SWINDON’S BHS branch is today as sorry a sight as others across the country.

Its loyal staff, some of whom have given many years’ service, are among 11,000 whose livelihoods were taken from them in the collapse of the High Street chain.

The recent fortunes of the 88-year-old company - once British Home Stores - are in stark contrast to its growth and success in the mid-20th century.

In August of 1964 the Swindon branch was in Bridge Street, and was doing so well that expansion was vital.

“The newest part of the store,” we said, “which is the second part of a two-year project and is to be opened on Tuesday, has almost doubled the present selling space.

“The store, as it has now developed, occupies a strategic position on the corner of Bridge Street and The Parade.

“It is at the hub of the new Town Centre, and has its front entrances in what will eventually be a pedestrian precinct.”

The expansion of the store reflected the post-war population boom in the town, and we listed some of the treats awaiting shoppers.

“‘Continental gateau’ is one particular commodity which the new-look store is to introduce.

“This line, which the company is introducing at Swindon for the first time in its countrywide chain of stores, is one of a number which will be displayed in the new food department.

“This department will also sell bacon, fats, cheeses, bread, cakes etc, and for the first time a refrigerated display stand will supplement the ordinary counters.”

More than half a century later, it’s impossible to say whether the company was especially eager to push its new cakes or the reporter was hungry, but we lovingly listed varieties including maraschino cherry, viennes sicilina, chocolate orange, chocolate fudge, chocolate dream, princess, praline and walnut ganache.

We managed to mention other innovations, such as the long mirror in the hat department, the improved record department and brighter lighting before turning once more to food.

“On the first floor there is a cafeteria for shoppers.

“It is large, seating 150 people, and tastefully decorated.

“This and the staff dining room are both served from a spotless kitchen fitted with all the latest equipment including waste disposal machines.”

We would be interested to hear from British Home Stores veterans with memories of the shop to share.