The shop has been based at its current location on Piccadilly Circus since 1925 and originally catered to the London market as a specialist departments for croquet and real tennis before becomming a general sports retailer.
After more than a decade of decline the store was brought in 2002 by the owners of Sports Direct and has now been transformed from a slow-moving, uncompetitive retailer into a fast-moving, discount competitive store.
To get there from the Americana; take the Bakerloo Line from Baker Street to Piccadilly Circus. When you get to Piccaddilly Circus look for Exit 3 (to the right after you go through the ticket barrier) and take the stair to Eros. Lillywhites will be in front of you.