Stuart Alexander - History, non flash

Interactive Timeline

With uniquely Australian origins, Stuart Alexander & Company Pty Ltd has been successfully marketing and distributing some of the world's favourite household names across the nation for one hundred and twenty years.

1884 - 1908
Founder, Fernand Levic was born in Alsace, France, in 1861. In his twenties he sailed abroad in search of opportunities to create his own business. On his way to Ceylon, Fernand was persuaded by the ship's Captain that the colonies offered greater opportunity and so he disembarked at Sydney.

In 1884 Fernand began to import cigars from Switzerland, Cuba and the Philippines. Fernand's first principal representative was Charles Stuart Alexander and together they set about developing the Australian and Pacific markets. Their outstanding success meant that at one point the company manufactured its own Guinea Gold cigarettes at a factory in Redfern, a suburb of Sydney.

By 1900, the market for cigars in this country was considerable. The decision was made to begin production of the company's own cigars which were called 'Fluor Mercurio'.

1908 - 1934
Over the next few years the company expanded its range and by 1908 it was importing tobacco products from various companies in England, Cuba, Egypt, Turkey and America and the company relocated to offices on the fifth floor at 92b Pitt Street.

At this time the area serviced by the company covered the whole Pacific region and saw expansion of the company's range of interests to include other consumer items, among them, perfumery products from the prestigious Pinaud company in Paris. The company also expanded into pharmaceutical and food products.

The company's founder, Fernand Levic, retired in 1920 after spending 36 years at the helm of the business he loved. He rewarded his most faithful employee, Charles Stuart Alexander, by selling him a 50 per cent share in the business for a mere 100 pounds. Fernand's 19 year old son, Gerald, also entered the business as a 50 per cent shareholder.

The company was renamed Stuart Alexander and Company and entered a period of expansion in the trading of tobacco products. Gerald travelled throughout Australia and New Zealand as well as Europe and America acquiring agencies for the company. This was a period of great success for the company. It was a success driven by two dedicated individuals in Charles Stuart Alexander and Gerald Levic.

In 1930, with the country in the grip of the Great Depression, Gerald purchased the remaining 50 per cent shareholding from his father’s former partner and Charles Stuart Alexander retired.

1936 - 1945
The company was 52 years old when Gerald Levic, son of company's founder, passed its management to George York. Gerald was leaving for Europe and expected to be absent for an extended period. George was just 21 years old. George had originally been employed as a messenger in the early 1930's. George had impressed people with his natural business ability and quickly rose through the ranks. Together with Lionel Mitchell and Wesley Browne, he ran the company in Sydney until 1942 at which point all three enlisted in the armed forces. George was reported missing in 1944, believed killed in a raid over Hamburg.

Nita Shannon, first employed as a clerk in 1912 took over the management of the business in 1945.

Nita worked for Stuart Alexander and Company until 1965 – an amazing 53 years. During her time with the company, Nita witnessed many events that shaped the society we live in today and her amazing record of never missing one day at work in that time, still stands.

World War One was ready to erupt just after Nita began and by the time she retired, she had seen the rise of Hitler and Mussolini and the outbreak and conclusion of World War Two. A myriad of inventions and developments also changed the way in which we live. From small changes, like the invention of the crossword puzzle and the bra (both in 1913), to world-stopping events, such as the invention and use of the Atomic Bomb in 1945, Nita saw it all happen.

1946 - 1970
In 1946 Gerald Levic returned from England with his wife and their daughter Fiona. Although he had minimal connection to the company during his 10 years in Europe, Gerald displayed the business acumen he'd shown in his early days.

In the aftermath of World War Two, the Australian market was bereft of stock and the demand for cigarettes was enormous. Gerald, Wesley Browne and Lionel Mitchell began again to import cigarettes and cigars from all over the world, regenerating the company's core business. Stuart Alexander & Co acquired the agency for Henri Wintermans cigars in 1949 and this relationship is still strong today. For the next 20 years the company steadily built on the already strong foundations of the past, expanding and increasing its business.

1971 - 1994
In 1971 the company, now under the control of Wesley Browne as Managing Director, moved to Rosebery in Sydney. This helped consolidate the business under one roof in readiness to develop new categories other than tobacco and cigars. Four years later, Stuart Alexander & Co launched Moccona coffee in Australia (1975). Over the next two decades the company continued to grow and add products to its portfolio including Guylian chocolates (1987) and Van Melle Brands (Mentos in 1992).

In 1992, having successfully built Moccona as a brand, Stuart Alexander & Co sold the rights back to the brand owner.

1995 - 1999
The three years from 1995 to 1998 were the beginning of a great change within the company.

During this period, Wesley Browne who had started with Stuart Alexander & Company more than half a century before and who had been the driving force of the company retired. Wesley Browne had dedicated his working life to developing the Stuart Alexander business into a well-recognised and respected company, both in Australia and internationally.

Wesley Browne, passed the torch to his son, Garry Browne in 1995 who started to focus on food and premium brands as the company’s direction.

Stuart Alexander took on the Storck business of Germany, one of the largest confectionery companies in Europe. In the same year, both Lindt and Sprungli decided they wanted to establish subsidiaries in Australia and so, after 10 years, they were no longer part of the Stuart Alexander portfolio.

In 1999 the company parted ways with another long time partner, Douwe Egberts. Stuart Alexander and Company had represented Douwe Egberts in the tobacco business for 48 years and launched Drum onto the Australian market.

2000 - 2001
The new Millennium saw Stuart Alexander take on the world famous Tabasco brand, popular confectionary brand Campino, American favouite Hershey, premium English chocolate brand Elizabeth Shaw and Sally Williams fine nougat. These brands and a bursting portfolio enabled Stuart Alexander to become well known as specialist in food and premium brands.

In 2001, Stuart Alexander opened its doors in New Zealand.

2002 – 2003
In 2002, Stuart Alexander started a new era in owning its own brands and purchased Australian icon brand Rosella. The Rosella brand had been a symbol of purity and quality within the Australian food market for over a century and this move by Stuart Alexander saw the brand return to Australian ownership after 50 years.

In 2003, Stuart Alexander acquired their second proprietary brand - Gourmet Biscuit brands – Luken& May and Bite Me!

The history of the company spans over 120 years and touches three centuries. Today Stuart Alexander is recognised as one of the leading importers and marketers of household brands. It is one of the leading Australian private companies and is renowned for its passion for building brands in the Australian and New Zealand markets.

In 2004 Stuart Alexander will celebrate 120 years in operation.