A Time Of Change
During the Second World War, Morphy Richards came under government contract to produce aircraft components. After this, the company began a programme of expansion into other areas and new products.

It was launched as a public company in 1947 and has soon merged with Astral, a Dundee-based firm that manufactured and sold spin dryers and refrigerators.

The Innovation Continues
A move into bigger appliances didn't mean that Morphy Richards was losing interest in portable products. 1949 saw the advent of the UK's first automatic toaster, with a 1,200 watt element for quick toasting and an adjustable switch for different levels of browning.

As modern as ever, the toaster used a bi-metallic strip, previously found only in irons. And although this luxury unit cost ?4 4s, it was finished in chromium plate and black mouldings. This look has since become a classic and can still be found on today's toasters and kettles

Full Steam Ahead
During the Second World War, Morphy Richards came under government contract to produce aircraft components. After this, the company began a programme of expansion into other areas and new products.

It was launched as a public company in 1947 and has soon merged with Astral, a Dundee-based firm that manufactured and sold spin dryers and refrigerators.

A move into bigger appliances didn't mean that Morphy Richards was losing interest in portable products. 1949 saw the advent of the UK's first automatic toaster, with a 1,200 watt element for quick toasting and an adjustable switch for different levels of browning.

As modern as ever, the toaster used a bi-metallic strip, previously found only in irons. And although this luxury unit cost ?4 4s, it was finished in chromium plate and black mouldings. This look has since become a classic and can still be found on today's toasters and kettles.

The Biggest Range Yet
While they continued to develop the iron, Morphy Richards led the way with a host of new products. It produced its first hairdryer in 1953 and six years later claimed a 90% share of the market. The company also developed their first food mixers, Sheerline convectors, electric shavers, door chimes and foot operated rotary ironers around this time, as well as becoming the UK's leading supplier of electric blankets by 1957.

All these products were distributed in the UK exclusively via wholesalers, while 40% of production was exported to 95 countries. Subsidiaries were established in Canada, Australia and South Africa; with some production moving overseas as well.

Such massive expansion was surely aided by Charles Richards' commitment to undercutting the competition. In fact, "a Richards price" became wholesalers' shorthand for the cheapest deal around.

Big Business, New Premises
The company's export record earned them a building permit for the site opposite the St Mary Cray plant and this led to the 1952 opening of the 80,000 sq ft East factory.

By identifying a need and responding to it with quality, Morphy Richards had become an unqualified success. In 1957, their 21st year, output had risen to 3,250,000 appliances, from just 20,000 in 1936. And, along with new premises, the number of staff had risen t 2,400. Profits exceeded ?500,000 and the 10 millionth iron was celebrated with a special 22 carat gold plated edition

Management Changes
By the end of the 1950's a rift had begun to appear between Donal Morphy and Charles Richards. Morphy was reluctant to expand at such a vaste rate, whereas Richards felt frustrated by the lack of new products. In the end, Morphy sold his shares to EMI in 1960, prompting a take-over. Charles Richards joined GEC, heading their domestic appliance business in 1963.

New Managing Director Willis Roxburgh decided to place more emphasis on large domestic appliances, and in 1961 a second factory was opened in Dundee. This specialised in refrigerators, including the latest compressor models.

Meanwhile, the Morphy Richards Asreak refrigerator factory became the largest domestic appliances factory in Scotland

...and Brand New Ranges
Even though Morphy Richards was no longer run by the men who gave their names to it, the spirit of innovation was still very much present. The company's Silver Jubilee was celebrated with a host of new products, including a cylinder vacuum cleaner, Solway coal effect and Derwent radiant electric fires and a 6.8 cu ft compressor refrigerator.

Regional exhibitions launched more new designs. In 1962, we were given the Astral washing machine, capable of taking on 11lb load, Bliss electric blankets and compact fan heaters that had the same speed and volume of air circulation as larger models, but with a 6" fan.

Of course, Morphy Richards' irons were as advanced as ever. The '60's saw a push-button steam or dry iron, the polished chromium soleplate of the Super Steam, and the Atlantic 1,000 lightweight dry iron with a satin finished soleplate.

In fact, by the time the 20 millionth iron was produced in 1964, the St Mary Cray factory was producing 1,000 irons an hour, as opposed to 1,000 a week in 1938.

All Change Again
Such productivity was bound to attract the attention of larger companies and it wasn't long before further management changes came along. In 1966, Morphy Richards was integrated into British Domestic Appliances. BDA was formed when AEI Hotpoint and EMI amalgamated their domestic appliance business to become the second largest UK company in the sector.

This led to greater product opportunities with a trading agreement with Robert Krups of Solingen. The two companies agreed to market each other's goods and, as a result, Morphy Richards launched a food mixer, coffee perculator and coffee mill alongside seven new products of its own.

This new era was marred, however, by the closure of the original St Mary Cray site in 1970. Upon joining the BDA group, production of domestic appliances was moved to the Swinton Works at Mexborough, South Yorkshire.

In Every Home in the Country
By 1972 BDA (incorporating Hotpoint, English Electric, GEC and Morphy Richards) had become the biggest manufacturer of electrical appliances in the UK. A turnover of ?50 million a year was generated by 10,700 employees. And 45 million products were in homes across Britain, around two per household.

Two years later, the group became even bigger after merging with the Schreiber Furniture Organisation. However, the companies operated separately and in 1975, BDA changed its name to Hotpoint. (Although portable appliances were still marketed under the Morphy Richards banner).

From High Profits to Short Weeks
In 1974, this seemingly unassailable conglomerate came under threat. The introduction of a second rate of VAT on luxury goods, including electrical items, saw demand slump dramatically. Hours were cut at the Swinton factory from late 1975 and about half the workforce lost their jobs in spring 1976.

Morphy Richards' new entrepreneur owner, Chlam Schreiber, treated the remaining staff to his unique management style. This included a wedding present scheme, a cut-price nursery and profit sharing. A staff suggestion scheme to help reduce costs or improve production generated cash prizes, including a ?3,000 Ford Fiesta.

However, as Morphy Richards entered the '80's, job cuts and short-time working continued. It was up to another company to step in and fill the breach.

Back in Style
In April 1982, Morphy Richards was sold for ?5 million to Capital for Industry. CFI was a holding company owned by the Throgmorton Trust and decided to market Morphy Richards alongside Carmen, another of its acquisitions. And, despite recent hardships, the two companies managed a combined turnover of ?30 million.

By 1983, joint brochures for Morphy Richards and Carmen showed a new awareness of contemporary style. Terracotta coloured irons formed the budget range, while the 'Continental' range was styled in white with brown handles and orange control buttons. Travel models came in fabric pouches, while toasters came in Wheatfield and Springfield patterns.

Innovation was back at the forefront, too. The company marketed radio cassettes and portable TVs, as well as the 'Snack Bar', which offered " a whole lot more than your average sandwich toaster".

The Recovery Continues
The resurgence in style was matched by an upgrading of Morphy Richards’ production facilities. ?5 million was pumped into the Mexborough plant and the workforce was increased to over 400, with 200 seasonal workers.

The renewed expansion continued with the creation of an international division in September 1983.

A New Dawn with Glen Dimplex
In 1985, further recovery came after another take-over, Glen Dimplex, founded and run by Martin Naughton, had been operating since 1973. By 1987, they had a workforce of 5,000 and boasted an annual turnover of ?300 million. Morphy Richards found itself alongside Glen Electric, Dimplex, Hamilton Beach, Burco Maxol, Blanella, Chilton and others.

If there was anyone ideally suited to take charge of Morphy Richards it was Glen Dimplex. A leading worldwide manufacturer of electric heating and small domestic appliances, that work to the highest standards of quality, safety, efficiency and design. Inevitably, this combination of modern technology and fresh thinking was to take Morphy Richards into a new dimension.

The Irish group continued with the existing redevelopment scheme, while their designers set about upgrading the product range. And in 1986, brand new offices and production facilities were formally opened by HRH the Duchess of Kent.

Smooth Style and Solid Sales
Just like the Ideal Homes Exhibitions of the ‘50s, Morphy Richards caused a stir when its new food processors and coffee makers were unveiled at the 1988 Domotechnica Exhibition. Dr Mike Morecroft headed the team behind these cutting edge designs. Ironically, he once worked for Russel Hobbs, a company founded in 1952 by two former employees of Donal Morphy and Charles Richards.

By the end of the ‘80s, all products were thriving. Exports of irons doubled between 1986 and ’87, and the UK range comprised and incredible 14 different models. Cordless kettles accounted for 6% of jug sales in 1987, but were expected to treble the following year. The Morphy Richards model even featured a unique dual water gauge to suit both left and right handed users.

The Style for Today & Tomorrow
Innovation followed innovation throughout the ‘90s. Now you’ll find the Morphy Richards name on irons, kettles, sandwich toasters, coffee makers, deep fryers, trouser presses, heated trays and cookware. All of the items on this list are among the most advanced on the market.

1992 saw the launch of cool bodied toasters in one, two or four slot designs. Filtermaster kettles hit the shops the following year; their nylon filters stopped limescale particles from pouring out. And, in 1993, Morphy Richards made cleaning deep fryers easier when they released a model with a removable tank, creating a brand new sector within the market.

The Style for Today & Tomorrow
As ever, the Morphy Richards look is as compelling as the design. In the ‘90s, they found success with a classic, yet revolutionary dark green livery on toasters, kettles and cookware. The company capitalised on this with blue, burgundy and yellow ranges.

With fashions changing faster than ever, Morphy Richards have kept ahead of the game during the late ‘90s with a second coloured product line, curvy kettles, conical kettles and Coolstyle toasters in pastel and bold colours such as lime green and cornflower blue. Meanwhile, the latest Conical kettle and Tokyo cookware range include mix and match elements of colour within the products.

The company has also pushed the boundaries when it comes to materials and finishes, including translucent finishes on kettle and iron water tanks. More than ever, customers are being encouraged to buy more desirable items, rather than just replace broken appliances.

Recent years have also seen a revival of classic looks; you can find pastel or chromium toasters and kettles that would look both alien and familiar to Donal Morphy and Charles Richards when they started the company in 1936.

The Flood
In November 2000, following heavy rainfall affecting most of the country, the Mexborough site was flooded to a depth of two feet. Heroic efforts by all employees enable the business to run with minimum disruption. In reality it took several months for the buildings and infrastructure to return to normal..

Customer Service Center Improvement
The Customer Service Centre was also destroyed and the opportunity was taken to completely re-build it incorporating new communications technology. The helpline was part of a strategy to provide new levels of customer support for Morphy Richards, Belling and Goblin as well as other group companies.

Glen Dimplex Hong Kong
An office in Hong Kong was opened in 2000 to provide a platform for product sourcing, quality, product development and administration, further improving the efficiency of the operation.

The Future
Morphy Richards are actively facing the challenge of a changing market place, constantly aware of the need to find innovative ways of meeting consumer needs as well as adapting to new methods of retail distribution. Currently more households in the UK have a Morphy Richards product than any other small appliance brand – Morphy Richards efforts are dedicated to a future where this will continue to be the rule.