The records of the Cardiff-based auctioneers and chartered surveyors, Stephenson and Alexander, provide a snapshot of life in South Wales just over a hundred years ago. Many of the businesses that passed through the company’s books were major concerns, including collieries, metal manufacturers and breweries. There were also, however, many smaller firms and shops that served local communities for decades and were very much part of the local infrastructure.
One such company was D L Evans & Co of Holton Road, Barry. Offered for sale by Stephenson and Alexander in May 1920, D L Evans’ shop provided local families with just about everything they needed in terms of clothing and drapery. It was the place to go for Sunday best outfits, school and work wear and just about all aspects of household drapery. The photograph included with the sales particulars shows the shop windows packed with all manner of goods looking like a veritable Aladdin’s cave.
Visits to D L Evans were designed to be a “shopping experience” with adverts in the local newspapers boasting that, if you wanted to return from your shopping …fresh and happy… then D L Evans was the place to go. On entering the premises customers were welcomed by a phalanx of smartly dressed assistants. Standing behind the fifteen foot long oak and mahogany counters, staff stood ready to pull out goods, for perusal and sale, from the ranks of brass-handled drawers built into each counter. Along the walls stood rows of glass display cabinets and, at the end of the room, a roll top desk where the accounts were dealt with. Those looking for more specialist goods or possibly ordering made-to-measure dresses were ushered to a series of ornate showrooms in the basement and on the first floor.
There are no details of the number of staff employed but it must have been substantial. The Holton Road premises had bedrooms on the second floor almost certainly for staff. By 1920, however, they were probably disused for Evans had purchased three houses on Merthyr Road in Barry for use as a staff hostel.
Evans was a plain speaking businessman. The company’s advertisements were very much to the point and included …no low class rubbish… and …if its value you want – Here you get it. The sale particulars held by Stephenson and Alexander also include company headed paper used by D L Evans & Co that tells you much about the owner and the popular mindset at the time. Evans was known for only dealing in cash. It seems that this was a point of principle for the headed paper proclaims that …to accept credit is to sell your liberty… and …mighty is cash, it conquers all difficulties in trade. To underline this point a £100 reward was offered to anyone who could show that the company operated in any way other than through cash.
Evans was probably the first occupant of the premises on Holton Road, constructed in 1891 as Nolton Buildings. After almost thirty years, however, it was time to retire. For the next generation of local entrepreneurs the business was probably an attractive proposition given that the books confirmed that it made a significant profit. The price set for the business, however, was quite a challenge with the shop placed on the market at twelve thousand pounds – just under half a million pounds at today’s prices – and presumably cash. In addition, stock and fittings were to be sold separately. It was perhaps no surprise, therefore, that the shop failed to make its reserve at auction in May 1920 and was not sold.
As to what happened next, we know that, within a year, D L Evans had retired to Cardiff and the stock from the shop was being sold by his brother, W L Evans, also a draper, of High Street, Merthyr Tydfil. With the shop sold or let, the business that had served so many was no longer a feature of the high street in Barry.
As to why D L Evans elected to sell, it may have been due to poor health in that he died in 1931 at the relatively early age of 60. Set against this he might have recognised the emerging competition on Holton Road, particularly in the form of Dan Evans and Co. Opened in 1905 at 81 Holton Road as an Ironmongers, Dan Evans and Co grew rapidly and steadily extended its range of household goods to become Barry’s first department store until the business eventually closed in 2006.
Those familiar with Holton Road will know that the site occupied in 1920 by D L Evans is still used today as a supermarket. However, if anyone can add to what we know about D L Evans and Co then do please let us know.
Details of the Stephenson & Alexander collection, including the sales prospectus for D L Evans and Co, 102-106 Holton Road, Barry can be found online, under reference DSA, in the catalogue of Glamorgan Archives at https://canfod.glamarchives.gov.uk/.
Tony Peters, Glamorgan Archives Volunteer
Glamorgan Archives 