IV Eighteenth-century commerce and fashion: Matthew Boulton's marketing techniques

Abstract

Matthew Boulton's important role in the history of the steam-engine has overshadowed his earlier partnership with John Fothergill in the Birmingham “toy” trade. For modern historians, his significance in the Industrial Revolution is mainly as a partner of James Watt, as a pioneer of the steam revolution which was to reach its climax in the nineteenth century. The most considerable piece of recent historical research about him reveals that emphasis in its title: “An early experiment in industrial organization, being a history of the firm of Boulton and Watt, 1755–1805”. ¹ In this traditional picture, James Watt is the inventive genius of the industrial revolution and Boulton is his promoter and provider of capital: they are the Tweedle-dum and Tweedle-dee of industrial society, and always celebrated together, while Boulton & Fothergill, the earlier partnership, ² is not nearly so well known. In the hierarchy of historical fame it is true that Boulton's first partnership is less distinguished than his second, but it should be remembered that in making such an assessment, we are being wise after the event, and that Boulton himself was not certain as late as 1778 whether he should continue in the steam-engine business or stick to buttons. ³ What's more, the modern view tends to conceal from us the importance of Boulton's earlier commercial experience and to promote the fame of Soho foundry at the expense of Soho factory. Perhaps a more accurate view is the one expressed to Boulton by the famous bluestocking, Mrs Montague:

Reprinted with permission from the Economic History Review, 16(1), 1963.

By E. Roll, in 1930.

Articles of partnership were never formally concluded between these two, because Fothergill declined to sign them.

Matthew Boulton (hereafter referred to as MB) to J. Scale, 18 September 1778, Assay Office Library, Birmingham (contracted hereafter to AOLB): “If I had made my Cornish journey I could better judge how far it may be prudent in me to stick to Engines or Buttons for I can consider Buttons as a Sheet Anchor”.

Reprinted with permission from the Economic History Review, 16(1), 1963.

By E. Roll, in 1930.

Articles of partnership were never formally concluded between these two, because Fothergill declined to sign them.

Matthew Boulton (hereafter referred to as MB) to J. Scale, 18 September 1778, Assay Office Library, Birmingham (contracted hereafter to AOLB): “If I had made my Cornish journey I could better judge how far it may be prudent in me to stick to Engines or Buttons for I can consider Buttons as a Sheet Anchor”.

Notes

Reprinted with permission from the Economic History Review, 16(1), 1963.

By E. Roll, in 1930.

Articles of partnership were never formally concluded between these two, because Fothergill declined to sign them.

Matthew Boulton (hereafter referred to as MB) to J. Scale, 18 September 1778, Assay Office Library, Birmingham (contracted hereafter to AOLB): “If I had made my Cornish journey I could better judge how far it may be prudent in me to stick to Engines or Buttons for I can consider Buttons as a Sheet Anchor”.