Les Usines du Lardy réunissent les marques de moyeux — L’Officiel du cycle, 1 October 1955, the R.M.M., New-Star and Exceltoo Merger

From L’Officiel du cycle, du motocycle et du camping, 1 October 1955, N° 20, the paper’s special number before the Salon du Cycle at the Porte de Versailles, page 201: “Les USINES DU LARDY réunissent désormais les marques de moyeux R.M.M., NEW-STAR et EXCELTOO”: merger of two Saint-Étienne hub makers (M. Étienne Perrin and Joseph Courson); portrait of M. Étienne Perrin. The title, headings, captions and lists are transcribed as printed; the text is summarized in Ebykr’s words, and the page images carry it in full.

— Page 1 —
Les USINES DU LARDY réunissent désormais
les marques de moyeux R.M.M., NEW-STAR
et EXCELTOO

M. Etienne PERRIN.

[Ebykr summary; the article’s text is not reproduced. The notice opens by saying that pooling manufacturing means that have proved themselves is the formula just applied by two industrialists of the Saint-Étienne region, whose respective products already enjoyed an enviable reputation. The author calls the idea excellent in itself, since in this era efforts should be joined in one technical and commercial organization, and says the results certainly give every satisfaction.]

[Ebykr summary, second paragraph. An agreement has thus been concluded between two hub specialists, MM. Étienne Perrin, of Boën-sur-Lignon, and Joseph Courson, of Saint-Étienne. All the “R.M.M.”, “New-Star” and “Exceltoo” products now come from the Usines de Lardy, the new corporate name that seals the merger.]

[Ebykr summary, third paragraph. In truth, for the Usines de Lardy the way was opened some fifty years ago. The director, M. Étienne Perrin, has continued the work of his late father. It is a family firm, since M. Perrin’s two sons, René and Maurice, now give him valuable collaboration. M. Joseph Courson had the honor of heading an “Exceltoo” works thirty years old. With such references the new company will have no trouble keeping the confidence of a clientele that has already appreciated its manufacture. The last printed line of this image begins a further sentence, “Grâce à leur équipement moderne, grâce aux qualités de leur personnel et à la valeur de leurs techniciens, les Usines de LARDY”, which continues in the next image.]

[Text with one halftone portrait, a column cut from a magazine page. The heading is in bold roman capitals and lower case, aligned to the right and set over three lines, with the marque names R.M.M., NEW-STAR and EXCELTOO in bold capitals. The body is set mostly in italic with a few phrases in bold roman and surnames in small capitals. A small halftone photograph at the left of the lower half shows a man seen from the chest up, in a jacket, shirt and tie, with dark combed hair, looking toward the viewer; the text wraps around its right side. Its caption beneath, in small roman type, reads “M. Etienne PERRIN.” There is no drawing, signature, street address or telephone number, and no text from the reverse of the leaf shows through.]

— Page 2 —
[Ebykr summary, continuing the sentence from the previous image; the article’s text is not reproduced. The Usines de Lardy are able to carry out quality work. In the middle range of hubs for cycles, cyclomoteurs and vélomoteurs, they rank among the first French organizations. The notice closes with a line in bold roman type, “Les moyens dont elles disposent sont une garantie de succès.”]

[Text only, three lines of italic editorial copy followed by one closing line in bold roman type, cut from the foot of a magazine column. The end of the second italic line is clipped at the right edge of the crop, so the last letters of one word are lost. There is no heading, drawing, photograph, signature, street address or telephone number, and no text from the reverse of the leaf shows through.]