The Romance of a Great Store.
by Edward Hungerford.
Introduction
"Caveat emptor," the Romans said, in their day.
"Let the Buyer beware," we would read that phrase, today.
For nearly four thousand years, perhaps longer, _caveat emptor_ ruled the hard world of barter. Yet for the past sixty years, or thereabouts, a new principle has come into merchandising. You may call it progress, call it idealism, call it ethics, call it what you will. I simply call it good business.
_Caveat emptor_ has become a phrase thrust out of good merchandising. It is a pariah. The decent merchant of today despises it. On the contrary he prides himself upon the honor of his calling, upon the high value of his good name, untarnished. The man or the woman who comes into his store may come with the faith or the simplicity of the child. He or she may even be bereft of sight, itself--yet deal in faith and fearlessly.
_Caveat emptor_ is indeed a dead phrase.
How and whence came this murder of a commercial derelict?
You may laugh and at first you may scoff, but the fact remains that the development of the department store as we know it in the United States today first began some sixty or sixty-five years ago. And almost coincidently began the development of a code of morals in merchandising such as was all but undreamed of in this land, at any rate up to a decade or two before the coming of the Civil War. Not that there were no honest merchants in those earlier days of the republic. Oh no, there was a plenty of them--men whose integrity and whose sincerity were as little to be doubted as are those same qualities in our best merchants of today. Only yesterday these honest men were in the minority. The moral code in merchandising was yet inchoate, unformed.
It might remain unformed, intangible today if it had not been for the coming of the department store. The enormous consolidation and concentration that went to make these enterprises possible brought with them a compet.i.tion--bitter and to the end unflinching--which hesitated at no legitimate means for the gaining of its end. But compet.i.tion quickly found that the best means--the finest battle-sword--was honest commercial practice, and so girded that sword to its belt and bade _caveat emptor_ begone.
The great department store around which these chapters are written a.s.sumes for itself, neither yesterday, today nor tomorrow, any monopoly of this virtue of commercial honesty. But it does a.s.sert, and will continue to a.s.sert that it was at least among the pioneers in the complete banishment of _caveat emptor_, that its founder--the man whose name it so proudly bears today--fought for these high principles when the fighting was at the hardest and the temptations to move in the other direction were most alluring.
Of these principles you shall read in the oncoming chapters of this book. There are many, they are varied--in some respects they vary greatly from those upon which other and equally successful and equally honest merchandising establishments are today operated. Macy"s has no quarrel with any of its compet.i.tors. It merely writes upon the record that, for itself, it is quite satisfied with the merchandising principles that its founder and the men who came after him saw fit to establish. Upon those the store has prospered--and prospered greatly.
And because of such prosperity--social as well as commercial--because it feels that its selling principles are quite as valuable to its patrons as to the store itself, it has no intention of giving change to them.
Macy"s of today is like in soul and spirit to Macy"s of yesterday; Macy"s of tomorrow is planned to be like unto the Macy"s of today--only vastly larger in its scope and influence.
For the convenience of the reader this book has been divided into three great parts, or books. Time has formed the logical factor of division.
Time, as in the theater, forms these three books, or acts--Yesterday, Today, Tomorrow. They move in sequence. The stage-hands are placing the setting for the New York of yesterday--the New York that already has begun to fade, far from the eyes of even the oldest of the humans who shall come to read these pages. It is a charming New York, this American city of the late "fifties, the city whose ladies go shopping in hoopskirts and in crinoline. It has dignity, taste, bustle, enterprise.
But anon of these. The stage is set. The director"s foot comes stamping down upon the boards. The curtain rises. The first act begins.
_Yesterday_
I. The Ancestral Beginnings of Macy"s
Interwoven into the history of the ancient island of Nantucket are the names and annals of some of the earliest of our American families--the Coffins, the Eldredges, the Myricks, and the Macys. Their forbears came from England to America fully ten generations ago. They settled upon the remote and wind-swept isle and there to this day many of their descendants ply their vocations and have their homes.
In the beginning the vocation of these settlers was found to lie almost invariably upon a single path; and that path led down to the sea. They were sea-faring folk, those early residents of Nantucket: G.o.d-fearing, simple of speech and of action, yet mentally keen and alert. And from them sprang the segment of a race which was soon to grow far beyond the narrow barriers of the little island and to spread its splendid enthusiasm and energy far into a newborn land.
Among the very earliest of these Nantucket settlers was one Thomas Macy, who, from the beginning, took his fair place in the development of its fishing and its whaling industries. From him came a long line of descendants--a clean and st.u.r.dy record--and in the eighth generation of these there was born--on August 29, 1822--as the son of John and Eliza Myrick Macy, the man whose name chiefly concerns this book--Rowland Hussey Macy.
The record of this young man"s youth is not so consequential as to be worth the setting down in detail. It is enough perhaps to know that at the age of fifteen he followed the common Nantucket custom of those days and went away to sea; upon a whaling voyage which was to consume four long years before again he saw the belfried white spire of the South Church rising through the trees back of the harbor and which was to make him in fact as well as in name, Captain Macy.
Three years later he married. He chose for his wife, Miss Louisa Houghton, of Fairlees, Vermont. Their pleasant married life continued for thirty-three years, until the day of Mr. Macy"s death. Mrs. Macy lived for several years afterwards, dying in New York City in 1886. They had three children, one of whom, Mrs. James F. Sutton, the widow of the founder of the American Art Galleries in New York, still survives and is living at her suburban home in Westchester County.
Such is the simple statistical record of the man who lived to be one of New York"s great merchant princes, who, upon the simple foundations of good merchandising, of strength, integrity and initiative, upbuilded one of the great and most distinctive businesses of the greatest city of the two American continents. Back of it is another record--not so simple or so quickly told. It is the story of successes and of sorrows, of triumphs and of failures--but in the end of the final triumph of New England conscience and energy and vision. It is with this last story that this book has its beginning.
It was not many moons after his marriage that young Macy started in business, in store-keeping in Boston. He was convinced that the sea was no calling for a married man, and, with the Yankee"s native taste for trading, decided that the career of the merchant was the one that had the largest appeal to him. So he made immediate steps in that direction.
The record of that early Boston store is meagre. It is enough, perhaps, to say here and now that it failed, and that if its collapse had really dismayed the young merchant, this book would not have been written. As it was, the failure seemed but to stir him toward renewed efforts. He stood in the back of his little store and flipped a coin. It was a habit of his in all periods of indecision.
"Heads up, and I go north," said he. "Tails and next week I start south."
Heads came. And Rowland Macy and his wife went north. They went to Haverhill and there upon the bank of the Merrimac he set up his second store. This venture was far more successful than the first. It prospered, if not in large degree, at least far enough to encourage its proprietor. But he did not cease regretting that the coin had not come tails-up. Then he would have gone to New York. For New York, he was convinced, was about to become the undisputed metropolis of the land.
Already it was going ahead, by leaps and bounds. And men who slipped into it quickly and who possessed the right qualities of commercial ability would go ahead quickly. Rowland Macy was convinced of this.
He was not a man who lost much time in vain repinings. To New York he would go. He suited action to thought, sold his Haverhill business at a fair profit, again bundled his wife and small family together and set out for the metropolis of the New World.
II. The New York That Macy First Saw
In 1858 New York was just beginning to come into its own. It was ceasing to be an overgrown town--half village, half city--and was attaining a real metropolitanism. It had already reached a population of 650,000 persons, and was adding to that number at the rate of from twelve thousand to fifteen thousand annually. Its real and personal property was a.s.sessed at upward of $513,000,000. New building was going apace at a fearful rate. Already the town was fairly closely builded up to Forty-ninth Street, and was paved to Forty-second. Above it up on Manhattan Island were many suburban villages: Bloomingdale, where Mayor Fernando Wood had his residence, upon a plot about the size of the present crossing of Broadway and Seventy-second Street, Yorkville, Harlem and Manhattanville. To reach the first two of these communities one could take certain of the horse railroads. John Stephenson had perfected his horse-car and these modern equipages--how quaint and old-fashioned they would seem today--were already plying in Second, Third, Sixth, Eighth and Ninth Avenues. Slowly but surely they were displacing the omnibuses, which dated back more than half a century. A goodly number of these still remained, however; twenty-six lines employing in all 489 separate stages--New York certainly was a considerable town.
To reach the more remote communities of Manhattan Island--Harlem or Manhattanville--one took the steam-cars: either the trains of the Hudson River Railroad in the little old station at Chambers Street and West Broadway, from which they proceeded up to the west side of the island and, as to this day, through a goodly portion of Tenth Avenue, or else the trains of the New York & Harlem, or the New York & New Haven, from their separate terminals back of the City Hall and Ca.n.a.l Street up through Fourth Avenue, the tunnel under Yorkville Hill and thence across the Harlem Plain to the river of the same name. A little later these railroads were to consolidate their terminals, in a huge block-square structure at Madison and Fourth Avenues, Twenty-sixth and Twenty-seventh Streets, the forerunner of the present Madison Square Garden; but the first of the three successive Grand Central Stations was not to come until 1871.
Fifth Avenue, too, was just beginning to come into its own. Some of the handsome homes in the lower reaches of that thoroughfare and upon the northern edge of Washington Square which have been suffered to remain until this day had already been built and an exodus had begun to them from the older houses to the south. All of the churches were gone from down town with but a few exceptions, the most conspicuous of which were the two Episcopalian churches in Broadway--Trinity and St. Paul"s--the Roman Catholic Church of St. Peter"s in Barclay Street, St. George"s in Beekman, the North Dutch in William, the Middle Dutch in Na.s.sau and the Brick Presbyterian, also in Beekman Street. This last, in fact, had already been sold for secular purposes and had been abandoned. The congregation was building a new house up in the fields at Fifth Avenue and Thirty-eighth Street, a step which was regarded by its older members as extremely radical and precarious, to put it mildly. The ancient home of the Middle Dutch Reformed had also gone for secular purposes. In it was housed the New York Post Office, already a brisk place, which soon was to outgrow its overcrowded quarters and to expand into its ugly citadel at the apex of the City Hall Park.
The two great fires--the one in 1833 and the other in 1845--had removed from the lower portions of the city many of their more ancient and unsightly structures. The rebuilding which had followed them gave to the growing town much larger structures of a finer and more dignified architecture. Six and seven story buildings were quite common. This represented the practical limitations of a generation which knew not elevators, although the new Fifth Avenue Hotel which already was being planned upon the site of the old Hippodrome, at Broadway and Twenty-third and Twenty-fourth Streets, was soon to have the first of these contraptions that the world had ever seen.
Gone, too, were other old landmarks of downtown--some of them in their day distinctly famous--the City Hall, the Union Hotel, the Tontine Coffee House, the Bridewell and the reservoir of the Manhattan Company in Chambers Street. The new Croton Works, with their wonderful aqueduct, the High Bridge, upon which it crossed the ravine of the Harlem, and the dual reservoirs at Forty-second Street and at Eighty-sixth, had rendered this last structure obsolete. The State Prison had disappeared from its former site at the foot of East Twenty-third Street. A new group of structures at Sing Sing had replaced the old upon the island of Manhattan.
Even then the elegant New York was moving rapidly uptown. Union Square, still known, however, to older New Yorkers as Union Place, was the heart of its life and fashion. It was lined by the fine houses of the elect and two of the most superb hotels of the metropolis, the Brevoort and the Union Square, while the Clarendon, which was destined soon to house the young Prince of Wales, stood but a block away. At Irving Place and Fourteenth and Fifteenth Streets had just been completed the new Academy of Music. New York at last had a real opera-house, with a stage and fittings large enough and adequate to present music-drama upon a scale equal to that of the larger European capitals. She had plenty of theaters, too: the Broadway, the Bowery, Laura Keene"s, Niblo"s Garden, and Wood & Christy"s Negro Minstrels, chief amongst them. While down at the point where Chatham Street (now Park Row) debouched into Broadway, Barnum"s Museum already stood, with its gay bannered front beckoning eagerly to the countrymen.
And how the countrymen did flock into New York--in those serene and busy days before the coming of a tragic war. New York harbor was a busy place. For not all of them came by the well-filled trains of the three railroads that reached in upon Manhattan Island. There were sailing-ships and steamboats a plenty b.u.mping their noses against the overcrowded piers of the growing city; ferries from Brooklyn and Williamsburgh and Jersey City and Hoboken and Astoria and Staten Island; steamboat lines down the harbor to Amboy and to Newark and to Elizabethtown; and up the Sound to Fall River, to Providence and to the Connecticut ports. But the finest steamers of all plied the Hudson.
There the rivalry was keenest, the opportunities for profit apparently the greatest. And despite the fact that New York was already the port of many important ocean lines--the Cunard, the Collins, the Glasgow, the Havre, the Hamburg and the Panama steamers, for the fast-growing fame of the metropolis of the New World was already attracting great numbers of travelers from overseas--the fact also remains that when the _Daniel Drew_, of the Albany Night Line, was first built, in 1863, she exceeded in size and in pa.s.senger-carrying capacity any ocean liner plying in and out of the port of New York.
So came the countrymen and the residents of the other smaller towns and cities of the land, along with many, many foreigners, to this new vortex of humanity. They found their way, not alone to the hotels of the Union Square district, but to such equally distinguished houses as the Astor, the Brevoort, the St. Nicholas, the Metropolitan, the New York. They went to the theaters and almost invariably they climbed the brown-stone spire of old Trinity, in order to drink in the view that it commanded: the wide sweep of busy city close at hand, the more distant ranges of the upper and lower harbors, the North and the East Rivers, Long Island, Staten Island, New Jersey and the western slopes of the Orange Mountains. And some, loving New York and realizing the fair opportunities that it offered, came to stay.
In among this throng of folk who rushed into the town in 1858 there came--among those who came to stay--Rowland H. Macy. The partial success of his Haverhill store, to an extent overbalancing the initial failure in Boston, had brought him into the metropolis of America, the city of wider, if indeed not unlimited opportunity. In those days there were few large stores in New York; nothing to be in the least compared with its great department stores of today. One heard of its hotels, its churches, its theaters, its banks, but very little indeed of its mercantile establishments. They were, for the most part, very small and exceedingly individual. They were known as shops and well deserved that t.i.tle. There were a few exceptions, of course: A. T. Stewart"s--still on Broadway between Worth and Chambers Streets--Ridley"s, Lord & Taylor"s and John Daniell"s in Grand Street (this last at Broadway), McNamee & Company"s, Arnold, Constable & Co., McCreery"s, Hearn"s, and one or two others, perhaps, of particular distinction.
It is hardly possible that Macy, as he found his way into these larger establishments, believed that he might ever in his own enterprise match their elegance and distinction. It is difficult to believe that in those very earliest days he had the vision of a department store. At any rate the extremely modest establishment which he opened at 204 Sixth Avenue, between Thirteenth and Fourteenth Streets, in conjunction with his brother-in-law, Samuel S. Houghton, devoted itself at first, and for a long time afterward, exclusively to the sale of fancy goods. For specializing was the fashion of that day and generation; John Daniell sold nothing but ribbons and tr.i.m.m.i.n.gs then; Aiken laces, and Stewart"s chiefly dress-goods.
Yet Macy had vision. The department store idea must slowly have forced itself into his mind. For, five years later, we find his small business, originally on Sixth Avenue, just a door or two below Fourteenth Street, expanding so rapidly that he was forced to secure more room for it. And this despite the fact that not only was he two long blocks distant from Broadway but the particular corner which he had chosen for his store was known locally as unlucky--two or three other stores had gone bankrupt on it. Macy had no intention of going bankrupt. He added to his original shop the store at 62 West Fourteenth Street, at right angles to and connecting in the rear with it, and in this he installed a department of hats and millinery. He was beginning to come and come quickly--this country merchant to whom at first New York refused to extend either recognition or credit.