Claud Butler was a London-based bicycle dealer and frame-builder, who from 1928 created a chain of bicycle-retail shops in London and the Midlands. His company was one of the most successful of the inter-war era but failed after World War II and the resultant boom in motor buses and motor cars. The Claud Butler brand was bought from the receivers by other companies, and they are now produced by Falcon Cycles, a division of Tandem Group.
Early years
Claud Butler was the son of a worker in the silk industry who thought his son would follow him into the trade. Instead he developed an interest in cycling after delivering bottles of medicine for a doctor in south London. He joined Balhamcycling club, worked for the Halford Cycle Company as a mechanic and then as a salesman, and then on 28 February 1928 opened a bicycle shop at 8 Lavender Road, Clapham Junction. He worried about giving it his own name, which he thought effeminate. He began building bicycle frames and within four years opened branches across London. The first was at Lewisham, followed by 101 East Hill, Wandsworth, 34 and 34a Lee High Rd, Lewisham, 71 Grand Parade, Harringay, 241 High Street North, East Ham, and 18 Greyfriar Gate, Nottingham. He moved his office to Clapham Manor Street in 1932. The branches in East Ham and Nottingham closed during the Second World War. The weekly magazine, The Bicycle, said: Claud Butler cycles were known for features such as bronze-weld construction and decorative lugs. He sponsored international racers such as Reg Harris, Eileen Sheridan, Peter Underwood and Dennis Sutton Horn. His bikes were ridden at the 1931 world championship in Copenhagen and then in Italy, France and Germany. Claud Butler bikes also competed at the Los Angeles Olympics in 1932. He celebrated the popularity of his bicycles with bands and entertainment held at the Manor Street works. He was a founder of the Lightweight Manufacturers' Association and for a period its secretary.
Personality
David Palk said: "Claud Butler was a showman-entrepreneur who had grasped every available opportunity to promote and develop a successful business. For instance, how many other quality lightweight manufacturers promoted an annual 'do' with a dance band and cabaret acts, or produced a pin badge, or were active sponsors of well known international riders, or placed regular display advertising in Cycling, or used their proprietor's personality in the form of a cartoon caricature, or marked their jubilee with special models, or claimed to be both "The King of Lightweights" and "Just one of the boys"? Nobody else in the trade was able to equal the zest or flamboyance of Claud Butler."
Death
Claud Butler tried to return to business several times throughout the 1960s but could not recapture the success of the interwar period. He died at home in London on 2 November 1978 after a long illness.
Claud Butler's initial rise was prematurely curtailed with the outset of World War II. The suspension of international cycling events and the curtailment of domestic meetings reduced the demand for his frames, along with other small-scale manufacturers. The cycling historian David Palk says: Saudi Arabia's oil embargo against Britain and France during the Suez Crisis brought Claud Butler to closure. With fuel shortages, British industry could operate only a four-day week and, with little demand for cycles let alone lightweight frames, the Clapham Manor Street site began to fall quiet. Finally £150,000 owed to HM Customs and Excise forced Claud Butler to declare bankruptcy. The receiver put debts at £70,000 with assets of £12,000 to £13,000.
A number of cycle manufacturers showed interest in purchasing the brand and assets. Two were Adam Hill of Hill and Hill Special, and Holdsworth. Adam Hill had used the economic downturn to his advantage and expanded his business by acquiring the Merlin name from Ernie Merlin. In late 1956 he travelled to London and bought the rights to the Claud Butler and to the Saxon name, which Butler also owned. However, his venture to buy Claud Butler added to the financial pressures on his own business which then floundered, and ended with a meeting with creditors in 1958. This permitted Holdsworth to buy three Claud Butler trade marks in July 1958. Claud Butler frames continued to sell well, and in some instances, outsold their Holdsworth counterparts.
Falcon 1987 to present
throughout the 1970s acquired brands including Wearwell and Falcon. In 1982 the agglomerated firm was restructured and renamed Elswick-Falcon Cycles. It bought the Holdsworth and Claud Butler names in February 1987. These acquisitions brought with them a change to volume production with the Claud Butler and Holdsworth brands reserved for the premium frames in the new range.
