OutdoorKing Repair Forum Forums The History Forum The Old Soap Box MARCH 1953 VICTA ADVERTISEMENT - illustrated

Hello ODK members,

It's 1953. Victa Mowers Pty. Ltd. opens for business on February 13.
Mervyn Victor Richardson has 6 staff, and the company makes 60 Rotomos
per week from Victa's first 'factory' - "Fry's Shed" - an old shed
at the rear of a Mortlake church.



This advertisement from a Sydney local newspaper is taken from 25 March.
It's a rare advertisement because it is illustrated with the Billy Cart.
What I find amazing is the coupon for the 'detailed FREE literature'.

All very interesting.
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JACK

Amazing stuff there Jack, I love the narrative start and the illustration of the shed, considering the importance of the discovery of such an early, illustrated advert, it really makes this an extraordinary post!

Hi Ty and ODK members,

Yes, it is amazing!
I wonder what would have been in the 'detailed FREE literature'?

Fry's Shed was demolished at some time - unfortunately.
I've worked out, though, where it used to stand.
[look where the rear gate entrance is].

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JACK

Hi Jack,

What a fantastic post and advertisement! Great reading mate, love it. Thanks so much for posting this

Cheers, Michael

Hi Jack, what a post...and great detective work in finding the site! well done mate!

Hi ODK members,

Thanks for the comments. It's great to see others have an appreciation
for vintage mower history.

I do want to point out for the record that that advertisement has only
just been digitised: so ODK members are first to see it.

I also want to point out that 81 Brays Road was not the address of Victa's
first factory - it's Mervyn Richardson's home address (as is the phone number).
Generally, early Victa ads. did not include an address. This was because,
I believe - the collection address would vary between the factory and home.

It's highly likely that Richardson's family would man the phone during the week,
and Mervyn would sell from home (all day Saturday) on the weekend.
[The Shed was only about half a kilometre from home].

The first record in ads. of the factory address - 27 Gale Street, Mortlake -
appeared a few months later. If you Google that address you won't find the
picture I show above. Reason: Fry's Shed was not on Gale Street! It faced
Adam's Lane at the back. It was a piece of detective work!

It's amazing to think that the start of such an iconic story, and a company of Australian legend could be so casually hidden in back alleys and a parking lot!

Yes! But annexed to a church . . .
There was divine intervention in that old blacksmith's shed.

All very saintly.
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JACK

Ahh, but was there divine intervention or divine invention going on.....
All very controversial, as you would say!
Jack,

Ooh touch�

All very divine.
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JACK

Hey hey Jack, the cat's come back!!
Looks great mate.

All very feline....as you would say!