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Gamages in the late 19th century

Gamages was a department store in Holborn, London.[1] Trading between 1878 and 1972, it was particularly well known for its toy and hardware departments.

History

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Gamages began life in 1878 in a rented watch repair shop and, after quickly becoming a success amongst its customers, was established as a London institution.[citation needed] It was founded by Albert Walter Gamage, who soon bought out his partner, Frank Spain.[2] In time it grew large enough to take up most of the block in which it was situated, it was unusual in that its premises were away from the main Oxford Street shopping area, being at 118–126 Holborn, close to Holborn Circus, on the edge of the City of London .[3] Gamages also ran a successful mail-order business.[4]

Gamages stocked a wide range of toys and produced a catalogue before Christmas. One of the store's main attractions was a large model railway which alternated between a day and night scene by the use of lighting. The railway was provided by a man called Bertram Otto who was German by birth. It received many thousands of visitors every Christmas.[citation needed]

Gamages had a substantial hardware department on the ground floor which included specialist motor parts and car seat cover sections. There was a photographic department, and camping, pets, toys and sporting departments, the latter selling shotguns. The toy department was extensive and there were substantial fashion, furniture and carpeting departments and in later years a small food supermarket.

In 1928 Gamages signed a lease for 489–497 Oxford Street from the Duke of Westminster, and set about building a new store with residential accommodation under architects C. S. and E. M. Joseph, with input from the Duke's chosen architect for his estate, Sir Edwin Lutyens. A new company was set up, Gamages (West End) Limited, for the expansion with 500,000 £1 shares sold to the public. The store opened in 1930, and the architectural correspondent of The Times said that the "skilful manner of [Lutyens'] 'stone binding of the brick mass' is very apparent". The store failed as a business and was closed just eight months later, with the building being auctioned off.[5]

A report of the auction of Gamages Department Store (including its 41 flats) appeared in The Times on 15 July 1931. Mr W. S. Edgson of Hillier Parker May & Rowden conducted the auction, who said it was "regrettable the property had to be put onto the market after only a few months of trading." The report said the premises "had a working area, excluding staircases, of 210,000 square feet. The site was practically self-contained with a frontage of 318 feet to Oxford Street, long frontages to Park Street and North Row, and a ground area of 56,800 square feet... The agreement for the lease was for £30,000 a year from 1932. It might (said Mr Edgson) seem a high ground rent, but, being only 11s. a foot, it was extremely low for Oxford-street." There was no response to an opening offer of £600,000, or of £500,000, "half of what the building cost". The premises was withdrawn from sale at £330,000.[6] The building was eventually bought by C&A.[5]

During World War I, Gamages manufactured the Leach trench catapult.[7]

The site in 2009

Gamages was an extremely successful and profitable store. In 1968 a second store was opened in the Liberty Shopping Centre in Romford, Essex. This had a relatively short life as the whole company was taken over by Jeffrey Sterling's Sterling Guarantee Trust in 1970[8][9] and the Romford site was sold off to British Home Stores in 1971.[10] The Holborn site closed in March 1972 and there is now no trace of the store to be seen. Gamages reopened in the old Waring & Gillows[11] store in Oxford Street but this venture was short-lived and closed in 1972.

[edit]

In London Belongs to Me [12] by Norman Collins, Connie visits Gamages to buy a new cage for her beloved canary, Duke.

In an episode of the BBC sitcom Porridge titled 'Heartbreak Hotel', Fletcher tells his daughter how, at the time of her conception, her mother had 'a nice steady job in the hardware department at Gamages'.

In an episode of the LWT TV drama Poirot titled 'The Yellow Iris', Arthur Hastings reads to Poirot from the Daily Express newspaper. A prominent advertisement for Gamages department store promoting a 'great sale of furniture at lowest cash prices' can be seen.

In an episode of the Granada TV crime drama The Memoirs of Sherlock Holmes titled 'The Cardboard Box', Mrs Hudson advises Sherlock Holmes to buy Dr Watson's Christmas present at Gamages. Later, we see Holmes arrive with a parcel with the Gamages label. Finally, the gift is revealed to be a poncho.

David Jason wrote in his book The Twelve Dels of Christmas[13] that the Captain Fantastic segment of the 1968 Christmas episode of Do Not Adjust Your Set was filmed at Gamages.[14][15]

References

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[edit]
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Gamages

View on Grokipedia
from Grokipedia
Gamages was a pioneering in , , that operated from 1878 to 1972 and became renowned for its vast toy department, selections, and innovative cut-price retail model. Founded by Albert Walter Gamage (1855–1930) and his partner Frank as a modest watch repair and hosiery shop at 128 , the business quickly expanded by acquiring adjacent properties, transforming into one of 's earliest true with a maze-like layout spanning 116–128 Holborn. Gamage soon bought out and pioneered affordable pricing strategies, undercutting competitors while offering a wide array of goods including hardware, supplies, pets, bicycles, automobiles, and custom "Made for Gamages" products through an extensive mail-order catalogue that reached up to 1,300 pages. By the late , it styled itself as the "world’s largest sport and athletic outfitter," featuring specialized sections for , motoring, horology (with timepiece testing services), and conjuring tricks, alongside practical amenities like repairs, a restaurant, barbershop, and hairdressing salon. The store's toy department stood out as a major attraction, complete with model railways and an array of playthings that drew families from across the , contributing to its nickname as "The People's Popular Emporium." In 1930, Gamages briefly expanded with a short-lived branch that included a 400-seat and a featuring , though the focus remained on the flagship. Despite its cultural significance and household name status, the original store faced declining fortunes in the era and was acquired by Sterling Guarantee Trust in 1970 before closing permanently in 1972.

History

Founding and Early Years

Albert Walter Gamage (1855–1930), born on 14 July 1855 in , , to Henry Gamage, a and painter, and his wife Tryphena Carr, demonstrated early entrepreneurial spirit as a self-taught businessman. After working in various trades, Gamage saved £40—equivalent to approximately £2,500 in modern terms—and in 1878, at the age of 21 (actually 23), partnered with Frank Spain to lease a small shop at 128 Holborn in . The duo raised a total of £150 to establish a watch repair and business, spending £80 on the lease premium and £8 on fittings, with an annual rent of £200, living frugally in the back room on a weekly allowance of 14 shillings. Gamage soon bought out Spain's share, taking full control of the venture. From its , emphasized affordability and value, offering at low prices to attract working-class customers in the bustling area. By the end of the first year, annual trade had reached £1,632, reflecting rapid initial success driven by Gamage's strategy of direct sourcing and minimal overheads. Above the entrance hung the "Tall Oaks from Little Acorns Grow," symbolizing his ambition to build a expansive retail operation from humble beginnings. This focus on accessible pricing positioned the store as a "People's Popular Emporium," appealing to a broad clientele seeking quality without extravagance. In the , Gamage pursued steady expansion by acquiring adjacent properties along , transforming the single modest storefront into a multi-level operation. By , the business had grown to occupy most of the block between Leather Lane and , featuring a labyrinthine layout across several floors. This period marked the store's evolution toward Gamage's vision of a comprehensive "universal provider," offering an increasingly diverse array of everyday goods to serve as a one-stop destination for shoppers.

Expansion and Peak Operations

Following the initial establishment, Gamages underwent significant physical expansion in the late 19th century, acquiring adjacent properties along to consolidate its footprint. By the , the company had purchased the freehold of premises spanning 116-128 , enabling piecemeal growth from the original five-foot frontage at 128 into a larger complex stretching toward Leather Lane and . This acquisition, funded in part by incorporation as a in 1897 with £25,000 in preference shares, allowed for major redevelopment, including remodeled shop frontages, offices, stock rooms, and delivery yards. Architectural enhancements further supported this growth, with a 1905 extension introducing electric lighting, 40-foot-high ceilings, and expanded departments, culminating in a multi-story structure boasting approximately 4.5 acres of first-floor showroom space by the . Ambitious plans for a new branch emerged in 1928, when Gamages leased 489-497 from the and constructed a store with over 100 yards of frontage, which opened in September 1930 but closed after just eight months amid the and intense competition. Despite this setback, operations consolidated successfully at , featuring innovative elements like escalators and expansive display areas that enhanced customer navigation through the maze-like layout. The period from 1900 to the 1940s marked Gamages' peak as a major retailer, with annual turnover surging from £116,389 in 1897/98 to millions by the interwar years, driven by a vast mail-order catalogue and diverse offerings in sporting goods and novelties. Employment exceeded 1,000 staff during this era, supporting operations that positioned the store as the world's largest sport and athletic outfitter. During , Gamages played a key role in supplying uniforms, , and innovations like delivery vans, contributing to record turnover in 1915. World War II brought challenges, as the 1940 Blitz inflicted bomb damage on Holborn properties, including areas near Gamages' premises, necessitating repairs to maintain continuity. The store reopened swiftly after these incidents and adapted to wartime rationing by prioritizing essential goods, sustaining operations through the conflict.

Decline and Closure

Following World War II, Gamages sought to recover and adapt to shifting consumer patterns, including the growing suburbanization of London. In 1968, the company opened a second store in the Liberty Shopping Centre in Romford, Essex, as an attempt to capture demand in outlying areas. However, this expansion proved short-lived; amid rising operational costs, the Romford branch was sold to British Home Stores in 1971 for £600,000, just three years after its launch. This sale marked an early sign of financial strain, as the company grappled with broader challenges in maintaining profitability in a changing retail landscape. In 1970, Gamages was acquired by property developer Jeffrey Sterling's Sterling Guarantee Trust in a takeover that aimed to modernize the business and capitalize on opportunities. The new owners planned extensive redevelopment of the flagship site, envisioning a smaller Gamages store integrated into the updated premises, alongside a new branch in the former Waring & Gillows building on to refresh the brand's presence in prime locations. These efforts, however, were undermined by mounting pressures from the area's urban redevelopment schemes, which prioritized commercial property transformation over retail continuity. The store, which had operated for 94 years since its founding in 1878, ultimately closed in March 1972 as part of the site's demolition for broader . A temporary revival followed at the location, but this venture failed to gain traction and shut down later the same year, ending Gamages' retail operations. The closure reflected wider difficulties faced by traditional British department stores in the , including intense competition from emerging retailers and trendy specialist shops, escalating high rents in central urban areas, the physical decline and redevelopment of inner-city districts like , and the failure to fully adapt to car-dependent suburban shopping trends that favored out-of-town centers and malls. These factors eroded Gamages' market position, leading to its complete demise despite its historical prominence.

Operations and Offerings

Key Departments and Products

Gamages was renowned for its expansive toy department, which by the early occupied significant floor space and featured elaborate seasonal displays, including a 300-foot miniature railway in 1902 that drew crowds of families. This department specialized in children's , , models, magic tricks, and hobbies, with a dedicated "Grand Bazaar" area on the first floor showcasing novelties and exotic pets, complemented by a Santa's during the holiday season to attract shoppers. The hardware and sporting goods sections formed core pillars of the store's offerings, with the ground-floor hardware area providing an extensive array of tools, lawn mowers, and household utensils, while the sporting department—self-proclaimed as the "world’s largest sport and athletic outfitter" by the late —stocked bicycles, motor accessories like parts and automobile equipment, , gear, racquets, rods, and supplies such as tents and sleeping bags. These areas emphasized quality imports and durable goods, including own-label bicycles and Kerry Tweeds for apparel, catering to middle- and lower-middle-class customers interested in outdoor and motoring pursuits. Complementing these were departments for , offering affordable such as men's and ladies' suits, , ties, and foundation garments; furniture and ; and , including , carpets, , glassware, and gardening items like beehives and mosquito nets. This "universal provider" model encompassed everything from rigorously tested watches in the horology section to equipment and perfumery, reflecting Gamages' commitment to a one-stop experience. Merchandising innovations distinguished Gamages' departmental structure, with fixed low prices and a strict no-haggling enabling accessible shopping, alongside demonstration areas for interactive product trials, such as radios, , and tricks in the magic section. These features, supported by the store's physical expansion, enhanced the in-store layout and across departments.

Mail-Order and Retail Innovations

Gamages developed one of the earliest and most extensive mail-order operations among British department stores, complementing its physical retail presence with comprehensive catalogs that reached customers nationwide and abroad. The company issued a wide range of specialized and general catalogs covering its various departments, allowing remote shoppers to browse and order from a full of goods. By , these included a major 900-page comprehensive edition, with nearly 50 pages devoted solely to bicycles, highlighting the depth of product detail and variety offered. The annual catalogs, particularly the Christmas editions, became iconic for their festive and innovative selections, emphasizing , , and . For example, the 1913 Christmas catalog dedicated sections to , magic tricks, and novelties like special Christmas crackers, alongside early audio devices such as the Zonophone gramophone priced at £8 8s. These publications not only showcased Gamages' stock but also facilitated easy ordering through postal services, with options for worldwide delivery. To support its mail-order expansion, Gamages acquired Benetfink and Co. in , establishing a City Depot to handle urban logistics. The service extended internationally, enabling customers to dispatch gifts throughout the and colonies, which broadened access to London-sourced products for rural, overseas, and expatriate buyers. This global reach was a key innovation, transforming Gamages into a bridge between urban retail and distant markets during the early . In retail operations, the store's physical layout featured ramps, passages, and expansive displays, creating an engaging, maze-like environment that drew families for experiential browsing. These strategies, combined with the mail-order system, supported the business.

Cultural Impact

Representations in Media

Gamages has been depicted in various forms of media, often highlighting its role as an accessible and enchanting retail destination in mid-20th-century . In Norman Collins' London Belongs to Me (), the character Connie Josser visits the store to purchase a new cage for her pet canary, , portraying it as a practical yet exciting in the everyday life of working-class Londoners. This literary reference underscores Gamages' integration into the fabric of urban domesticity during the interwar and wartime periods. In television, Gamages appears as a nostalgic touchstone in the sitcom (1974–1977). In the episode "" (season 2, episode 2), the character Fletcher casually mentions that his mother held a steady job at the store, evoking its reputation as a reliable employer and community hub amid the show's setting. Such references position Gamages as a symbol of lost pre-war normalcy and childhood wonder in . Archival films capture Gamages in operation, emphasizing its bustling holiday allure. The British Pathé newsreel Christmas Shopping (1948) features footage of crowds at Gamages' Toy Bazaar, showcasing children interacting with displays and Santa figures, which illustrates the store's festive magic and affordability for families. Period advertisements and catalogs further represent Gamages in print media, with elaborate illustrations of toys, hardware, and novelties distributed widely to promote its mail-order service and in-store spectacles. Post-closure portrayals in documentaries and related media reflect on Gamages' enduring cultural footprint. Nostalgic accounts in programs and publications about vanished landmarks, such as those exploring the decline of independent department stores, depict it as a "magical emporium" that embodied affordable luxury and pre-war , often contrasting its closure in 1972 and subsequent demolition with memories of its vibrant toy department. These themes recurrently frame Gamages as an emblem of bygone retail innocence, evoking sentimentality for a simpler of .

Legacy and Remembrance

Gamages played a pivotal role in shaping the British model by pioneering affordable mass-market retail through and innovative techniques, such as expansive show windows and bazaar-style displays that made sporting goods and leisure items accessible to a broader suburban clerical class. This cut-price approach, exemplified by selling items like hairbrushes for 1s 6d compared to 2s 6d elsewhere, emphasized low margins and high volume, influencing the evolution of modern retailing in Britain. As one of the earliest true s, Gamages enhanced Holborn's commercial identity by expanding to dominate a full between Leather Lane and , becoming a revered local institution synonymous with diverse offerings from hardware to bicycles. Following its closure, the original site at 116-128 Holborn was demolished as part of a major redevelopment scheme, with the location now occupied by the modern office building at 120 Holborn. A brief attempt to revive the store in at the former Waring & Gillow building on failed after a short period. These post-closure developments underscore the shift in London's retail landscape, where Gamages' physical presence was erased to make way for commercial and office expansions. Today, Gamages is remembered through preserved historical elements, including war memorials at St Andrew Holborn Church honoring staff from A.W. Gamage Ltd. and Benetfink & Co. who died in the First and Second World Wars, serving as a tribute to the store's community ties. Archival materials, such as the store's extensive mail-order catalogs—including the 1914 general edition—provide insights into its retail innovations and are held in collections like those of the Victoria and Albert Museum's Archive of Art and Design. Online platforms dedicated to London's history, such as London Remembers, foster nostalgia by documenting Gamages' story and commemorating its contributions to the city's commercial heritage.

References

  1. https://www.onlondon.co.uk/vic-keegan-gamages-holborns-pioneer-department-store/
  2. https://www.brightontoymuseum.co.uk/index/Category:Gamages_of_Holborn
  3. https://historicengland.org.uk/images-books/photos/item/PIG02/01/05
  4. https://www.gracesguide.co.uk/Albert_Walter_Gamage
  5. https://120holbornconsultation.co.uk/site-history/
  6. https://www.researchgate.net/publication/263547786_The_Rise_of_%27The_World%27s_Largest_Sport_and_Athletic_Outfitter%27_A_Study_of_Gamage%27s_of_Holborn_1878-1913
  7. https://www.londonremembers.com/subjects/gamages
  8. https://www.gettyimages.co.uk/detail/news-photo/bomb-damage-in-holborn-london-during-the-blitz-12th-news-photo/50915033
  9. https://www.britishnewspaperarchive.co.uk/search/results/1970-01-01/1979-12-31?basicsearch=gamages&somesearch=gamages&retrievecountrycounts=false&retrievecountry=gb&retrievecountries=gb&sortorder=score&page=1
  10. https://www.newspapers.com/newspage/808652063/
  11. https://www.gracesguide.co.uk/Gamages
  12. https://www.express.co.uk/news/uk/445772/The-decline-of-the-British-department-store
  13. https://britishheritage.com/are-you-being-served-the-great-british-department-store
  14. https://cybermotorcycle.com/marques/gamages/gamages.htm
  15. https://thecritic.co.uk/the-catalogues-of-christmas-past/
  16. https://www.bbc.com/news/articles/c708xl90d29o
  17. https://archive.org/details/in.ernet.dli.2015.53879
  18. https://www.spectator.co.uk/article/the-glamour-and-romance-of-london-s-vanished-department-stores/
  19. https://www.londonremembers.com/memorials/war-memorial-gamages-and-benetfink
  20. https://www.vam.ac.uk/archives
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