Through
the Years
1930s |
 Third
Generation
Robert’s son, Ogilvy (pictured left) and Willie’s
son, Will (pictured below) entered the business in 1933
and 1934 respectively. The firm then undertook a programme
of modernisation. installing complete new shop fronts
in at least a dozen shops in three to four years. These
fronts saw the introduction of the distinctive green
vitrolite with red sign letters and a black base.
New shop fronts of course required a more modern trading
name and D E Shoe Service was adopted for them. For
many years however customers continued to refer to “The
Dundee Equitable” or just “The Equitable”.
Modernisation was halted in 1939 with the outbreak of
World War II and with Ogilvy and Will being
immediately called up through being in the Territorials
their fathers Robert and Willie had a hard time keeping
the business going. Gradually more and more staff were
called up and it became increasingly difficult to obtain
stock, till at the end of the war most of the staff
were either old men or women and there was very little
stock in the shops or warehouse. At the end of the war
former staff were gradually demobilised and many returned
to the firm including Ogilvy and Will, both of whom
had been prisoners of war.
In July 1947 the present Limited Company of William
Smith (Shoe Merchants) Ltd. was formed with all four
members of the family, along with George C. Herd, becoming
Directors.
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1950s & 60s |
In 1956 Ogilvy and Will became Joint Managing Directors
and on Willie’s death, Ogilvy also became Chairman
of the Company. During the fifties new branches were
acquired in Fort William in 1955 and in Oban in 1957.
In 1961 consultants completely reorganised the company’s
accounting methods and procedures giving more control
over the company’s operations. An invoicing machine
was purchased which removed much of the drudgery from
invoicing goods to the shops. These were the first steps
towards modern day accounting, computers and management
methods.
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1970s
|
During the seventies a programme of modernisation of
the shops was started and new shop fronts were installed.
The traditional shoe shop image was changing with the
introduction of displays for customers to select from.
The company also developed greater depth of stock and
one third of the branches became specialists in Clarks
shoes.
Fourth Generation
Will’s son, Paul (pictured left), had joined the
company in 1968. He and Bill Armstrong became Directors
in 1971. Paul became Joint Managing Director in 1978
and he began to build a new management team and one
new appointment in 1979 was Bernard Prestwich. He became
Merchandise Director in 1984 having brought a new approach
to buying and range building. Goods were allocated to
the shops instead of the former regional presentations
where shop managers made their own selections. Area
Managers, Display and Stocktaking personnel strengthened
the retail operation.
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