MANY residents of Reading will still refer to the John Lewis and Partners store on Broad Street as Heelas in homage to the original store.
The John Lewis and Partners' website explains Heelas and Sons Limited opened in May 1854 specialising in linen, silk, carpet and furnishings on Old Minister Street.
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Over the years, the business grew and further properties were bought on Broad Street.
The website added by the end of the century Heelas had grown substantially to feature departments containing things to wear and things for the home.
We have taken a look through Reading Museum's archives to see what Heelas was like back in the day.
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To see more pictures like these and of Reading, visit the museum's catalogue here.
Two mannequins modelling wedding dresses at Messrs Heelas' fashion parade
Messrs. Heelas held a fashion parade in the gown salon in March 1938 to show off their Spring collection.
According to the museum, daffodils, grass and ferns were arranged throughout the room and other items such as dresses, suits, coats and hats were shown.
Heelas Fire Brigade who took second place in the Barber Challenge Shield Contest
A fire brigade competition was held in August 1938 in Windsor.
Messrs. Heelas Ltd Fire Brigade were among the competitors and took part in events such as the Hose and Cart Drill which required four men in the challenge and the Barber Challenge Shield Contest.
The 16th Annual Heelas Horticultural Show
The 16th Annual Horticultural Show began on September 1, 1938.
There were only 252 exhibits due to a bad season for fruit.
A window display at Heelas in cooperation with the Queen Victoria Institute for District Nursing
A window display was arranged by Messrs. Heelas Ltd on Broad Street in cooperation with the Queen Victoria Institute for District Nursing.
Mannequin parade at Heelas
Messrs. Heelas held a fashion parade in March 1939.
The extended carpet department
Messrs. Heelas held a special display at their department store on Broad Street in 1940 including an extension of their carpet department.
Cosmetic company Innoxa demonstration
Heelas hosted a demonstration organised by the cosmetic company Innoxa.
As a high quality hypo-allergenic skin care, Innoxa's products were the first to be recognised by The British Medical Association.
National Food Campaign stall at Heelas
Heelas set up a stall in aid of the National Food Campaign.
Heelas 'savings stand' as part of War Weapons Week
Reading Museum's website explains Heelas set up a 'War Weapons Week' stand in 1940 where people could place their savings in Defence Bonds and War Bonds.
It was part of a national government campaign to encourage people to save their money in various government schemes and to keep morale high during the war.
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