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Lothrop, the Washington, D.C., department store. In 1994, Woodies, as it was known, filed for
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bankruptcy. The assets of Woodies were purchased by the May Company Department Stores and
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JCPenney. In 1995, Wanamaker's transitioned to Hecht's, one of the May Company brands. In 2006,
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Macy's Center City became the occupant of the former Philadelphia Wanamaker's Department Store,
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which is now a National Historic Landmark.
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History Beginnings
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John Wanamaker was born in Philadelphia, Pennsylvania, in 1838. Due to a persistent cough, he was
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unable to join the U.S. Army to fight in the American Civil War, so instead started a career in
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business. In 1861, he and his brother-in-law Nathan Brown founded a men's clothing store in
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Philadelphia called Oak Hall. Wanamaker carried on the business alone after Brown's death in 1868.
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Eight years later, Wanamaker purchased the abandoned Pennsylvania Railroad station for use as a
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new, larger retail location. The concept was to renovate the terminal into a "Grand Depot" similar
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to London's Royal Exchange or Paris's Les Halles—two central markets, and forerunners of the modern
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department store, that were well known in Europe at that time.
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The Wanamaker's Grand Depot opened in time to service the public visiting Philadelphia for the
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American Centennial Exposition of 1876, and in fact resembled one of the many pavilions at that
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world's fair because of its fanciful new Moorish facade. In 1877 the interior of Wanamaker's was
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refurbished and expanded to include not only men's clothing, but women's clothing and dry goods as
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well. This was Philadelphia's first modern-day department store, and one of the earliest founded in
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America. A circular counter was placed at the center of the building, and concentric circles
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radiated around it with 129 counters of goods. The store also accepted mail orders, though it was
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not a large business until the early twentieth century.
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Enlightened retailing
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Wanamaker first thought of how he would run a store on new principles when, as a youth, a merchant
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refused his request to exchange a purchase. A practicing Christian, he chose not to advertise on
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Sundays. Before he opened his Grand Depot for retail business, he let evangelist Dwight L. Moody
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use its facilities as a meeting place, while Wanamaker provided 300 ushers from his store
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personnel. His retail advertisements—the first to be copyrighted beginning in 1874—were factual,
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and promises made in them were kept.
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Wanamaker guaranteed the quality of his merchandise in print, allowed his customers to return
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purchases for a cash refund and offered the first restaurant to be located inside a department
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store. Wanamaker also invented the price tag.
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His employees were to be treated respectfully by management (including not being scolded in
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public), and John Wanamaker & Company offered its employees access to the John Wanamaker Commercial
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Institute, as well as free medical care, recreational facilities, profit sharing plans, and
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pensions—long before these types of benefits were considered standard in corporate employment.
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Innovation and "firsts" marked Wanamaker's. The store was the first department store with
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electrical illumination (1878), first store with a telephone (1879), and the first store to install
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pneumatic tubes to transport cash and documents (1880).
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Wanamaker's commissioned a Philadelphia/New Jersey artist, George Washington Nicholson (1832–1912),
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to paint a large landscape mural, "The Old Homestead", which was finished in March 1892. The mural
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was still owned by Wanamaker's in 1950, but has since passed into a private collection.
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In 1910, Wanamaker replaced his Grand Depot in stages, and constructed a new, purpose-built
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structure on the same site in Center City Philadelphia. The new store, built in the Florentine
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style with granite walls by Chicago architect Daniel H. Burnham, had 12 floors (nine for retail),
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numerous galleries and two lower levels totaling nearly two million square feet. The palatial
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emporium featured the Wanamaker Organ, the former St. Louis World's Fair pipe organ, at the time
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one of the world's largest organs. The organ was installed in the store's marble-clad central
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atrium known as the Grand Court. Another item from the St. Louis Fair in the Grand Court is the
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large bronze eagle, which quickly became the symbol of the store and a favorite meeting place for
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shoppers. All one had to say was "Meet You at The Eagle" and everyone knew where to go. The store
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was dedicated by President William Howard Taft on December 13, 1911.
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Despite its size, the organ was deemed insufficient to fill the Grand Court with its music.
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Wanamaker's responded by assembling its own staff of organ builders and expanding the organ several
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times over a period of years. The "Wanamaker Organ" is the largest fully operational pipe organ in
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the world, with some 28,750 pipes. It is famed for the delicate, orchestra-like beauty of its tone
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as well as its incredible power. The organ still stands in place in the store today and free
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recitals are held twice every day except Sunday. Visitors are also invited to tour the organ's
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console area and meet with staff after recitals. Once a year, usually in June, "Wanamaker Organ
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Day" is held, which is a free recital which lasts most of the day.
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News of the Titanic's sinking was transmitted to Wanamaker's wireless station in New York City, and
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given to anxious crowds waiting outside—yet another first for an American retail store. Public
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Christmas Caroling in the store's Grand Court began in 1918.
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In 1919, , a Spanish newspaper said of its New York store that it was 100 special departments all
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under one roof, including (The Department of Personal Service for Latin-Americans).
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Other innovations included employing buyers to travel overseas to Europe each year for the latest
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fashions, the first White sale (1878) and other themed sales such as the February "Opportunity
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Sales" to keep prices as low as possible while keeping volume high. The store also broadcast its
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organ concerts on the Wanamaker-owned radio station WOO beginning in 1922. Under the leadership of
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James Bayard Woodford, Wanamaker's opened piano stores in Philadelphia and New York that did a huge
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business with an innovative fixed-price system of sales. Salons in period decor were used to sell
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the higher-price items. Wanamaker also tried selling small organs built by the Austin Organ Company
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for a time.
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Slow decline
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After John Wanamaker's death in 1922, the business carried on under Wanamaker family ownership.
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Rodman Wanamaker, John's son, enhanced the reputation of the stores as artistic centers and temples
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of the beautiful, offering imported luxuries from around the world. After his death in 1928, the
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stores (managed for the family by a trust) continued to thrive for a time. The men's clothing and
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accessories department was expanded into its own separate store on the lower floors of the
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Lincoln-Liberty Building, two doors down on Chestnut Street, in 1932. This building, which also had
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a private apartment for the Wanamaker family on its top floor, was sold to Philadelphia National
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Bank in 1952; the initials on the building's crown read "PNB" until November 2014, even though the
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bank no longer existed (PNB was acquired by CoreStates, which was then acquired by First Union,
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which was rebranded as Wachovia Bank after acquiring Wachovia Corporation, and later acquired by
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Wells Fargo & Co.). Over time, Wanamaker's lost business to other retail chains, including
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Bloomingdale's and Macy's, in the Philadelphia market. The Wanamaker Family Trust finally sold John
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Wanamaker and Company, with its underpatronized stores, to Los Angeles, California-based Carter
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Hawley Hale Stores for US$60 million cash in 1978. Carter Hawley Hale poured another $80 million
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into renovating the stores, but to no avail—customers had gone elsewhere in the intervening decades
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and did not come back.
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Later innovations
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Finally, in 1986, the now 15-store chain was sold to Woodward & Lothrop, owned by Detroit
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shopping-mall magnate A. Alfred Taubman. Taubman reorganized the business with a shortened
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corporate name (Wanamaker's Inc.), and poured millions more into store renovations and public
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relations campaigns. This too was no help, as Taubman's retail interests were heavily in debt and
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the stores' combined sales were a disappointment. Believing that the Wanamaker Building space was
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more valuable than portions of the historic Wanamaker store, the Philadelphia flagship store was
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reduced to its first five stories, the Juniper Street side became the lobby of an office building
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for the upper stories, and the former basement budget "Downstairs Store" became a parking garage.
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The Crystal Tea Room restaurant was closed and eventually leased to the Marriott Corporation for