Guy Rogers Ltd
During the 1950s the race was on to design the perfect chair. Public seating, armchairs, unit seating chairs that nest, plastic seat shells, metal chairs – all changed during the decade. George's client Arthur Webb with whom he was already working at Hygena, acquired another Liverpool firm called Guy Rogers Ltd. They were doing well with fireside chairs and leathercloth three-piece suites. As George puts it Arthur Webb said: “I want you to design a range that is cosmopolitan rather than provincial and suits the home and the contract field equally well. In other words repeat the Hygena success!” Between 1955 and 1971 George and his studio team, working closely with Guy Rogers resident in house designer, Eric Pamphilon, created dozens of ranges with an inner grid of standardisation and utilisation linking many of them. The company was known for craftsmanship and quality. They created furniture which was iconic of the period. Guy Rogers established a successful partnership with the prestigious London store Heals. The company grew in stature and esteem so much so that it became a target for a takeover bid.
1950s Designs for Guy Rogers
What is Afromosia?
The wooden structure of many of the Guy Rogers's chairs was made of Afromosia . This is sometimes referred to as African teak but isn't actually teak, coming from a different family of wood. Guy Rogers later moved into using teak.
Here is one of George's original drawings for a a convertible couch dating from 1956
A Guy Rogers brochure from 1958
Early designs for Guy Rogers show George's twin interests in ergonomics and how the chair was actually to be produced. This early design retains much of the original "fireside" vibe of original Guy Rogers chairs. But it also prefigures the very popular gambit range.
This is the Sapele group shown in the 1958 brochure and a photograph from George's archives.
"The bed settee is fitted with a Dunlopillo mattress on Dunlop webbing. The back is sprung and has storage space for bedding held in position by two sliding trays.
The frames on the whole of this group are made of the best quality sapele. The bed settee breaks down into 2 arm sections, one back section, one mattress and one base section for ease of movement into and out of houses or shops."
Caption from photograph.
Increasing Complexity and New Style
Publicity photograph of Guy Rogers furniture on display in department store Maples, undated, but probably mid 60s
Beverly Hills
This catalogue photograph shows the Beverly Hills range of furniture which was one of the most successful of George's designs. It was manufactured from 1961.
Original drawing from 1964, and prototype chair from the designer's own home which was sold at auction in 2025.
Publicity photograph of a recliner, dated 1970
Sombrero Chair
As the 60s became the 1970s, styles began to change. The Gambit and the Beverly Hills designs endured. George looked at innovative ways of using moulded plastics. The Sombrero chair was born. This was also developed for contracts/public seating.
Working drawings for the sombrero chair which show George's attention to detail and interest in the way the chair would be produced and the materials.
The Guy Roger's design team
George worked on the design of many exhibition stands and displays for Guy Rogers as well as the furniture itself. I have found a press release from one of these, undated but probably late 60s.
"Guy Rogers are retaining the services of George Fejer Design Studios on product design and development, and have a resident design team at the factory under Eric Pampihilon . The fabrics and colours used in the Guy Rogers range, Margaret Leischner is retained as consultant. This team has been brought together solely for the purpose of bringing professional skill and expertise to bear on the products in a single-minded effort to benefit the user."