Tuck shops and shut-up shops: The Partnership's vision for Daniel Neal

Moving stock from Daniel Neal Portman Square to its new home at John Lewis on Oxford Street

All Change

By the end of February 1963, the Partnership had announced substantial plans for Daniel Neal. The Portman Square Branch, the flagship store, was to be closed at the end of the half-year, and its departments transferred to the fourth floor of John Lewis Oxford Street. Three of the provincial stores were also to be closed, those in Birmingham Exeter and Bristol. Ladybird shops on the model of the John Lewis Ladybird shop in Oxford Street were to be opened in the Kensington branch of Daniel Neil at the end of March 1963, and in Bournemouth and Cheltenham branches by July. As the Portman Square branch was encorporated into Oxford Street, the Kensington branch was soon amalgamated into Peter Jones. This left just two remaining Daniel Neal shops, in Bournemouth and Cheltenham.

Tuck shops pop up

To further the link between Daniel Neal and local schools, tuck shops and outfitters were opened in the grounds of some prominent education facilities. In Bournemouth Daniel Neal opened two school shops. The first of these was at Milton Abbey and the other was at Bryanston. Daniel Neal Cheltenham opened a shop at Kings College Taunton amongst others, including of course their long standing agreement with Cheltenham Ladies College.

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