During the 1930s, London’s suburbs developed and expanded at a rapid pace. The droves of new ‘white-collar’ workers were sold on the promise that they, too, could own their own home and garden. All these new homes needed furniture. Before IKEA, there was W Lusty & Sons, makers of solid-wood furniture for affordable prices.
The workshop of Lusty & Sons was based in Bromley-by-Bow, more specifically just south of Empson Street. The yard bordered on the Limehouse Cut, which allowed for the easy transportation of goods in and out of the premises. Customers were obviously not expected to attend here; instead, the company maintained a showroom in Paul Street (just east of Old Street station). The bulk of Lusty & Sons customers, however, appear to have bought out of their catalogues. The company boasted a UK wide delivery service by goods or even passenger train – the latter if the order was particularly urgent.
To allow for these shipping methods, Lusty & Sons built furniture that was delivered in parts, and could be easily assembled in the home. Dining tables, which in 1936 ranged in price from 7 shilling and 3 pence to £1, 19 shilling and 9 pence, came with detachable legs. The catalogue reassured prospective customers that this novel way of furniture production was not dangerous: ‘Although the legs are detachable, the tables, when fitted together, are perfectly rigid and strong.’
It is not just the affordable prices for the cheaper versions of the furniture that indicate that Lusty & Sons clientele were white-collar workers rather than the leisured classes. The company also provided a number of furniture styles which were explicitly designed to fit into modest houses. The ‘cottage’ dining table range, for example, came with two fold-out leaves. When folded away, the table took up minimal space, and for dinner it could be extended to give everyone a seat at the table. This design has, of course, continued to be a welcome solution to those living in smaller spaces.
Their kitchen furniture catalogue reveals even more strongly that Lusty & Sons furniture was aimed at newly married couples of reasonably modest means, setting up house together. The supply of domestic servants had been steadily shrinking since the Edwardian era: by the 1930s, young women had plenty of other employment options which were more appealing than a life in service. Additionally, the expense of live-in servants was one that newlywed couples were unlikely to be able to afford. Lucky for the inexperienced housewife, then, that Lusty & Sons could supply her with an all-in-one kitchen unit which provided her with all the tools she needed to run her household.
These comprehensive kitchen cabinets again came in a range of prices; the more expensive the model, the more functionality it had. This model, which at £9 was one of the more expensive ones, came with an instructive image which explained to the prospective buyer exactly how to use the unit. The 29 (!) arrows tell the housewife that she should put her large household utensils on top of the cabinet; keep her preserves in the jars in the bottom left cabinet; and put her ‘various kitchen sundries’ in the middle drawer on the bottom right. This particular cabinet comes with a chart of food values built in, and a pocket for household account books: these underline that the housewife’s task is a serious one. The health and economic survival of the household are her responsibility. The porcelain table top extends to a dining table; the catalogue provides a drawing that depicts the white-collar couple harmoniously at breakfast, using the full range of the cabinet’s functions.
The Lusty & Sons furniture catalogues shine a light on how the new interwar workers furnished their homes. Like contemporary mass-furniture makers, each piece of Lusty & Sons furniture was available in a wide range of finishes. Customers were able to personalise their furniture to fit their tastes and budgets, thus avoiding the risk of having exactly the same furniture as their neighbours. At the same time, the catalogues instructed customers on how to use the furniture, and by extension, how to manage their households. Far from being a neutral object, the catalogue’s tacit and explicit instructions make visible what was considered an appropriate way of living for white-collar workers in the mid-1930s.
 Mark Clapson, Suburban Century: social change and urban growth in England and the United States (Oxford: Berg, 2003), p. 2
 ‘W. Lusty & Sons Ltd Catalogue’, 1936, held by Tower Hamlets Local History Library and Archives, LC10550