In 1845, some three years before William Isaac resigned, Edward Swaine took into partnership his nephew and son-in-law James Adeney, who had served a seven-year apprenticeship with him. For a short time the firm was known as Swaine, Isaac & Adeney, and then for almost a hundred years, from 1848 to 1943, the firm bore the name Swaine & Adeney, becoming Swaine & Adeney Ltd on incorporation in 1910. The sporting press in March 1863 reported the appointment of Swaine & Adeney as whip-manufacturers to Albert Edward, Prince of Wales. The patronage of the Prince of Wales helped determine the firm's future direction. As the growing railway network ate into the demand for coaching whips, the firm welcomed the opportunity to build custom among the hunting and racing community for whom the Prince of Wales stood out as the royal figurehead. New opportunities were found in meeting the new and growing market for polo equipment, including mallets and polo whips. With the advent of the motor car, or "horseless carriage" as it was called, Swaine & Adeney turned to the manufacture of luggage sets as luxury motoring accessories. When the firm took over Köhler & Son, the London makers of coaching and post horns in 1907, the new focus of the subsidiary was hunting horns and part of Swaine & Adeney's strategy was clearly to consolidate its position as suppliers of hunting equipment. Swaine & Adeney Ltd (1910–1943) When Swaine & Adeney were registered as a limited company, Edward Swaine Adeney Jr was named as the managing director. He was to remain at the helm of the firm until his retirement in 1949. It was thanks to his commitment and passion that the firm was able to survive in challenging times. He first registered the maker's mark of ESA with the London Assay Office in 1902 and thenceforth the silver and gold collars of the firm's whips and sticks were stamped with this mark. During the First World War, the firm produced a range of "War Equipment", including kit items made to War Office specifications. In 1927 Swaine & Adeney bought out G. & J. Zair Ltd of Birmingham, the firm's biggest rivals in the field of whip-making. That same year Edward Swaine Adeney brought out a booklet extolling the virtues of handcraftsmanship. "This, then, is the formula," he wrote: "honest material and the finest craftsmanship that can be put