Pasolds Ltd., 1930–70. The Strategy of the Leading British Manufacturer of Children's Wear

Abstract

This article explores the successful business strategy of Pasolds Ltd, in their bid to be at the forefront of the market for children's wear in Britain in the mid-twentieth century. Building on the analysis provided by Eric Pasold in his autobiographical work, Chapman considers the story of the firm from the external viewpoint of the historian placing the development of Pasolds Ltd in the wider context of the British ready-to-wear clothing industry. Particular emphasis is placed upon vertical integration, direct marketing, branding and the supply of finance.