
open to the new multiples.
39
The cut-price strategies adopted by these retailers
(and other multiples, selling cheap factory-made goods such as footwear and
clothing) required a high turnover in order to generate a profit. Thus the early
multiples concentrated their stores in the main thoroughfares of towns, or in
other areas with substantial pedestrian flow. This led to the growing concentra-
tion of retail activity in ‘High Street’ centres, a trend which was to continue, and
accelerate, over the next seventy years.
Developments in land transport also played an important role in concentrat-
ing retail activity into ‘shopping centre’ districts. Railways exerted a consider-
able influence on the internal structure of central retail areas from the s. In
addition to increasing the general accessibility of High Streets, they encouraged
the growth of retail centres via two additional mechanisms. First, they forced up
land values, by differentiating site accessibility, and by their own considerable use
of urban land. Secondly, they placed a physical constraint on the expansion of
many city centres, the railway lines acting as boundaries.
40
The development of
urban tramways from the s also influenced retail location, both central and
suburban shopping areas coalescing along their lines.
Another consequence of the multiples’ strategy of high turnover and low
profit margins was a growth in typical shop size. Expenditure on retail outlets
rose; prestige fascias were used to give each multiple chain its own defined ‘cor-
porate style’, while plate glass windows, extensive lighting and marble or pol-
ished hardwood counter tops gave stores an attractive, clean, appearance which
acted as a powerful advertisement. For example, Boots had a general policy of
acquiring premises which would make attractive shop sites and rebuilding, or at
least extensively refitting, them, with the aim of creating ‘a spectacular new shop
whose size and layout eclipsed all other chemists’ shops and, where possible, all
other retail businesses in the locality’.
41
This considerable advertising expendi-
ture embodied in their stores’ appearance was matched by extensive local press,
and other, advertising, to bring the prices of their ‘bargain’ lines to the attention
of the shopping public.
As the multiples grew they diversified into other economic activities. Some
acted as wholesalers for rurally based retailers. A number, such as Boots, Burton
and Lipton, also integrated backwards into manufacturing or primary produc-
tion. By Britain had a very substantial large-scale retailing sector; sixteen
multiples had over branches each, seven of which had over branches.
42
Almost all the largest multiples had become public companies by , some
ranking alongside Britain’s largest firms.
The evolution of Britain’s urban built environment
39
G. Shaw, ‘Changes in consumer demand and food supply in nineteenth-century British cities’,
Journal of Historical Geography, ().
40
G. Shaw, ‘The European scene: Britain and Germany’, in Benson and Shaw, eds., Evolution of
Retail Systems, p. .
41
S. Chapman, Jesse Boot of Boots the Chemists (London, ), p. .
42
Jefferys, Retail Trading, p. .
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