Whitmore Jones thrived in Southsea, even through the First Great War 1914 – 1918 which Arthur served in. Arthur had three sons Clem, Alec & Edward who all became involved in the Family business. In 1928 Whitmore Jones expanded into Cosham, with a purpose built showrooms on the High Street. By this time Alec, the middle son had taken on responsibility for the Southsea shop, and Clem was to run the newly built flagship Cosham store.

Both shops were still thriving and business was developing, but then in September 1939 War broke out once again. Both stores continued to trade throughout these difficult years, even with Clem and Edward both being called up for National Service. This was obviously a tough time for all of the country, and it wasn’t without its near misses for Whitmore Jones either. The Southsea store was only just missed by German bombs, and had all of its windows blown out on one occasion.

Whitmore Jones Chichester was opened by Edward. It took over the site of an existing Hardware and Furniture store which had operated in Chichester since the early 1800’s. Hard work and commitment to customer service ensured that the Chichester shop prospered under the guidance of Edward. Tragically Edward died in 1968 aged 54. The years of starvation and prolonged captivity at the hands of the Japanese, in his younger years, had taken its toll.