page_title: Oxford Street
section_title: Retail development
hierarchical_section_title: Oxford Street / History / Retail development
caption_attribution_description: English: Bond Street Station entrance on Oxford Street. Near to Marylebone, Westminster, Great Britain. View eastward on Oxford Street, at James Street/Gilbert Street - New Bond Street is further along. This London Transport Underground Station was only on the Central Line back in 1961. On 1/5/79 the new &#39;Jubilee&#39; Line was belatedly opened from Baker Street via Bond Street and Green Park to Charing Cross (former Trafalgar Square), Bond Street was greatly enlarged, with a proper circulating area and entrances on both sides of Oxford Street.
context_page_description: Oxford Street is a major road in the City of Westminster in the West End of London, running from Tottenham Court Road to Marble Arch via Oxford Circus. It is Europe's busiest shopping street, with around half a million daily visitors, and as of 2012 had approximately 300 shops. It is designated as part of the A40, a major road between London and Fishguard, though it is not signed as such, and traffic is regularly restricted to buses and taxis.
  The road was originally part of the Via Trinobantina, a Roman road between Essex and Hampshire via London. It was known as Tyburn Road through the Middle Ages when it was notorious for public hangings of prisoners at Tyburn Gallows. It became known as Oxford Road and then Oxford Street in the 18th century, and began to change from residential to commercial and retail use by the late 19th century, attracting street traders, confidence tricksters and prostitution. The first department stores in the UK opened in the early 20th century, including Selfridges, John Lewis & Partners and HMV. Unlike nearby shopping streets such as Bond Street, it has retained an element of downmarket trading alongside more prestigious retail stores.
context_section_description: Oxford Street changed in character from residential to retail towards the end of the 19th century. Drapers, cobblers and furniture stores opened shops on the street, and some expanded into the first department stores. Street vendors sold tourist souvenirs during this time. A plan in Tallis's London Street Views, published in the late 1830s, remarks that almost all the street, save for the far western end, was primarily retail. John Lewis started in 1864 in small shop at No. 132, while Selfridges opened on 15 March 1909 at No. 400. Most of the southern side west of Davies Street was completely rebuilt between 1865 and 1890, allowing a more uniform freehold ownership. By the 1930s, the street was almost entirely retail, a position that remains today. However, unlike nearby streets such as Bond Street and Park Lane, there remained a seedy element including street traders and prostitutes. There are relatively few pubs in Oxford Street, perhaps due to the high rental values.
  Oxford Street suffered considerable bombing during the Second World War. During the night and early hours of 17 to 18 September 1940, 268 Heinkel He 111 and Dornier Do 17 bombers targeted the West End, particularly Oxford Street. Many buildings were damaged, either from direct hits or subsequent fires, including four department stores: John Lewis, Selfridges, Bourne & Hollingsworth and Peter Robinson. George Orwell wrote in his diary for 24 September that Oxford Street was "completely empty of traffic, and only a few pedestrians", and saw "innumerable fragments of broken glass". John Lewis caught fire again on 25 September and was reduced to a shell. It remained a bomb site for the remainder of the war and beyond, finally being demolished and rebuilt between 1958 and 1960. Peter Robinson partially reopened on 22 September, though the main storefront remained boarded up. The basement was converted into studios for the BBC Eastern Service. Orwell made several broadcasts here from 1941 to 1943.
  Selfridges was bombed again on 17 April 1941, suffering further damage, including the destruction of the Palm Court Restaurant. The basement was converted to a communications base, with a dedicated line run along Oxford Street to Whitehall allowing British Prime Minister Winston Churchill to make secure and direct telephone calls to the US President Franklin D. Roosevelt. The store was damaged again on 6 December 1944 after a V2 rocket exploded on nearby Duke Street, causing its Christmas tree displays to collapse into the street outside. Damage was repaired and the shop re-opened the following day.
caption: View west down Oxford Street in 1961, outside Bond Street Underground station
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