Thanks for the link Bruce, that's grand.
I've also done some more digging and find that the business was called 'Aldridge's' and appears to have been well known for its Christmas display. I suspect that the firm no longer trades as they don't appear in the phone book. Whether the premises remain is unclear as White Hart Street is now a pedestrian zone so Street View doesn't help.
Anyway, here's the pictures, the first being from the twenties and the second being dated as 1931.