The next seven years, 1956 - 1963, saw many important events take place but undoubtedly 1956 must have been one of the proudest in Dr Simon’s life when he occupied his new office on the newly built premises at Common Road. Also in 1956 Evode Ltd took over the management of VIK Supplies Ltd. – a subsidiary of Lotus Ltd, and this association with Evode enabled them to supply the footwear industry with a wide range of adhesives. Over the next few years the company maintained steady growth and in 1958 work commenced on the building of a new laboratory and in 1960 the construction of a new adhesives factory commenced. When this was completed in 1961 the original site at Glover Street was finally vacated with the move of the Surface Coatings Division to Common Road. Plans to obtain a stock exchange quotation led to a new company being formed in 1963 which was to be called Evode Holdings Ltd. All employees were invited to apply for shares which would give them the opportunity of having a financial stake in the business. In the Chairman’s statement in the annual report of Evode Holdings Ltd. Ending 28th September 1963 a final dividend of 15% was achieved. Dr Simon stated that the present financial year had started satisfactorily and he thanked all employee’s for their enthusiasm and co-operation which had made the first year of Evode as a public company such a success.
On 25th January 1956 Evode took a 5 year lease from the Central Electricity Authority at £900.00 per annum for land near Glover Street.
The need to continue the occupation of Glover Street was necessary as the transfer of the Paints Division was not possible until 1961.
The minutes* of the 23rd Annual General Meeting held on 6th March records that Evode Industries Ltd. was incorporated in Eire with a factory at Swords Co. Dublin. The principle shareholders were - Mr. A.F. Buckley 51% (Chairman). Dr. Simon Managing Director and Mr. James and Godfrey Bostock.
In March Dr Simon met Adolf Axelrath (the founder of Spic and Span Shoe Polishes who was now President of Cadie Chemical Products, Inc. New York) in Paris to discuss an agreement with Cadie Products Inc, New York, Evode and Mr Piscionieri of United Shippers and Traders co. 14 Rampart Row, Bombay India.
They wanted to begin manufacture of impregnated polishing cloths and were willing to pay the expenses of an Evode technician to go to India for three weeks to show them how to make the cloths. Mr Axelrath informed United Shippers and Traders that Evode have the rights for all countries representing and previously connected with the British Empire.
The amended Cadie-Evode agreement was signed on 24th March 1956 United Shippers and Traders required manufacturing rights for India, Pakistan, Ceylon, Afghanistan, Burma and the Persian Gulf area.
In July at a Directors meeting it was resolved that capitalisation of £40,000 of the undistributed profit reserve of the company be capitalised. Evomastics Ltd., was formed from the Mastics Division of Evode Ltd., and was incorporated as a subsidiary company on 18th April 1956.
In April 1956 Interchemical Company, 67 West 44th Street New York USA were in negotiations to purchase Angiers Adhesives. Evode received a letter from Kenway, Jenney, Witter and Hildreth, Councellors at law, 24 School Street, Boston informing them that Interchemical would prefer to have the agreement between Evode and Angier terminated and replaced by a new agreement between Evode and Interchemical. They suggested that Dr Simon should leave for New York as soon as possible to appraise the situation.
On June 14th 1956 It was announced that Interchemical had acquired Angier Products Inc., (Angier had been founded in Cambridge Massachusetts in 1931 by the late Donald Angier).
During the middle of the year the new office and laboratory building at Common Road was completed. Equipment and personnel were transferred from Glover Street. It was announced in December by Lotus Ltd. that VIK Supplies Ltd. ( a subsidiary company) would have closer association with Evode Ltd. in order to broaden its range of adhesives to the footwear industry. Vik Supplies was acquired as a wholly owned subsidiary of Evode Ltd.
* (A copy of the minutes is at the end of this chapter.)
The reasons for Evode’s acquisition of Vik Supplies is accurately covered in the article in the Shoe & Leather News given below:
As Vik Sales really needed more space than was available at Common Road, it was decided to move Vik back to the Sandon Road premises vacated by Lotus Engineering. The Sales Office and Warehouse operated from Sandon Road (until 1962 when a fire destroyed the building). Vik then moved back to Common Road. In June 1956 Adolf Axelrath came back to England and briefly visited Dr Simon. They were in negotiation to sell Cadies impregnated cleaning cloths through Evode.
Extract from Hardware Trade Journal, 4th May 1956
A new series of chemically impregnated cloths, claimed to remain fully active until the cloth is worn out has been developed by English Waxes Ltd., Glover Street Stafford (Stafford 1590). The Dove dust cloth is treated with waxes and silicone, and is designed for the simultaneous dusting and polishing of household furniture. The Dove polishing cloth is intended for day-to-day polishing of silver; it is not suitable for removing heavy stains, but it is said that silver which is wiped regularly with this cloth shows evidence of building up a resistance to tarnishing. Third in the new range is a chemically impregnated anti-mist cloth, available for domestic use and for motorists, as well as in a pocket pack for wiping spectacles. A similarly impregnated cloth has been produced for the simplified pressing of clothes, and is said to give an ordinary iron the effective properties of a steam iron with no sticking and no shine on the garments. Each of these cloths retails at 2s.6d. with the exception of the spectacle cloth which sells at 1s. Selling will be supported by an advertising campaign in the national press, provincial and women's press.
There was progress in other parts of Evode during 1956 that were referred to in various journals:-
Evo-Stik ‘Impact’ Adhesive:
Extract from Builders Merchant Journal, October 1956
On 16th November 1956 the first run of 10 tons of emulsion was emulsified at Common Road in the presence of Dr. Simon, John Forman, Barry Jackson and probably one or two more. Then within 6 months it was realised that the storage capacity of manufactured emulsion was not enough for demands. So we had another storage tank installed.
Extract from Building Materials, December 1956
On the 1st of March 1957 the 24th Annual General Meeting was held.
The Chairman, (Dr. Simon) made particular reference to the fact that for the first time the A.G.M. was being held in the newly built offices of the Company, and he expressed his pleasure at the delightful surroundings and excellent construction of the building. With reference to the Company's accounts the Chairman stated that the profits were substantially the same as for the previous financial year.
There had been a considerable increase in turnover but this had been offset by increased costs of shift production and overhead expenses. The cost of the new buildings and machinery had been financed from the Company's liquid position and therefore expenditure in the new financial year would be one of consolidation. The Chairman informed the meeting that the negotiations with Lotus Ltd. concerning Vik Supplies Ltd. had reached completion. The staff and executives from Vik Supplies were now housed in the new offices.
Finally it was proposed that the registered office of the Company should be changed to Common Road Stafford.
General approval was given at the Directors meeting to the fine new office and laboratory block, and it was felt by all that this would lead to greater efficiency by the laboratory and chemical staff in having more space and better conditions in order to perform their duties Dr. Simon then mentioned the television advertising which had been entered into with polishes and adhesives, although the advertising was still taking place, benefit in sales was already being felt. The full advantage would be assessed in the future.
After the meeting had concluded, Dr. Simon invited those present to his home for a buffet meal to celebrate the opening on the new office and laboratory block.
A letter from the Company's architects, Raymond E Hawkins & Roberts was received giving an estimate of £760.00 for creating three offices on the ground floor of the new laboratory and office block in place of the Tiling Room. The object being to house the Executives of Vik Supplies Ltd. for them to be opposite the staff office of the Company, and to alleviate the conditions in Evode’s Accounts Office, by their removal from the separate offices they at present occupy, and for these offices to be made available to the Evode Accounts Staff.
Mr. Forman and Mr. Hadley at present occupy separate offices, which are surrounded by partitions (in common with the other offices), half way up to the ceiling. Owing to the skylights of the first floor offices being in existence the effect has been to prove somewhat negative to the soundproof to these offices, and as a result both Mr. Forman and Mr. Hadley find difficulty in performing their duties owing to the noise in the offices caused by typewriters and people on telephones. The request is for the said partitions to go up to the ceiling.
In 1957 the company reached its 25th anniversary and a presentation was made to Dr. H. Simon by the staff and employees to mark the occasion.
On the 2nd of October Mr. Barrie Liss joined the company as P.A. to Dr. H. Simon. Mr. Liss subsequently became Joint Director of the Group Director and has held a number of other board appointments.
Other developments at Evode are referred to in extracts from press cuttings:-
Extract from The Financial Times, 3rd January 1957
There is to be a TV campaign for Dove Superfine Silicone Wax Polish. English Waxes, Glover Street Stafford, has announced to the retail trade the " January sees the start of the Dove TV campaign, which will run right through the spring-cleaning period"
Extract from Staffordshire Advertiser, 17th January 1957
"Must maintain builder's supplies"
Housing and other urgent building work in Staffordshire will be given top priority for delivery of materials, despite the petrol rationing, under a 'Good Neighbours' emergency delivery scheme now being operated by Evode Ltd., of Common Road Stafford.
The scheme, the company believes, will make the best possible use of the restricted petrol supplies now available. Long distance orders will be forwarded by rail, by the speediest possible routes.
"We regard it as of the highest importance to maintain deliveries to building sites without delays" declared Mr. R Yudolph, Sales Manager of the Evode building chemicals division. "If materials fail to reach sites when required, it could mean that building work will be held up and men laid off. This applies particularly to such materials as Evoset frost protective, without which concreting and bricklaying work cannot continue during frost. A sharp spell of cold weather produces a sudden demand from builders all wanting deliveries at once. While we shall do our best to see that nobody is kept waiting and no building work is held up, builders would be well advised to lay in stocks of frost protective now in anticipation of cold weather that is to come. Builders who have their own transport passing near our Common Road Works can help to economise on petrol by picking up their own requirements from the works".
Extract from The Financial Times, 14th February 1957
A new commercial television campaign is being launched tomorrow for Evo-Stik 'Impact' Adhesive 528. This follows the success of a trial campaign last autumn.
Aimed primarily at housewives and 'handyman' a series of spots will be used to demonstrate various household repair and decorating jobs that can be undertaken with the aid of the adhesive.
Extract from The African Market, July 1957
Messrs. Evode Ltd., of Common Road, Stafford announce the registration of the trade mark "EVO-STIK" for a special adhesive manufactured by them. They advise that this material is now available in the industrial and domestic fields. They claim that their adhesives are resistant to water and oil and tropical temperatures. Messrs. Evode Ltd., also advise that they are negotiating for the appointment of an agent for their products in South Africa and are endeavouring to find a suitable company to manufacture their products under licence.
At the 25th A.G.M. Dr. Simon stated that due to the Suez crises progress had been restricted and costs had risen which made a certain amount of reorganisation necessary.
Mr. S.B. Knowlden joined the company in June as Export Sales Manager with an office in London. Mr. Knowlden was to be responsible for the appointment of overseas agents who would sell and distribute Evode products on a commission basis. The appointment of such agents not only increased the export revenue but also publicised the Company's name and products in many countries. The combined contributions now being received from both, Licensees and agents, were a substantial part of Company turnover.
Work commenced on the building of a new laboratory block in 1958 and was completed in 1959. The original building used as a canteen was extended and onto this was built an upper floor.
Extract from British Chemical engineer, January 1958
Bitugell, a heavy-duty anti-corrosive compound developed by Evode provides a protective film of up to 0.03in. thickness in one coat. A corrosion inhibitor is incorporated in the formulation to prevent rust creep from damaged areas. Suggested applications include coal washing machinery, coking plant, sulphate plants, water tanks, (excluding drinking water containers) coal and coke conveyors and other equipment in coal, coke, gas, steel and petroleum industries.
Extract from The mercantile Guardian, February 1958
Extract from The British Journal of Photography, May 1958
Evode Ltd., makers of Evo-Stik adhesive, announce the marketing of a new double sided transfer tape. Called 'Twinstik' the new tape is made of tissue impregnated with a pressure sensitive adhesive which, in turn is covered with treated paper. It is available in a variety of widths up to 12in. and can be applied to most surfaces to provides to provide a strong and durable bond.
Some further developments during 1959 are illustrated in the following magazine articles:-
Extract from Stafford Newsletter, 28th March 1959 - Page 6 (reconstructed)
The Managing Director. Dr. H. Simon (centre) talks with colleagues at a dinner given to area managers and sales representatives of Evode Limited on Thursday. Left to right: Mr. R. Yudolph (Sales Director), Mr. J. F. Linnel (Secretary), Mr. K. Wood and Mr. J. E. F. Forman (Director).
THOUGH the Stafford firm of Evode Limited, has expanded and shown good progress, it still retains the "Evode spirit" of friendliness and co-operation that was a feature of the firm when it began operations in a small way more than 20 years ago, said Dr. H. Simon (Managing Director) at a dinner given by the company at the Swan Hotel on Thursday.
Recalling that the firm had only a very small staff in 1938. Dr. Simon said they had been fortunate in forming a first-class team, which still remained to-day.
He was addressing area managers and representatives of the company's building, chemicals and paints division, who had come to Stafford from all over the country and Northern and Southern Ireland or a two day sales conference.
Dr. Simon said it had not always been easy to merge so many people, particularly those coming to the firm from other companies, into the organisation, but this had now been completed and the “Evode spirit” was still present in the small Evode group or companies.
Mr. J. E. F. Forman, a director, recalled that in 1942 the firm occupied premises at 22, Stone - road — premises which were then probably 100 years old.
The experiences of those days provided the impetus and the beginning of the Evode of to-day.
Assuring the area managers and representatives of the directors' interest, Mr. Forman said they were very much part and parcel of the Evode organisation and, with the directors, had got to work together for the one goal.
Dr. B. S. Jackson, Chief Chemist to the building, chemical and paints division, said the conference was an expression of the unity of the organisation.
The dinner was presided over by Mr. R.Yudolph, Sales Director, and other speakers included Mr. D. R. I Shepherd and Mr. A. Keeler, Area Managers.
Extract from Rubber & Plastics International, 25th April 1959
Evo-Stik Impact Adhesive manufactured by Evode Ltd., Common Road Stafford, is being used to fix modern plastic coverings such as Vynide, Texturide and Arlinghide to the walls and ceiling of Armstrong Whitworth's new aircraft, the Argosy. The Argosy is expected to be in commercial use by mid 1960 for freight, passenger and military purposes.
Extract from The Stafford & Mid Staffs Newsletter, 12th September 1959
The Industrial Adhesives Division of Evode Limited have received from the Trade Delegation of the U.S.S.R., which recently visited this country, an order to supply specialised adhesives to Russia.
Extract from The Stafford & Mid Staffs Newsletter, 12th September 1959
Evode Limited of Stafford are mounting their most intensive ever television advertising campaign for Evo-Stik 'Impact' household adhesive. Twenty screened 'spots' including participation in advertising magazines, will be broadcast from eight different regional stations over the period early October to mid November
Work commenced on a new adhesives factory on the Common Road site.
The rapid expansion of the company led to the acquisition of land in Common Road, Stafford, to accommodate future development. Dr. Simon realised that a master plan for the site was essential.
He asked the leading Consultant Engineers Ove Arup Partners to do this (amongst their famous projects were the Sydney Opera House and The National Theatre). The 26 acre Common Road site was developed accordingly. the first phase was the construction of the adhesives factory. At that time the Ove Arup were showing the possibilities of fair faced concrete in building and the Architectural press took a great interest. As a result several groups of people with architectural interests visited the site. Penguin Books also published a book on Industrial Architecture and the adhesives factory featured in it as an example of British Industrial Architecture in 1965.
English Waxes introduced several new lines into all their fields, including disinfectant, carpet cleaner, Swax, silicone shoe polish and two cloth; Silver Sheen and Copper clean. Ready for use dry, bright emulsion polish, window cleaner and the new wax formulation for all silicone lines.
Newspaper cutting, 23rd April 1960
Increased world demand for the products of the Evode Group of Companies has necessitated further expansion of its activities.
Approval has now been granted by the Staffordshire County Council for industrial development on a further 12 acres of land at Common Road Stafford. Work had already commenced on the provision of a two storey laboratory block, and it is anticipated that, within a matter of weeks, work will commence on the erection of a new two-storey factory building for the manufacture of adhesives and building mastics.
The existing factory, built in 1954, will be converted into the paint factory.
At present the Evode Group of Companies has three factories in Stafford and this transfer of the paint factory will be the first move towards the centralisation of all the group's activities.
In August 1960 Hildegard Simon underwent emergency surgery then received three weeks treatment in a hospital in Manchester.
Extract from Timber and Plywood, 22nd September 1960
On the 23rd January Vik Supplies Ltd. held a sales conference. At the end of January another sales conference was held at Common Road for the Building Chemicals and Surface Coatings Divisions. In early February the Industrial Adhesives Division conference took place.
Dr Simons speech to the Industrial Adhesives Division:
'Having behind me the Vik Sales Conference, which took place on the 23rd January, the Building Chemicals and Paints Division's Conference on Monday 30th January and the Evomastics Conference yesterday, and, in addition to the three dinners, I prefer to read our to you what I have to say in order to avoid any mistakes. It is most regrettable that we do not have Mr. Beaumont with us, as the Sales Director is irreplaceable for the conducting of a Sales Conference. Apart from this, I can well understand how Mr. Beaumont must feel not being able to be with us on this day. In order to make today's Conference a success, I must ask for the full co-operation of our Area Managers and Senior Representatives to make as many contributions as possible and to take a most active part in the discussions.
As you all know, and is, in fact, you have visual evidence, decisions had to be reached, dating back almost two years, in view of the fact that our lease at Glover Street came to an end at the end of 1960. In this instance, it is, for a change, the calendar year to which I refer and the Financial Year of the Company. It was then planned to erect a new paint Factory adjoining out polish Factory. About the same time it came to our notice that the I.C.I. Salt Works were to be closed in December 1959. Many years ago we tried to obtain some of their unused land; this being the only place in Stafford classified as special industry and thus suitable for our purposes. Those of you who have been with us for a long time will recollect that we got our existing nine acres through the intervention of the Borough of Stafford, when we were on the point of moving out of Stafford completely. We were then successful, after trial and tribulations, to acquire an additional 12 acres, on what I would say reasonable terms. When discussing these projects, it was then mentioned by Mr. Peak that in years to come we would require, in any case, a new Adhesives factory.
Discussing the layout of our existing site in general and that of the new Paint Factory in particular, our architect had a bright idea - why not use the existing Adhesives Factory for our Paints Division and to build a new Adhesives Factory now. Well, this meant careful deliberations, as to finance a new site plus a new Adhesives Factory was, of course, something entirely different than to accommodate Paints in similar buildings as we had them already for adhesive and polishes. The problem still got worse as the question cropped up 'What about mastics and their growing needs?' The problem became more and more formidable and I can assure you that, after I had reached the final decision to go full steam ahead, I had quite a few sleepless nights about the commitments to which we had subscribed. Anyhow, our total business grew to such an extent that the decisions taken proved to be the correct ones and we are now looking forward to the day when the factory can be inaugurated and production commenced. It will, as you know, be the combines factory for the Adhesives and Mastics production.
Our laboratory has been completed, apart from a few minor items, and will give our fairly increased technical staff the facilities they require. In about a fortnights time we shall be ready to move into the new Sales Office, i.e. into the space previously occupied by the Building Chemicals, Mastics and Adhesives laboratories and it will also enable Mr. Duligal and his administrative staff to move to Common Road, after the Paints Laboratory has already moved.
The old Adhesives factory will require some rebuilding but we hope that the removal of paints can take place sometime during June. A further building, which will be erected, in due course, will be garages for our fleet of transport and a new engineering shop - the old one being required for the manufacture of Mellitol. There will also be a varnish kitchen, which will adjoin the polish factory, and which will form the beginning of another building, utilizing some of the remaining space of our site.
Looking back it is gratifying that all these developments have been possible due to the inauguration and the subsequent growth of our Building Chemicals Division and also that of the Adhesives and Mastics Divisions and their vast growing turnover.
During our past Financial Year, turnover in shoe trade adhesives went up by almost 28%. In your Division the increase amounted to 32.5% - an excellent effort, as it makes a difference, of course, in the absolute figure whether a percentage increase is achieved on say £100,000 where 30% means £33,000 or on a figure of half a million where a 30% increase means approximately £166,000.
In spite of the fact that we have so many licensees our export turnover in Adhesive our export turnover in Adhesives increased by 54% and RICHAFIX by almost 38%. These are gratifying figures, and above all, that that we are well-known not only in our country but also abroad, and that, on the whole, we have a good reputation.
In order to avoid any misunderstanding, I must mention that Mr. Beaumont's remarks to over one million pounds turnover includes all our activities in Adhesive, i.e. Shoe Trade, Richafix, etc.
Thanks to you, our staff in the laboratory and our production staff in the Works, to our Works people and to our administration. Everyone of us has to see that this progress is maintained and that we shall still climb further heights in years to come.
I refer now to a statement I made yesterday in the Evomastics Sales Conference, which will also give you some explanation why we have this year combined a Sales Conference Dinner for the Industrial Adhesive Division and Evomastics Limited.
"In view of the fact that, in particular, the retail/wholesale business of Adhesives and Mastics is so interwoven and, as we want to develop T.60 tube and Sealing Strip sales in a special attractive pack to the public, as quickly as possible, I want to have the full co-operation of the EVO-STIK distributors for selling these commodities. Apart from this, there are other reasons why I have invited Mr. Beaumont to join, in due course, the Board of Evomastics Limited, to take over the general sales direction and sales development. Basically, there will be no change regarding commissions or any other arrangements as far as those Area Managers in the Building Chemicals Division are concerned, who are already dealing with Mastics. They will, hitherto, have my and Mr. Yodolph's full co-operation and, in addition, that of Mr. Beaumont, so far as their activities relate to Mastics.
If I mention commission, it will, of course, have to be realised that it is not possible to allow, for the retail/wholesale business, that same amount as for ordinary business.
It is more than fortunate that, already yesterday evening during the Building Chemicals and Paints Division's dinner, I had to refer to the fact that, owing to a severe attack of 'Flu, Mr. Beaumont could not be with us during this dinner. In order to demonstrate , once more, that Evode are not factions but that it is one unit, Mr. Beaumont was invited to join the Building Chemicals and Paints Division's dinner and Mr. Yudolph to be with us tonight for the Adhesives/Mastics dinner. It was only on Friday that I was informed that Mr. Beaumont would not be able to attend and it was too late to cancel the arrangements made, quite apart from the fact that this would have seriously inconvenienced me as I always have to plan long term.
At the Annual General Meeting of the British Rubber and Resin Adhesive Manufacturers Association, Stanlow, Cheshire on 25th April 1961 Dr Simon was elected as Vice Chairman.
At the end of the 1960/61 financial year Dr. Simon sent a memo to all representatives congratulating all the Sales Force who had contributed to a record year ( there were some Reps. who had not!):
I refer to my memorandum to you dated 28th August 1961.
I am glad to say that the last month of our Financial Year brought the largest turnover of any previous months in the history of the Company. I do not think that this is solely due to a response to my memorandum. The fact that we had a large amount of orders in Contracts, a large labour force and good weather helped in this respect but I would like to stress that this is only accidental and that, even without the Contracts figures, September was an exceptionally good month all round.
I think you are interested to know how we fared:
The increase of 20.76% compares with 24.53% of the Financial Year 1959-60. The real turnover increase was, however, slightly larger than a year ago as this years percentage figures are based on a larger turnover than those in the previous Financial Year.
Unfortunately, there were some who made no progress and even a few stragglers falling behind. I hope this will be remedied during our new Financial Year in the interest of the gentlemen concerned as well as our own.
In connection with the increase in turnover of the Building Chemicals sections, it should be noted that a considerable contribution towards this came from the counties of Derbyshire and Yorkshire, as well as from the North East. A target was set, which was exceeded considerably. As a result of this, and for the purpose of consolidating the position further still, it has been decided to amalgamate these areas on a permanent basis and form them into a single region, with the appointment of Mr. D R Shepherd as Regional Sales Manager, from the 1st October 1961 onwards.
There are many more examples of splendid success as, for instance, in Scotland, which, in the Building Chemicals Division, does not participate in Contracts, and where the already large figures in materials went up by 28.4%.
Thanks are extended to all of you who contributed to, what I consider to be, an excellent achievement and these include the Sales Directors, Export Department and all Executives and Staff at London and Stafford, also to those responsible for research and development and production.
I am sure that, by working as a team, we can look forward to continued progress during 1961-62.
In late August the Surface Coatings Division moved from Glover Street to Common Road and occupied the original adhesives factory. The new adhesives factory had been completed in late July and also the Garage and maintenance buildings. Dr. Simon wrote to the Building Chemicals representatives saying that the Paints Division conversion and the building of a varnish kitchen had cost £15,000 and a greater effort must be now made to increase sales of paints.
At a Directors meeting held on 28th December 1961 at Brook House Sandon, it was reported that an offer had been received from The Kiwi Polish Company by English Waxes Limited, a wholly owned subsidiary company of Evode. The Kiwi Polish Company Limited offered to purchase the range of Silicone Floor Polish, Plastic Wax and Instant Veneer Aerosol. They were not interested in purchasing shoe polishes, impregnated cloths, disinfectants or other cleaners. They would purchase the goodwill of the 'Dove' trade mark, take over applicable stocks of finished goods, raw materials, containers and packing materials and also arrange to collect the debts in respect of the Polish business of English Waxes Limited. After discussion, it was agreed that English Waxes Limited proceed with their negotiations with The Kiwi Polish Company Limited.
Extract from 'Monthly DIY Trade Journal', August 1961
Although more than 500 commercials were chosen for submission (most of them 60 seconds and one even of five minutes) a quietly confident 30 second live action commercial for Evo-Stik 'Impact' adhesive was amazingly successful. It took first prize in Class I.
Mr. E H Beaumont, Evo-Stik sales director said, "Although the commercial formed only part of our Autumn advertising campaign, TV was certainly the spearhead, and this new commercial had a most powerful effect on our sales. An effect which more than exceeded our expectations. It did a most excellent hard selling job of work - efficiently and without any of the usual loud exhortations to 'buy today'."
Why did Mr. Beaumont think that his commercial had been so successful?
He Explained: " Probably because we plan carefully.
Our campaign began with big space Trade Press advertisements months before the national press advertising commenced. And it followed a copy approach and policy which had been determined much earlier between ourselves and the agency. So did this commercial.
We did our best both by voice and by vision. We know from experience that a successful commercial should sell on sight. Even if the voice were turned off. We had to start with this fact in mind. Then we used a powerful comparison of our product with an alternative method of fixing in order to gain attention and preference.
Secondly, move directly into a number of everyday situation demonstrations with which the 'Do-It-Yourselfer' can identify himself and which shows him through speed, power, and economy, etc. And, as part of the plan, we must show a diversity of materials and jobs.
This is important since we wish to promote the fact that Evo-Stik will take the place and save the space of a diversity of other adhesives.
Extract from National Newsagent Bookseller, Stationer., 7 October 1961
Large and intensive autumn TV advertising campaign, covering all networks, which began on October 2, was announced by Evode Ltd., of Stafford, as the biggest ever campaign launched by the company.
The advertising features Evo-Stik Impact Adhesives and stresses Evode's popular theme 'half-a-tick use Evo-Stik' which was the highlight of the campaign last autumn and spring.
The autumn programme, which has launched to provide Evode with concentrated coverage of strategic marketing areas, is being supported by national press advertising.
Extract from Staffordshire Weekly Sentinel October 1961
Evode Ltd., of Common Road Stafford, will be displaying a wide selection of their products at the building exhibition at Olympia next month.
On an elegant stand they will display, in transparent relief, the respective uses of their products of their specialty divisions in the various stages of building construction.
These include cement and concrete waterproofers, sealing compound and interior decoration of floors, ceilings and walls.
The building chemicals division is introducing a new jointless industrial flooring which is outstandingly abrasive resistant, and hard wearing, yet easy to lay, and inexpensive. Called Evokote Floor Toppings, it will be on display for the first time.
There will also be on exhibition materials which have proved themselves the world over in all climatic conditions. These include Evode built up roof waterproofing systems, applied cold. Evo-Seal cold applied bitumen membranes for horizontal damp proofing of concrete rafts and basements, and Mellitol, a cement and concrete water proofer.
The Evomastics division will show the application of their well known sealing materials, specially formulated to answer every jointing problem, together with their hand caulking guns and pressure containers.
A feature of the interior decoration of the stand will be that various objects have been bonded with Evo-Stik Industrial Adhesives, another highly specialised division. In this way various methods of bonding acoustic tiles to ceilings, laminating plastics or flexible P.V.C. materials to walls and specialised flooring adhesives will be displayed.
7 January 1962 Mrs. Hildegard Ruth Simon, wife or Dr. Simon, died aged 53, and was cremated at Bushbury. In February 1962 Dr Simon joined the board of directors of Lotus Ltd., Stafford.
In March 1962 the production of polish ceased.
In a memo from Dr. Simon, to Mr. Barrie Liss, he reviewed the history of the Polish Division and the reason for withdrawing from this market.
Dr. Simon stated that with the exception of one year during the war we were not able to run this division profitably in spite of the excellent quality of our polishes. We could not aspire to become a public company before having eliminated these losses. This would have required a major effort not only in marketing and selling, but also the installation of a fully automated polish manufacturing plant. We preferred to sell out rather than go into this expense in view of the highly competitive nature of polishes. The polishing cloths were disposed of to the Prestige group.
Many complaints for large sums of money were received on Green Seal Richafix via Richard Tiles, Tunstall Stoke on Trent and it was determined that they had been frost damaged, it was decided to discontinue the product. Dr Simon met Richard Tiles at the Savoy Hotel in London on 15 August 1962.
Extract from the Contract Journal, 26 March 1962
The Industrial Adhesives Division of Evode Ltd., Common Road Stafford, have introduced Evo-Stik Adhesive 873 a new adhesive developed to meet the special requirements of the flooring industry.
This is a specialised synthetic rubber resin emulsion adhesive for permanently bonding P.V.C. and rubber floor tiles and sheeting Linoleum, and any felt or hessian backed floor covering material to concrete, cement screed, timber, hardboard and other porous sub-floors.
The adhesive, it is claimed has extremely good water resistance, can withstand high temperatures and is therefore, suitable for use where under floor heating systems have been installed.
One gallon of the adhesive is sufficient to cover approximately 20 sq.yd., depending on the porosity of the surfaces.
Extract from the Textile Recorder (Manchester) , March 1962
A new adhesive for bonding polyurethane foam to fabrics and for fabric combining generally which, the makers suggest, 'will revolutionise manufacturing trends in the textile industry' has been introduced by the Industrial Division of Evode Ltd. Designated Evo-Stik Impact 6108, the new product is a one part rubber/resin formulation which is resistant not only to water, oil and high temperatures, but also to all the solvents used in dry cleaning.
Garments made from materials combined with the adhesive can thus be cleaned by normal processes without any fear of adhesive breakdown.
The adhesive has been developed specially to overcome a number of difficulties experienced in adhesive combining, including uneven tension in the fabric and foam bowing of the weft, or courses in knitted fabrics, adhesive strike through (i.e. too deep penetration into the fabric), and adhesive clogging of the pores of the foam which results in a reduction in porosity and a restriction in the resilience of the ultimate laminate. Additional problems sometimes experienced in the dry cleaning of laminates which the adhesive is said to overcome are a tendency for the foam to swell in certain solvents (in some cases by as much as 50 per cent) and lose most of its strength, and for the adhesive to waken to the extent that delamination can occur.
Extract from Toy Trader & Exporter , July 1962
A fire, the flames of which could be seen 11 miles away, destroyed the sales office and much of the warehouse accommodation of Vik Supplies Ltd., Sandon Road Stafford, a subsidiary company of Evode Ltd. recently. Temporary accommodation was taken at the Common Road premises of Evode, and the Company's services were maintained from other warehouses.
There was damage to the machinery in the tape coating section which delayed processing binding but, by buying second-hand machinery from all over the country and having this transported to Stafford by lorry, the company was able to resume service with 48 hours of the fire.
Extract from The Staffordshire Advertiser, 13 September 1962
When foreign visitors arrive at the Stafford Common Road factory of Evode Ltd., they find a 'little bit of home' awaiting them.
For there, flying on the roof of the modern office block side by side with the Union Jack and the firm's house flag is the flag of their country.
"Courtesy costs nothing and this is just a gesture on our part to make our visitors feel welcome, to give them a little bit of home" said the man who hoists the flags commissionaire and Ex-Quarter Master Sergeant John Butler.
Extract from British Stationer Weekly London, 14 September 1962
Dr. H Simon, Managing Director of the Evode Group of Companies of Stafford, left on August 28 for an extensive business tour of Canada and the United States. Evode are makers of adhesives.
The visit was planned to support Evodes intensification of their export drive and follows a six weeks tour of North America by Mr. Edwin Beaumont, Sales Director of Evode Ltd., and a director of Evomastics Ltd., and Evode subsidiary company.
While in the United States Dr. Simon will look into the latest techniques in marketing. The tour will also include a visit to the Union Paste Co. of Boston, who manufacture and market the products of the industrial division of Evode under licence.
For your information, I give you below the contents of an article from THE STAFFORD & MID-STAFFS NEWSLETTER - Saturday, December 29th 1962 issue - which is an extract of my short speech at our Annual Evode/Vik Dance. If and when the change takes place, the offer of shares is open to all employees, no matter whether they belong to Offices and Works or to outside staff:
“An expanding Stafford group of companies is to offer its employees the chance of becoming shareholders when it changes from a private to a public limited company some time next year. Employees of the Evode-Vik group were told of the offer at their annual dance last Friday by their Chairman and Managing Director, Dr. H. Simon.
Dr. Simon explained that the group had grown to such an extent that, in order to safeguard the firm and make it independent from individuals, mainly because of taxation accruing after death, it would not be able to continue as a private firm.
“We shall have to change the status of our company in the coming year to that of a public company,” he added.
Dr. Simon declared: “The present shareholders will still retain the majority, which means there will be no change in the management and no change in the spirit in which we have kept our business.”
“We will safeguard ourselves from undesirable take-over bids. In this respect I can assure you we have had many in the past two years and many tempting ones.”
Looking forward to 1963, Dr. Simon said he was sure they would continue in the same spirit as in the past with vigour and dynamic force to extend still further activities not only in this country, but all over the world.
There were already 12 plants outside the country manufacturing one or other of the group’s materials and Evo-Stik was well known all over the world.
Dr. Simon said that, as soon as possible the public company would be established, a fund of £10,000 would be formed by the major shareholders as a memorial to his wife.
It would be in the form of a trust and the income would be used to help members of the company in need.
There would always be hardship cases where it would be pleasing if some help could be provided speedily and efficiently.
In January a notification was sent to employees from Dr. Simon inviting them to consider the purchase of shares in the new company - Evode Holdings Ltd.
On the 6th February Warburg Registrars placed national advertisements stating that Evode Holdings Ltd. had made application to the Stock Exchange for permission to deal in 1,400,000 shares of the company.
A patent was applied for and received for Flashband, which became one of Evode’s most profitable products.
On the 18th March 1963 Dr. Simon addressed Senior Members of the Evode Group Management Committee stressing the importance of all management to strive for improvements of all kinds which would have an effect on the company due to trading conditions becoming more difficult. Since May 1962 a firm of consultants had been engaged in studying the organisational relationship within the company and Mr. Barrie Liss stated that Dr. Cabot had now completed the basic work and would address all senior personnel on his programme for the future. During September Dr. Simon presented the first report and accounts.
During the year, Evomastic Ltd. was made into a wholly owned subsidiary of Evode Holdings Ltd. The company manufactured gap and joint sealing compounds.
The Evode Pension Trust was formed, and the Hildegard Simon Memorial Fund was begun in memory of Dr. Simons wife, and the 'Meetings of Directors' were replaced by 'Meeting of the Group Management Committee.'
The Evode Group Management Meeting was held on Monday 4th November 1963 in the Conference room at Stafford.
The need for more storage space
It was found that it was not always possible to keep a stock of the more popular finished goods which are sold due to lack of space.
To solve this problem there were three possibilities which were open for discussion:
In August, it was agreed that the best method to obtain storage space in the shortest possible time and at the most economical price in the long run to the Company would be to build, as soon as possible, the link extension building from the new Vik factory extending towards the Adhesives factory.
This would allow us to handle the increase in finished goods stocks and also move out completely from both Sandon Road and Marsh Street.
At the Management Committee Meeting it was unanimously agreed that the company wholeheartedly supported Mr. Forman's action in the introduction of a 25 year long service badge and that, as it was the Company's intention to continue the idea, the dies should be purchased by the Company.
At the company's Annual Dance in December a surprise presentation was made to Dr. Simon to mark his 25th anniversary with the company.
Presentation speeches were made by Mr. C V Lawton & Mr JJE Forman to Dr. Simon on the 27th December 1963:
“Guest of honour at the annual ball of the Evode Group of Companies at the Borough Hall, Stafford on Friday was the Chairman and Managing Director, Dr. H Simon, to whom presentations were made to mark his completion of 25 years service with the company.
He joined the firm - then the Spic and Span Polish Company - in 1938, when it had only a handful of employees and £30.00 worth of equipment in its Glover Street premises.
Now the company, with worldwide interests, has hundreds of workers and capital investment of £250,000 in machinery and plant alone.
Facets in the remarkable growth of the concern were recalled on Friday when Mr. John Forman, a Director, made Dr. Simon President of the Evode 25 Club by pinning the first ever club badge on his lapel.
He recalled that it was not uncommon to see Dr. Simon hard at work in the cramped Glover Street premises for many hours a day, and presented him with a painting of the old building as a memento.
Mr. Cyril Lawton, Senior Chemist in the Surface Coatings Division, also recalled the years past and presented Dr. Simon with a portrait of himself painted by the firms publicity manager, Mr. John Bird. His remarks were echoed by Mr. E Nixon, Field Sales Manager in the Building Chemicals Division, who presented a clock on behalf of the employees.
Thanking the donors of the gifts, Dr. Simon said the success of the firm was a common effort. The main thing was that they had preserved friendship throughout the organisation.
"Another busy year in the life of the company had passed," said the Chairman. "It had been a year in which they had taken the step of becoming a limited public company, and he was pleased to see how the employees had supported the company."
For the future, he said that they must not become complacent, but must remain dynamic and full of imagination in a challenging world. Dr. Simon also presented an inscribed set of cutlery to Mr. Cyril Lawton who had also been with the firm for more than 25 years.
Extract from the Staffordshire Advertisers, 14th February 1963
The Evode group of companies, manufacturers of adhesives and chemicals based at Stafford, is switching from a private to a public concern.
And employees have asked for a big stake in the business.
Some 575,000 Ordinary £1 shares are being sold, and employees have applied for about 50,000 of them. There are 600 employees altogether, and about 450 of them work in Stafford.
A spokesman for the company said this week that the people who have applied for the shares come from all sections of the business.
Shares issued by the company altogether number 2,150,000 of which 750,000 are Deferred Ordinary shares. After the marketing, the directors and their families will own 73 per cent of the total capital - 58 per cent of the Ordinary shares and all the Deferred capital.
Chairman and managing director of Evode Holdings is Dr. Hermann Simon of 29 St. Johns Road Stafford. Mr. James Forrester Bostock of Barn Bank, Hyde Lea Stafford is chairman of Lotus Ltd., and a director of Evode Ltd. Mr. Godfrey Stafford Bostock of Tixall Stafford is a director of Evode Ltd., and Mr. John Evelyn Linnell of 23 Knowle Road Stafford is financial director.
Based at Common Road Stafford, the company has a turnover counted in millions of pounds a year. It was formed in 1932 to make shoe and floor polishes and now manufactures every type of chemical product - mainly for the building industry.