![]() They were in order RMS Olympic, RMS Titanic and RMS (later HMHS) Britannic. Three ships of the Olympic class were planned and built. The latter feature was largely meant to attract the wealthy and the prosperous middle class. Ismay's new type of ship would not be as fast as their competitors, but it would have huge steerage capacity and luxury unparalleled in the history of ocean-going steamships. In 1907, Ismay met Lord Pirrie of the Harland & Wolff shipyard to discuss White Star's answer to the RMS Lusitania and the RMS Mauretania, the recently unveiled marvels of their chief competitor, Cunard Line. Carter stating that he and Ismay boarded a lifeboat only after there were no more women. Behr indicating Ismay had helped supervise loading of passengers in lifeboats, and of William E. Columns included the statement of attorney Karl H. Within five days of the sinking, The New York Times published several columns relating to Ismay's conduct-concerning which "there has been so much comment". White Star Line became one of the IMM operating companies and, in February 1904, Ismay became president of the IMM, with the support of Morgan. Morgan hoped to dominate transatlantic shipping through interlocking directorates and contractual arrangements with the railroads, but that proved impossible because of the unscheduled nature of sea transport, American antitrust legislation, and an agreement with the British government. IMM was a holding company that controlled subsidiary operating corporations. Morgan & Co., which was organising the formation of International Mercantile Marine Company, an Atlantic shipping combine which absorbed several major American and British lines. In 1902, Ismay oversaw the sale of the White Star Line to J.P. These vessels were designed more for size and luxury than for speed. ![]() He decided to build four ocean liners to surpass the RMS Oceanic built by his father: the ships were dubbed the Big Four: RMS Celtic, RMS Cedric, RMS Baltic, and RMS Adriatic. Chairman of the White Star Line Īfter the death of his father on 23 November 1899, Bruce Ismay succeeded him as the chairman of the White Star Line. In 1901, he was approached by Americans who wished to build an international shipping conglomerate (the International Mercantile Marine Company) to which Ismay agreed to sell his firm. In addition to running his ship business, Ismay also served as a director of several other companies. Ismay had a head for business, and the White Star Line flourished under his leadership. In 1899, Thomas Ismay died, and Bruce Ismay became head of the family business. In 1891, Ismay returned with his family to the United Kingdom and became a partner in his father's firm, Ismay, Imrie and Company. George Bruce Ismay (6 June 1902 – 30 April 1943), who married Florence Victoria Edrington in 1926.Evelyn Constance Ismay (17 July 1897 – 9 August 1940), who married Basil Sanderson (1894–1971) in 1927.Thomas Bruce Ismay (18 February 1894 – 27 April 1954), who married Jane Margaret Seymour, a daughter of Walter Seymour of Ballymore Castle, Co.Henry Bruce Ismay (3 April 1891 – 1 October 1891). ![]() Margaret Bruce Ismay (29 December 1889 – ), who married George Ronald Hamilton Cheape (1881–1957) in 1912.On 4 December 1888, Ismay married Julia Florence Schieffelin (5 March 1867 – 31 December 1963), daughter of George Richard Schieffelin and Julia Matilda Delaplaine of New York, with whom he had five children: Bruce was one of the founding team of Liverpool Ramblers football club in 1882. ![]() ![]() He then went to New York City as the company representative, eventually rising to the rank of agent. He was apprenticed at his father's office for 4 years, after which he toured the world. The younger Ismay was educated at Elstree School and Harrow, then tutored in France for a year. Thomas Ismay was the senior partner in Ismay, Imrie and Company and the founder of the White Star Line. He was the son of Thomas Henry Ismay (7 January 1837 – 23 November 1899) and Margaret Bruce (13 April 1837 – 9 April 1907), daughter of ship-owner Luke Bruce. ![]()
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