Main Parade

The Main Parade is a key part of our area.  ERA supports and works with our local businesses.

Fig 1 Eastcote Main Parade Looking South (© Google 2019)
Fig. 1a Hillingdon Council created a striking geometric design that was screen printed on both jute and cotton bags see This gave residents a choice between a larger jute carrier or a fold away cotton bag. The green campaign worked to encourage residents to reuse bags as well as offering a creative canvas for marketing Eastcote itself. The design is shown here in various contexts.

Main Parade shops 

Eastcotes Shopping Parades. There is a comprehensive article in the RNELHS Journal 1998 The Development Of The Retail Trade In Eastcote by Ron Edwards but here there are some more details. When the shops in Field End Road were being built, most blocks were given individual parade names. The first of these was Field End Parade, built in the mid-1920s, and extending from what is now the Micromax Repair Centre to Champers Bar on the west side of the road. Others followed suit, including Deane Parade, Devon Parade, Queens Parade, Telcote Parade and Orchard Parade. Evidence of their existence has virtually disappeared now but, if you look above Robert Cooper estate agents premises on the corner of Elm Avenue, you can still see a plaque bearing the name Queens Parade.

Fig 3 Orchard Parade. ©Google2021 aerial view travelling south from Eastcote Library to the Ascot Pub and beyond to Field End Parade. RNELHS Journal 2004 says that the shops on the opposite side of Field End Road were developed at different stages by Rotherham Estates as was Orchard Parade as far as the shop that used to be the post office. During World War Il this was used as a British Restaurant which provided low-cost meals. The rest of the parade was completed in the fifties, ending with Eastcote Library in 1959. The Deane Parade opposite was built by T.F.Nash. Information has been extracted from a range (but incomplete set) of Kelly’s street directories between 1954 and 1977, supplemented by details from electoral rolls. The flats above Orchard Parade are not shown as occupied until the 1945 – the electoral roll was published in August of that year. It ran from next to The Ascott as far as the left-hand side of the Nat West Bank.
Figure 5 Orchard Parade North Corner. Eastcote Library bears the Middlesex Shield/Escutcheon and is dated 1959. The figure also shows The Middlesex shield; on the aqueduct over the North Circular Road © Rod Allday , in stain glass at Uxbridge tube station © Mattbuck, Park Royal tube station © Copyright Mike Quinn, in cartouche at Middlesex University © Copyright Julian Osley all licensed for reuse under Creative Commons Licence.  The Coat of Arms assigned to the Kingdom of the Middle and East Saxons depicted three “seaxes” An addition in 1910 was the “Saxon Crown” derived from the portrait of King Athelstan on a silver penny of his reign stated to be the earliest form of crown associated with any English sovereign. The modern word Middlesex word is formed from the Old English, ‘middel’ and ‘SeaxeWiki (‘Saxons’)  Wiki explains that seax means a type of small sword, typical of the Germanic peoples of the Migration period and the Early Middle Ages especially the Saxons. The word Saxon derives from seax. The seax is used in the Arms of Brent, Hounslow and EssexWiki describes the South Saxons, the East Saxons and the West Saxons. Might this be the why the Arms bears three seaxes? As a County, Middlesex lives on. ‘….there are vestiges of loyalty to the name, especially among army men. Many now living have been proud to belong to the ‘Die-Hards’, thus named after their conduct at the Battle of Albuera in 1811 that is to say the 57th Foot of 1782, known as the Middlesex Regiment…  p.15 (c) Bruce Stevenson Middlesex 1972 Pub T Batsford. (The shield is 85m from the Eastcote War Memorial.) The land on which the parade was built was formerly an orchard, hence the name. By the time the extension to this parade (up to no. 90 Field End Road, next to the library) had been constructed by around 1955, individual parade names had been dropped as shops were numbered in the main Field End Road sequence. Original parade numbers and establishments where known, are taken from the 1954 Kelly’s directory (the first post-war directory), with their current numbers in brackets. The shops in the extension of the parade are shown from Kelly’s 1958 directory.

Fig 7 Field End Parade (© Google 2019) on the west side of the road, straddling Morford Way and extending from the current tiny taxi office at one end to the computer, etc. repair shop at the other. The parade was built between 1924 and 1926; the original parade numbers and shops are listed below with their current numbers in brackets. The information dates from the 1929 to 1939 editions (two are missing) of Kelly’s street directories for the area.  1a [184a] is first listed from 1933 as a boot repairers, run by Joseph Rowe Cook & Son.  1 [184] was a drapers, run by the Misses Clements (later Miss Hilda Clements).  2 [182] was a chemists, managed by Alex Cargill Bowden as was 2a, a hairdressers; by 1930 both nos. 2 and 2a were Maison Henri, a hairdressers, the proprietor being John Clark Bewlay (see also no. 7). From 1934 Reginald Thomas Burgess is listed as the hairdresser at no. 2 and as Burgess Ltd. in 1939.  3 [180] was a beer retailers, run by Mark William Stopps, later described as a wine merchant. His telephone number was Pinner 572. By 1939 it was the Westminster Wine Co. Ltd.  4 [178] was a confectioners, run by E & F Wheeler, from 1931 by Mrs Ethel May Coles and later (1936) described as E M Coles & Son(s).  5 [176] was the grocers Howard Roberts Ltd.  6 [174] was a fruiterers, run by Robert John McKay.  Morford Way is here  7 [172] was, from 1930, the chemists run by Alex Cargill Bowden, relocated from no. 2; by the following year it was managed by Thomas Theodore Johnson and from 1933 was also a sub-post office. 8 [170] was a bakers, run by George Clarkson; by 1933 it was managed by Henry Lionel Wilton.  9 [168] is first listed in 1930 as Douglas (Ironmongers) Ltd and as Fox & Stride [Frederick William Fox and Cecil Stride], ironmongers, from 1934. 10 [166] was a fishmongers, run by Charles John Stephens. 10a [166a flat] is listed, in 1933 and 1934 only, as Sherrot, Hunt & Co., chartered accountants.  11 [164] was a butchers, run by Leslie George Clibbens; by 1936 it was managed by Bernard E Nash.  12 [162] was an art needlework store, managed by Miss Lilian Whyley Key. 12a [160] is listed, from 1933 to 1934, as C M [Charles Martin] Robarts & Son (Park Farm dairy); from 1937 it was a cooked meats shop, run by Stanley John Harris.  There is no match up occupancy with the last three parade numbers, 13 to 15. The current no. 154 Field End Road seems to have been two separate premises.  13 [158] was, from 1937, a boot repairers, run by Jack Holland.  13a [156] was, from 1938, the watchmakers C S Bedford.  14 [154] was the jewellers, Geoffrey Hall, listed from 1931 until 1934; in 1936 only it is listed as Guscott & Son, outfitters. It is likely that, in 1937 and 1938, it was Westor’s Woodshop, the proprietor being W E West.  14a [154a flat] from 1937 was David Mackenzie, dentist.  15 [154] was, from 1931 to 1936, A [Archie] Whyborn electrical stores; their telephone number was Pinner 1080. In 1937 it was called Hanson Electrical Co. Ltd., electrical engineers and in 1938 Van Dyk, arts & crafts, the proprietor being R V Mellish.  The following premises did not have parade numbers listed when they appeared in the street directories but would have been in the range 12 to 15:  a sub-branch of Barclays Bank Ltd. between 1931 and 1934; the manager was C E Mitchell Eastcote Music Salon, between 1931 and 1933. Ye Old Farmhouse Cookery between 1933 to 1936. As can be seen from the above, there was a complete range of outlets available for local residents when the parade was in its infancy. RNELHS Journal 2004 says that the parade, with its decorative style and diaper-pattern brickwork, was designed by Frank Osler who was one of the architects for the Hampstead Garden Suburb.
Fig 9 Devon Parade on the east side of the road1 [197] was the Express Dairy Co. Ltd. 2 [195] was the Westminster Bank Ltd; the manager was B W Martin, later R E Pudney. 3 [193a] was Sketchley Ltd., later described as Sketchley Dye Works Ltd., cleaners 3a [193] was a bakers, Wright-Cooper Ltd. Robert and Gwyndoline Cooper lived in the flat above the shop. 4 [191] was J & A Christie Ltd., coal (and coke) merchants. 4a [191a] was boot (and shoe) repairers Double-Wear Ltd. 16 Devon Parade 5 [189] is listed as Rotherham Estates Co. Ltd., estate agents/builders. The company was, of course, responsible for the construction of many houses in the area. Samuel George Brealy and his wife Barbara Eileen, who managed the premises, lived in Dollis Hill Lane, Cricklewood. Corry & Corry, estate agents, were at this address in the late 1950s. 6 [187] was Hilda, confectioners, run by Hilda Mary Anderson; she and her husband Herbert Robert lived in the flat above. The shop was called Bunce’s (tobacconists and confectioners) by the late 1950s. 7 [185] was Dancer & Green, greengrocers. Clifford Charles Dancer and Cyril William Green lived in High Wycombe initially; by 1935, when Clifford Dancer had left, Cyril Green was living in Cannon Lane, Pinner. By the late 1950s the shop was an outfitters with the name Ralph Webb Ltd. 8 [183] was O’Hara & Son, butchers, run by Charles George O’Hara who lived in Kings End, Ruislip. By the late 1950s it was called Richards. 9 [181] was The Devon Stores, grocers; the proprietor was George Clifford Dowsing who initially lived in Larden Road, Acton. He and his wife Jennie Eleanor later moved to 31 Meadow Way. The premises was called Stevens & Steeds by the late 1950s. 10 [179] was Alex Wright, drapers. Alexander Henry and his wife Mary Louise lived above their shop. By the 1950s it had become Alma, ladies outfitters, and later Etam Ltd. 11 [177] was the Midland Bank Ltd. with manager T H Evans. As HSBC, it is still there as the successor to the Midland. [175] was Walton (London) Ltd., fruiterers.
Fig 12 [173] was John Sainsbury Ltd., provisions merchants. The Figure shows the original architecture drawings dated Jan1936. 12 [171] was Boots, the chemists, who in 2017 still occupy this shop as well as no. 169 next door! 13 [169] was Meyers Brothers, another greengrocers. Frederick and George Meyers lived in East Acton Lane, Acton. 14 [167] was Hutton Ltd., a fish buffet. 15 [165] was the household stores premises of Cato’s Ltd. 16 [163] was occupied by the True Form Boot Co. 17 [161] was initially occupied by the Middlesex Garden Supply Co.; this later became Kingston’s Lawrence Ltd., butchers.

Fig 15 Abbotsbury Parade or Letchworth? (© Google 2019) Historic England heag116 explains that this unlisted parade on the edge of the central shopping area in Letchworth Garden City, Hertfordshire. Dating from 1935, this is in a style broadly similar to that adopted by the prolific developer Edward Lotery, which was replicated throughout the Home Counties.
Fig 16 Abbotsbury Parade or Waltham Cross? (© Google 2019) Historic England heag116 shows (fig 12, page 15) the original Woolworth’s store in the end unit of a symmetrical parade on the High Street, Waltham Cross This reference says that this is typical of Edward Lotery’s commercial developments of the 1930s. It was completed in 1939. Examples of this design, devised by Marshall & Tweedy, abound on the outskirts of London such as Eastcote.
Fig 17 Abbotsbury Parade or Coventry? (© Google 2019) Lotery’s house style was widely replicated for example in Jubilee Crescent, Coventry (late 1930s and 1950s, unlisted).
Fig 18 Abbotsbury Parade or Sheaveshill Ave off Edgware Rd? (©Google 2008/2019). Historic England heag116 says that ‘…working with the agents Warwick Estates, just three firms of general contractors, and the architects Marshall & Tweedy, Lotery standardised the architectural design and construction of parades …. built 80 parades (equating to 1,005 shop units) around London. streetlist says that ‘there is only one street named Sheaveshill Avenue making it unique in Great Britain’. Note the application of paint to the facade at parapet height.


Fig 2 Deane Parade. Nos. 1 to 17 Deane Parade, extended from Abbotsbury Gardens to Deane Croft Road, covering what are now nos. 115 down to no. 83. Access to the flats above the shops was via two communal staircases and a balcony extending the full length of the parade, still in use today. The parade was built in 1935 and the first premises (nos. 1 to 7, 9 and 10) appeared in the 1936 edition of Kelly’s, with most of the remainder following in the 1937 edition. Original parade numbers and shops are shown below, with their current numbers in brackets; some were still there into the early 1970s. 1 [115] was a newsagents run by Walter William Prangley but had been replaced by Douglas J. Farquharson in 1938 and by C. H. I. Stewart the following year. By 1954 A. V. Apps managed the premises (one of four such newsagents in Eastcote), continuing into the 1970s. Alexander Victor and his wife Vera lived above their shop at 1 Telcote Parade (now 257 Field End Road). 2 [113] was the dairy, Robarts & Son. The Robarts family were living at 73 (previously Gleneagles) Field End Road in 1939. After the war, son Norman and his wife Moira were at the newly built 31 Field End Road, now on the site of Robarts Close. By 1954 the dairy had become the Rendezvous Café/Restaurant and, by 1959, the unfortunately named K.K.K. Cafe. By 1968/69 it was the short-lived Le-Sur Restaurant, becoming another restaurant, Velasquez, from 1970/71.
Fig 4 Deane Parade Capitals. (© Google 2019) This figure shows the former/current architectural detail at 109,111 Field End Rd in the pilasters. From 1935 until 2019 there were more than a dozen stone console brackets on Deane Parade. These were changed to stepped brickwork or removed entirely in 2020). 3 [111] was a chemists, managed by Henry Bishop. By 1954 it was called E. Moss and by 1966/67 Blanshards, run by Peter Raymond Blanshard. 4 [109] was F. G. Barnes & Son, ironmongers; Frederick George Barnes, his wife Charlotte and son Albert initially lived in the flat above; in 1939 the parents resided at 10 Green Lawns. By 1954 the shop had expanded to take in no. 107. The firm was still there until 1970/71, after which it became Thomas of Eastcote, a hardware shop. 5 [107] Garman (Eastcote) Ltd were radio dealers at this address; by 1938 it was called Gillett Electrical & Radio Ltd (proprietor John Gillett), although Arnold and Emily Gillatt are listed as occupying the flat above until 1951 (they were briefly at 48 Bridle Road after the war), before moving to 174 Field End Road. 6 [105] was the United Kingdom Tea Co. shop, later the UK Tea Co. They were at these premises until 1966/67; Vernons, grocers, were briefly trading here in 1968/69. 7 [103] was occupied by J. H. Dewhurst Ltd, butchers, until at least 1959. It was another butchers, Eastmans, in 1968/69. 8 [101] was Foures, a bakers, run by Robert and Jemina Callander. Briefly living at 65 Elm Avenue, they moved to the flat above the shop in 1939. By 1954 it had become The Home Bakery and was still there in 1977. 9 [99] is listed as a hairdressers, managed by Mrs. Ethel Kelly, until at least 1954; she lived in the flat above with her husband Thomas and daughter Cecilia, who was also a hairdresser. By 1958 the shop was called Fridkin Hair Fashions which was still trading there in 1977. 10 [97] was initially both an outfitters, Arthur Reader, and drapers, run by Mrs Mary Wood; the drapers had disappeared the following year. From 1938 the shop was Cecil Keeley, outfitters, which lasted until the 1968/69. He and his wife Freda lived in the flat above. 11 [95] was Cresta Cleaners Ltd., dyers and cleaners occupied this site; their telephone number was Pinner 3282. They were still there as late as 1972. 12 [93] in 1938 was a short-lived gown shop, Ravenal, the proprietress being Mrs. G. Morris. By 1954 it was the Eastcote Printers, still there in 1977 and believed to be managed by Albert Cole. 13 [91] was A C Garden Supplies, listed as a greengrocers, up to 1939. 13b [91a] is listed as Mrs. Doris Galley (wife of the local builder C. V. Galley), fancy wools; the following year it was called Frances, run jointly by Mrs. F. M. Bennett and Mrs. E. F. Jolly (who lived, respectively, at 13 and 38 Crescent Gardens). By 1954 there was a further change of name to Campbell Wools, which lasted until 1970/71, thereafter becoming Janes Fashions. 14-15 [89/87] was a double-fronted shop, the Watford Co-operative Society, there until 1968/69; it was replaced by A. E. A. Edwards Ltd., builders’ merchants. 14a [89a] is listed as the Home-Auto Cigarette Service Co., up to 1939. 16 [85] was a builders merchants, Ernest Elderkin; Ernest and his wife, Doris, lived above the shop. By 1954 it had become Allison’s, fruiterer and grocer, Jenkins by 1966/67 and A. J. Vane, fruiterers, from 1970/71. 17 [83] was a wine merchants, Harris & Son, later Harris & Son (Pinner) Ltd, (wines and spirits), until at least 1954. By 1958 it was called Kershaw & Cressey, becoming the Westminster Wine Co. from 1966/67.
Fig 6 Station Approach (© Google 2019) extended from the footpath to the car park behind the shops to the corner of North View, covering what are now nos. 211 down to 199. They were originally listed as nos. 187 to 175 when they appeared in the 1936 edition of Kelly’s, suggesting there was a partial renumbering; they had changed to their current numbers by 1939. The electoral rolls show the first premises and some of the flats above were occupied from 1935. Original parade numbers and establishments are shown below, with their current numbers in brackets. Subsequent changes are listed, where known. Flats above the premises were numbered 3A to 8A. Σ 3 [211] was occupied in 1935 by Arthur J. Hensey, estate agents. Arthur James and his wife Annie Elizabeth were living at ‘Wayside’, Preston Road at the time. By 1939 it had become Walker Allanson Ltd., house furnishers. In 1954 it is described as Allanson, Walker Ltd., furniture dealers, from 1966/67 furniture access and, from 1974, gift shop. Σ 4 [209] was T. F. Nash, builders, but had become A. G. Developments Ltd the following year. Thomas Fred Nash was a well-known local builder, whose company was  one of two which developed much of the Rayners Lane area. From 1935 to 1937, he and his wife Alice lived at 28 Bridle Road, now part of the Missouri Court complex. In 1954 two premises occupied the site – Harrisons Car Hire Service and Eastcote Leathercraft, fancy goods; these lasted until 1964/65. From 1968/69 Little Mischief, children’s wear, was the occupier. Σ 5 [207] was initially the New Novel Library premises, but was renamed Alpha Libraries the following year; the proprietor was William Tabor Sanctuary, who was briefly living above the premises with his wife Margaret Irene Mansell in By 1939 half of the premises were Hinchcliffe and Co. Ltd., coal merchants. By 1954 the two shops were C. S. Bedford, jeweller, until 1968/69 (thereafter D. R. Boswell, and then Station Jewellers Eastcote from 1974) and Crispe, optician, subsequently W. L. Crispe, Ltd., a name that still lives on in 2018. 4 Σ 6 [205] was Marcia, confectioners, whose proprietor is listed in Kelly’s as R. (or R. H.) Markes. Arthur Samuel and his wife Jeannie were living at 60 Pinner Park Avenue off Headstone Lane at the time. By 1939 it was called Freeman’s, whose proprietor A. J. Freeman is listed as Joseph Albert Freeman in the electoral rolls, and who occupied the flat above until after the war. In 1954 the shop was G. J. Young, confectioner and tobacconist, a name that also lives on in 2018. Gilbert James and his wife Amelia Edith (neé Kear) lived above the shop at no. 205A from 1947/48 until 1958, as did their married daughter Amelia M. and Eric S. Rhymer. Gilbert had an elder brother Frederick George, whose son was Ronald Leslie Young, better known as singer and Radio 2 presenter Jimmy Young. Jimmy and his wife Vera (neé Wilkinson) are shown as occupying the flat above no. 203A in 1947. Gilbert and Frederick’s widowed mother was also at no. 205A in 1947. Quite a family gathering! Σ 7 [203] was Ethel, a hairdressers, whose proprietor was David Gorman. David Allison Frew and his wife Ethel Emily lived at 46 Lowlands Road. In 1954 the shop was called Hilda, continuing as such until 1968/69; thereafter, the premises became the estate agents Chamberlain & Bickerton. Σ 8 [201] was William Noble, a drapers, subsequently W. Noble and Son from at least 1954 until 1964/65. William and Elsie Norah Noble lived at 22 Corringham Road, Wembley Park when the shop first opened, moving to 18/22 Springfield Road, Harrow the following year. From 1966/67 the premises was Laurie Ridley, still there in 1977.
Fig 8 Station Approach North corner (© Google 2019) Formerly Barclays Bank Σ – [199] was Barclays Bank Ltd, the manager of which was V. E. L. Jones. The flat above was initially called Bank House, subsequently Barclay’s Bank House. Barclays holds the record for the longest continuous tenure in a single premises in the shopping centre and finally closed for business after 8th June this year. (Boots opened at about the same time in Deane Parade but has since expanded to cover two shop fronts, nos. 169 and 171).

Fig 10 Queens Parade Name Stone. (© Google 2019) Situated on the the South West corner of the Field End Road-North View crossroads, this appears to be the only name stone of its type.  RNELHS Journal 1998 says Station Approach was built after 1935 by T F Nash between North View and the station terminating at the footpath to the car park. Queen’s Parade opposite was built about the same time…..
Fig 11 Queens Parade – stylised
Fig 13 Abbotsbury Parade. (© Google 2019) Woolworths today in Eastcote now Tesco Express. The original Woolworths at 149 Field End Rd Eastcote can be seen at Historic England shopping-parades in section ‘Lotery and the inter-war years’. Next door at 151 was the tobacconist Finaly & Co Ltd seen here in 1937 at buildingourpast. It is now Holland&Barratt.



Fig 14 Abbotsbury Parade. (© Google 2012) A shopfront over 5 bays in Eastcote . Budgens at 129 Field End Rd retained a modular fascia allowing Edward Lotery’s upper floor design to filter into the ground floor via the pilasters and capitals. The shopwindow displays maintained an active street scene and passive surveillance – sought after features in modern day borough shopfront planning guidance