 After James Howell's death in 1909 his eleven children formed a private limited company, James Howell & Co Ltd. Further extensions were added throughout the 1930s, 1950s and 1960s, causing the building to show the architectural trends of the Late Victorian era to the Modernism of the 1960s.The James Howell empire extended across Wharton Street, connected by a bridge, where a car showroom was built (now Cotswold Outdoor Ltd), and a funeral home was also established by the family on the St Mary Street side of the store.Both these businesses were short lived, and the car showroom was bought by rival David Morgan, who extended his store, and the premises of the funeral home became part of the store.