 In the Spring of 1877 , the Firm opened a store at No. 449 Oxford Street and obtained new staff who were able to improve its professionalism ; as a result , sales increased and its popularity grew . By 1880 , Morris & Co. had become a household name , having become very popular with Britain 's upper and middle classes . The Firm was obtaining increasing numbers of commissions from aristocrats , wealthy industralists , and provincial entrepreneurs , with Morris furnishing parts of St. James ' Palace and the chapel at Eaton Hall . As a result of his growing sympathy for the working @-@ classes and poor , Morris felt personally conflicted in serving the interests of these individuals , privately describing it as " ministering to the swinish luxury of the rich " . 
