Lillywhite's

Lillywhite’s probably owes its landmark sport shop status to its position in Piccadilly Circus more than anything, but this would be ignoring its remarkable heritage.

Its founders, the Lillywhite family, hold a firm place in cricketing folklore. William Lillywhite is credited with the introduction of overarm bowling. His son, and founder of their first sports shop, James, was captain of the England XI and personally financed a trip to play Australia - the very first test match.

The initial Lillywhite’s shop opened on Haymarket in 1863, offering customers a before unheard of range of sporting goods. They moved to their current location, beneath the statue of Eros in Piccadilly Circus, in 1925.

Back in the day they were famous for their innovation and comprehensive selection (they imported the first diving fins from Europe in 1947) but nowadays - having been bought up by the Sports Soccer empire - things are looking quite generic. However, progress might mean less choice but it’s also led to lower prices. Lillywhite’s certainly has plenty of bargains. The store’s 35,000 square foot of space spread over six vast floors is stacked high with tennis racquets, roller blades and football shirts.