What does this fish market banner say?


A friend has at home this banner from an old fish shop in Sapporo. I suppose
it's a souvenir from Japan. It intrigues me a lot!

What's this の with an upper stroke and the ten-ten? What's the name for the
place? Does the following make sense: ⻌の魚? On the bottom left there's a phone
number written with kanji?

Maybe this is the result of the (free)style of the calligrapher or the の with
the stroke and ten-ten is to resemble a fish?

![本の魚](https://i.stack.imgur.com/mTeKh.jpg)




I think it's read right-to-left as [魚{うお}がし 'fish
market'](http://www.excite.co.jp/world/j_dictionary/ITEM-
DJR_uogasi_-010/%E3%81%86%E3%81%8A%E3%81%8C%E3%81%97%E9%AD%9A%E3%80%8A%E6%B2%B3%E5%B2%B8%E3%80%8B/?itemid=DJR_uogasi_-010&title=%E3%81%86%E3%81%8A%E3%81%8C%E3%81%97%E9%AD%9A%E3%80%8A%E6%B2%B3%E5%B2%B8%E3%80%8B).
The kana が and し are written as
[hentaigana](https://en.wikipedia.org/wiki/Hentaigana), variant forms of kana
that are usually no longer used.

This is が:

[![hentaigana
が](https://i.stack.imgur.com/iWbhm.gif)](https://i.stack.imgur.com/iWbhm.gif)

This is し:

[![hentaigana
し](https://i.stack.imgur.com/bwsJR.gif)](https://i.stack.imgur.com/bwsJR.gif)

(Images taken from [benricho.org](http://www.benricho.org/kana/))




I think it's read right-to-left as [魚{うお}がし 'fish
market'](http://www.excite.co.jp/world/j_dictionary/ITEM-
DJR_uogasi_-010/%E3%81%86%E3%81%8A%E3%81%8C%E3%81%97%E9%AD%9A%E3%80%8A%E6%B2%B3%E5%B2%B8%E3%80%8B/?itemid=DJR_uogasi_-010&title=%E3%81%86%E3%81%8A%E3%81%8C%E3%81%97%E9%AD%9A%E3%80%8A%E6%B2%B3%E5%B2%B8%E3%80%8B).
The kana が and し are written as
[hentaigana](https://en.wikipedia.org/wiki/Hentaigana), variant forms of kana
that are usually no longer used.

This is が:

[![hentaigana
が](https://i.stack.imgur.com/iWbhm.gif)](https://i.stack.imgur.com/iWbhm.gif)

This is し:

[![hentaigana
し](https://i.stack.imgur.com/bwsJR.gif)](https://i.stack.imgur.com/bwsJR.gif)

(Images taken from [benricho.org](http://www.benricho.org/kana/))

