Wisden began a cricket-equipment business in Leamington Spa in 1850 and five years later opened a "cricket and cigar" shop in Coventry Street near The Haymarket in central London, in partnership with Fred Lillywhite until 1858 [REF].
After his death the business grew into a major international sports brand, receiving a Royal Warrant in 1911 as "Athletic Outfitters to the King" [REF].