He receives considerable help in the store from his wife, who is a real live-wire saleswoman.

Maddox, who is Essex born, was living at Southend when he joined the Company, and his wife was already a Bata saleswoman.

Situated in one of the best positions in Gravesend’s busy High Street is the British Bata store. Originally a small shop which looked lost among its larger neighbours, it has twice been modernised since it was opened.

On the last occasion, a few years ago, it as considerably enlarged and given a complete modernisation treatment inside and out. Windows and fascia where re-designed, the interior was enlarged to give a bigger sales floor with a modern decor.

Several of the large stores in the street have been modernised, which has attracted more business to the already busy High Street, with the result that the Bata sore is getting its share of the increased business.

Managing the store is Mr George Maddox, who went to Gravesend in April last year, from Peckham.