Elsie Bertram
Elsie Bertram | |
|---|---|
| Born | Template:Birth date Norton on Tees, County Durham, England |
| Died | October 26, 2003 (aged 91) Norwich, England |
| Occupation(s) | Bookseller, philanthropist |
| Known for | Co-founder of Bertrams book wholesaler; founder of Norfolk Diabetes Appeal |
Elsie Bertram (née Hacking; 6 June 1912 – 26 October 2003) was a prominent English bookseller and philanthropist specializing in wholesale publishing. In 1968, she co-established the book wholesaler Bertrams alongside her eldest son. Prior to this, she became the wholesale distributor for Pan Paperbacks throughout East Anglia in 1965 and, three years later, secured a distribution agreement for a children's book range from Hamlyn. The founding of Bertrams marked a significant advancement in the distribution network for books across the United Kingdom. In 1987, Bertram initiated the Norfolk Diabetes Appeal to fund a diabetic care unit at West Norwich Hospital as well as a specialized eye clinic. Her contributions are commemorated annually through the Elsie Bertram Memorial Lecture.
Early life
Elsie Bertram was born on 6 June 1912 in Norton on Tees, located in County Durham, England. She was the daughter of a Lancastrian who sold veterinary medicines for cattle. Bertram attended a private school before earning a scholarship to Stockton-on-Tees High School. While she did not excel academically, she notably won a sack race prize presented by local MP Harold Macmillan. After completing her education, she joined the statistics department at ICI as a clerical officer. In 1935, she married Edward Bertram, also an ICI employee, and relocated to King's Lynn in Norfolk, East Anglia prior to World War II. The couple had two children who survived infancy.
During her husband's tenure with Army Intelligence, Bertram took charge of his farming agency that sold agricultural medicines and volunteered as an ambulance driver with the St John Ambulance Brigade, receiving recognition for her dedication. In 1950, the family moved to Norwich, where she began raising chickens using backyard coops.
Publishing and fundraising career
In 1965, Bertram assumed the role of wholesale distributor for Pan Paperbacks across East Anglia. Initially storing books within her chicken sheds, she successfully increased sales volume before adding Hamlyn's children's titles to her portfolio. She recognized that diversifying the catalog would enhance revenue and secured this contract accordingly. Subsequently, the Bertram family became Hamlyn’s wholesale supplier in Norfolk during a period when union disputes at its Rushden warehouse caused distribution challenges in 1968. That same year, Elsie and her son Kip launched Bertrams with limited capital by selling their chicken sheds to finance rented premises. The company’s headquarters were established at The Nest on Rosary Road overlooking the River Wensum, situated on what was once home to Norwich City F.C..
The Times described her approach as "easy and agreeable," which enabled her to convince publishers to adopt wholesale pricing models instead of traditional discount structures. She maintained rigorous work hours—often twelve hours daily—overseeing operations from dawn until dusk. Although she was hesitant about union involvement and resisted computerization initially, she adeptly navigated business challenges and criticism. Within months of its inception, Bertrams emerged as one of the United Kingdom’s foremost book wholesalers and later expanded services to include internet retailers. She divested from the company in 1999 for £50 million; at that time, it employed approximately 750 people with annual revenues near £70 million.
Bertram established the Norfolk Diabetes Appeal in 1987, personally contributing £120,000 from her pension due to her children’s experiences with diabetes. Through her efforts, £1 million was raised to support the diabetic unit at West Norwich Hospital alongside a specialist eye clinic subsequently named the Elsie Bertram Diabetes Centre in tribute. The center was inaugurated by Charles, Prince of Wales in 1991. To aid fundraising, she organized biannual sales offering damaged books at half price from the Norwich warehouse, donating all proceeds to the appeal. Additionally, she auctioned off a sprout presented by Charles during the center’s opening for £1,000 as part of fundraising activities. Beyond this work, Bertram was actively involved with the friends group supporting Norwich Cathedral.
Personal life and death
In 1987, she received the honor of being named a Member of the Order of the British Empire in recognition of her contributions to the book industry. That same year, her husband passed away before her. She died on 26 October 2003 in Norwich. Her funeral was private, with a subsequent memorial service held at Norwich Cathedral on 21 November.
Legacy
Although she was not a passionate reader herself, Bertram earned acclaim for her pivotal role in enhancing book distribution throughout the United Kingdom. Beginning in 2004, the annual Elsie Bertram Memorial Lecture at the John Innes Conference Centre commemorates her significant impact on diabetes care services in Norfolk. Additionally, the Elsie Bertram Award for Sales Person of the Year was presented once during the British Book Awards in 2004.