OutdoorKing Repair Forum Forums The History Forum Company Histories VICTA - The Years 1951-1954

VICTA - the 1953 Year
A recent revision of my original research into Victa in the formative years has
revealed some surprises ... or, at least, confirmation about how Merv marketed
his mowers, and how he was a stickler for introducing a new model(s) in the
late months of every year.

The 1953 year presented Victa's first rotary - the Rotomo "Billy Cart", introduced in
the Spring of 1952. In August of 1953 Victa would start taking orders for the
2nd model - the first "Fan" Rotomo. There are surprises here!

The early 1953 ads show that the Victa 14" Reel was being advertised alongside
the new Rotomo in January of 1953. The price of the 14" in January was £57 plus
tax ... the original 1951 price. I guess Merv realised where his company's future lay ...
This was a clearance sale of his first Victa.



The first Victa ads of 1953 carry over the features of the late 1952 ads ...
lightweight, petrol, easy to use, cuts to fences, etc.

But features were added ... "no blade sharpening"; and "Velvet smooth finish".
This phrase would be the pre-cursor, I think, to Victa's most famous slogan of the
late 1950s [and way beyond], "Turns Grass into Lawn".



In 1953 Merv Richardson would quit his job and concentrate on making rotary lawnmowers.
The business was expanding at a hectic rate as more Australians realised the advantages
of a cheaper, powered lawnmower, better suited to our country and lifestyle.

Victa Mowers Pty. Ltd. Opened for business on 13 February, 1953. Staff, 6;
Production ... about 60 mowers per week.

LOCATION
Merv needed to move assembly from his backyard garage to more suited premises.
Enter Victa's second location - this would be 27 Gale Street, Mortlake " Fry's Shed".
More needs to be said about this second location - next to a church - and clearly a
temporary measure.

Evidence from late 1953 (for 1954) says a new location was planned - on Parramatta
Road, Concord. That would not take effect, in advertising, until the second quarter of
1954. This would be Victa's second "factory" and third location.




The new model - for 1954 - would be the first model Rotomo "Fan" mower.
My first ads come from November of 1953. The big surprise is that tin/rubber tyred
wheels would be an optional extra on the first Fan mowers.

In late 1953, the first Fans were fitted with "Billy Cart" cast wheels.
The new tin/rubber wheels were an optional extra!
[The tin/rubber wheels would become standard at some time in early 1954]

Also note the first evidence of a snorkel filter on a rotary lawnmower.
That's amazing! Sorry to disappoint collectors and 'experts', but evidence
indicates that all 'Fan' Victas had snorkels! [best guess].