❝Such days as when the Royal Mail was run by Cobb & Co❞ ~ Henry Lawson
🌀-🌀-🌀
Cobb and Co is a name that still has much currency within Australian and New Zealand society. In New South Wales in the rural tourist industry there is the “Cobb & Co Heritage Trail” which invites travellers to take the “historical self-drive” following the outback route from Bathurst to Bourke that the celebrated erstwhile coach service once trekked. Queensland holds a Cobb & Co festival each year to honour the historic Surat to Yuleba route. There are touring bus and coach businesses operating that have also appropriated the name…in addition there are “Cobb & Co hotels” and “Cobb and Co bottle shops” scattered around regional areas of the eastern states※.
⇓ Cobb & Co Heritage Trail 
All of this is testimony to the fame of the original Cobb & Company which was once a household transport name, etching for itself a place in the folklore of Australia’s outback regions. The company’s story begins in the goldfields of Victoria in the 1850s. In 1853 the American Adams & Co coach firm despatched Freeman Cobb and three American colleagues⚀ to Melbourne with the objective of establishing a local operation which would capitalise on the hordes of fortune seekers flocking to the Victorian gold rushes. As things transpired, Cobb ended up starting his own coach service together with the other Americans🔰, thus was born Cobb & Co.
Freeman Cobb ⇑ (Photo: www.geni.com)
The first trip (January 1854) of Cobb & Co carrying passengers, goods and equipment went from Collins Street (Melbourne city) to the Forest Creek goldfields (now Castlemaine) and to Bendigo✫. Cobb & Co was a winner pretty much from the outset…by 1856 the company was worth £16,000 (in 2011 values around $2.1 million). Freeman Cobb however didn’t stick around to see the full flowering of it’s success, after three years he sold out of his eponymous company, moving on to other (less successful) ventures. Cobb & Co changed hands a couple of times, and then in 1861 it was purchased by a consortium of nine US and Canadian businessmen for £23,000 ($3.4m in 2011) [‘Cobb & Co: historical transport’, (Kathy Riley), Australian Geographic, 18-Oct-2011, www.australian geographic.com.au].
The driving force of the firm under the consortium was another American immigrant, James Rutherford. Rutherford began by organising all of the company’s lines (the different routes), making them more profitable concerns. Under his leadership Cobb & Co expanded into NSW and Queensland (the NSW operations were based at Bathurst). At the company’s peak in the 1870s, it’s coaches were covering a distance of nearly 45,000km a week with routes stretching from the very top of Queensland (the Gulf of Carpentaria and Cooktown) down to southern Victoria [ibid.; ‘In the Days of Cobb & Co’, Sydney Mail, 20-Apr-1921, www.trove.nla.gov.au]. As one one chronicler of the iconic transport company’s story observed, Cobb & Co was many things combined – “the Qantas, the Australia Post, the TNT and the Holden of its day” [Sam Everingham, Wild Ride, The Rise and Fall of Cobb and Co, (2007)].
James Rutherford ⇓ 
(Photo source: State Library of Queensland)
What accounted for Cobb & Co’s spectacular success in the coach transportation business?
The decisive factors were manifold but basically Cobb & Co beat it’s competitors in several logistical areas. It’s coaches were faster and more efficient…while the rivals used heavy, rigid English coaches for their runs, Cobb imported American Concord coaches (made in New Hampshire and used in the American West) which were rounded and lightweight and had supple coach bodies – far more suited to the rugged Australian landscape than the cumbersome English coaches. Consequently Cobb & Co’s coaches gave a smoother, faster ride [Riley, loc.cit.] (the Concords, though superior, apparently didn’t always deliver that smooth a ride as they were known colloquially as the “red bone-shakers”).
A replica C & C Concord coach on display at Timbertown, NSW ⇓
The Concord coaches were fitted with leather braces and straps in place of the inflexible iron ones used on other horse-drawn vehicles which had a tendency to snap too easily (leather also provided greatly superior suspension for the carriage). Concord coaches were made to last the rugged journey and so contributed to a reputation for reliability that the Cobb service was able to establish [‘Days of Cobb & Co’, loc.cit.].
A master stroke by Cobb was to establish a series of changing stations every 16-32km along the routes. This gave Cobb & Co journeys the big advantage of always having fresh horses, enabling the drivers to maintain high speeds over long distances.
Cobb & Co coachmen – risky adventures, pitfalls and hazards of the job
The drivers themselves employed by the company were possessed of extraordinary skills in managing their horses and vehicles. They had to be to negotiate all the difficulties and obstacles in their paths and still keep on schedule…atrocious roads made worse by inclement weather, flooding of creeks and rivers, and unpredictable encounters with dangerous bushrangers◘, were all recurring events that challenged the mettle of the coach drivers. The dangers aside, experiencing the thrills and (near) spills and the full-on ‘wildness’ of a Cobb & Co journey through “the bush”, must have been an exhilarating experience for colonial travellers in the day.
Many of the drivers, some of which Cobb and (later) Rutherford recruited from the US, were colourful characters in addition to being accomplished horse handlers…blokes such as Dick Houston, Jim Conroy, ‘Silent’ Bob Bates, H Barnes, and not least “Cabbage Tree” Ned Devine. Devine, with his team of distinctive light grey horses, was by all accounts a particularly exceptional driver (earning himself a very good wage of £17 a week)…when the first English cricket team toured Australia (HH Stephenson’s, 1862), Devine was their driver on the Victorian leg of the tour [K. A. Austin, ‘Devine, Edward (Ned) (1833–1908)’, Australian Dictionary of Biography, National Centre of Biography, Australian National University, http://adb.anu.edu.au/biography/devine-edward-ned-3405/text5169, published first in hardcopy 1972, accessed online 31 May 2019].
Ned ‘Cabbage Tree’ Devine ⇓
(Photo source: State Library of Victoria)
Similarly, Cobb & Co’s grooms played an integral role in the highly organised operation…each groom was personally responsible for eight to ten horses and for their gear. The clockwork operation saw the drivers sound a bugle when they were one mile from the next staging post, this alerted the grooms to have the fresh team of horses primed and ready the minute the coach arrived. The pay-off for such a high level of efficiency, superior speed and dependability was that Cobb & Co scored lucrative mail contracts from the colonial governments [ibid.].
Cobb diversifies from its passenger and goods transport base
General manager Rutherford was the catalyst for Cobb & Co’s diversification into new businesses. Initially this payed dividends with its first move, appropriately enough, into coach and buggy building at Bathurst, NSW. Just four years into this activity Cobb & Co could boast that it was the largest coach-maker in Australia [ibid.].
Rutherford also acquired pastoral properties for the company, another profitably step for Cobb & Co. By 1877 they had nine sheep and cattle stations across NSW and Queensland covering an area of 11,000 square kilometres and turning a net profit of £77,500 (equivalent to $11.3M in 2011)…this was at a time that the company’s revenue from coaching – the principal business – was yielding only £11,500 ($1.7M) a year by comparison [ibid.].
By the end of the 1870s Cobb & Co had been in business for 25 years and had already established itself in the eastern mainland states as something of an institution in the “wide, brown land”. It had undergone diversification and experienced growth, but as I will show in Part II, the remarkable good fortunes of Cobb & Co was about to take a decided turn for the worse.
💫 –💫 –💫
PostScript: Exporting the Cobb & Co model
Unsurprisingly, the spectacular trajectory of Cobb & Co’s rise in fortune and fame drew imitators elsewhere. A number of coaching services, some using the same name (although totally unrelated to the original eastern Australian company), sprang up independently in South Australia, Western Australia, New Zealand, Japan and South Africa. This last concern was started up by Freeman Cobb himself in 1871, hoping to cash in on the discoveries of diamonds and gold in the Kimberley and the Transvaal (unfortunately Cobb couldn’t reproduce his Australian success, dying in South Africa still in his 40s) [K. A. Austin, ‘Cobb, Freeman (1830–1878)’, Australian Dictionary of Biography, National Centre of Biography, Australian National University, http://adb.anu.edu.au/biography/cobb-freeman-3237/text4883, published first in hardcopy 1969, accessed online 29 May 2019].
‘Kiwi’ Cobb & Co
The New Zealand version was begun by Charles Cole, who’d previously ran Cobb & Co’s Smyth’s Creek to Ballarat line in Australia❎. As in Victoria and NSW the impetus for the initiative in NZ was the gold rush in Otago (1861). Cole’s Otago coach proprietorship was in partnership with the Hoyts brothers (operating as Cole, Hoyt & Co., proprietors of Cobb & Co. Telegraph Line of Coaches)…later the service was extended to Christchurch and Canterbury. The legendary Ned ‘Cabbage Tree’ Devine worked at one time for the New Zealand outfit, driving the Dunedin to Palmerston and Oamaru routes [Austin, ‘Ned Devine’, loc.cit.; ‘Cobb & Co (New Zealand)’, Wikipedia, http://en.m.wikipedia.org].
⏛⏛⏛⏛⏛⏛⏛⏛⏛⏛⏛⏛⏛⏛⏛⏛⏛⏛⏛⏛⏛⏛⏛⏛⏛⏛
※ in fact there are all manner of commercial enterprises in Australasia using the “Cobb & Co” handle as a trading name – restaurants, bars, B ‘n Bs, screen printers, clockmakers, kitchen manufacturers, etc.
⚀ the others were James Swanson, Anthony Blake and John Murray Peck (who later became a successful stock and station agent in Melbourne and a vice-president of the Essendon Australian Football Club)
🔰 the average age of the four American founders was just 22 – although they did have combined experience working for Adams, Wells Fargo and other coach companies in the US
✫ Cobb charged £5 per passenger for the roughly 110 ml journey [‘Days of Cobb & Co’, loc.cit.]
◘ one of the best known bushranging incidents involving Cobb & Co was the 1863 holdup at Eugowra (in the NSW central west)…notorious bushranging gang led by Frank Gardiner and Ben Hall robbed a Ford & Co coach (the firm was takes over by Cobb & Co one week later) of £14,000 in gold and banknotes from the goldfields [‘Details of the Robbery’, (Welcome to Eugowra in the heart of bushranger country), www.eugowra.aus.net]
❎ Cole brought one of the custom built Concord coaches across the Tasman with him to Otago