was discontinued in favour of a private limited company. This enabled the succession to the third generation of family members as children of William Stephens Clark became 'life directors' alongside Francis and himself. Tasked with specific responsibilities, Alice Clark, John Bright Clark and Roger Clark developed distinct roles. Brothers John Bright and Roger Clark studied American making processes and techniques with a view to appointing a suitable candidate experienced in the American factory system that they might bring to Street. John Walter Bostock from Lynn, Massachusetts was recruited in 1904. The implementation was a resounding success and Bostock was made a director of the company in 1928. A London Office, opened in the West End in 1908, supplemented the shoemaking knowledge with style information. A reputation for high-quality goods available in the latest fashions, was established in the early 1910s, and remained until the Second World War. A premium quality 'Tor' range was produced on the principles of standard lines, followed by a range of affordable fashionable footwear called 'Wessex'. The company had its first national press advertisement in 1934 and entered formally into retailing in 1937 through the acquisition of Abbotts chain of shops based around London and the provinces. "Peter Lord" was created by Hugh Bryan Clark as a retail brand to avoid alarming agents or alerting competitors to the company's activities. It steadily evolved into a national network of stores. Growing awareness that 'bad feet' were the product of ill-fitting shoes determined Bostock to devise a new shoe fitting system based on the detailed analysis of thousands of foot measurements taken from local school children. In line with the findings the company launched its new children's ranges in 1945 with a choice of four width fittings, simultaneously with the new Clarks foot gauge that acted as a scientific measuring instrument to aid the shop assistant. 1946–1995 – Growth and challenges Expansion of the business post-war was largely initiated by fourth-generation family members: Bancroft Clark, appointed managing director and chairman in 1942 and his cousins, Anthony Clark and Peter Clothier, accountable for Sales/Marketing and Manufacturing respectively. The start-up or acquisition of additional manufacturing facilities (peaking at 17 domestic factories) across the South West and South East of England and South Wales meant that the company's volume market share in the UK increased from 1.1 per cent in 1945 to 9 per cent by 1970. Foreign manufacturing was also