Lillywhites

Lillywhites is a sports retailer based at Piccadilly Circus, London, United Kingdom.
It is presently a division of Sports World International
History
In the 19th century, several members of the Lillywhite family were leading cricketers; another, Fred Lillywhite, organised the first overseas tour by an England team to North America in 1859.
It has been based at its current location on Piccadilly Circus since 1925, catering to the City of London market with specialist departments for croquet and real tennis. Lillywhites policy was to compete on quality products (which were charged at premium prices). Until 2002, Lillywhites also had locations in other major cities in the United Kingdom including Leeds, Newcastle upon Tyne and Nottingham with the Leeds store being a very large five storey store that opened in 1996 on The Headrow in the former Schofields department store.
Sports World
In light of competition from other retailers offering more goods at lower prices, Lillywhites fell into financial difficulty. In 2002 it was sold to Sports World International, the owner of the Sports World retail chain, and almost all of the former out laying stores were rebranded as Sports World. An exception to this is the branch at the Lakeside Shopping Centre in West Thurrock, Essex which continues to trade as Lillywhites.
Lillywhites has changed a lot since new ownership of Sports World International. Before the change (during the 90s), Lillywhites policy was to compete on quality products (which were charged at premium prices) but now discount goods seem to be the agenda and the branches at Piccadilly Circus and Lakeside are essentially Sports World trading under a different name.