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The White Star Line began as a bankrupt sailing and steam packet that was purchased by Bruce Ismay's father Thomas Henry Ismay in 1867. Originally founded in around 1850 consisted of a line of sailing vessels mainly engaged in trade centred on Australian goldfields. Until that time Cunard had been virtually unchallenged in the Atlantic Passenger Crossings. Four years later in 1873 the sixth White Star Ship the Baltic, set the eastbound Atlantic speed record. For the next twenty years this company continued to be Cunard's main rival and continually surpassed Cunard despite the fact that in 1873 the White Star Ship Atlantic was wrecked. Each company kept on gaining the edge from each other by introducing the latest technological advances. In 1889 with the launch of the Teutonic and the Majestic), White Star introduced the modern liner, a ship without sails. White Star Line would be known for large, comfortable ships that offered their passengers every form of luxury. This came at the expense of speed, but made their ships favorites of many of the world's most wealthy passengers. Bruce joined the company as a partner in 1891 and then takes over after his fathers death in 1899.
The Cunard Lines, until now, had been virtually unchallenged in the Atlantic routes. However, with White Star's Baltic, which set the Atlantic speed record in 1873, Cunard finally had a worthy opponent. The two companies were in constant competition as each one released better and faster vessels. White Star was the first to introduce ships without sails.
<Picture>In 1902 the company was sold to an American financier J. Pierpont Morgan, who became interested in shipping companies to the large passenger trade that had been growing due to immigration to North America and the large number of wealthy travellers. Bruce Ismay retained Directorship of the company and also was made Chairman and Managing Director. It was with Morgan's money that allowed the dream of the three "Olympic Class" liners to come true.
By the 1930's White Star's finances were suffering along with Cunard Lines and both merged ending White Star Line's colorful history spanning nearly 100 years.