90 YEARS OF ADVENTURE

from Ellis Brigham Explore - Spring / Summer

LOCAL KNOWLEDGE

As Ellis Brigham passes another major milestone, Director Mark Brigham takes a moment to look at the route we’ve taken.

The original Ellis Brigham shop was set up in North Manchester in 1933 by my grandfather, Frederick Ellis Brigham. It was in a two-up-two-down on Conran Street. Fred was an expert in footwear and textiles, and he specialised in devising new nailing patterns for boots. He built up quite a reputation in the 1930s and 40s; people travelled to him to have their shoes repaired or seek his advice.

Fred was a keen cyclist, too, and any free time he had was spent out on his bike. He would compete in time trials up in Yorkshire, so he was rubbing shoulders with people who spent hours outdoors, getting to know a lot about what they needed from a footwear and clothing point of view.

During the war Fred wrote to the War Office, sharing his knowledge and advising the armed forces on how best to maintain their footwear. It was during this time that he collaborated with an engineer friend to make the BrighamPeacock plate, which provided unparalleled grip on rock. When

1933-45

1945-55 the war ended, there was a big push from the government to set up national parks, starting with the Peak District at the end of the 40s. The big idea was to get people healthy, and Fred spotted the opportunity to provide the right equipment for this new outdoor lifestyle. There was a lot of surplus army gear at that time – which was amongst the best kit available – so he would regularly head to the local airbase in Burtonwood to pick some up and take it back to the shop.

Frederick Ellis Brigham sets up business making walking boots and cycling shoes in Harpurhey, North Manchester in 1933.

The shop begins to sell exarmy outdoor equipment. After Fred’s death, the reins are passed on to his sons Bob and Ellis.

Next Generation

When Frederick died in the 1950s, my uncle Bob took over the reins – later assisted by my father Ellis when he turned 16. Demand was strong and they moved to a better location on Cathedral Street in the centre of Manchester, with enough space to expand the range. By the 1960s, skiing was starting to become more accessible (although it was still the preserve

1955-59

1960

Climbing is booming in the UK and Bob & Ellis begin to visit the alpine valleys to buy the latest mountaineering equipment.

A new city centre shop opens in Cathedral Street, Manchester and the first Ellis Brigham catalogue is published.

1970s

1980s of the more wealthy) and they had a plastic ski slope built under one of the arches near the shop. The idea was that you could go there and take your first steps on skis before you went out to the resorts – a familiar concept in the current age of snowdomes, but groundbreaking for its day, when such facilities weren’t readily available.

Expand into four locations across the country and sell new innovations including plastic ski boots, fibreglass skis and nylon climbing ropes.

Expansion continues, stocking a new generation of technical fabrics including GORE-TEX and Polar Fleece. The White Book begins publication in 1987.

Ellis Brigham Mountain Sports stayed in Cathedral Street until the IRA bombing in 1996 which affected the entire area, but from the end of the 1960s Bob and Ellis began to expand into other regions: first Liverpool, then Bristol, North Wales, Aviemore and London. Today, we have 16 branches, and along the way Bob and Ellis initiated the close relationships we still enjoy with heritage brands like The North Face, Scarpa and Mountain Equipment – in fact Bob attended the opening of The North Face’s first store in Berkeley, California, in 1966.

Sustainability

The gear these brands produce has come on light-years over the decades. As recently as the 1960s there are shots of people on the Eiger in Norwegian knitted jumpers which would weigh an absolute ton if they got wet, but now we have breathable, waterproof fabrics like GORE-TEX, and equipment in general has become far lighter. Unfortunately, the clothing industry contributes to a great deal of landfill, so I believe we have a responsibility not just for stocking and selling the gear but also maintaining it. Frederick was the king of make do and mend – his repair skills helped the business survive the war – and though I’m sure he would be proud to see how Ellis Brigham has changed (online shopping would probably blow his mind!), he would doubtless like to see us honour his legacy by caring more for the gear post sale. This is exactly what we intend to do via a renewed emphasis on in-store repairs.

Initiatives like this are what set us apart – it makes sense to us to repair what you own. At the end of the day the Brighams are a family that loves the outdoors, so it’s always been important for us to do our bit to protect the natural world and to inspire customers to go out and experience it for themselves. That’s why we still have physical shops where you can speak to passionate and knowledgeable staff; it’s why we partner with the charities we do, and it’s why we continue to support grassroots events throughout the country.

90 years is a heck of a long time to stay in business, and credit has to go not only to our loyal customers but to the team of people around us. Their enthusiasm ensures we stay young and continue to push forward while striving to be better. We’ll be marking our anniversary with a gathering in North Wales in September which will bring the community together for a couple of days and just allow us all to get outside and experience everything that Ellis Brigham stands for.

Here’s to Frederick, and to the next 90 years.

1990s

2000 ellis-brigham.com launches in 1996. The Snowboard Asylum (TSA) is established as a shop space within the stores, with its own website.

A new flagship shop opens in Covent Garden opposite Europe’s first standalone The North Face store, cementing a longstanding partnership.