It all started when…

Many of us hurry down Commercial Road without a second thought. Little do we realise what we are missing; the history we are not seeing, the truth of the past eschewed by recent facades and headlines, the fact that we are right now, witnessing another reawakening of this vibrant part of town, and that over the years, these premises have developed a remarkable talent for evolution.

1920 – 1960
Sea Bathing and Promenades

The area where The Avenue now sits was first known in the early 1900’s as Mr. Okey’s Draper’s Shop. Mr. Okey just so happened to be good friends with a Mr J E Beale, who bought the business after WW1 and turned it into Bealeson’s. Although little known today, Bealeson’s was the popular sister-store to Beales, a landmark in its own right. Owned and operated by the Beale family both stores were run as separate businesses right up until 1967 when they combined.

Bealeson’s was in no way the inferior sister to Beales; it was a serious shopping destination, a hub of activity and entertainment, offering a more accessible price-point and a vast array of goods all conveniently under one roof.

1960 – 1980
Bournemouth’s a Go! Go!

The Beale family ran both stores as one after 1967, trading under the Beales and Bealeson’s names respectively. This period was a very much a hey-day, full of spectacle and exhilaration – The Beatles played more times in Bournemouth than any other UK concert venue outside of London and Bournemouth was one of the first towns in Britain to have its own radio station - Bealeson’s, opening its doors for business as usual, was a leading light in the new wave of entertainment and experiential shopping.

Over the years Bealeson’s played host to many celebrities, booking Lionel Blair to take part in a fashion show, Anita Harris to showcase the latest home entertainment products and arranging book signings by the likes of Harry Corbett and Sooty, David Attenborough, Harvey Smith and Pam Ayres.

Bealeson’s shared in the use of theatre and experience which made Beale’s so eminent; creating affordable spectacles and exciting attractions for Bournemouth’s shoppers:

Everyone should see

BEALESONS
INTERESTING
CHRISTMAS ATTRACTION
“WITH SCOTT to the SOUTH POLE”
An epic of human endurance, sincerity of purpose and British pluck

Straddling Commercial Road and Avenue Road Bealeson’s was not only vibrant, it was a staple of local life; a meeting point, a landmark and very much part of the vernacular.

“A staple of local life; a meeting point, a landmark and very much part of the vernacular.”

1980 - 2020
A rad new look for the high-street

Bealeson’s closed its doors in 1982 and made way for the brave new face of the 1980’s. The Avenue witnessed many changes in this period and the building remained a local focal point. The official opening of HMV in 1988 by Donny Osmond and Radio 1 D.J Bruno Brookes, is a great example of how The Avenue plugged firmly into the developments of the time, creating a buzz about the Bournemouth shopping experience and remaining at the forefront of a fusion between retail and new media which had made the location so popular during its Bealeson’s days.

“A fusion between retail and new media which made the location so popular”

2020 +
The story continues…

Ever since its heyday and the buzz around Bealeson’s, 11 -21 Commercial Road has always had a gift for providing Bournemouth with a bright experiential shopping experience. With the rise of online shopping and out-of-town outlets, this light has shone a little dimly.

The Avenue marks a recovery from the indistinguishable malaise of the faceless high-street and a return to experiential shopping - to individuality and a sense of excitement and creativity – to that magical recipe for combining retail with pleasure, leisure and a sense of community that Bealeson’s and The Avenue have always been so good at.

The Avenue
Commercial Road, Bournemouth
BH2 5RP
Opening Times
09:00 to 17:30 Monday to Saturday
10:30 to 16:30 on Sundays