‘Spillers’ stand at the Ideal Homes Exhibition, Olympia, which continues to April 29, has been so designed that it far surpasses any previous exhibit – in fact, it is so distinctive in character as to be one of the dominating displays of the exhibition. It is ultra-modern in design, and is an eminent architect’s conception of stand building in 2033 rather than 1933.

The stand, as a whole, has for its one purpose the offering of a complete service to dog-owners. Visitors will be able to see the entire range of Spillers’ celebrated Dog Foods – to learn about the distinctive qualities of each separate product and their respective suitability for puppies and adult dogs of all ages and breeds. They will be able to examine the huge selection of Spillers’ doggy appliances and requisites, and if they want advice about their dogs, or where to get the dog of their choice, then the experts on Spillers’ stand are there to help them.

Certainly the most interesting feature will be the daily display of different breeds of champion dogs. Throughout the progress of the exhibition some of the most famous and champion dogs of Great Britain will occupy the imposing range of kennels and runs at Spillers’ stand. Visitors will be enabled to inspect these dogs at close quarters. This section of the display is in the capable hands of Major C.E.W. Beddoes, who is responsible for Dogs’ Baths and Requisites, Ltd., the famous dogs’ beauty parlour.’

Inc. photograph.

‘The longest queues at Olympia are composed, not of home-makers waiting to investigate the refinements and newest gadgets of the 1933 show houses, but people eager to see and fondle the four-footed pals without which no family circle can be deemed complete, or any home considered ideal.

The canine aristocracy is assembled at Olympia from scores of famous kennels up and down the country to be housed for the duration in temporary ideal doggy homes erected and staffed by the dog’s universal providers – Spratts.

Side by side with Lorna, Countess Howe’s magnificent Labrador Retriever, Ch. Bramshaw Bob, the canine champion of champions, the visitor is invited to make the acquaintance of hardly less worthy representatives of such unfamiliar breeds as the Thibetan [sic] Terrier, the Thibetan Spaniel, the Afghan Hound, or the Norwich Terrier – the newest breed to be recognised by the Kennel Club. Spratt’s believe in variety. On every working day throughout the run of the exhibition, the program of dog and puppy exhibits is changed entirely, but on any day, the visitor will find there dogs worth scores or hundreds, and in quite a number of cases, thousands of pounds apiece in the company of dogs for which fantastic price offers have been made or refused, and others which (the owners will tell you) all the money in the world could not buy.

Practically all the dogs on show are Tail-Waggers, with the result that Spratt’s champion dog show is being visited by a host of celebrities – men and women prominent in social and political circles, art, music, literature, and the drama, and, of course, sport, who are themselves owners of Tail-Waggers.’

Inc. photograph.