Oakland Tribune from Oakland, California • Page 19

Pi MUSi SEARS, ROEBUCK SPECIAL SECTION rumti? United Press Cowolidatal Pwsj Associaiton VOL. CXII- OAKLAND, CALIFORNIA. WEDNESDAY EVENING, MARCH 12, 1930 19 NO. 71 SEARS, ROEBUCK TO OPEN RETAIL STORE TOMORROW SEARS, -ROEBIJQK SPECIAL SECTION rri rUSH It3 WftJ flfill RRin II MIT Oakland's Newest Retail Store Set for Opening Tomorrow BIG STRIDE III Huge Growth of Store's Business Is Pointed Out MERCHANDISING Sears, Roebuck and company will sell merchandise "over-the-counter" in. the East-bay tomorrow for the first time when the new store at Twenty-sixth and Telegraph avenues (shown below) is formally opened.

A three-day opening tomorrow, Friday and Saturday, will feature the introduction of Sears-Roebuck to the community. The doors will open at 9 a. m. and close at 9p. m.

during this period. General R. E. Wood, of the comoany, has put all arrangements in the hands of E. G.

Harrison, manager, and western representatives. Officials of the new store and company include (insets left to right at top) H. W. KINGSLEY, vice-president in charge Jf western region: B. C.

HOLLISTER, district manager; R. E. WOOD, president; E. G. HARRISON, manager of the local store, and below J.

J. TARPLEY, auditor; JERRY TOOMEY and R. M. STERN, merchandising managers of the Oakland store. UilllB.IIIU IB I I Li IF CHAIN IN I.

S. 'World's Largest. Chain Founded on Actual Figures, Says Local Manager. i 7iTTiairarmiiiMmaiianai i -y- TTT Establishment to Remain Open 12 Hours for First Three Days of Life. k'i IS A 'World's Largest Store, used to pharacterize Sears, Roebuck la not merely a trade mark.

It Is not a claim founded upon conjecture. Tho number of customers who buy every year from Sears, Roebuck and the amount of money that they spend with the company, have given the business magnitude that i correctly expressed by the title," according to poors of the new Sears, Roebuck re eU store at Twenty-sixth and Te, Vaph avenue will be opened for He first time tomorrow at 9 a. usiness will be conducted as iK. O. Harrison, manager of the usua the three-day opening, tom.i.

row, Friday and Saturday, the only difference being- that the tore will remain open 12 hours from 9 a. m. to 9 p. m. each" of the days.

Official" of the front variouH seci.wna or California will loin with E. G. Harrison, manager, In -formally opening the storey. tha. The coming of the Sears, Roebuck and Co.

store to Oakland marks another step In the merchandising progress of the city, according to Herman Rttrfgstain of the Maiden Rittlgsteln "company, which handled the transaction for the site at Twenty-sixth and Telegraph avenue. i "This Is the largest department store site In the city of Oakland, there being more than 135,000 square feet of ground area," states Rittigstein. Declaring that It Is a distinct tribute to Oakland that Sears, Roebuck after an exhaustive survey of the cities. of the Pacific coast selected Oakland as the location for one of their very'lmportant retail, merchandising units, Rittlgsteln said; v. "The site of the new Searay Roe-huckand Co.

store was selected at Telegraph ave.i nue by Col. G. E. Humphrey and Leasing Rosenwald, directors of the company because, as they indicated to me, they regarded thla as one easily accessible to all' parts of the city and outlying districts by street car, bus and automobile transportation. "The particular site was selected by Colonel Humphrey after a personal study of "the city.

Further investigations were carried on by Humphrey In collaboration with, Leasing Rosenwald," aon of Julius Rosenwald, head of Sears, Roebuck and who visited Oakland during the spring of 1929. Humphrey and Rosenwald then selected Maiden Rittlgsteln Co. aa their official representatives to collect tha property and purchase tha par ticular site for the atore It required a period of about flva months to collect the 14 different parcels of property that were purchased for the new building slta, Sufficient land was Included In tha purchase to provide free parking space for some 20 Increased Trading Area to Result TV, trarilnir flreb rtf Oakland Will latest unit a Chain of more than S5lt retail stores throughout the country. In this group will be H. W.

Klngsley, vice president and territorial manager; J. L. Guerney, principal assistant to Kinssley; B. C. Hollister.

district manager, and Captain R. Tingley. local retail store. "There are more than 12,000,000 names of customers In the. mail order files, representing people who buy' -regularly from Sears, Roebuck Co.

There Is no other business in the world whose files have the names of 12,000,000 regular customers. Ten million more, it is estlrmfted, buy in the company's retail stores. "The total business of Sears, Roebuck Co. for 1929 was In 1928, It was bout $347,000,000. The 42 years of the company's career show an amazing development from a tiny mall order house in North to the incorporation In 1896, when the sales mounted to and thence to the present annual total of more than "To serve so many millions of Sears; Roebuck Co.

has been obliged to buy In tremendous volume and this volume buying has been responsible for the low prices that have been for years associated with Sears, Roebuck Co. merchandise. Because the company buys more goods from manufacturers than any other store, it is able to buy the goods at lower prices. This price ad The Sears, Roebuck stock will be displayed in the Eastbay for the rirst time, tomorrow, numbers 000 separate articles of merchan dise and according to Harrison al I I LI i 1 III tlirk most every country in the world has contributed to the new store's merchandise. Goods made in this jmi-i ui wiu country comprise an Important part of the stock he declares and wherever possible goods made in the Eastbv are included.

AID HOME IXDl STltY "It is the cominfiny'a policy, officials stated today in announcing plans, "to encourage local industries and patronize local manufacturers as much as possible," vantage Is passed on to. its cus sii ii iv- na uui Roebuck' Co. tomers by Sears, Iig basement of the store will i '34U 7 -A ten Women's Apparel Line, Is Completed The lines of women'a wearing i aptarel in the new store are complete In eery way, says Miss Ruby Rucker, buyer for this department where women's dresses, house dresses and coats will be found. In the read-to-wearand mll- be increased considerably by the establishment of the new Sears, Roebuck C6mpany retail department store here, declares the management. Thousands who -have traded with Sears, Roebuck A Company by mail will coma to tha city to see and buy the merchandise In the retail store, officials of the company contend.

Thla haa Invariably been the case after the opening of a Sears, Roebuck Company retail department store, the city's sphere of Influence as a market has been enlarged and Ha general rrosperlty has been Improved, they assert. i llnery departments, buyers of tha i company have been In New York for the last three weeks and have I selected, the newest models of dresses, and millinery for the i store here. These garments were rtiiiim'rinirwitirrriiriroiwriirtiriii vinnim. ii'nirnw jnliHlifc iiilnniiiili iiiaij shipped direct from New York here this week, according to Miss Rucker. D8 dejroted to heavier merchandise auclras automobile, camping and hardware supplies, while the first floor will feature yard goods men's clothing, shoes, hosiery, drugs, tho luncheonette and smarter articles.

The second floor will contain home furnishings, women's ready to wear millinery. On the third floor will be offices, general supplies. This floor will serve as the tore's warehouse. Here Is the complete directory of the Sears, Roebuck retail store, arranged by floors so that every visitor will know where to go and find the department or articles he or she desires. Basement sporting goods, trunks and bags, electrical appliances, stoves, sewing machines, auto accessories, paints and oils, incubators and fence, electrical fixtures, dishes, furnaces and alnks, toys, wall-paper, roofing, ahrubberv and auto tires.

1 AKMY KEPT IJCSY First floor stationery. Jewelry, drugs, musical instruments, silks and woolei. shoes, linens, draperies, blankets, notions, men's furnishings, cotton goods, boys' clothing, men's clothing, radio, hosiery, candy, cigars, cigarettes and small leather goods. Second floor furniture, lamps, coats and corsets," Infants' wear, rugs, lingerie and millinery. The whole personnel of the store, aome BOO In will be the reception committee for the store opening and all employees will assist store executives and company officials in welcoming the Eastbay public.

fled this requirement, it was announced. It was large enough for the department store structure and for an auto parking area as This additional space, adjacent to the store, has been graded arrd covered, with crushed ruck which has been thoroughly rolled. There Is absolutely no obllgatlc. on the part of the customer to tii company for the use of the parkin; space. It is free in every sense the word.

The customer Is Invited to leave his car there as long hs he cares to," says Hnrrlson. FREE PARKING LOT IT STORE ed by officials of the company that a customer uses the parking space on the average of one hour while shopping In the store. This means that an the twelve-hour days of the three-day opening, a total of over one hundred thousand cars may be accommodated on tho parking lot. When this merchandising com-any first decided to locate a retail store in Oakland, one of tho lnltlnl requirements for a slta was sufficient additional apace to provide free parking area for the automobiles of customers. The location at Twenty-sixth- and Telegraph satis- With All Good Golden State Ice Cream A free parking lot which will ac-fomhiodata mpre than 800 cars at one time Is one of the features of the years, Roebuck retail store which opens tomorrow at Twenty-sixth street-and Telegrapih avenue.

Stalls have been marked off for the cars and the parking space is laid out in streets to avoid congestion when drivers are coming In and out of the field. It Is fstiinat- Served exclusively at the fountain of New Store Represents $1,000,000 Investment Putting across the idea Is the hardPHt Job at Montgomery Ward are happy to add our word of welcome to the greetings being extended to Sears, Roebuck In connection with the opening of Sears, Roebuck and Co. Telegraph at: 26th Street me new bears, iloebuck retail department store here, in'the opinion of K. G. Harrison, manager.

"The principal problem of the RAINIER LAGER BREW is being served Exclusively at the Lunch Counter of Sears, Roebuck's New Store of his tfcie slnca leaving college to merchandising work. He li a graduate of Washington and Jefferson college and a member of the Beta Theta PI faternity. Assisting Harrison In executive positions will be A. Foran. superintendent in charge of operations; R.

M. Stearn and, J. Toomcv, merchandise managers: J. J. Tarpley, auditor; A.

E. Van Riper, credit manager, and Mrs. Clcoeressa Golden, director of personnel. opening does not revolve around the details of assembling stock, get ting the building ready in time, or a score of other things which nuturally Certain to a store oren A new, finer store A new service for the growing Eastbay a cream in Golden State Brand. lng, but lc is to pet the people of metropolitan Oakland to under stand that Sears-Roebuck and company is In the retail business 77 rv mi mm and actually will sell goods over Jthe-counter." he declares.

The addition of this splendid store to the merchandising structure of Oakland makes our city just that much stronger in its posi tion as a shopping center. for the vast bay region. Our sincere congratulations on your fine establishment accompany our good wishes for the future. In announcing the readiness of the store opening tomorrow in spite of tha-act -that there is plenty of hard work still to be done, Har- Golden State Milk Products Co. 26th and Chestnut St Oakland rUon aid today: FORTY-YEAR POLICY.

"I can understand why most per. eons do hot realize that 'we do sell goods over the counter. For 4 0 years Seats, Roebuck was a mall order house and sold goods exclusively by mail. However we have added to our mall business an entire retail division which -it is possible, for the customer to ex- amine the articles, buy them over level spoonful every time Caswell's We Greet the New SEARS, ROEBUCK STORE AS ANOTHElORIBUTE TO OAKLAND'S GROWTH ,1 LOCATED BY CO. BUSINESS PROPERTY SPECIALISTS 420 15th Oakland ar VlTTOViT PDrtT the counter from competent clerks and take them home Just as In any retail transaction.

"Sear. Roebuck company has Invested $1,000,000 in Oakland, and we have a retail department store hf-re modern facilities and adequate equipment for display In showcases, on tables and on shelves. You can see why we. opening a --fine' motlern department store, are more than anxious to kill any 1m-Bression that it Is a mail order omnrn or, in fact, anything but a retail department store. NEIGHBORHOOD CENTER.

"In addition to the customary department store equipment, our new store here has facilities that will make It a neighborhood center. There is free-parking for customers of the atore parking from which the menace of tags and time limits Is eliminated. There are our rest rooms. Our luncheonette and aoda fountain and other facilities which we shell provide for the comfort and convenience of our customers. Harrison, whd comes here from o.

managing the Sears. Roebuck re- I -fail store In San Eig'o for -the past i'j-ear, has been with the company I for two rears. He haa devoted all M0NTG0MERYWARD GO. East 14th Street at 29th Avenue OAKLAND An Orderly Telephone will brinj Prompt Delivery Telephone -OA kland 1017 Automatic Electric Coffee -r Roasting Accomplished by the GEO. CASWELL CQ A..