Los Angeles herald., 1910-05-01
NEW STORE GLITTERS IN
PAGEANT At OPENING
Los Angeles Furniture Co. Gives
Monster Public Reception
and HouSeWarming

The Los Angeles Furniture company
last night gave a novel housewarming
party and public reception in its new
seVen-story home at 420-424 South
Spring street. 1t was attended by sew
eral hundred regular patrons and as
many more visitors, anxious to look
over the new establishment, which
Charles E. Fredericks as president of
the company says is one of the finest
in the United States.
Bierlich's orchestra played and the
seven large floors and mezzazine bal
cony were beautifully decorated, many
friends sending floral baskets and 9TH
er decorations to adorn the displays.
The formal opening was in every sense
a success and appeared more of a So
cial festival than a business enter
prise.
The new home of the Los Angeles
Furniture company has been leased for
ten years and has been transformed at
a cost of 100000 from a Class G to a
Glass A building. 1t is one of the most
complete and modern of Los Angeles
skyscrapers and has an impressive
white tile facade, architecturally dis
tinct from other downtown structures
But little stock was moved from the
old store at 633 South Spring street
and an almost new array of furniture
carpets, drapery, etc, last night added
to the beauty of the occasion.
HAS NEW STOCK
The company has stocked up with
many new and original designs in
leather, mission, antique and other
styles of furniture and has incorpor-
ated in the new establishment a pic
ture framing department with facili-
ties and stock of unique and reason
ably priced frames, which the mana
gers of the store say will permit them
to compete with any concern laying
claims to exclusiveness.
Everything connected with the new
establishment is under one roof from
the repair shop in the basement to the
upholstery, mattress and carpet sew
ing departments in the upper stories,
every branch of the housefurnishing
industry is linked directly and consol-
idated I'm the one structure, with tele-
phone connections and clerical facilt-
ties insuring promptness, quick dis
patch and immediate attendance and
satisfaction.
The first floor is devoted to arts and
crafts furniture. The mezzazine floor is
filled with office furniture. On the sec
ond floor there is a display of library
and living room furniture, while on
the rear of this floor is a unique inno-
walton in the shape of a modern Cali
fornia bungalow furnished in modern
style. This bungalow is of plastered in
terror, has a spacious porch and
beamed pergola and will be kept fur
nished in the latest mode.
The third floor OF the new establish
ment is devoted to dining room fur
nfture, the fourth and fifth to bedroom
furniture, the sixth to shops and the
seventh to carpets, draperies and pic
ture framing.
HAS BIG FRONTAGE
The store has a 72-foot frontage and
is 1876 feet deep. 1t is beautifully and
conveniently arranged and embelished
The Los Angeles Furniture company
was established forty years ago under
the name of Dotter & Bradley and was
incorporated under the present name in
1884, with H. H. Markham, once gov
ernor of California, as president and
Gen. e. P. Johnson as secretary. The