Under Samuel Morley’s leadership, The company expanded significantly when he took charge of the Nottingham operation in 1855 and London in 1860, at a time when the firm was already the market leader in British hosiery. He adopted mechanisation of the hosiery industry and built new factories in Manvers Street and Handel Street (BACKLIT) in Nottingham, and in Heanor, Leicester, Loughborough and Sutton in Ashfield. Morley continued the firm's policy of quality standards but added new policies, such as ensuring constant availability of the firm's product lines and responding to market rather than production requirements. He also oversaw the expansion of the company into new overseas markets. I & R Morley was royally appointed and made Queen Victoria’s undergarments. However he declined the offer of peerage by the Queen refusing to be 'seen as above the people'.