Croydon

Croydon was rapidly to becoming the largest suburban town in the London area, with a population of 78,947 in 1881. Sainsbury’s new shop was opposite West Croydon station.

Great care was taken with the decoration of the shop - John James personally selected the tiles for the walls and counters and mosaics for the floor, in fashionable shades of brown and green. The counter tops were made of Italian marble.

At the far end of the shop a mahogany screen formed a partition between the sales and office areas. The windows were decorated with stained glass spandrels depicting game birds and hares, while upon the rich marbled granite shop front were carved the words 'Daily Arrivals of Pure Butter'. Above this, in even larger gilded letters was the name 'J.Sainsbury'.

Many rivals thought John James had been too lavish in fitting out the new shop, but the decorations were practical and hygienic as well as attractive. His son John Benjamin later recalled that:

‘The critics missed the point my father had in mind, and that was to produce a shop to ensure perfect cleanliness and freedom from the menace of all food shops in those days - mice and rats.’

Find out more about Sainsbury's store design

Customers at Croydon could choose from a much greater range of products than in any previous Sainsbury’s shop. A well as a wide range of cooked meats and poultry and game in season, Sainsbury’s claimed to be ‘the only house in Surrey’ to stock so many cheeses, including Bondons, York Creams and Alpine Creams.

The model store was successful and further branches were soon opened in Croydon, including a pork butchers at 18 (later 35) London Road. This was the first branch to sell Sainsbury’s own-brand sausages.