Bentley & Binsted
The Village Shops
... Over the Years
 

The "Village Shop" is not yet extinct but it is certainly an endangered species. Fifty years or so ago there was a prolific scattering of village, or rural, shops over the breadth of the country but since that time the relentless march of "progress" has reduced this number to a relative handful. However, this will be a familiar story to most visitors. The sad fact of life is that many people while bemoaning the demise of the village shop fail to support it or to patronise it thus contributing to its demise. A second fact of life is that village shops find it very difficult to remain competitive in this age of the "superstore".

That is not the end of the story though. There is room for both and those who wish for the local shop to survive should share their patronage - by all means, continue with major shopping at the "Superstore" but leave enough demand to ensure that the village shop survives also. This compromise situation leads to the reason for this piece of historical reflection - Bentley Village still has a shop and it is successful through the support of the local residents.

Bentley Stores has now been in the ownership of the same family for almost 60 years but during this time has gone through almost a complete circle of change - the starting point has evolved to become also the situation of today. That is the story told on this page, a history of successful evolution that is not yet finished. Watch this space ....?

The story begins in 1941 when this photo of the shop was taken.

In 1941 Mrs Wheatley and her daughter opened a small grocery business in lock-up premises on the main road passing through Bentley. At that time her sons were serving in the armed forces. The business grew and after a short time her husband gave up his local job and joined her in the business.

By 1946 her sons William and Albert and her son-in-law George had returned from their wartime service and they also turned their attention to further developing the business.

By 1955 the original premises had become quite inadequate for the volume of trade and plans were made to rebuild the rear of the shop to provide offices and storerooms. In 1957 the demolition started on the front of the premises and the shop as it was in the photo on the left was completed in 1958. Many local residents will be familiar with this view as, with minor modifications, it remained much the same until very recent times.

The Wheatley familiy showed themselves to be both resourceful and enterprising by undertaking most of the rebuilding work themselves. Only the more specialist tasks involved outside help. While the extensive rebuilding was under way the family had to also cope with evolving trends in the retail grocery trade and familiarise themselves with major changes in the way shopping would be achieved in the future.

The change emerging at that time was the embryo of "self-service" shopping. The foresight and imagination of the Wheatley family influenced their decision to lay out the new shop to allow customers to take advantage of this new trend. The results proved they were right.

There were also developments to increase the output of the bakery which the family had introduced and an extensive newspaper and periodical circulation was also maintained.

The whole plan was designed to make shopping a pleasant experience for customers and, in an effort to provide an even higher level of service the business also operated a fleet of delivery vans and a mobile shop.

As if this had not been enough the business had, over this period expanded far beyond the confines of just Bentley Village into the surrounding districts. Expansion of the business involved the opening of three other branches, Froyle Stores in Lower Froyle and the Foxhill and Bourne Stores in the village of Lower Bourne. These businesses were also modernised and refitted to provide the first class service demanded by customers.

One factor the family was aware of was the need for continous evolution and development if the the business was to remain successful. By 1961 the alignment of independent grocers as part of a national group was under way. The Wheatley family recognised this as an important trend and in 1961 allied themselves to the MACE Marketing Services and their shops displayed the emblem of the group - at that time the largest in the country. Through membership of this group they kept in touch with developments in the trade and received benefits in merchandising only possible on a national scale.

The story does not end there, further success was achieved in following period. This tale of the village shops will be updated following further research.

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The assistance provided by Alan Wheatley in compiling this history is acknowledged.
Historic photographs courtesy of the Wheatley family