Bussey was considered the largest manufacturer of athletic goods in London during the late 19th century, with notable accomplishments including the receipt of medals at World Expositions, as well as a longstanding affiliation with W.G.

[3] Bussey’s initial focus upon hunting paraphernalia, and his skills as a saddler and leather maker, were evidenced by the release of the ‘Shephard’s Register Book.’[5] The leather-bound booklet was intended for hunters to be able to record their scores, weather conditions, and wind with ease in a waistcoat pocket sized book, replete with engraved monogram.

The Bussey company’s growth saw staffing expansions throughout the first half of the new decade; with specialised saddlers recruited from the town of Walsall, famed for its local leather craftsmen.

[10] This growth strained Bussey’s existing suppliers, and by Autumn of that year a public advertisement seeking willow timber to cater for the growing demand for tennis and cricket equipment was published.

[11] This demand did not subside, and Bussey’s offerings of cash in exchange for maiden willow and ash trees became a de facto annual feature of many regional newspapers in the lead up to the cricketing season.

[19] The continual emphasis George G. Bussey & Co. placed upon innovation and quality was integral to the company’s success, and by 1887 it was considered the largest manufacturer of athletic goods in London.

[1] Simultaneously, its annual cricket guide had grown in popularity and content, so much so that it soon constituted a book; complete with diagrams advising batsmen on their stance and how bowlers may best place their field.

The company sought to reiterate the comprehensiveness of their catalogue, whilst directly reaching consumers, by opening a city department at 36-38 Queen Victoria Street, London.

In light of this an advertising campaign was begun, announcing that the reason for such difficulty in procuring a Demon Driver was because the firm refused to alter their production methods due to a fear of compromising their renowned quality.

[41] Simultaneously, changes in print media in the early years of the 20th century enabled the firm to introduce graphic advertisements with ornate depictions of the product range, consolidated around cricket, lawn tennis, football, hockey, polo, golf, and croquet.

The abridged prospectus details the possession of four properties; a factory in Peckham, timber mills in Elmswell, a store in London, and a depot in Paris at 25-27 Rue Tronchet.

[43]The intent of the capital raise was to accumulate funds to expand production at the Peckham manufactory, notably construction of a new factory with frontage of 582 feet, and capacity for over 1000 employees.

The board's ambitions, underpinned by the positive reception of the offering, compelled the firm to purchase enough willow timber to manufacture 100,000 bats, in addition to the 20,000 held in stock.

In the build-up to the 1910 Wimbledon Championships, Bussey introduced a Demon Driver racquet to its collection of lawn tennis equipment, adapting the willow sapwood that had made its cricket bats renowned for their light weight and strength.

Bussey & Co.’s aforementioned graphic advertisements at times featured the rhyme “If you want a bat that will drive, or ball that will stand, a guard for the leg, or a glove for the hand, a bag of good hide that’s thoroughly tanned, your requirements are met by G.G.B.

[53] The ever-changing nature of London and Europe’s social sporting scene gave rise to a gradual restructuring of the firm’s product hierarchy, and in 1929 the Demon Driver was challenged as the pinnacle bat with the introduction of the Wearwell, with an innovative vellum covered blade.