Wholesale and for exportation, Bethnal Green

If I discovered a new ghost sign while walking recently along Hackney Road (see yesterday's post), I also noticed that one had disappeared. As it was an overcast day I thought I could take a better picture than last year, when there was a strong contrast between the part of the wall in the shade and the part in the sun. However this was not to be: in November 2012 street artists Cept, BRK and SNOE painted a large mural on this wall and in the process covered the ghost sign.

Wholesale And For Exportation

The mural painted in November 2012. With such an explosion of colours and so much action going on, the street certainly does not looks dull!

With the name of the upper part the ghost sign missing, it is virtually impossible to tell which company was being advertised there. Unless someone remembers what the hidden part was or has a photo showing the whole sign. An online search revealed that the premises were once occupied by William Henry Bull, a leather merchant trading from various addresses in London, who was declared bankrupt in 1861, and by T. J. Orange & Sons Ltd, a furniture maker incorporated in 1946. Yet there must have been several firms at this address between the 1860s and the 1940s. It is also poosible, but less likely, that this ghost sign signalled to the passing public another company whose premises would have been further down Hassard Street, such as J. Jarvis, wholesale and export manufacturer and patentee of gentlemen's and ladies' lawn tennis and yachting shoes, based in the early 20th century at number 50.

Wholesale

And For

Exportation

Location: Hassard Street / Pictures taken in March 2012 and May 2013

Hartcraft, Bethnal Green

This ghost sign just off Hackney Road must have reappeared fairly recently.

I have not found any information about Hartcraft. The only mention seems to be in a 1935 catalogue of British Industries Fair but there is no online preview of this document. At least the date fits with the style of the lettering of the more recent and flamboyant sign, which covered an earlier one that listed a greater range of activities.

The earlier sign read

... ...on..
Cabinet Makers
Upholsterers &
Chair Frame Makers

As for the more recent ghost sign, it reads

Modern
Hartcraft
Upholstery

Great Art Deco lettering! Shame though that the upper part of this ghost sign was painted over.

Location: Minerva Street / Pictures taken in May 2013

Plywood importers, Bethnal Green

Even though the name of these plywood, and most certainly veneer, importers does not appear on this ghost sign, it can be identified as being that of Reuben Bros. I have not found when this firm was founded but it may not have been before the 1910s as, according to Chambers Dictionary of Etymology, the word 'plywood' was first recorded in 1907.

The firm originally consisted of a partnership between two Reuben brothers but on 31 December 1937, The London Gazette published the following notice:

NOTICE is hereby given that the Partnership heretofore subsisting between us, the undersigned Hyman Reuben of 72 The Avenue Brondesbury London N.W. and Julius Joseph Reuben of 226 Watford Way Hendon Middlesex carrying on business as Plywood and Veneer Importers, at 390 Hackney Road London, E.2, under the style or firm of REUBEN BROS, has been dissolved by mutual consent as from the 24th day of December 1937-—Dated this 28th day of December 1937.
HYMAN REUBEN.
JULIUS JOSEPH REUBEN.

Even though the partnership between the Reuben brothers came to an end in 1937, Hyman Reuben continued trading under the name Reuben Bros at 390, Hackney Road for 14 more years. As for his brother Julius Joseph Reuben, he set up a limited company with addresses at 311, Euston Road and 66, Warren Street. Other members of the family also became plywood merchants, trading from a variety of addresses in central London and Hackney according to various editions of The Timber Trades Journal and Saw-mill Advertiser from the 1940s and early 1950s.

However in late 1950 or early 1951 Hyman Reuben presented a petition for the winding up of Reuben Bros. It was heard at the Royal Courts of Justice on 14 January 1951. A few months later, S. Fisher Ltd, radio and television cabinets maker moved into the premises.

Ply-wood &
...
Importers

There is something curious about this ghost sign. Indeed, why were the upper and lower parts left intact when the central part, which certainly featured the word "veneer", was painted over?

Location: Hackney Road / Pictures taken in March 2012

Clore, Spitalfields

The only word that is still more or less legible on this badly faded sign is 'Clore'. Could this sign be advertising one of the companies owned by Charles Clore, the man who took over several businesses after the war including True-Form in 1953 (see yesterday's post), or more likely the clothing company set up by his father in the East End?


Location: Old Nichol Street / Picture taken on: 02/04/2008