OutdoorKing Repair Forum Forums The History Forum Company Histories CLEAVERS HARDWARE - Tasmania - Catalogue c1968

Hello ODK history lovers

The Cleavers Hardware Store was an institution in Northern
Tasmania. Founded in the early 20th century [c1904],
This ironmonger operated at Charles Street, Launceston,
and later, also at Deloraine.

When I say ‘founded’ I really mean that GH and FH Cleaver
bought the previous hardware business carried on at the
same address from JS Scarr. So, the hardware business
at Charles Street would have commenced in the late
19th century. Amazing!



This article presents extracts from a late
1960s catalogue that records what lawnmowers
were being sold by Cleavers at that time.

TO BE CONTINUED …

PART TWO – CATALOGUE EXTRACTS
This 40-page catalogue is a time capsule of household
products sold in the late 1960s. That the idea of the
hardware ‘general catalogue’ would survive into the
late 1960s is remarkable in itself.

The Australian mainland abandoned this
advertising delivery method a decade before.

By this time, the large hardware stores gave way
to department stores and specialist appliance
stores. Those stores favoured targeted advertising
in newsprint and magazines. I guess Tasmania was
always ‘a bit behind’ in that regard …

Isn’t it quaint how, today, we have come full circle –
with conglomerate hardware stores [like Bunnings]
recapturing the original hardware market that
existed in the late 19th and early-to-mid 20th century.

My interest here, of course, is in the lawnmowers
The Cleavers offered in this catalogue.

They were selling Victa, Sunbeam, Simpson, Webb,
Qualcast and Pace.

TO BE CONTINUED ...

PART THREE – CATALOGUE PAGE EXTRACTS
The relevant catalogue pages demonstrate that
The Cleavers had a diverse offering.

The trump card was always Victa for rotaries, but Sunbeam,
Simpson, and Pace were also offered. Note that Pope lawnmowers
were sold under the Simpson name that reflected the actual
company at this time [Simpson-Pope] but also reflected what
name was better understood in a particular market. I guess
that the Simpson brand was better recognised in Tasmania
at that time.

The most interesting thing – for me – is the promotion
of British made imported reel mowers [Webb and Qualcast].
Note that the Webb mowers were all battery electric!