Hello ODK History Lovers

The Mayfair is an important lawnmower in Victa folklore, and much has been
misunderstood about its role in vintage mower history. This article attempts
to set the record straight, as best I can, about this machine.

TERMINOLOGY
From the outset, I feel I should clarify the terminology. Victa themselves
classified the Mayfair as a 'Stencil', the definition of which is illuminating:

originally a sheet (metal, plastic, or cardboard) in which a desired lettering
or design has been cut, so that ink or paint applied to a surface will reproduce
the pattern of the stencil.

In other words, the Mayfair was a generic lawnmower
that could be sold to various dealers, and branded as a 'Mayfair'.

The Store Brand is a specific type of Stencil, and I want to stress the
difference. A Store brand is not sold to various dealers, but to one dealer
who wished - and paid for - a stencil to be branded to a particular dealer-
chosen name: perhaps 'Celestial' or 'Contessa', or 'Capri', or 'Mitre 10',
'Lawnmaster' or 'Patrick Kills Oysters', or whatever... !

[Linked Image]

This article explores the Mayfair in context. I argue that the rationale for
its existence was multi-faceted; in that its original purpose was, perhaps, to
combat Victa's opposition; but the main reason was - I argue - to cater to the
emerging and powerful mass retailers and, at the same time, to appease and keep
the smaller, loyal dealers in the Victa fold. The Mayfair was always going to be
commercially 'political'.

The starting point to all this should come from a key primary document.
John Mason, who joined Victa as General Sales Manager in 1955, and retired in
1969, wrote his memoir of his years at Victa at the grand old age of 84 in 2003.

TO BE CONTINUED ...