BytheturnofthenewcenturyBird,MooreandStrodewasfirmlyestablishedasoneoftheleadingLondonlawfirmsandin1901William'ssecondcousin,ErnestEdwardBird,joinedthefirmasapartner.
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By the turn of the new century Bird, Moore and Strode was firmly established as one of the leading London law firms and in 1901 William's second cousin, Ernest Edward Bird, joined the firm as a partner.