Wholesale Wireless Co.
Quality House, 103 Farringdon Road, London, EC1 (1922 - c1933)

Brands: Sensitite / Radcroix / Reliaphone / Phoneforall / Simpliphone

London's Wholesale Wireless Co. catered to radio's early boom. They offered crystal & valve sets, then expanded to over 100 components by 1924. "Sensitite" & "Radcroix" brands secured their component dominance. The "Bruno" 99 Tuner (1925) tapped into shortwave's popularity. By the late 1920s, their focus shifted to power supplies, with transformers & chargers under both brands. Kits and multi-valve amplifiers broadened their offerings. 1930 ads showcased loudspeakers & HT eliminator kits.

By 1933, they vanished from radio magazines. Competition, technology shifts, or economic factors might explain their demise. Though short-lived, Wholesale Wireless played a key role in London's early radio scene.

Wholesale Wireless Co.: A History in Radio Components (1922- c1933)

The Wholesale Wireless Co. was a London-based company that catered to the growing radio enthusiast market in the early 1920s and 1930s. Here's a timeline piecing together their journey:

Founding and Early Products (1922-1924):

• December 1922: Founded by Lionel Sidney Alexander, a wireless instrument manufacturer. The company aimed to be a one-stop shop for electrical engineers, contractors, and radio hobbyists. [1]
• February 1923: Advertisements in "Wireless World & Radio Review" showcased crystal sets ("Phoneforall" and "Simpliphone") with ranges of 20-30 miles, and valve sets ("Super Reliaphone") priced from £14/10/0 to £19/10/0 catering to both budget-conscious and high-end customers. [2]

Expansion and Diversification (1924-1928):

• October 1924: Launched a vast catalog boasting over 100 wireless components, suggesting they either manufactured themselves or partnered with other makers. [3]
• 1925:
  • Filed trademarks for "Sensitite" (crystal detectors, transformers, and radio accessories) and "Radcroix" (instruments and apparatus for radio-telephony). [4]
  • Introduced the well-received "Bruno" 99 Tuner, catering to the growing interest in shortwave radio. [5]

Shifting Focus and Power Solutions (1928-1930):

• 1928-1930: Advertisements shifted focus to power transformers and battery chargers under the "Radcroix" and "Sensitite" brands, indicating a move towards supplying essential components for building and powering radio equipment. [6][7]
• June 1930: Offered three battery chargers catering to different needs and price points.
• Additionally, they continued to provide kits for building power units and transformers for various applications, including radios and gramophones.
• The "Sensitite" 4-valve amplifier, compatible with both AC and DC mains, was another product offered during this period. [8]

Later Products and Uncertain Fate (1930- c1933):

• December 1930: Advertisements mentioned the "Radio Globe" range of loudspeakers, "Radcroix" mains equipment folders, and "Sensitite" HT eliminator constructional kit folders, suggesting continued product development.
• September 1930: An AC-screened grid detector kit named "Sensitite" received a positive review, highlighting good selectivity and performance on both short and long waves. [9]

Around 1933, advertisements for the Wholesale Wireless Co. disappeared from radio magazines.

The reason for their closure remains unknown. Here are some possibilities:

• Increased competition in the radio component market.
• Technological advancements render some of their products obsolete.
• Economic downturn impacting consumer spending.

Legacy:

The Wholesale Wireless Co. played a role in the early British radio scene by offering a range of components and catering to hobbyists and professionals. They adapted to the evolving market by introducing shortwave tuners and power supply options. While the details of their demise are unclear, their contribution lies in providing the building blocks for early radio enthusiasts in London.

[1] The Electrical Review Dec 15, 1922, Page 918.
[2] Wireless World & Radio review Feb 10, 1923, Page ix.
[3] The Electrician Oct 3, 1924, Page 393.
[4] The Electrical Review Jul 9, 1926, Page 84.
[5] Wireless Constructor Nov 1931, Page102.
[6] Popular Wireless Jan 26, 1929, Page 1074.
[7] Popular Wireless Oct 17, 1931, Page 394.
[8] Wireless & Gramophone Trader, Jun 7, 1930, Page 272.
[9] Popular Wireless Oct 25, 1930, Page 350.