Marketing Wars of Empire!

waynorth

Knifemaker / Craftsman / Service Provider
Joined
Nov 19, 2005
Messages
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[Quote: Email from my friend Tom, March 2008]
Hello Charlie,
I am glad you got the knives. You can take all the time you need to decide if you want them.

The WeXL KNIFE story..
When you read the speech that Alvord wrote that I gave you, you will read that an Empire employee from Sheffield that had worked for IXL told the owners of EMPIRE "Why are you not using WARDLOW steel? It is the best, and that was what we used when I worked at IXL".
Empire started to use the Wardlow steel and advertised that the EMPIRE knives used the same steel as IXL used. This statement boosted Empire sales
in the U.S.
IXL was very upset and asked Empire to stop using this steel. Empire did not stop. It was a winning steel for them and sales were skyrocketing. I have even heard stories that IXL made EMPIRE knives and RUSSEL barlow knives of poor quality and soft steel, and distributed them to discourage customers from buying both these brands. The feud was on.
The purchasing of RUSSEL barlows and EMPIRE knives was cutting into the profit and sales of the IXL line.
EMPIRE then went on to make this Gunstock pattern with the WEXL stamped on the bolster to send back a dig to IXL company. The WEXL either stands for WINSTED EMPIRE XL or; that WE as a company XL and not I XL. No-one currently knows for sure. It is a very interesting story.
In (25) years of collecting and searching for Empire brand knives, this is the only one I have seen.
It is very rare.
See you soon.
Tom
[end Email; Quote]

I think it is safe to say that pocket cutlery was much more important in the lives of all Americans back in those days. We knife users and collectors are more of a minority in current times.
This rare knife, remains in remarkable condition, despite a lot of pocket wear, and some ill-advised sharpening.
WeXL-1.jpg

WeXL1.jpg

WeXL2.jpg
 
Interesting story and history, not to mention a great knife! And I would point out a feud that still goes on today in the marketing world. When S&W made a coup with their new .40 S&W cartridge Ruger refused to print that caliber designation on their guns and called it the .40 auto instead. I had customers who though the Ruger was chambered for a completely different caliber and were searching for the .40 Ruger shells which never existed...lol!
 
Thanks, Charlie, I always enjoy the historical tidbits about the cutlery industry. Nice knife, too.
 
Thanks for the comments, folks. I too love tidbits like this; they put a human face on history, good or bad! Trade disputes probably go back to the beginning of our species.
I wonder who chipped the best arrowheads? :p
Or who got "crowned" for stealing the best flint for said arrowheads??:eek:
 
Cool little story.

Judging from the fonts, I would wager that the "We" is the first person plural and not an abbreviation.
 
I agree, Rick.
Also, the person that thought it up had a great sense of humor.
Must have pi**ed I*XL off no end!:D
 
Along the same lines, Henckels decided to amend someone else's catch phrase. :)

henckels005.jpg


Thanks for the history lesson Charlie. I spoke to a person recently who was telling me how the Sheffield companies were losing manpower and expertise to the new firms that were cropping up over here, and at the same time the guild system was dying in England so there wasn't as many skilled cutlers to replace them.
 
The Land of Opportunity was quite a draw! Imagine leaving your hovel in a hugely polluted city, where you are getting paid piece-work rates, and going to a place where you could eventually own your own business, or homestead a quarter section!! And where the air is clear!!
Nice Henckels, Mike. It'd be nice to have its twin!;)
 
Thanks for the story Charlie.Nice knife too. It seemed common back then that people used wheels to sharpen their knives. The first thing that came into my mind was the We instead of I, like in "We the people". A lot of ebony was used back then ands I think it's making a comeback.
 
Great piece of history, Charlie, especially about IXL making phony Russells with inferior steel.

In fact I ran into Tom B today at the NCCA show and mentioned that you had posted this interesting bit of history.
 
I wonder what the collector value of the phoney Russels are, or if someone has one that thinks it's the real deal. Is there any way to tell the difference?
 
I have been wondering that myself, since reading the story.

It came up for me also.
I imagine it wouldn't take many bad knives to make life difficult for Russell. A few flawed knives got through GEC's first production, and it was about fit and finish, not heat treating. There are still people who refuse to consider a GEC, even though their quality is very good now.
If anyone has a worn out Russell, it might be worth looking at the stamps under magnification. You would have to compare a number of them.
I have a friend in KY who has collected Russell for many years. I will call him and see if he knows anything.
 
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