The area which lay between Kensal Rise and Willesden was extremely late in being developed. But the last area of all was bounded by Peter Avenue, Chambers Lane and Donnington Road.

From the 1870s George Furness’ Grange Brick and Tile Works had been operating on Chambers Lane, supplying bricks and tiles for the building industry in the area, and employing many residents. George Furness bought large plots of land in the area which were developed from pasture land into residential premises, providing houses, roads and drainage.

The plant manufactured high quality durable red bricks and cheaper brown stock bricks. Many are still housing Willesden residents (for example, some houses in Ashford Road, Cedar Road, Cricklewood Broadway Harlesden Road, Ivy Road, Larch Road, Lonstone Terrace Mora Road, Pine Road and Taylors Lane).

Amongst other factors which caused the Furness works to close was the lack of demand from the area, having been fully built up apart from the brickworks.

The demise of the Furness plant meant that the final roads in the Willesden streetscape could be built. Among them was Alexander Avenue. NW10.