In early 1962 he formed an alliance with the Colston company, expanding into dishwashers. In September 1962 he took over sales of the Prestcold Refrigerator business and immediately the newly named Rolls Prestcold cut prices to half of those sold by retail outlets. In retaliation in October 1962 the Retail Trade Retailers association launched a £100,000 campaign to combat direct selling. Hotpoint immediately pledged £10,000 towards the campaign and other manufacturers followed suit. This was known in the media as the Washing Machine War. A Rolls washing machine is featured in the Science Museum London in the "Birth of High-Tech Britain" Section.