Opening gambit - transforming the High Street
         
At the beginning of the 1930s F. W. Woolworth had 375 stores, mainly in the larger towns and cities of the UK.  A major investment programme had seen many of the stores enlarged or relocated during the 20s, exchanging freehold for leasehold buildings.  The stores were hugely popular, the very heart of the High Street, and the buildings were the envy of their main rivals, Marks and Spencer (who were in leasehold premises) and the Home and Colonial.  The Woolworths buyers used the Company's huge muscle to keep prices down, offering everything for either threepence or sixpence.
Mr B. C. Donaldson, the Woolworth architect of the 1930s was the unsung hero of more than 300 store openings. He could open a store in 17 days. Under the leadership of B. C. Donaldson (left), Construction Superintendent, the Company launched on a massive programme of expansion - a store every 17 days.  He led the design and layout of no less than 300 stores, many of which are still standing to this day, working closely with town planners and members of the retail team.  In many towns Woolworth bought a pub or hotel, and either converted it or demolished the building and replaced it with a store.  Any surplus space was sublet to other retailers.  
Stores were often opened in stages - because local authorities often wanted their Woolworths opened as soon as possible.  A prefabricated store could be opened in under a fortnight, while the permanent structure was built behind over the following months.  An example of this approach is the large store at Kingston-upon-Thames, which was relocated to new premises in Market Place in 1931, then extended in 1933 and again in 1935. A new location in Market Place, Kingston-upon-Thames, South West London for Store No. 43. The store still trades from this location today. (Image: Paul Seaton)
The 600th British Woolworth store, which opened in Wallington, Surrey in 1934. It still trades from this location today. Although it has been modernised many times, you would still recognise it from this picture. (Image: with thanks to Roger Stafford) Wallington, Surrey, the 600th store to open in 1934 is typical of stores of the period.  At the centre of a parade developed jointly with a local builder, it is deceptively spacious being much deeper than the neighbouring stores.   It has been popular with Woolies customers for almost 70 years.
By the start of the second world war in 1939, F. W. Woolworth had grown to 759 stores.  The 760th store at Weybridge, Surrey was kept closed throughout the war, and used as a relief Executive (Head) Office for much of the Blitz.  
     

1930s Gallery Home Page

Opening gambit - transforming the High Street   Flotation on the London Stock Exchange
Working for Woolies in the 30s - a day in the life   The first character merchandise hits the shelves
Amazing lengths to keep prices below sixpence   Buying ingenuity
Eclipse & Crown - the nation's favourite records   Our first Ladybird items
Royal events in the 1930s   Launch of "The New Bond" colleague magazine  Rumbling of war in the late 1930s
Price quiz - dateline 1939