Homecrafts Pty Ltd radio dealers, 211-213 Swanston Street, Melbourne
Butler, Graeme1985
Archives
Total copies: 1
Title:
Homecrafts Pty Ltd radio dealers, 211-213 Swanston Street, Melbourne
Creator:
Date of work:
1985
Reference number:
BIF-CITY 109286
Level of description:
Item from Collection: Heritage Collection (HC)
Type of materials:
Graphic materialsTextual material
Part of:
Series: Central City (BIF-CITY)
Access restrictions:
UnrestrictedOpen access.
Use restrictions:
UnrestrictedPlease contact City of Melbourne Libraries about obtaining permission to reproduce images.
General notes:
RESEARCH ADDED BY GRAEME BUTLER 2023:__________________________________________________DATE: 1924;ASSOCIATIONS: McElroy. Patrick H or Homecrafts Pty Ltd.;Style: Neo-GrecPeriod: Inter-WarSign 1985: Ted's.GRAEME BUTLER 1985 MELBOURNE CENTRAL ACTIVITIES DISTRICT CONSERVATION STUDYBUILDING IDENTIFICATION FORM_______________________________________City of Melbourne online maps4 storey brick office block with basement. Gnd being retail. Built 1945(sic)._______________________________________VICTORIAN HERITAGE INVENTORY1866 - building on site. 1880 - three-storey building. 1888 - two-storey building_______________________________________CITY OF MELBOURNE BUILDING PERMIT APPLICATIONShttps://www.ancestry.com.au/imageviewer/collections/60672/images/44777_349578-00455Index card1918-Nov 1083? Or 1583? ₤444 alterations to shopfront1924July 6571 ₤4500 Alterations and additions to shop …1925 Janerection of verandah_______________________________________CONTEXT (WITH GJM HERITAGE) 2020, HODDLE GRID HERITAGE REVIEWInterwar buildingsInterwar (1916-1939) buildings exist at 207-209, 211-213 and 275-279 Swanston Street. The buildings were designed, some by architects, to combine retail businesses at ground level with floors for offices and workshops above, reflecting the continued demand for office and work space in the city centre by the growing service sector.After purchasing a two-storey Victorian building at 211-213 Swanston Street in 1918, P H McElroy moved his Homecraft toy shop to the premises in December of that year (Argus 20 December 1918:6). Wireless firm, Homecrafts Pty Ltd, operated from the premises at 211-213 Swanston Street in 1927, and it is likely that the current building was constructed around this time for Homecrafts Pty Ltd (Table Talk 26 May 1927:1). An image of the building in c1950 can be seen in Figure 5.Figure 5. Showing the three-storey buildings at 207-209 Swanston Street occupied by Roger David and 211-213 Swanston Street occupied by Homecrafts c1950. (Source: Strizic c1950-c1980, STATE LIBRARY OF VICTORIA ) …The three storey 211-213 Swanston Street remains with its interwar classical revival façade with large square steel framed windows to the two upper floors. 209 Swanston Street has been comprehensively refaced but retains the same three storey scale (Figure 5).(also shows Homecrafts in 215 Swanston St)_______________________________________MAHLSTEDT FIRE INSURANCE PLAN SERIESMap 10c1910 shown as 209-213 one 2 stroey masonry building `CW Brown Cycle importers..' backs onto Louden Alley1948- 211-213 3 storey masonry, 2nd floor and roof reinforced concrete - 4 storey at rear with basement- John Forsaith Pty Ltd pasted over;_______________________________________RADIO MUSEUM WEB SITE 2023https://www.radiomuseum.org/dsp_hersteller_detail.cfm?company_id=13289Homecrafts started as a mechanical, electrical goods shop in Melbourne in 1918 and progressed to radio parts from 1923. They supplied radio constructors with advice and parts. In 1926 the firm was bought by Louis Abrahams & Arthur Warner of Louis Coen Wireless. In 1939 Electronic Industries Ltd., a holding company, consolidated all of Abrahams & Warners business concerns under the one organisation with Homecrafts operating as an active subsidary. In 1970 E.I.L. including its subsidaries was taken over by Philips Australia. Homecrafts continued as a subsidary of Philips Holdings retailing electrical & whitegoods until 1988.____Founded: 1918Closed: 1988Production: 1923 - 1970_____History:P. H. Mc Elroy the founder of Homecrafts started in the hobby business in March 1902 as an Engineer and Importer selling electrical parts for students and amateurs from 162 Elizabeth Street, Melbourne.[11]Mc Elroy’s adverts always encouraged the hobbyists and he always produced an informative, illustrated catalogue of his products. With the advent of radio in 1923 his catalogue featured 130 pages featuring 400 illustrations and 50 wireless diagrams and sold for sixpence.[2]He retired in 1926 and went on to be appointed as Commissioner for Scouting in 1928.“The Homecraft Shop” opened at 211-213 Swanston Street, Melbourne in December 1918 when P. H. Mc Elroy relocated his mechanical and electrical hobbies retailing business from 265 Swanston Street, Melbourne.[1]The shop advertised everything for the amateur and experimenter and by 1924 was heavily involved in radio and advertised as “everything from a switch point to a complete 8 valve set”. [2]Mc Elroy (Homecrafts) were listed as an AWA radio dealer in August 1925.[3]In December 1925 McElroy retired.[5]The firm was bought by the partnership of Louis Abrahams & Arthur Warner of Louis Coen Wirelesswith the aim of expanding their retail arm. [7] A new company under the name of Homecrafts Pty, Ltd was formed in August 1926, the registered office at 211 Swanston St, Melbourne with Henry Hamilton Haynes & George Wright named as subscribers to the memorandum. [4] (a person under the name of G. Wright was also named in 1928 as a subscriber to another Abahams & Warner company, Neutrodyne Pty, Ltd).By July 1927 the company was advertising imported Crosley and Australian Astor radios. [6]In April 1939 Abrahams & Warner formed Electronic Industries Ltd. (EIL) as a holding company to consolidate all their various business concerns under the one organisation. E.I.L. had a controlling interest of 86% in Homecrafts.[8] Homecrafts remained an active subsidary under E.I.L.The Managing Director from 1940 was Sladen Gibson followed by Frank Lynch in 1950.A branch was opened in Sydney when the company merged with Lamplough Radio and traded from Clarence Street, Sydney,[9] By 1946 the company had expanded to cover all Australian States with the exception of WA.[10]By the 1960's Homecrafts were concentrating less on radio parts & more on the retail of household electrical & whitegoods.In 1970 Philips Australia took over E.I.L. & its subsidaries. Along with Astor & other surviving E.I.L. companies Homecrafts as a retailer continued to function as a active subsidary under Philips Holdings. [12]In 1986 there were 13 Homecrafts stores in the Melbourne metro area. By 1987 seven stores remained & the last three stores, Broadmeadows, Chirnside Park & Frankston finally closed in 1988. [13]_________[1] The Age (Vic.) Dec 14, 1918, Page 12.[2] WIA Souvenir Program, Pages 4 & 5.[3] The Herald (Vic.) Aug 24, 1925, Page 5.[4] The Herald (Vic.) 26, Aug 1926, Page 30.[5] The Herald (Vic.) Dec 1926, Page 7.[6] The Herald (Vic.) Jul 6, 1927, Page 4.[7] E.I.L. company document: "The genesis of E.I.L."[8] The Daily Telegraph (NSW) May 31, 1939, Page 13.[9] Radio & Hobbies, Apr 1941, Page 41.[10] Australasian Radio World, Jun 15, 1946 Page 3.[11] Leader (Vic.) Mar 1, 1902, Page 2.[12] Philips company document: organisation structure 1981.[13] Melbourne White pages._______________________________________NEWSPAPERS (TROVE)1918REMOVAL NOTlCE.P. H. McELROY — ' The Homecraft ShopIS NOW LOCATED AT 211-213 SWANSTON-ST.1923HOMECRAFTS MELBOURNEP. H. McELROY213 Swanston St., Melb.1924Advert.HOMECRAFTS (P. H. M'Elroy),211 Swanston-8treet, Melbourne..1926NEW REGISTRATIONSHomecrafts Pty. Ltd.. manufacturers and dealers In Instruments. Machines connected with wireless telegraphy and telephony. Registered office, 211 Swanston street. MelbourneCaptal ₤28.000, in £1 shares. Subscribers: Henry Hamilton Hayncs and George Wright..1927Homecrafts Pty. Ltd.Homecrafts Pty. Ltd., claimed to be the oldest wireless firm in Australia, has an excellent and wide display of all the best class and popular-priced radio parts.All excellent range of popular-priced sets is also shown to advantage..https://trove.nla.gov.au/newspaper/article/146650462 large advert- 1st use of `211-213'... LOUD-SPEAKER Strength with unequalled Clarity and Volume, whether you live IN THE COUNTRY or IN THE TOWN...Demonstrations arranged in your own home without obligation.HOMECRAFTS Pty. Ltd211-213 SWANSTON STREET, MELBOURNEDistributors: Louis Coen Wireless Pty. Ltd. 63 Swanston Street, Melbourne.1949JUBILEE SHOW PREVIEW 1899-1949..HOMECRAFTSPTY. LTD.Homecrafts the Radio and Electrical Specialists will be displaying at their stand in the C.R.T.S. Building a full range of the famous. Astor Radios ranging from the mighty midget the Astor Baby right up to the H.M.M.V.Automatic Record - changing Radiogram._____________________DIRECTORIES OF VICTORIA, MELBOURNE-SANDS AND KENNY, SANDS & MCDOUGALLSands & McDougall Directory of Victoria1925211-213 McElroy. Patk. H.. electrcl sundries215 N.S W. Mont do Piete.1930211-213 Homecrafts Pt y Ltd, radio dealers.1955, 1942Homecrafts P/L radio dealers
Related material link:
Names:
Topics:
Places:
Form/Genre:
Record types:
Research and reports
Record number:
1264212
| Type | Reference No. | Extent | Status/Desc |
|---|---|---|---|
| Original | 109286 | 1 JPEG : 690 KB ; A4 | Single Item (May not be issued, may not be reproduced) |