From the 1940s to the 1970s, British governments steered manufacturing businesses to peripheral regions designated as needing more employment. This approach was delivered through a Regional Policy that deployed industrial location controls and financial incentives. Effectiveness varied over time but was dramatic in the mid-1940s, when it boosted the regional stock of secondary manufacturing to the extent that its legacy remains visible today. The literature describes how this Regional Policy was a peacetime policy, albeit one formulated during the war. This article, however, proposes that the most successful phase of Regional Policy was an extension of wartime policies governing regional manufacturing businesses producing munitions. It uses a case study of Wales to make two arguments. One is that the Regional Policy associated with the postwar period began to be implemented before the war had ended. The other is that the Board of Trade pursued the policy through repurposed wartime governance mechanisms within an economy that remained subject to onerous state controls. The case outlines a short but consequential burst of assertive state involvement that shaped business activity throughout much of regional Britain, echoing Philip Scranton and Patrick Fridenson’s arguments concerning “the state always being in” given its role in shaping markets, business behavior, and regulations.