The Post-Crescent from Appleton, Wisconsin • 18

July 12, 1981 Sunday Pott-Crcnt. Appteton-NMnah-Mwiasha, Wit. B-6 Change in direction, philosophy is behind McCain's move to mall FT Jr VYrr I Appleton Pyro-Matic Inc. Let us build you a Butler Building BUTLER VALLEY BUSINESS A. EL Joeisoei rp 2 1 7 S.

Badger Appleton, Wl Phone 731-1221 If THE HOME FRONT 1 In transition McCain's department store will soon be leaving its downtown Appleton location for the Valley Fair Mall. Above, store manager Barry Manthei explains why the McCain-Johnson Co. decided to make the move, and the plight of the junior department store. 7 it 4. VACATION CHECKLIST FOR YOUR HOME LBL BY JOHN MORIARTY Jr.

Pot-Crcnt but inot labor dltor McCain's department store, like the rest of the McCain-Johnson is a classic example of a small to medium-sized business in the midst of a major directional change. Like George Manthei, president of the Marshfiald-based company, said when the company announced it would leave its 430 W. College Ave. location, it is a "matter of economics." McCain's is one of the species known as the "junior department store." And the breed is dying out. "We (junior department stores) are coming to the realization that the only operations that can be full retail department stores are the conglomerates," said Barry Manthei, the elder Manthei's son and store manager of the Appleton operation.

"The big ones can handle the hard goods, like furniture, large appliances, televisions. We have to center on the soft goods." So McCain's is streamlining its operation, and moving out to the Valley Fair Mall, 2145 S. Memorial Drive. "Junior department stores in old buildings and out of the traffic stream are simply becoming a thing of the past," George Manthei has said. The company will have two small stores at the mall the Garment Center, featuring off-price ladies' apparel, and McCain's, a specialty apparel store for men, women and children.

"This is a move that all of our other stores have made," said Barry Manthei. "Appleton is the last in a string of moves to get us into this new market." The McCain-Johnson Co. is a good example of the closely-held, family-run department store. Born in 1921 when Harry McCain and Wilbur Johnson bought out the Rose Brothers' department store at 200 S. Central St.

in downtown Marshfield, the chain has grown to five stores in four cities. When the moves are completed in Appleton, it will be six stores. "Wilbur Johnson was my grandfather," said Barry Manthei. "He and Harry McCain decided to purchase the Rose's operation, which had been on the same spot since the 1800s. "In 1938, they expanded to a single-unit store in Neillsville," he added.

That store kept going for 30 years, but was finally closed in 1968. The acquistions that make up the current chain started in 1959, when a department store called Newberger's was purchased in Medford. That was followed by McCain's buying out Campbell's department store in Stevens Point in 1972, then finally the purchase of Gloudeman's on College Avenue in 1977. Why the Fox Valley, which is obviously quite a bit removed from what was, historically anyway, Mc-. Cain's recognition area? "We knew that few people would recognize our name at the start, but our tests showed that the valley was a good market," said Barry Manthei.

"Of course, the market was better back in 1977, but we certainly do not regret the move. Appleton has been a good location for us." Fate seemed to play a small part in McCain's move into the valley, also. "We looked at other areas, especially Wausau, but we could not find a suitable location," according to the young Manthei. "Gloudeman's was for sale." McCain's move into the specialty market got underway in 1979, when the original downtown Marshfield location was abandoned for that city's Northway Mall. "We were a junior Otto Bytof, PRESIDENT BYTOFREALTORSBetter Homes and Gardens At left, racks of women's clothing await customers.

The McCain's at -Valley Fair will -be smaller and will carry just apparel, men's, women's and children's. If Post-Crescent photos by Mark Courtney Whether it's a long trip or just a weekend away, follow this checklist to keep your "home front" energy expenditures to a minimum: TV sets unplugged Water heater turned down to lowest setting (or off completely if gone for a few weeks) Furnace or air conditioner off completely in mild climates, turned to lowest setting in extreme climates to protect against frozen pipes or excess humidity Refrigerator thermostat set at 40 to 45 degrees Waterbed heater (it can consume up to 40 watts) turned off Lighter timer in front room (a good investment if you don't have one) turned on. For more information about home ownership, call BYTOF-REAL-TORSBetter Homes and Gardens at, 731-9181, 739-0144, 731-0231 725-8561 We'll be happy to help. Edited By: Otto Bytof, CRI, CRB, CRS 1 1 RVTAF OnBetter REALTORS I I hd hJ A -L and Gardens' precepts," Manthei continued. "You have to change with the market, keep pace with trends." A prime example, in addition to what McCain's has gone through, is the case of Doerflinger's Department Store, a 100-year-old operation in downtown La Crosse.

The concern's president, Samuel Fellows, recently announced that the store would phase out its furniture, housewares, glassware, china, domestics and children's wear departments. It will now specialize in just men's and women's clothing. The general belief among retailers is that everythig will now be in two categories: mass merchandising left to the large chains (Sears Roebuck, J.C. Penney's, Mart); and specialty stores where the small independents will go for survival. "You have to keep up with changes in the economy and the market," said Barry Manthei.

The new McCain's at Valley Fair is tentatively scheduled to open in March 1982. The downtown lease runs out in February. "There will be that month break," said the younger Manthei, "but fortunately, it falls in department store, no hard goods, but with domestics and small appliances, just like here (Appleton)," said Barry Manthei. "When we went out to the mall, it was strictly as a specialty store for apparel." The successful move was followed closely by similar changes in Stevens Point and Medford. "At Stevens Point we stayed the same size, but went to just soft goods and kept a small domestic linens, towels, and things department.

Our thrust was towards apparel, though," said the youger Manthei. "In Medford we went right to the specialty store." The final move, before the changes taking place here in Appleton began, was accomplished in 1980, when the company moved back into downtown Marshfield with its first Garment Center; "Not everything the big designers make is sold at top-of-the-line prices," Barry Manthei explained. Designs that are not as well received have to be moved via off-price shops. Manthei said that the Garment Center "struggled at first. We had a high fashion designer line, and the prices were too high.

We are at a lower price point now, more names at lower prices. It's now going very well." Well enough that the second such shop will open on Aug. 21 at Valley Fair, according to Manthei. Running McCain's is a closely-knit family affair. In addition to the senior Manthei and Barry, an uncle, Bill Johnson, is the company's vice president, while Manthei's sister, Julie, "wears many hats.

She's a merchandiser and buyer she does the dress and coat buying for all the stores and also has a hand in managing the two Marshfield stores." So why did the boss' son get shunned off to Appleton. "You know, I never thought of it like that," laughed Manthei. "Actually, my father and I had worked on the Apple-ton move together I was managing the Stevens Point store at the time and when it came time to open the store, we decided that somebody familiar with the company was needed here. To go out and hire a store manager for Appleton would not have worked out." Barry Manthei said that the move out of its present location had been contemplated by McCain's since last fall. "After the first of the year, we got serious about it." He said that the company looked at other locations downtown, but nothing was found to be suitable.

1 Manthei commented that McCain's has never really had one of those et-ched-in-stone philosphies for its stores. "If you go to one of the big places, like Nieman-Marcus or Saks Fifth Avenue, the founder's philosophy on retailing will probably be on a plaque out in front," he said. "But in the last 10 years it's been impossible to follow old established EVfd heDruary, which has always been our worse retail month of the year." QUYIMG Toy Electric Trains Any Kind, Working or Not H.O. Road Race Sets Parts Lead Figures, Soldiers, Etc. Used Stereo Equipment, Working or Not OSHKOSH 233-1180 Patent Attorney NICHOLAS KEES OF ATTORNEYS AT LAW 514 Racine Street Menasha, Wl 54952 (414) 725-3916 INITIAL CONSULTATION NO CHARGE 18.11 17 Family Wonf Ad lot Wselend Seoch Annual Yield Current Rate Earn it the old-fashioned way by Saving 50 More you make your own trading decisions, why pay for advice you aren't using? We're Wisconsin's oldest discount brokerage firm and we'll carefully handle your transactions for stocks, bonds and commodities while you pocket the savings 50 and more on current commission rates of full-service firms.

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