Though hailed as an architectural masterpiece (Frank Lloyd Wright travelled to the Valleys to see it) the factory never thrived financially. Just a year after its opening it was sold to Dunlop, which ran it for the next 30 years. In 1986, four years after its closure, it became the very first post-war building in Britain to be listed, earning a Grade II* designation.
There were a number of imaginative proposals for alternative uses for the building, including sports hall, cultural centre, ballroom and museum. The local authority, Blaenau Gwent Borough Council, preferred that the building be demolished and the site rededicated to retail and residential use, although its Senior Development Manager did pause to reflect that had the building been situated in the south of England money could surely have been found for its refurbishment. In 1996 the Council gave consent for demolition. Despite opposition from the C20 Society, the Welsh Heritage agency and DoCoMoMo UK among others, the then Secretary of State for Wales, William Hague, declined to call the proposals in for a public inquiry.