From 1923 until 1926 Woolworth commissioned two suppliers, Crystallate and Vocalion, to make records for its stores. The Managing Director, William Stephenson, believed that competition between the partners would keep the range fresh and ensure a good service.

As the offer grew in popularity it became very lucrative for the suppliers, but both feared that Woolworth might drop them and move to a single partner.

In secret they hatched a plan to join forces and then pool resources to convert from a mechanical to an electronic recording process. They hoped to persuade Woolworth to replace the previous brands with their new marque called 'The Victory'. The discs would have a seven inch (17.5cm) format with clearer sound and a longer playing time. They would have the same cost and selling prices as Mimosa and Little Marvel, making them even better value for money.

Woolworth was happy to accept the new arrangement. 'The Victory' releases included the latest popular songs and high fidelity instrumentals, as well as dances and a popular children's series. The sixpenny (2½p) discs were unbeatable value, matching the 'Broadcast Records' which sold in specialist stores for one shilling and threepence (6¼p), for both quality and variety.