extra g plan
1938: E. Gomme Ltd became the largest furniture manufacturer in Britain.1939-1945: In 1943 the government introduced the Utility Scheme, limiting the costs and range of domestic furniture. The factory built fuselage shells for the De Havilland Mosquito bomber, which had many timber components.1952: The Utility Scheme ended. Ebenezer’s grandson Donald joined the company as a designer, along with his brother Leslie. It entered a period of enormous expansion.1953: The name G Plan - ‘The Gomme Plan for Living’ - was coined by advertising agency J Walter Thompson.1956 catalogue page, HWFA image ref. GM10_08
A new way to advertiseG Plan’s marketing strategy broke new ground by showing styled rooms entirely furnished with G Plan in their advertising, accessorised with homey touches. This approach invited potential buyers to visualise G Plan not as just a single item, but as the foundation of their decor. ‘Rooms’ were installed in stores and in G Plan showrooms in Manchester and Hanover Square, London.HWFA image ref. HC01_21
Publicity and penguinsThe Gomme name even went to Antarctica. When Donald Gomme met Lewis Griffith Pugh, a mutual love of innovation spawned the co-design of a light, flexible timber sledge. Pugh, pictured with an Adelie penguin, took the prototype sledge to Antarctica in 1957 during his study of survival in extreme weather.Gomme had previously designed revolutionary skis made from laminated birch with English ash runners. They were used by the British ski team in the 1948 Winter Olympics.HWFA image ref. GBX05_02
A more leisurely lifestyleDuring the ‘50s and ‘60s, advertising was aimed at a lifestyle free of wartime restrictions. People were enjoying activities denied for many years - home entertaining, television, music, fashion and cosmetics and new labour-saving devices. Ever ready to respond to change, G Plan designed furniture to reflect this trend - cocktail cabinets, dining and bedroom suites, coffee and telephone tables, TV chairs, and cabinets for china and glassware.G Plan collaborated with Pye to design cabinets to house Hi-Fi systems. The cover of the brochure above states, “Such is the magic that Pye and G Plan Furniture can bring to your home.”HWFA image ref: GM09_01
Furniture for ‘the little woman’G Plan and haute couture? An unexpected connection, but G Plan designers tapped into how women were starting to dress in the ‘50s and ‘60s. Dior’s New Look was alive and well, accentuating the nipped waist and the feminine silhouette. Givenchy’s Little Black Dress was born, along with figure-hugging capri pants and tubular pencil skirts.HWFA image ref. GBX06_01, showing the Rotodiner table
G Plan’s response was to produce pieces for this new glamorous housewife, using statements that would raise eyebrows today. Dressing tables with compartments for feminine frippery, chairs with lower arms for sewing and knitting, and light slimline pieces appeared in their range.These dressing tables, B872 and B873 from the popular Brandon series, are in tola, an African mahogany, and have a curved recess, lamp sconces and a shield-shaped mirror. The initials VBW are legible, presumably Victor Bramwell Wilkins who went on design the Fresco range.HWFA image, ref not found
The ‘80s and ‘90s saw a downturn in G Plan’s fortunes. Global events, a new generation’s changing tastes and economic stresses affected the company’s market share. Donald Gomme retired in 1987, the company was sold and the High Wycombe factory closed in 1992.This photo shows the sadly derelict factory that was once a thriving hive of industry and creativity. The sign reads: “Mistakes and errors can be costly! Let’s work together to prevent them.”HWFA image ref. FPBW01_02
Design for the timesIt could be said that G Plan designs lacked the experimental flamboyance and glamour of the leading mainstream modernists. But their furniture was cutting-edge for the times, approachable and affordable for an aspirational middle-class market. Their policy of adaptation to change served them well and versatile design coupled with innovative promotion and a taste for publicity brought the brand to the fore in mid-century Britain.HWFA image ref. GM10_10
The pieces are named after their first launch year. The earliest are the Fifty Three series, seen in the previous photo with matching footstool, and here in the coordinating armchair in flecked blue fabric.
After the sale of the company, G Plan cabinetry was produced under licence in Glasgow by Morris Furniture Group until 2015. G Plan Upholstery Ltd maintained the G Plan name and relocated to Wiltshire, where it continues producing upholstered furniture. It joined Parker Knoll, among others, under the umbrella of Sofa Brands International in 2007. At the time of writing, SBI has been sold to Promethean Investments.Change and response has been part of the G Plan story for over a century. Still one the most respected UK furniture brands, G Plan’s influence displays staying power and adaptability that would no doubt do Ebenezer Gomme proud.HWFA image ref. GC64_001
The Sixty Six family of chairs and sofas, harking back to a period of popularity for the company, was selected for the Vintage range for its affinity with modern interiors. The uncluttered lines combined with plush comfort of the Sixty Six armchair are still admired 50 years after its inception. Note the small G Plan button logo above the rear leg.
Invest in a G-Plan sideboard - The second-hand market for G-Plan sideboards covers a longish time span, so keep an eye out for the brand’s midcentury-era pieces, marked with a gold G-Plan stamp or red and white G-Plan label. The teak Danish range introduced in the 1960s was more expensive, and designers such as VB Wilkins and Kofod-Larsen are hugely collectable now.
keep an eye out for the brand’s midcentury-era pieces, marked with a gold G-Plan stamp or red and white G-Plan label. The teak Danish range introduced in the 1960s was more expensive, and designers such as VB Wilkins and Kofod-Larsen are hugely collectable now.Tell usAre you familiar with the G Plan name? Share your experiences with us and join the conversation!MoreIs Mid-Century Modern Here to Stay?
G Plan in the 21st CenturyHaving survived the doldrums of the late 20th century, G Plan is once again in the headlines, a testament to its enduring appeal. In conjunction with Hemingway Design and British department store John Lewis, the G Plan Vintage range was launched in 2012, cherry-picking a selection of timeless pieces of earlier ranges.
Still going strong2016 saw the launch of the G Plan Edit collection. Taking inspiration from fashion and the arts, the pieces are named for Audrey Hepburn, David Hockney, John Lennon and David Bowie.The scale of the Vintage range has been adjusted for the larger bodies of today’s buyers and fabrics reflect modern tastes.The generous curves of the Bowie Accent Chair in coral, with a super-deep seat in coordinating boucle fabric and washed oak timber finish, are as exuberant as the man himself.
A brief history1898: Ebenezer went into partnership with his brother-in-law Jim Pierce, and formed a company, E. Gomme.1909: Gomme opened a factory in High Wycombe, with innovative machinery.1911: Gomme’s sons, Frank and Edwin, entered the partnership. They began making sideboards and tables and pioneered the dining suite.1914-1918: During WWI, E. Gomme manufactured aircraft frames in High Wycombe.1931: Ebenezer died. E. Gomme became E. Gomme Ltd. two years later.Letter to stockists: High Wycombe Furniture Archive. Image ref. GA12_114_01
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