A fresh period of development began when the business was handed down to Samuel's sons: William and Herbert (his first son, Samuel John James died in 1890).
By the early part of the 20th century, Jarrold had developed into a substantial retail business, with a branch opening in Cromer in 1881 (above right), later to include a subscription library, and a shop with printing works acquired in Yarmouth in 1888 (above left). Further branches in Sheringham and Lowestoft followed within a few years.
Luggage, sports goods and stationery were sold alongside art pottery and glass made in Britain and also imported from Japan and Germany (right).
Norfolk's Poppyland becomes popular as a holiday destination when Clement Scott, a widely read journalist and theatre critic, coined the phrase Poppyland, East Anglia quickly became a popular summer resort. The company responded by publishing a series of guide books and postcards (below).
Shop assistants (left) were rewarded for their hard work at the 130th annual outing held at the Bell Hotel in St Olaves, Great Yarmouth, to which they travelled by train from Norwich (below left).