Our Story
Ulric of England is a forward-thinking, mail order business, providing a modern, bespoke-solution, to buying, selling, and collecting authentic medals, vintage military watches and militaria.
Our specialisation includes collectible pieces from the Napoleonic Wars, WW1 & WW2. We also represent more recent conflicts for example the 1982 Falklands War.
Founded in 1976 by Ulric Woodhams, today Ulric of England comprises a relatively small, specialised team, overseen by Ulric Woodhams. To find out more, read the short Interview and Chronology below:
Our Story | Ulric Woodhams | An Interview
How did Ulric of England get its name, and How does the company differentiate? These two questions – and perhaps more importantly- the answers - are critical to Our Story.
The short answer to the first question is ‘Chuck;’ the detailed answer features in the Chronology.
The answer to the second question is more complex. The obvious response is the sum of several qualities; we differentiate on connoisseurship and specialisation, a willingness to learn and share, the ability to achieve exceptional sales and adapt to change, our bespoke approach, provision of both Goods & Services, and commitment to military heritage.
Where we truly differentiate however may be defined by ‘empathy.’
Empathy applies to how we approach our specialised subject, the highly-personal ‘Art of Collecting,’ and our customers: sellers reluctantly parting with carefully curated collections and treasured family heirlooms, inspired, occasional buyers looking for a particularly special , heritage piece to commemorate a benchmark birthday, discriminating collectors with exacting standards, impulsive tech-savvy buyers seeking connoisseurship, moth-phobics on a budget, and many more.
Thank you for dropping-in on our website.
Ulric Woodhams, Ulric of England
Our Story | Chronology
1960s | Six-of-The Best
‘Woodhams, I’ve noted you’re into military history.
I’d like you to look after these, I bought them back from the War.’
The Ulric of England story begins in the early ‘60s when schoolboy Ulric Woodhams, is summoned to the Headmaster’s office, handed half-a-dozen WW2 badges, and is asked to ‘look after these.’
The summons in itself was nothing new; meetings with headmaster and cane were part of the curriculum for young Ulric, however the gesture secured Ulric’s passion – if not an obsession- for military history and its objects.
1976 | How Ulric of England Got Its Name
The spelling for the name ‘Ulric[h]’ differs by the addition- or omission- of a single letter ‘h.’ To the untrained ear- and/or voice- the pronunciation is difficult –if not impossible- to differentiate.
The English spelling [omits the ‘h’ suffix], and is determined by the origin of the the Middle English spelling, which in turn may be traced to the Old English name Wulfric. Wulfric broadly translates to ‘wolf power.’
The German spelling [includes the ‘h’ suffix] originates from the ancient Germanic name Ulrich, and/or its variants Hulderic and Odalric.
In the course of establishing the fledgling business, Ulric Woodhams made frequent visits to Germany where he was often introduced to colleagues and potential customers by the moniker, Ulric of England.
The moniker, a friendly gesture with a hint of irony, was simply intended to distinguish English Ulric Woodhams from his German namesakes; however it stuck –and spread.
Chuck’s telephone call was certainly instrumental in defining Ulric of England as the business name, however some forty years-on, ‘who-chose-who,’ remains open to debate. Ulric Woodhams recalls;
I realised the business had acquired a name when a fellow named Chuck- a prospective customer who I’d never met - or previously spoken to, telephoned from Texas one Monday morning in January 1976, and declared in characteristic Southern drawl;
‘Gee, this is my first Rodeo, am I tawkin’ to Ulric of England? ‘
1977 London Shop
The London retail outlet opened in 1976 and closed in 1979. The sale and purchase of Goods primarily conducted by mail order and trade fairs since 1979.
1980s Brand Identity
The first Ulric of England logo included the letter ‘U’ mounted onto a shield, (the shape inspired by medieval European heater-shields). By the late ‘80s the logo had firmly established itself as the visual identity for the business.
The current logo-type was introduced in 2007 thereabouts. The sword-shaped letter ‘f’ symbolises military history, honour, strength, courage, unbiased judgement and truth; values upheld for over forty years.
1982 Objects & Subjects
Research and writing commissions from publishing houses.
1984 R.S.V.P. Alan Banbury, Patek Philippe, Geneva
Ulric Woodhams spends a day at Patek Philippe Geneva, following an invitation from Patek’s C.E.O., Alan Banbury.
1991 Perfectly-Timed International Clock & Watch Fairs, (ICWF). An ambitiously-named Joint Venture is established to host vintage watch fairs across the globe.
Similar in concept to the prestigious Salon QP watch events held at The Saatchi Gallery, London since 2010 thereabouts, the fairs are possibly the first of their type in the United Kingdom.
The Royal College of Art, London, is chosen as the flagship venue. Staged twice-a-year, the fairs are patronised by a tranche of international watch collectors, notable European watch makers, auctioneers Christie’s and Sotheby’s. The fairs are also perfectly-timed to capture the emerging trend for ‘vintage originality.’
1992 Ulric Publishing
Ulric Publishing is established. Publishing and related services are formally separated from Ulric of England.
1997 First Website | Pen Name & Ghost Writing
Ulric of England’s first website is launched.
Deutschland Erwache is published by Bender Publishing, USA. Author Ulric Woodhams chooses to use the company name Ulric of England for a pen name.Today, Deutschland Erwache is acknowledged as the definitive work for its subject. Subsequent titles authored by Ulric Woodhams under the pen name Ulric of England include The Reinhard Heydrich Biography, Ulric Publishing, 2001 & 2002, Inside The Allgemeine-SS, Andrea Press, Spain, 2004, and others.
2004 Royal Endorsement
Robert Hobson, founder of The Underwater Heritage Trust elects Ulric Publishing to oversee ‘concept-to-completion’ publishing for Chariots of War.
The book is endorsed by several notable individuals and organisations including H.R.H. The Duke of Edinburgh, and Stanley Johnson M.B.E. (founder of The Eden Camp Museum, Yorkshire, England).
2003 A Difficult Decision
The website is revised, followed by order processing standards, and a decision to cease printing the quarterly mail order catalogue.
The website reaches a new audience, however many loyal customers are disappointed by the decision.
Bespoke buying and selling services are developed including consignment sales and insurance valuations.
2007 Consignment | Methodology | Best Practice
Consignment sales extended to include inherited properties and/or probate. Procedures implemented to ensure formalisation and effective management.
Methodology for appraising consigned Goods is formalised to include best practice for determining authenticity.
2009 Copyright | Compliance | Consignment
Ulric of England invests in legal guidance to manage its intellectual property rights and ensure compliant on-line trading.
Consignment Sales Service expands by volume, value and geography.
2011 Strategy
Marketing strategy re-appraised.
2012 Easy & Secure E-mail Card Invoice-Payment
Easy & Secure E-mail Card invoice-payment system implemented. Although limited to selected products, the payment method is highly popular with both tech-savvy- and more traditional buyers.
2018 The Next Generation
Ulric of England is on-track to continue as the first-choice for buying, selling and collecting authentic medals, watches and militaria.
Short-to-medium term priorities include enhanced consignment sales, bespoke buying and collecting services, digital- and employee investment.
Membership
Ulric Woodhams is a member of the Orders & Medals Research Society [OMRS],Orders & Medals Society of America [OMSA], and The Waterloo Association.
Digital Platform & The Art of Collecting