The Alexander Racquet Company is probably the most successful homegrown racquet manufacturer beginning in 1926 and operating until 1961. It is largely an untold story and thankfully family members have been researching the history to produce a book for release sometime mid 2009.

The owners of the business were first involved with tennis retailing and were importing French racquets. They then met Alfred Alexander who experimented, invented and patented the first form of drybent timber laminating, a process which would change wood racquet construction techniques forever.

Located in Launceston Tasmania, the first models included the: Dover, Murray, Understudy, Hunter, Cressy, Masterpiece, Mersey, Lismore and Red Seal. Naturally, other models followed, but it was the “Cressy” which remained a flag ship brand name from the start to the end. The name ‘Cressy’ is believed to have been derived from small town outside of Launceston which was the birthplace of one of Tasmania’s great champion players. When you think about it ‘Cressy’s’ longevity (37 years) as a brand may well be the longest continual brand to have been marketed, or is at least up there with the Dunlop Maxply brand.

The boom years came in the 1930’s & 40’s when Australian Champion, Jack Crawford won Wimbledon in 1933 using a Cressy “Wizard”. This racquet had a flat-top design which was prevalent in the late 1880’s early 1900’s. Sir Norman Brookes while playing with, then Marketing/ Sales Manager of Alexander, W.J. Sheehan at his Frankston holiday house court showed him this early racquet and Jack Crawford who was also there, like the way it played.  Sheehan went back to the factory and fashioned a new style of semi flatop racquet which was given the name “Wizard” which was derived from the nickname give to Norman Brookes during his Wimbledon winning days. This new flat  top design, inspired the entire industry in Australia with many manufacturers producing both oval and flat-top models.

Under leadership of Sheehan, considerable effort was also placed on improving product presentation and racquets appeared with more elaborate paint and decal treatments complemented by more decorative shoulder wrappings.  Once again, led by a huge market acceptance, it forced all the other manufacturers to improve their visuals, to the point where entirely new departments of skilled line painters, spray painters and decal application was required.

The company produced a range of sporting goods including cricket and squash racquets.  As a promotional gimmick they produced a 12″ tall miniature “Cressy” replica tennis racquet hand mirror.See the picture right.

In the late 1950’s the Alexander factory was wound down and sold to Spalding in Victoria. The last racquets produced were in 1961 yet the Cressy name continued for a season under the Spalding name when it was revived for just one year in 1966.

The final days of the Alexander company really came about as Spalding, Dunlop and Slazenger dominated the mainland retail scene and also acquired most of the high profile players to endorse their racquets.

To support the publication of the book and generally learn more about the company feel free to let us know about catalogues and photos you may have.

Like many other companies Alexander’s also produced cricket bats. This ad from 1931 shows J.O.Anderson the primary sponsored player at this time.

The Launceston, Tasmania factory.

The actual patent related to the lamination of timber in a cross grain formation.

These words, kindly supplied by Gus Greene (relative) are from the patent granted to the company in 1922:

The Alexander Invention

Date line for the Patent application dated 12th July 1921 by Alfred Alexander jun. and his younger brother Douglas Davey Alexander both of Elphin Rd Launceston the complete Specification was accepted on 7th June 1922 and advertised on 20th June 1922

No 2594/21

Class 53.2.

The Complete Specification read

“ Improvements in the construction of rackets for tennis and other like games.”

We, Alfred Alexander, Junior, Technical School Instructor,and Douglas Davey Alexander, Carpenter, both of Elphin Road, Launceston, in the State of Tasmania, Commonwealth of Australia, hereby declare this invention and manner in which it is to be performed, to be fully described and ascertained in and by the following statement:-

Our invention relates to the construction of tennis and other like rackets the rims of which have usually been made of a solid piece of wood bent to the shape of the racket and secured to the handle.

According to this invention, we form the rim of the racket entirely of thin strips of wood or other flexible material that are glued or otherwise secured tightly together. The strips are long enough to extend down-wardly from the rim and to lie against the core of the handle, thus forming part thereof The handle proper is therefore much smaller than the ordinary handle and is flared outwardly at the top where it enters the rim, the joints being reinforced in the usual way.

The strips will be composed, preferably, of long grained and cross grained woods disposed alternately in the rim which, when secured together, provide a strong and satisfactory construction of racket. The gut or strings are stretched between the rim sides as at present

The rim is made to the usual shape by bending the strips 4 upon a former or mandrill, these strips are then tightly pressed and secured together, the lower portions of the same being upon each side of the handle

This member is really the handle core and extends upwards into the rim, flaring therein to the sides where it can be secured in the usual way. The said core should also be slightly tapered and widest at the lower end. To complete the handle the ordinary covering or filling strips are paced in position, giving the required octagonal shape to the handle, which is finished at the end with the usual leather piece.

This photo shows a worker, Basil Carter, dressing a timber racquet.

As imported Ash supplies were becoming in short supply and hotly contested for by every other manufacturer (globally), Alexander’s actually attempted to develop a local industry. The Company acquired the land at Hollybank in the Underwood district in 1933, comprising a total of 170 acres with a target to plant 109,200 English trees.

One hundred 100 acres were to be English Ash, however in the first three years only fifteen acres had been cleared, ploughed and planted with 21,600 trees.

After close monitoring over a period of 10 years, it became obvious that the ash trees were failing to thrive and not growing as expected. Nothing could be done to stimulate the growth of the plantation due mainly to the issue that Ash normally grows in deep, alluvial soils in the Northern hemisphere and that is not what was at Hollybank, the soils were too acidic and moisture was also a problem.

The project was abandoned in 1950 with the sale of land to the Forestry Commission in November 1956 the year of the Olympic Games in Melbourne. The sale price was £2809.    

The Alexander Lismore is one of the earliest racquets promoted around Australia c1926. The patented lamination system is clearly visible, however, a feature of the design is the much thicker shoulder areas created by the additional layer on top of the wedge. It is advertised with sister racquet the ‘Cressy’ as being used by champions Messrs. Willard, Kalms (both NSW), Les, Baker and Dr. North.

While Cressy and Lismore are both townships, we will need to dig around to find out how the Lismore connection came to be.

The workmanship is quite exceptional also due to the amount of contouring and bevelling that exists.

 The Hot Shot model was introduced in the early 1930’s. This one is quite early as it has a grooved wooden handle.

 This Blue Moon model is one of the more elaborate colour/decal  treatments. They depict a night scene with a dark tree silhouette and the moon reflecting over water.  Given this is also a wooden handle it must be late 1920’s early 1930’s. Apart from the graphics, one other very nice finishing item is the leather strip around the base of the handle.  This has also been grooved to match the handle.