The original site and factory development was undertaken by Birmingham-based copper plate printers White and Pike Ltd. Looking to consolidate a number of small sites around Birmingham, and diversify into new areas, they chose a series of 20 agricultural fields in Northfield eight miles to the south of the city on the Bristol Road at Longbridge. The site was bounded by: Lickey Road; Lowhill Lane; the Midland Railway's main Birmingham to Gloucester mainline; and the Halesowen Joint Railway with the Great Western Railway. The purchase also included Cofton Hill, which rose above its surroundings. Designed by Stark & Rowntree of Glasgow and constructed by James Moffatt & Sons of Camp Hill, the factory was built at a cost of £105,000, opening in the first quarter of 1895. Unfortunately the venture failed, and the site was repossessed by the bank in 1901.