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Unicorn
Lowy behold
F
rank Lowy emigrated from Hungary to
London in the 1920s, where he worked
as a patents translator. On a family
holiday to Devon, a farmer invited him to
the local pub one evening, and across the
smoky bar, and above the straw-covered
floor, Lowy caught his first glimpse of the
game of darts. Typically in the 1920s, darts
were constructed from a piece of wood
with a shard of lead forced into one end,
and a folded piece of paper serving as the
flight at the other. No two darts were
identical, and they were sold individually
from tea chests in markets or hardware
stores.
Lowy, who had once worked as an apprentice
engineer, quickly recognised that the game of
darts would be improved beyond measure if the
darts were more aerodynamic, durable and if
they came in uniform sets of three. The concept
of the modern dart was born.
Lowy experimented with different shapes and
materials before patenting the Silver Comet in
1937, which was made from silver nickel. He
started to manufacture the Silver Comet and sold
them through sporting goods stores. Despite
costing consumers at least 10 times more than
the traditional darts, the demand for the Silver
Comet was such that Lowy left his patents job to
establish Unicorn Products during World War II.
Unicorn rapidly became the world’s leading
manufacturer of darts, dartboards and
accessories, and the company continued to
innovate, introducing plastic flights to the sport.
In 1975, it was Unicorn that inaugurated the
World Darts Championship.
As a naturalised Briton, Lowy became the first
Briton to be inducted into the Hall of Fame of the
Sporting Goods Association of America, Titanium or Natural Tungsten finish, with enjoys a UK market share of around 40%.
posthumously in 1982. His son Stanley was matching shafts. For 2010 though, Unicorn has “We are dominant,” adds Lowy. “In truth we
managing director of Unicorn for 42 years and added a striking Black Titanium finish to the are dominant around the world, but we have
still serves as non-executive chairman, with collection. Positioned at the very top of Unicorn’s localised pockets of competition.
grandsons Richard and Edward now at the helm. 2009 range, a set of three darts comes with ‘The “Many darts companies I know are lazy, under-
Power’ flights (in three colour options) and a resourced and they don’t support their staff,
premium Midi wallet, and retails between £50-70. players or customers like they should, and that is
we have sold over 60,000 sets of that Phase 2 In fact, for 2010 Unicorn is introducing the why they are struggling. It’s a real malaise. They
model. We could not believe the demand.” Black Titanium finish to all of the darts in its have not invested in innovation or in players, they
Almost certainly the best darts player the world World Champion series, which features the darts are not on TV and so they have not got anything
has ever seen, Taylor is the figurehead of Team Unicorn has designed specifically for each of its to say for themselves. They’ve got no story to
Unicorn, a group of players that includes no less Team Unicorn world champs. The darts have the sell.”
than six World Champions with 27 world titles new Black Titanium finish on the barrels and A visit to Unicorn’s recently renovated and
between them: Taylor; John Lowe; Bob shafts, and Unicorn says that ‘Physical Vapour impressively interactive website clearly illustrates
Anderson; John Part; Raymond van Barneveld and Deposition’ gives the darts an ultra-hard surface how the evolution of Unicorn is entwined with
Russia’s Anastasia Dobromyslova. and superb grip, feel and durability. The sets are the evolution of darts as a sport, as a whole. Not
Taylor has gradually progressed to the 26-gram finished with matching black flights that are having a story to sell is an accusation that could
Phase 5 dart that he is using in competition this decorated with a new, all white adaptation of the never be targeted at Unicorn with anything like
year, and which – unsurprisingly – has become Unicorn logo. The Power’s accuracy.
Unicorn’s best-seller. Made from 95% tungsten Lowy estimates that due in large part to
nickel alloy and with steel tips, until now the offering such a comprehensive catalogue that www.unicorn-darts.com
Phase 5 barrel came with a Golden Unicorn covers a broad range of price points, Unicorn
July 2009 SGB SPORT 25
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