A STORY OF BUSINESS ENTERPRISE.

Auckland Star, Volume XXX, Issue 30, 6 February 1899, Page 6

A STORY OF BUSINESS ENTERPRISE.

A good story is told of Sir Thotna3 Lipton and his enterprise in advertising his great provision dealing business. A dozen years ago, before he was well known, he was a passenger qn an East Indian steamer bound for Ceylon. While in the Red ' Sea the boat was disabled, and it became necessary to throw overboard a part of her cargo. Lipton was an interested spectator of the preparations for lightening the ship. He suddenly bolted the scene and for a £5 note secured a stencil, a paint brush, and a pot .Of bhack paint. , ~.' , t _- e 1 ,, >i Then, to^the astehishmept of the captain and passengers, he carefully labelled each box and bale thrown overboard —'Use Lipton's Teas.' The cargo, of coarse, floated ashore, and for miles in Araby and other lands the natives saw that legend. Subsequently the passengers of the injured steamer were compelled to abandon it and take to small boats. On reaching land Sir Thomas was the first to make a cable office and wire the destruction of the boa,t and safety of the travellers to London. The message was signed—'Lipton.'

Of course, his name was in every English newspaper the next morning signed to that message, and he was the best advertised man in the kingdom.

.When he first commenced business in Glasgow, he was his own clerk, bookkeeper, and manager. His own peculiar individuality was kept before his customers until Lipton, one of the smallest, provision dealers in Glasgow, was better known than those who had been in business for years.

By and by as he prospered he found means with which to advertise. He put the name of Lipton where every man, woman and child in. Scotland and England must see it. Naturally, after they knew the name they desired to further know what he did, and when they gained that knowledge they patronised him. His business grew. He started stores in London and built packing-houses in America. To-day he owns a big establishment in Chicago, and has a string of refrigerator cars on the railroads. His Chicago house is simply a provision market for his places in England and Scotland. He has 60 stores in London and 42 in Other places. He has great tea plantations in Ceylon and employs 4,000 natives. His entire pay roll throughout the world carries 10,000 names. He has a printing house for his own advertising, employing 200 printers.