Wren's Super Wax Shoe Polish
 | This article possibly contains original research. (July 2016) |
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| Company type | Private |
|---|---|
| Industry | Retail |
| Founded | 1889 |
| Founder | William Edward Wren |
| Headquarters | London, England |
| Products | Shoe and leather care |
| Owner | Hackson and Sons Ltd |
| Website | www |
Wren's is the brand name of a British shoe polish, first launched, produced and sold in England in 1889.[1] It is one of the few remaining shoe polish brands to exist through three centuries. The founder of the brand was William Edward Wren.[2]
Early history (late 19th century)
The company's name was initially William Wren & Co but was given as Wm. Wren & Co Ltd by 1918.[3] In a list compiled under the name "NORTHAMPTON BOOT & SHOE TRADE 1928" by Elaine Allen, the company's name was listed as Wren, William & Co. Ltd. in three different addresses in Northamptonshire.[4]
Business was brisk from the start as Northamptonshire, even now, is home to many fine shoe and boot makers, such as Edward Green, Loake Shoemakers, Church's and Tricker's. Wren's became known for its quality and prestige and won its first award from the Leather Trades Exhibition in 1892.
In those days, the Leather Trades Exhibition held in the centre of Britain’s boot-making industry Northampton was a very prestigious event and was of significant importance to the trade. William Wren & Co Ltd soon branched into other products like Floor & Furniture Polish, Metal Polish, Saddle & Harness Paste, Puwite Shoe Whitener as well as the reputed Lavendo Furniture Polish in the early years
Golden years (1908-1964)
From beginning of the 20th century, Wren's became almost synonymous with the Royal Family in England. During the reign of King Edward VII, a Wren's advertisement for its Boot & Shoe Polish in 1908 appeared with the declaration “As used by all branches of His Majesty’s Service”.[5] The words "Made In England Since 1889" also became synonymous with the brand.
Wren's reputation reached its peak when King George VI emulated his grandfather by awarding the Royal Warrant to Wren's despite the acquisition by Chiswick Polish Co., Ltd in 1938. All shoe and boot polish would have "By appointment to H. M. King George VI" on the lids. The product became known as Wren's Super Wax Shoe Polish.
Wren's Shoe Polish was very likely used by the British Army during World War II but this was never confirmed. George VI died in 1952 due to ill health and was succeeded by Elizabeth II. There was a version of the shoe polish with the Royal Warrant "By appointment to the late H. M. King George VI", very likely as a gesture of mourning for a great King.
Declining years
The Royal Warrant continued until around 1964, when Wren's merged with Meltonian to form Meltonian Wren Limited. The company name appeared on the lid of the transparent shoe polish "By appointment to H. M. The Queen, Mfrs. of shoe polish Meltonian Wren Ltd". The discontinuation of the Royal Warrant was most likely due to the uncertainties caused by the successive acquisitions taking place in such a short period. After further acquisition by Reckitt & Colman Ltd, the brand went on a downward spiral until the 21st century.
Wrens has been active on social media since 2014.[6][7]
References
- ^ "William Wren Ltd". Blanco and Bull. Retrieved 2015-12-06.
- ^ "William Wren". www.gracesguide.co.uk. Retrieved 2015-12-06.
- ^ "William Wren". Blanco and Bull. Retrieved 2015-12-06.
- ^ "familyhistorynorthants".
- ^ "Wren's Polish". Blanco and Bull. Retrieved 2015-12-06.
- ^ "Wren's 1889". Retrieved 2016-02-06.
- ^ "Wrens1889". Retrieved 2016-03-06.