by many Londoners?

London is known for its many attractions and landmarks, but there is one particular that has left a lasting impression on many Londoners. The store in question is none other than the grand department store, Gamages.

Gamages was founded in 1878 by Arthur Walter Gamage, who was a former employee of a well-known London department store named Marshall & Snelgrove. The store first opened its doors in a small shop on Holborn Viaduct. However, it wasn’t long before the store expanded and moved to a larger location near Fleet Street, on the opposite side of the street to the Daily Express building.

During its heyday in the early twentieth century, Gamages sprawled over six floors and boasted an impressive array of merchandise, ranging from toys and books to furniture and fashion. The emporium was particularly famous for its toys, which were found on the basement floor that became known as the “Toy Basement.”

The store was an iconic feature of early twentieth-century London, attracting customers from all walks of life, including royalty, celebrities, and the working classes. Its popularity was rooted in its ability to combine a wide range of goods with affordable prices, making it accessible to most people.

Gamages was also innovative in its approach to retail, introducing new ideas such as mail-order catalogs, which allowed customers to browse and purchase items from the comfort of their own home. The store also became a popular location for social events, with regular concerts, exhibitions, and charity events taking place within its walls.

Despite its popularity, Gamages struggled to compete with other department stores like Selfridges and Fenwick in the mid-twentieth century. The store was badly damaged during the Blitz in World War II, and it closed permanently in 1972, much to the disappointment of Londoners.

Today, the location where Gamages once stood is occupied by a Premier Inn hotel and a branch of Tesco Express. However, the legacy of the unforgettable emporium lives on in the memories of those who shopped there and in the collectibles that continue to be sold and cherished.

Gamages merchandise has become highly sought after by collectors, particularly its toy range, which includes everything from early twentieth-century pedal cars to mechanical puppets. Gamages-branded memorabilia, such as shopping bags and catalogues, are also popular among collectors.

For those interested in learning more about Gamages and other iconic department stores of the past, there are several books and websites dedicated to the subject. Photographs and postcards of Gamages can also be found in antique shops and online marketplaces like eBay.

In conclusion, Gamages was a beloved emporium that remains unforgettable to many Londoners. Its wide range of merchandise, affordable prices, and innovative retail ideas made it a popular destination for shoppers of all backgrounds. Although the store is no longer standing, its legacy lives on in the memories of those who visited it, the collectibles that continue to be cherished, and the ongoing fascination with London’s department store history.

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