From this small shop the store steadily expanded along The Hayes, to become a six storey department store, rivalling nearby Howells. The David Morgan department store consisted of three buildings; the south building was built by James & Morgan in 1891/2 along with additions made in 1904, the middle building was designed by architect Edwin Seward in 1899 with the north building being built in 1912. In 1896, the company added the Morgan Arcade under the shop, to better connect the various buildings. The company also had a branch in Windsor Road, Penarth, with two shops a few doors apart from each other.