If you look at the school's website you can see who they really serve: the well heeled of SW London: Richmond, Fulham, etc. Not, say, Tooting, Balham, Sutton. W

If you look at the school's website you can see who they really serve: the well heeled of SW London: Richmond, Fulham, etc. Not, say, Tooting, Balham, Sutton. Which is ironic because their location, in Morden, is right in the middle of a gigantic sprawling estate of soulless 1930s commuter homes. Easy to laugh, of course, but education is such a fraught subject in the UK (parents feel the stakes are so incredibly high) that I guess they saw a gap and filled it.