Alfred A. ‘Alf’ Lawton, 94, entrepreneur who sold his product line to The Clorox Company

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Alfred A. Lawton
Alfred A. Lawton

Alfred A. ‘Alf’ Lawton, 94, of Williamsburg and formerly of New Canaan, Conn., born January 20, 1922, passed away Thursday, April 28, 2016.

He was born in Hinsdale, Ill., the son of Dr. Thomas and Mrs. Lawton.

He attended Davenport High School and the University of Iowa, undergraduate then law school. Mr. Lawton was a member of the Iowa Bar. He served in the U.S. Navy during World War II on the USS Massachusetts and left the military in 1945.

He married Elaine Swedberg of Rock Island, Ill., in September 1948; they moved to New Canaan, Conn., to start a family and to begin his career in advertising with Kenyon and Eckhart, then McCann Erickson.

Alf found that owning the products was better than advertising them and formed Cromwell Products with products like Mr. Plumber, 409 Cleaner and others. When it came time to retire, he sold his product line to The Clorox Company.

Alf was an avid skier and had a house in Londonderry, Vt., for weekend ski trips with his family until he retired and moved to Virginia. He also loved golf; he and Elaine traveled the world playing golf but called his home course Woodway Country Club in Darien, Conn. He continued to play golf into his 90’s and had an 18 holes-in-one over his many years on the links.

Alf led a full and happy life, filled with many friends. He was preceded in death by his wife, Elaine, who passed away in 2003 and his son, Tom, who passed away in 2015. His daughter Nancy Lawton resides in Houston, Texas.

A memorial service will be held at 1 p.m. Wednesday, May 4, at Williamsburg Landing, 5700 Williamsburg Landing Drive, Williamsburg.

In lieu of flowers, donations to the Aspetuck Land Trust, P.O. Box 444, Westport, CT 06881, would be appreciated; it is a 700-acre land trust that his son, Tom, helped develop and retired from after 23 years.

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