Historical information

Self Bros began not with brothers, but with two sisters, Margery and Edna Self, in 1932. Their small confectionery shop grew into St Albans’ most iconic supermarket, later known as Self Bros & Goddard, then Festival Supermarket, and today the St Albans SUPA IGA.

In 1990, the store was put up for sale again after it was sold to SSW Supermarkets just over two years before in March 1988.

Significance

Self Bros helped establish East Esplanade and Alfrieda Street as a functioning retail strip. Its presence drew foot traffic, which supported surrounding butchers, fruit shops, milk bars, and specialty stores. In early suburban development, a strong anchor tenant often determines whether a shopping strip thrives or stagnates, Self Bros played that role.

Like many mid‑century independent supermarkets, Self Bros was a place where locals met, exchanged news, and built social ties.

It contributed to St Albans’ identity as a self‑contained suburb rather than a satellite dependent on Sunshine.

Physical description

Digital scans of black and white negatives

Inscriptions & markings

Picture of building 6873.02 - Self Bros Supermarket 18 East Esplanade 64.3