Bernard Bulkley, 74, a retired general manager of the Frank R. Jelleff Inc. women's apparel store in Silver Spring and a former president of the Silver Spring Chamber of Commerce, died July 30 at the Veterans Administration Medical Center in West Roxbury, Mass. He had arteriosclerosis.

Until Jan. 1, 1978, when he had a stroke, Mr. Bulkley had been a real estate salesman for Rossmoor Leisure World in Silver Spring. He had been in a nursing care facility and then in a VA hospital in Brockton, Mass., for much of the time since then.

A native of Brockton, Mr. Bulkley attended schools in Boston and New York. He entered the retail business in New York and worked there until 1937, when he moved to the Washington area.

He joined the old Jelleff firm in that year as superintendent in its parent store in Washington. He later became general manager of its Silver Spring outlet and remained there until his retirement in 1969.

Mr. Bulkley held several positions in the silver Spring Chamber of Commerce. He was chairman of its transportation committee, a vice president and member of the board of directors. He was president of the group from 1966 to 1967.

After his retirement from Jelleff, Mr. Bulkley became executive director of the Montgomery County chamber of Cmmerce. In the early 1970s, he went into the real estate business. In 1974, he joined the staff of Rossmoor.

During World War II, Mr. Bulkley served in the Army Air Forces and was assigned to the Air Transport Command in North Africa and the Middle East. He attained the rank of major.

In addition to his work with the Silver Spring Chamber, Mr. Bulkley was a member of the Rockville Rotarians.

Survivors include his wife, the former Marguerite Peterson of Silver Spring; a son, Stephen G., of Seattle; a daughter, Deborah Tippitt of Silver Spring; a brother, Frank M., of Boston, and a sister, Geraldine Landrey of South Weymouth, Mass.

The family suggests that expressions of sympathy be in the form of contributions to the Wesley Theological Seminary, 4400 Massachusetts Ave. NW, Washington, or to the Salvation Army of Washington.