London’s iconic music store Rose, Morris & Co have been established in Denmark Street since the early 20th century and is one of the oldest running music stores in the UK. Originally based at No. 11, they now occupy No. 10. The company became the first British distributor of Rickenbacker guitars in 1962, which had a surge in popularity after musicians noticed the Beatles' John Lennon playing one. Rose Morris purchased instruments directly from Rickenbacker's factory instead of their sales office, in order to keep up with demand. The British models carry unique serial numbers such as the 325, the Rose Morris 1996. The Early Music Shop's London branch is based on the first floor of No. 11, above Rose Morris. The shop contains early music instruments including recorders and sheet music.

Sources: Wikipedia, https://rosemorris.com/