Bush Simpson Ltd.
41 Pirie Street, Adelaide, South Australia (1956)
410 Torrens Road, Kilkenny, South Australia (1957)

Bush Simpson Ltd. was a pioneering Australian electronics manufacturer founded in 1955 as a joint venture between British and Australian companies, which produced innovative television sets and household electronics, ultimately evolving through strategic mergers to become part of the Electrolux Group by 2000.

Bush Simpson Ltd. was a significant player in Australia's post-war electronics manufacturing industry. Established in 1955, the company was a joint venture between Bush Radio Ltd. of London (A J. Arthur Rank organisation subsidiary), Greater Union Theatres Ltd., and A. Simpson and Son Ltd. Based in Adelaide and Kilkenny, South Australia, the company started with an initial capital of £200,000. [1]

Company Development

The company's primary focus was manufacturing television sets in Adelaide. In late 1956, Bush Simpson Ltd. began constructing a factory on Torrens Road, Challa Gardens, aiming to commence production in early 1957. Once fully operational, the factory was expected to employ 100 technicians and 30 women.

John Simpson, the managing director, played a crucial role in the company's development. After studying television technology in the United Kingdom, he oversaw the training of production managers with the parent company in England and brought in British executives to assist with operations. Bush Simpson Ltd. aimed to produce television sets with 90% Australian content, fostering cooperation with local component manufacturers and ensuring easier supply chains. [2]

Notable Products

One of their significant products was the Bushmatic AC Television, introduced in 1959/1960. This 21-inch TV consolette receiver featured advanced technology for its time, including:

• An 110° electrostatic-focus tube
• 19 valves
• Push-button channel selection
• Available in walnut, maple, and rosewood cabinet finishes

The Bushmatic AC Television was designed for the Australian market and operated on a 200-250 Volt alternating current supply.

Mergers and Acquisitions

In 1963, Bush Simpson Ltd. merged with Pope Industries to form Simpson Pope Holdings, expanding its product range and market presence in Australia. This merger combined their television and radio manufacturing expertise with Pope Industries' household appliance experience.

The merger was partly driven by financial challenges faced by Pope Industries. Despite reporting a record profit of £303,787 in 1959, Pope Industries experienced a significant downturn in 1961, reporting a loss of £686,527. [3]

Later Developments

Simpson Pope Holdings Ltd. changed its name to Simpson Holdings Ltd. in 1979. In 1986, it merged with Email Ltd., which was later acquired by the Swedish Electrolux Group in 2000, marking the end of an era for one of Australia's pioneering electronics manufacturers. [4]

The Bush brand, however, continued to evolve separately. In 1986, it was purchased by the Alba Group (now known as Harvard International). In 2008, the brand was acquired by Home Retail Group, and subsequently by Sainsbury's in 2016.

Today, Bush products are sold exclusively at Argos and Sainsbury's in the UK, offering a wide range of consumer electronics and home appliances.

[1] The Argus (Vic) Nov 2, 1955, Page 10.
[2] The Coromandel (SA) Sep 28, 1956, Page 5.
[3] The Bulletin Feb 23, 1963, Page 56.
[4] Australian Dictionary of Biography, Volume 18, 2012; Sir Sidney Barton Pope (1905–1983) by P. A. Howell.