Boots History - The Jesse Boot Era 1871 - 1884

Jesse's talent for business was soon evident.  He expanded the range of products he sold to include proprietary medicines and household necessities.  He adopted a strategy of buying stock in bulk and selling his goods much cheaper than his competitors, advertising under the slogan "Health for a Shilling".  Customers flocked to buy his affordable products and his turnover increased rapidly, allowing him to move into larger premises on Goose Gate in 1881.  This was followed by yet more shops in Nottingham and then, in 1884, Jesse's first stores outside the city, which arrived in Lincoln and Sheffield.   Jesse's policy of superior goods at competitive prices delivered with expert care meant that the Boots name quickly became synonymous with quality, value and service.