Here's some more information on the Holland family, dredged up from Google. J A Holland is John Arthur:
W. Holland flourished 1927-1931. He was secretary of the West Bromwich Section of the Birmingham and Midland District Association of the CTC [Cyclists' Touring Club], and of the Old Meeting Cycle Club. William Arthur Holland (b.1947) tells us that the papers relate to his grandfather William Charles Holland, who had three children, William Charles junior, killed in the second world war, John Arthur, WAH's father, and a daughter, Violet. References to Will Junior and W C Jnr both relate to the son who was killed in the second world war. W C Holland senior moved from 122 Old Meeting Street to 106 Old Meeting Street during the 1940s where he continued to trading as a cycle manufacturer and dealer until his death in 1946. John Arthur took over the business at 106 and continued to produce and sell bicycles he had made both from the shop and through other cycle retailers around Birmingham until 1969. These cycles were branded as "J A Holland", "Cambrian" and "The Star".