The company was after the founder's death in 1916 continued first by his wife (1916–1940) and then by their son Alexander Vincent Jr.

His parents were restaurateur Alexander Prosper Vincent and Josephine Cathrine Schmidt.

Her late father had back in 1845 established a business dealing in mirrors, cards and pictures.

A series of Christmas and new year cards based on drawings by the illustrator Axel Thiess was launched for the 1893 season.

In 1919, it started the production of a wide range of four-coloured postcards with Danish artworks.

Alex Cincent Jr. succeeded his mother as managing director of the company in connection with its 50th anniversary in 1940.