A Retailing Revolution

A new way of shopping was pioneered in Portsmouth. In 1948 the innovative Portsea Island Mutual Co-operative Society (PIMCO) opened the first completely self service store in the country in Albert Road, Southsea. The venture proved so successful, with trade increasing by 80% over a mere two months, that four more stores operating in the same format were opened during the next year. Self service in food shopping is now so universal it is difficult now to imagine a time when this was a novelty. Portsmouth City Records Office have an extensive collection of PIMCO records which can be freely viewed every week day: www.portsmouthrecordsoffice.co.uk