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In Australia in the 1920s  there was little to distinguish the bicycle frames manufactured in the many small factories and workshops that were so common in the industry.  In the public view it was often the quality of the components that proved critical to a buyer's choice.  Gaining access to quality components was crucial to establishing a manufacturer's reputation.  And so, in the case of Malvern Star, the battle for access to, and distribution of, components proved vital.  Vincent Freeth, writing in 1945, explained the story behind the distribution rights to B.S.A components in his book "Silver Anniversary: Allied Bruce Small Ltd., 1920-45 (Bruce Small Story)"

A Test of Strength.

Fate played its full hand in 1928 with a challenge to the future expansion of the enterprise. With greatly increased retail outlets, it was essential to have a parts supply on a direct importing basis. Conflict with existing wholesalers resulted when the company was refused admission to their association and the right to import its requirements direct.  A hurried conference and Bruce Small left for Birmingham to beard the manufacturer lions in their dens. They were polite, but unhelpful. They were fearful of disturbing the established wholesale trade in Australia.  Bruce made an alternative arrangement with a manufacturer not already trading in Australia - an alliance which established the newcomer with a dominating share of the Australian trade.

 

Capitulation of the wholesalers and manufacturers came the following year. Overseas factories decided that Bruce Small outlets were too considerable to be ignored, and pleaded for orders. Today the procurement of supplies is in the hands of a resident executive in Birmingham, who keeps a constant watch on overseas developments.

 

In 1935 the Birmingham Small Arms Company makers of the famous B.S.A. parts appointed Bruce Small as Australian distributors.

Securing the B.S.A franchise proved to be a key strategic move as it provided control over the industry.

Part of the deal involved B.S.A gaining access to "Oppy's" services to promote their brand in England.  The 1935 Australian cycle team in Britain rode not for Malvern Star but for B.S.A. and "Oppy" on his series on point to point record breaking rides in Britain did so for the publicity benefit of B.S.A.  

Sir Hubert Opperman also described the battle for component rights in  "Pedals, Politics and People":

Bruce had already gone to England in an endeavour to look for smoother roads of commerce than in Australia. The expansion of Malvern Star, its sales volume, mounting turnover and purchases, had brought him into conflict with 'the closely knit combine of wholesalers whose prices for his gross lots were maintained at the same level as for single items to one-shop retailers. While he developed more equitable purchasing in Sydney, then in time almost as far as today's flights to London, he had finally decided to open General Accessories as his own Melbourne wholesale company. The "ring" then prevailed upon English manufacturers of popular lines to cut off supplies to him on the threat of cancelling their total Australian orders. With these doors closed as tightly as the Hanover offices, Bruce then tramped around the Birmingham manufacturing by-ways and discovered an Eldorado of bicycle parts and accessories.

From "Pedals Politics and People" Sir Hubert Opperman