GAMAGES (A.W.GAMAGE LTD) started trading out of small premises in Holborn, London in 1878. The company had been formed by Arthur Walter Gamage and Frank Spain and the store was to grow to be a large rambling and expansive department store with many diverse departments. Frank Spain was bought out in 1881 leaving Arthur Gamage to develop the business as the "People's Popular Emporium". The store had many departments - household, clothing, leisure, pets, motoring, motorcycling, cycling etc. Cycling was very big business in the the late 1800's through to the 1930's and Gamages devoted a lot of their efforts to this form of transport.

Wherever a penny could be turned Arthur turned it - his motto was "Tall Oaks from Little Acorns Grow." The company believed in the power of advertising which is demonstrated by the sheer number and detail of their diverse range of advertisements. These can be seen in more detail by clicking the link below for 'Gamages Period Advertisements'. Arthur died in 1930 but his visionary approach to business is emulated by some of the modern superstores of today. After 95 years in business Gamages finally closed their doors in 1972.

Gamage's sold Motor Cars, Aeroplanes, and anything in fact that they could find a buyer for. The three advertisements shown here give a flavour of Gamage's support of the motorist. Of particular interest is the 1935 advert for Gamage's Aero-Delux Motor Oil at 18/6 for a 5 gallon tin - the tin was free though. Today in good condition these tins are much sought after.

The company's motor oil products have left a rich legacy of design. The containers were graphically designed to emphasize speed and power. There were many designs along this theme which were printed on small grease tins right up to the large 5 gallon motor oil containers which some had superb graphic designs depicting Racing Cars, a Seaplane and a Speedboat.