Fellows had begun manufacturing not only magnetos for the automotive and aircraft industry, but also wireless components and complete radios. They proudly advertised the trademarked Fellocryst crystal set (November 1922) and the Fellowphone 2-valve receiver, catering to the growing public fascination with radio broadcasting. [4] Newspapers documented their extensive range of radio accessories, including valves, loudspeakers, and even knobs and condensers.

The 1923 Annual General Meeting (AGM) revealed a crucial turning point. While the company reported a small profit, it was overshadowed by a significant loss the previous year. The chairman, V.L. Fellows, attributed this not to poor trading, but to "bad debts" stemming from the slump in the motor trade that had hit the magneto market hard. However, a silver lining emerged. The actual trading loss for 1923 was due to the magneto side failing to cover its share of overhead costs. This was attributed to the drastic price cuts in the post-war market, coupled with the initial investment required to establish themselves in the radio business. [5]

The message was clear: magnetos alone couldn't secure the company's future. The directors' strategy was to push ahead with radio, a segment showing promising profits. Sales figures for the summer months of 1923, traditionally a slow period, were a testament to this strategy. Radio sales were a staggering six times higher than the corresponding period in 1922. By this point, Fellows' radio turnover had surpassed their magneto turnover, with the former proving profitable while the latter remained a financial burden.

A Company Reinvents Itself: Fellows Manufacturing Co. Ltd. (1924-1929):
By mid-1924, Fellows had taken a decisive step. They were now manufacturing their own "Louden Valves," a key component in radio receivers. The details of their licensing agreement remain unclear, but it showcased their commitment to becoming a major player in the radio industry. [6]

Their marketing strategy was bold. In November 1924, an advertisement proclaimed the "secret" of the Louden Valve's success wasn't magic, but merit. It emphasized its low cost, and efficiency. [7]

By 1925, Fellows Magneto Co. Ltd. had fully transformed. They were no longer just magneto manufacturers but radio producers, capitalizing on the popularity of home radios with their "Fellophone Little Giant" valve radio. In August 1927, to solidify their new direction, they were succeeded by Fellows Manufacturing Co. Ltd., a public company with a nominal capital of £175,000. This new company inherited agreements with Fellows Magneto Co. Ltd. and aimed to develop and expand the radio business. [8]

Despite this seemingly strong position, Fellows Manufacturing Co. Ltd. met an unexpected demise starting in 1929. [5] The company was removed from the company's register in April 1933. [10]

The reason for their sudden closure remains a mystery. Their story, however, serves as a testament to adaptation and innovation. They rose to prominence in a wartime environment, then successfully pivoted to a burgeoning new technology, only to face an unforeseen end.

References

Articles:

[1] Electrical review Sep 8, 1916, Page 272.
[2] The Aeroplane Nov 8, 1916, Page 8715.
[3] Flight May 22, 1919, Page 688.
[4] Electrical Review Nov 7, 1922, Page 758.
[5] Electrical Review Aug 3, 1923, Page 187.
[6] Electrical Review Oct 17, 1924, Page 588.
[7] Radio Times Nov 29, 1924, Page 461.
[8] Electrical Review Aug 5, 1927, Page 233.
[9] London Gazette April 11, 1933, Page 2495.
[10] London Gazette April 11, 1933, Page 2495.

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, Page 392.