Shortly before his death Thomas handed over control of the firm to two of his sons, Frank and Walter, and it was they who first gave the firm the name Elliott Brothers. They reinvigorated the enterprise and, by 1893, it merited the description "General Builders Merchants". In 1901 the firm was incorporated with the name Elliott Brothers Ltd. The doubling of Southampton's population between 1890 and 1920 stimulated a further increase in Elliotts' business and, by the late 1930s, annual sales were regularly exceeding £50,000.