Roland Dent, 88, passed away peacefully at Royal Berkshire Hospital last Tuesday.
The former newsagent owner moved to Reading in 1923 and ran Edwin Dent in Henley Road from 1962 to 1984, taking over from his father Edwin, with brother-in-law Louis Kirchstein.
He was married to Rene, who survives him, for 60 years and has three children, Malcolm, Judith and Peter.
Mr Dent, who was active up until the last few weeks of his life, also has four grandchildren, Melanie, Teresa, Chris and Sophie and two great grandchildren, Elliott and Isaac.
Son Peter Dent said: “My father was a lovely man with a generous spirit who was devoted to his wife and family.
“Everyone who knew him through his work found him to be very kind and generous also.”
During the Second World War Mr Dent served with the Royal Berkshire Regiment and attended reunions at Brock Barracks in Oxford Road, West Reading.
Anyone is welcome to attend Mr Dent’s funeral in St Mary’s Church, St Mary’s Avenue, Purley, at 2pm on Thursday, March 20, followed by a service at the Henley Road Crematorium at 3pm.
The family have asked for no flowers, but instead for donations to Edward’s Trust, a registered charity set-up in 1989 following the death of Mr Dent’s grandson Edward.
All donations can be sent to funeral directors A B Walker and Son Ltd, Eldon Road, Reading.