About Us - warehouse

About Us

Orthoform® Wire Ltd combines the friendly, personal service of a family-run company with the knowledge and experience we’ve gained supplying orthodontic products to the dental industry for three generations.

Quality, service and value is the foundation of our business, and something we pride ourselves on delivering with every order you place. At Orthoform Wire, our mission is to always provide the highest quality orthodontic wire products at the best possible value, and with our Multi-Buy discounts which offer savings of up to 50%, we can help you reduce your costs and optimise your budget, without compromising on quality. We offer a wide range of wire alloys and auxiliaries from stock, all available at unbeatable prices and with next-day delivery.

Your satisfaction is our priority, and we’re always open to feedback so if there’s something you can’t find on our site, or a question you need answering, then please contact us and we’ll be delighted to help you.

We’d like to take this opportunity to thank you for choosing Orthoform Wire, and we look forward to working with you in the future.

Jason Russell / Samantha Hirsh
Directors

Our History

Orthoform Wire Ltd is a relatively new company, as we were only incorporated in 2013, but Orthoform brand products have been supplied worldwide by Hawley Russell & Baker since 1958. We have to go back to 1945 to trace our beginnings…

1945

In January 1945, brothers Gerald and Gunter Russell (my Grandfather and Great-Uncle) incorporated Hawley Russell & Baker Limited as an import-export company in a small office at 41 St Andrews Hill, London EC4, an area still badly bomb damaged from the Blitz, and within a stone's throw of St Paul's Cathedral.

True entrepreneurs, the organisation sourced products worldwide for international clients. Strange and colourful consignments were sent from St Andrews Hill to clients all around the world. Dried stockfish was imported from Norway and Iceland and exported to Colonial Africa, thousands of thermometers passed through the office, but it’s probably best that no-one ever finds out where the ten tonnes of mothballs ended up...

1951 - 1958

Understandably larger premises were needed and in 1951 Hawley Russell & Baker relocated to 20 Blackfriars Lane, just over Blackfriars Bridge, one street away.

In the mid-1950s, Dr William Grossmann, Consultant Orthodontist at University College Hospital London, and a friend of my Great-Grandmother, mentioned to the brothers how hard it was to purchase quality orthodontic products in the UK. Sensing another good opportunity, they approached and were made UK agents for the German dental manufacturer Dentaurum AB in 1958, and also launched a range of own-brand products, thus beginning their specialism in the supply of orthodontic products.

1970 - 1991

In 1970, the organisation moved out of London to Leighton House, at 35 Darkes Lane in Potters Bar, Hertfordshire. Gerald’s son John (my father) joined the company in 1985 and 5 years later, in 1990, took over the running of the company after Gunter passed away.

In 1991, the need for more space was evident once again, and John purchased a small industrial unit at 3 Station Close, just over the road and approximately 200m from the old office. I vividly remember this, as the removal company decided it wasn't worth loading a truck for such a short distance, so we all carried or wheeled the furniture and stock across the road like a column of ants, stopping the traffic as we went!

1999

In 1999 Dentaurum gave Hawley Russell & Baker the opportunity to stock the full dental laboratory product range, including Tiolox implants. They needed more warehousing space to accommodate the new product lines, so in January 2000 moved next door to number 4 Station Close, with large warehousing facilities and three times the space.

2013 - Present

In early June 2013, John retired and closed the Hawley Russell doors for the final time, after 68 years of trading. I decided to continue the supply of the popular Orthoform wire range and purchased the Orthoform brand from Hawley Russell. By September 2013 Orthoform Wire Ltd was up and running!

We’re incredibly proud of our roots and the company’s origins, but the stockfish and mothballs are one aspect of our heritage which we’re quite happy to leave in the past!

Jason Russell

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01708 726 535 (Monday-Friday, 09.00-17.00)
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