Lives in Cricket No 19 - Frank Sugg

Walter Sugg’s son Bert continued to be involved in HHB Sugg Ltd until after his ninetieth birthday, but effective direction of the company passed first to his son Hubert Henri Michael Sugg, a solicitor with no great interest in cricket, and then to his grandson Hubert Henri Timothy Sugg, who has a passionate interest in the game and who had the task of managing the business in increasingly difficult times. The development of new leisure activities for more affluent and sophisticated consumers, the growth of fashion sports and leisurewear, and the incursion into the market of large multiple retailers with greater buying power and other advantages created trading difficulties for a traditional business like HHB Sugg Ltd. It found it difficult to adapt to the changes. As the company’s losses mounted, in December 2000 it announced that the business would close unless a new owner could be found. A possible merger with GT Sports came to nothing and most of the business was then sold to a local businessman who, after failing to revive its fortunes, sold it on to Streetwise Sports of Lancashire. Then, with mounting debts, this company put HHB Sugg Ltd into liquidation in March 2001. So ended 113 years of history that had begun with the establishment of the original Sugg business in Liverpool by Frank and Walter Sugg. Frank’s Business Career 115