The history of John Lewis Reading

Still known to many of its customers as Heelas, the Reading landmark has been part of the John Lewis Partnership since 1953. However, it was not until 2001 that the Partners decided to adopt the name of the founder, John Lewis, in common with most of the other shops in the group.

The enterprise started with just one small shop at 33 Minster Street. John Heelas, who already had a shop in Wokingham, set up the new business in 1854 with his sons, John and Daniel. They described themselves as 'Linen and Woollen Drapers, Silk Mercers etc..' Over the years they acquired adjacent properties and by 1877, the small shop had become a fully-fledged department store.

In 1897 the family firm became a public company, Heelas Sons and Co. Ltd, and in 1890 the House of Heelas was appointed Linen Drapers and House Furnishers to HRH the Prince of Wales, a Warrant which was continued on his accession to the throne.

Both John and Daniel Heelas died in 1910 and their successors, John Heelas Junior and Edward Heelas, inherited a thriving business. Heelas became a major entity in Reading, and in 1937, the John Lewis Partnership entered into takeover discussions with the department store. These did not work out and in 1947 Heelas was sold to a Mr Charles Clore. He disposed of it three years later to United Drapery Stores who, in turn, finally sold it to the John Lewis Partnership in 1953.

The department store that the Partnership bought was the largest shop in Berkshire and had built up a comprehensive service for its `county` customers. It had its own removals business and a funeral department which offered “a twenty-four hour service”.

The business flourished and with expansion came rebuilding. However by the middle of the seventies it was clear that a major re-think was required. Every inch of space had been squeezed into the service of selling and there was simply no more room - “we want elastic walls here”, as one Partner commented at the time.

The Partnership decided to rebuild and extend the shop. The building work started in December 1979 and was split into three phases allowing the shop to continue trading throughout the period. By November 1985 when the work was completed, the new shop had 50% more selling space.

In September 2001 there was a weekend of change when the shop opened its doors to Sunday trading and changed its name to John Lewis, while in October 2004 it reverted to seven-day trading, having previously been closed on Mondays.

Just as the business once thrived through meeting customers` needs from the cradle to literally the grave, today John Lewis Reading provides an assortment that encompasses everything from childrenswear to sophisticated fashions via furnishings and linen. Removals, honeymoons and pest control may be beyond its remit, but it still has plenty to attract customers.

For more information on the history of the John Lewis Partnership visit The Memory Store.

Return to the John Lewis Reading homepage