Telegram-herald., 1891-04-19

Concentration seems 10 be the order
or the day, aud The Department
store, Ike alexander the Great, s
already seeking new worlds 10 conquer.
Time was when the day goods merchaAt
thought 1t beneath his dignity 70 sell
anything that would reflect upon MS
exclusive Inc. Competition growing
sharper and sharper, very soon de-
manded taat every effort be made 10
please the people. Boots and shoes,
millinery and different lines have been
gradually added, until the ldea Of The
department Store has reached enor-
nous proportions.
When II was found that "Small prof
It's and quick sales" gave a better OPP
pOrtunlty 10 turn over capital and con
stantly have on hand fresh and bright
goods, and last, but not least, WAS the
establishment OF tixed, firm, prices, as
unalterable as the laws OF the Medes
ana Perslans.
TINS. briefly, is the evolution of the
Department Store idea, which, from
the crude and rugged chrysalis OF the
| cross-Toad store mas developed into the
elaborate and beautiful Department
Store where you can buy ANYTHING from
pm up 10 a complete OUTFIT tor house
keeping, and not 20 out from under
the one roof.
| For instance, only a few years ago
and any one OF the standard novels cost
/ from sl.25 to 500 apiece.
Today, thanks 10 the enterprise of
| department stores, they are within the
/ reach of all at tabulously low figures.
/ What has been done with books1 has
been done with everything sold by mer
I chants, who are the successful carrier 5
| out Of this theory. Books are as much
merchandise as dry goods, boots and
/ shoes. millinery, furniture, or crockery.
Adepsrtmentstore 10 be successful can
/ have no musty trade regulations about
keeping up the prices. AS soon as an
article comes into the store il comes 10
that stores price.
Price-PRIcE-ls the keynote to the
situation.
That does the business, and that Is
the foundation OF Morse * Co.'s success
in Grand Rapids.
Fifteen wears ago next November, in
little store room 10 BY 10 feet, IN the
/ Rood block on Peari-st., Morse & Co.
first flung their guantlet of defiance TO
the face of old established trade rules
and can honestly clam the honor OF
being the orlglnators Of low prices IN
! tins city.
They began their business in quiet
way, and gained a substantial foothold
| IN the estimation of the people long be-
fore the other merchants awakened to
n realization of what they were doing.
Their next step was the removal to u
larger store on Monroe-st., which a
constantly increasing patronage rem
dered too small. and now they have
thrown open the doors of their new
paiatal business home in the Gilbert
block, corner of Monroe and Spring
sts., which is the largest retail store III
this city, If not IN the state.
1t covers $4,000 feet of floor space,
nearly an acre, and contains an array
OF merchandise that Will cause their
store TO be crowded TO its capacity by
the trading people of Grand Rapids and
vicinity. Three floors are devoted TO a
complete line of general mechandIse
and as usual Morse Il Co. own them al
/ figures that others can not buy at.
The basement is devoted TO crockery,
glass and tInware and household fur.
niture. The nam floor, dry goods,
ladies and gents furnishing. fancy
goods, boots and shoes, notions and
confectionery. The first floor contains
the millinery, cloak and furniture de.
partnents, and taken as a whole
Morses Department Store. the only
one in the city, is bound to be tn c
Wanamaker of Grand Rapids.