Cathedrals Of Commerce

Reading has always been a town for commerce. Today it is one of the biggest retail centres of its size in the UK with most leading high street stores represented. 

In the past retail in the town was defined by the presence of its great department stores. These were often more than just shops; they were urban landmarks and destinations. With John Lewis the last one left, this month we're taking a look back at Reading's retail past. 

From the bustling corners of Broad Street to the elegant facades that lined the town centre, stores such as Heelas, Jackson’s, AH Bull and McIlroys became synonymous with the identity of the town. To trace the history of these institutions is to trace the history of Reading’s transformation from a Victorian market town into a modern regional retail powerhouse. These stores provided the essential infrastructure for a growing population, offering everything from haberdashery and fine linens to furniture, exotic groceries, and early electrical appliances.

As the economic landscape shifted through the post-war boom, the advent of car culture and out-of-town shopping, and the rise of the digital age with its online shopping, these grand palaces of consumption faced inevitable challenges. So let's turn back the clock and look at  the golden age of Reading's department stores and the impact they left upon the local landscape.

The Emergence of the Giants

The development of Reading’s department stores mirrors the broader Victorian expansion of the British retail sector, which saw the transition from specialised small-scale tradespeople to large, consolidated businesses. During the mid-19th century, Reading was a burgeoning hub, fuelled by the Great Western Railway and the success of local industries such as Huntley & Palmers biscuits and the Simmonds brewery. As wealth increased among the middle classes, the demand for a centralised shopping experience grew. Small drapery businesses began to expand their floor space, taking on adjacent properties and diversifying their stock to meet the aspirations of a town in flux. It was during this period that foundational names began to cement their reputations. These early entrepreneurs recognised that by bringing multiple departments under one roof, they could offer a level of convenience and sophistication that was previously unattainable. The architecture of these early stores often featured large, ornate glass frontages intended to draw the eye, a significant departure from the narrow, darkened shops of the past. This era established the department store as a 'third space,' a location between home and work where citizens could browse, socialise, and experience the emerging culture of modern consumerism, laying the groundwork for the retail giants of the next century.

Heelas - The Jewel In The Crown

Perhaps no name is as inextricably linked to Reading’s retail heritage as Heelas. The store's origins were as a modest drapery business opened by William Heelas on Market Place in Wokingham. John Heelas trained in his father’s business before purchasing Albion House at 33 Minster Street in Reading with his sons. (The Wokingham store continued to operate until 1966.) They opened for business on 1st May 1854, as 'linen drapers, silk mercers, and outfitters'. They gradually expanded into adjacent properties:  32 Minster Street,  24 to 27 Minster Street and 110 to 112 Broad Street, with staff growing from 3 to 150. In 1897 the business became a Limited Company.

What distinguished Heelas was its commitment to quality and service, a reputation that solidified its status as the 'go-to' destination for the genteel and the aspirational of Reading alike. The store’s reputation for quality grew rapidly, and in 1858 the family was awarded a Royal Warrant. Later, in 1890, they were appointed Linen Drapers and House Furnishers to the Prince of Wales (later King Edward VII).

The rather higgledy-piggledy site was redeveloped in the early 1960s to give the store that you can currently visit.

The store was renowned for its staff training, its extensive array of departments, and its elegant tea rooms, which served as social hubs for the ladies of Reading. By the turn of the 20th century, the Heelas name was synonymous with luxury and reliability. The architectural presence of the store, with its refined displays and imposing yet welcoming entrance, reflected the town’s growing confidence.

Generations of Reading families marked milestones—weddings, births, and christenings—with gifts and outfits sourced from the hallowed halls of Heelas. Its eventual acquisition by the John Lewis Partnership in the 1950s marked a pivotal moment, transitioning from a family-run local institution into a key branch of a national entity, though it retained its local character and affection for decades to come. For some time it was the only John Lewis branch with a florist. Today it is the last department store remaining in Reading and seems to have a bright future as John Lewis recently opened a new restaurant and committed to a multi-million pound investment in their Reading store.

Jackson’s Corner – The People’s Store

While Heelas catered to the more affluent, Jackson’s, situated at the prominent junction of King’s Road and High Street, became famously known as 'the people’s store.' Founded by Henry Jackson in 1875, the store earned its place in the hearts of Reading residents through a philosophy of practicality, affordability, and deep-rooted community loyalty. Jackson’s was iconic for its slightly chaotic, treasure-trove atmosphere, an antithesis to sterile, modern retail environments. Generations of school children in Reading remember the store for its uniform department, while adults relied on its extensive range of hardware, household goods, and clothing that promised longevity over fashion trends. The famous 'Jackson’s Corner' sign was a landmark used by virtually everyone in town as a meeting point. The store's endurance was a testament to the fact that it was family-run for over a century, with a hands-on approach that prioritised the customer experience over corporate efficiency.

Its closure in 2013 signalled the end of an era, marking the final departure of the traditional, independent department store from our town's central shopping district

McIlroys – Style and Substance

McIlroys was another titan of the Reading high street, occupying a massive site that spanned several buildings and offered a vast array of goods. If Heelas was the refined aristocrat, McIlroys was the bustling, energetic workhorse of the retail scene. Located prominently on Broad Street (opposite where the Broad St Mall now sits), the store was famous for its expansive window displays that changed with the seasons, often becoming a spectacle for townspeople to congregate around during the holiday periods.

McIlroys prided itself on being a 'universal provider,' ensuring that residents of Reading and the surrounding Berkshire countryside did not need to travel to London to find the latest fashions or homeware items. The store’s interior was a maze of wooden escalators, high ceilings, and distinct sections, each overseen by floor managers who ensured the highest standards of service in the best traditions of 'Are You Being Served?'. Many recall the experience of shopping at McIlroys as sensory; the smell of the perfume counters, the sound of the busy floor, and the tactile nature of the fabrics created a lasting impression. Like its contemporaries, McIlroys faced the pressures of the late 20th-century retail shift, eventually consolidating and reformatting, but its influence on the retail culture of Reading remains a vital chapter in the town's commercial development.

The Co-Op - The People's Store

The Co-operative Retail Services department store in West St was part not of what we think of today as the Co-op, but rather a rival mutual retailer. The store was rebranded 'Living' in the 1960s and was closed in 1999 when CRS was dissolved.

It was enormous. On Cheapside there was an impressive entrance with stairs and lifts to the upper floors. On the second floor of the corner section was the ladies' hairdressing dept, the Salon Bleu et D'Or and on the ground floor was the homewares dept which included some very fine china and glass.

On West St there was a food department - a Polish supermarket now sits on this site.

A former customer told inReading: "They used to give you coupons of various values making up the total of what you bought.

"Once a year members obtained envelopes in which to put their coupons for redemption.

"They had to be sorted into similar values to make up a total for each envelope. They were then deposited at the banking dept where they were analysed and a proportion of the value (The "Divi") would be credited to members' savings accounts.

"What a job - no computers in those days!"

AH Bull - Too Small To Survive

A.H. Bull was another prominent, historic department store located on Broad Street and was part of the Selfridges Provincial Group Stores. It was smaller than some of the other department stores it competed with and was also acquired by the John Lewis Partnership in 1940. It was considered a friendly, welcoming store. In October 1942, The Gazette reported on a welcome wartime distraction for the Partners of AH Bull who threw a dance for American forces in the area, recreating their “national dish” of apple pie for them to remind them of home.

The store was ultimately closed and merged with rival Reading retailer Heelas, which stood nearly opposite it on Broad St, in May 1953 when John Lewis bought the larger store. The original site later sold and became a Littlewoods branch.

The closing party at AH Bull

The Post-War Boom and the Modernisation of Broad Street

The period following the Second World War brought significant changes to Reading’s retail infrastructure. The town underwent extensive urban planning initiatives, leading to the pedestrianisation of Broad Street and the modernisation of store fronts. The department stores of Reading found themselves at the centre of this transformation. This era saw the introduction of more efficient sales floors, the modernisation of lighting, and the integration of new technologies like telephone orders and delivery fleets. As Reading grew, the competition increased with the rise of out-of-town retail parks and large-scale shopping centres. However, throughout the 1960s and 70s, the department stores remained the anchors of the town centre, drawing thousands of shoppers from miles around. This was the golden age of the Reading high street, where the department stores acted as the town’s social pulse. They hosted events, held seasonal sales that brought the town to a standstill, and provided employment for a large percentage of the local workforce. This era also highlights the shifting demographics of the town, as the stores adapted to cater to a more diverse and youthful consumer base, moving away from the Victorian-era exclusivity of the early shops.

[Section 6: Challenges and the Shift in Consumption Habits]

By the late 1980s and 1990s, the landscape began to change rapidly. The proliferation of supermarkets, the advent of large-scale, out-of-town retail parks like those in Calcot, and the eventual rise of e-commerce placed immense pressure on the traditional department store model. The high overheads associated with maintaining multi-storey, historic buildings became a liability rather than an asset. Consumers were demanding more convenience, faster turnaround, and lower prices, and the traditional model—with its multiple layers of staff and decentralised purchasing—began to feel outdated. Several stores attempted to adapt by streamlining operations, introducing new brands, and revamping their interiors, but the sheer scale of the shift was difficult to overcome. This period was characterised by a consolidation of ownership, where smaller stores were absorbed or replaced by larger national chains. It was a time of mourning for many locals who watched as the grand facades were repurposed or demolished. The retail culture in Reading was no longer defined by the singular 'destination' store, but by a more fragmented and rapid retail environment, signalling a fundamental change in the relationship between the town and its commerce.

The Evolution Of The High Street

Today, the legacy of Reading's department stores persists, not necessarily in their original forms, but in the way the town continues to perceive its urban centre. While the buildings themselves have in many cases been transformed into residential units, offices, or mixed-use retail spaces, the footprint of these stores dictates the flow of traffic and pedestrian movement throughout the town. The 'Heelas' name, though transitioned into the John Lewis brand, remains a point of pride, and the site of the former Jackson’s corner still retains its status as a historical focal point for locals. The story of these stores is ultimately one of adaptation. While the physical storefronts have diminished, the spirit of service and the culture of the 'local destination' store have influenced current retail trends, which emphasise experiential shopping over mere transactional utility. Modern Reading has moved toward specialised, boutique-style retail, yet the nostalgia for the great department stores remains a core component of the town’s civic identity. Their history is not just about sales figures and square footage; it is a history of the community that gathered within their walls and the town that grew up around them.

The Retail Architecture

Beyond the economic data, the architecture of Reading’s department stores offers a fascinating case study in urban evolution. These buildings were designed to be cathedrals of consumption - monuments to the town's prosperity. The use of elaborate masonry, large glass windows, and grand staircases was designed to inspire awe and signify longevity.

As we look back at the architectural history, it is clear that these structures were built with an assumption of permanence that the modern retail market has largely discarded. Many of these buildings, after their original use ceased, proved surprisingly versatile. Their deep floor plans and solid construction allowed them to be repurposed into apartments and offices, demonstrating the inherent value of the urban density they once anchored.

The architectural history of these stores is a narrative of Reading’s ability to evolve and reinvent itself and there is little doubt that the loss of the 'department store' as an institution has left physical scars on the town, yet those scars are covered by the repurposing and redevelopment that defines the current cityscape. 

The Community Role Of The Department Store

It is important to acknowledge the role these stores played in fostering social cohesion for many decades.

In an age before digital connectivity, the department store was where the town met. It was where people from different neighbourhoods crossed paths, where staff spent careers spanning decades, and where the community celebrated holidays.

The department store was a source of identity. When a resident said they were 'going into town,' they were almost invariably referring to visiting one of the major stores. These spaces acted as the town’s living room.

The staff-customer relationship was personal, with shopkeepers often knowing generations of the same families. This created a sense of belonging that is harder to replicate in today’s transactional, digital landscape.

The history of the department stores is, at its heart, a history of human connection. The memories held by the residents of Reading regarding these stores are filled with accounts of meeting friends for coffee, finding that one obscure item for a project, that one item of clothing for an important event or simply enjoying the refuge from the weather that the sprawling stores provided.

This social history is as significant as the economic history, reminding us that commerce was a human endeavour. We live in changed times since the arrival of the internet and then the pandemic lockdowns.

The history of the department stores of Reading is a testament to the town's evolution from a Victorian mercantile centre to a vibrant modern regional hub.

And now one remains.