Dansette

Production

The first models available in 1950-51 were the Plus~a~Gram and the Senior. These were very expensive, and many teens and adults could not afford record players until later. It retailed at 33 guineas, which today would be approximately £800. In 1962, a Dansette Popular 4 speed record player would be sold for 11 guineas and for another 2 guineas one could opt for the Bermuda with a 4 speed autochanger with legs. Despite this, many teenagers acquired one, taking them to parties, and purchasing the latest singles (45s). Many Dansettes were sold in December as Christmas presents, but the majority would be purchased with readily available "hire purchase". In 1958, Dansette started producing the Dansette Junior and later the De Luxe designed to appeal to the teenagers who would take them to and from parties.

The end of Dansette production

By the late 1960s, recording techniques were becoming more sophisticated. Stereo had been virtually ignored until then and there was a change of direction from the 45 to the LP. Customers began to seek more modern hi-fi systems. Samuel Margolin later stated: "Inevitably the market dried up for record players. Imports from Japan took over the market with cut-throat competition and the company went into liquidation." Dansette production ended in December 1969, following the introduction of relatively cheap and efficient Japanese and other Far Eastern imported hi-fi equipment. During the years 1950-1969/70, over one million Dansettes were sold.