The Richmond Virginian. (Richmond, Va.) 1910-1920, 1910-09-10
MERCHANTS BUSY
IMPROVING STORES
Plan to Make Richmond the New
York of the
South.
STOCK AND FIXTURES
ARE BOTH BETTERED
Messrs Thalhimef, Kaufman and
Cohen, Mrs. NJ. A. Owens and
American Clothing Co. Lead
ers IN Movement.

80 make Richmond indisputably the
New York of the South. 1t Is being
1ostered and furthered by the leading
merchants of the city. who are follow
ing out the theory that a city is
Judged, from a business standpoint.
according To the get up and hustle"
Of Its stores.
: And If judgement Is based along
b. such lines, Richmond does not fear,
but rather courts inspection. Its
stores are already good. but every
year, every month indeed. finds inn
provements being Installed which
make them better
Not so many years ago, all those
persons whose means made such
action possible did the bulk OF their
shopping in the Northern metropolis.
They thought. more or less truly, that
New York afforded a wider range for
their choice. and perhaps, better
prices.
But II this was true many years
ago, the facts no longer obtain. In
stead OF making IT necessary for pur-
chasers TO go to New York, the more
prominent of the Richmond mer-
chants have long since hit upon the
scheme of bringing New York to the
Richmond purchaser. Also they
bring Paris. also every other city in
the world In anywise noted for its
merchandise.
And so, to-day the shopper finds
himself confronted with display
comprising almost every conceivable
necessity and luxury, all of the best
quality, and all offered at prices
= which are as low as he can find any
where.
Merchants Up to the Minute.
Nor is the end yet. The merchants
are going forward AS soon as new
; device has cen tried and shown TO
he an Improvement over an old one.
Just so soon IL that device Installed in
this city. The merchants are not con-
fining their attention solely TO their
ssock. They are also devoting much
time land money to the esta hlishment
I'm which that stock IS displayed. In
4 short they realize that no matter ROW
good an article may be. II seeing
even better IL offered in an attrae
tive manner. Consequently they are
aniarging. overhauiing and refinishing
= their stores, each vieing with his
competitor to make his particular es-
tablishment more attractive from
every point of view. including the
& optical than that OF the other.
Many of these improvements nave
already been installed during the sum
sner months, in, anticipation of the
busy shopping season. which will be-
gin within few days. and viii con-
tinue at least until Christmas. Stili
other improvements are now in con-
temptation, Some merchants are re-
modelling their stores, Others are en-
larging, stili others are laying plans to
rebuild.
The movement Is general, evidences
OF Ii being noted throughout the en-
tire business district. More partieu-
larry. however. ii Is confined TO Broad
street, practically conceded TO be the
main business thoroughfare of the
city As result when the new eiec-
trio lights have been installed. convert
ing the street into a great white
way" those giant globes of light win
shine down on shop windows I'm which
there are displays, the quality and
quantity of which bespeaks profit for
the merchants. satisfaction for the
purchasers and the best advertise
ments for the city as whole ana as
business mart.
Thalhimer Bros. Remosicling.
Prominently identified with the
: movement TO make Richmond the New
York of the South is the firm OF
Thalhimer Bros, at Sixth and Broad
streets. This firm is one of the old
est in the city. 1t shuns all that is
fiashy, but at the same time 1t does
not believe in being too conservative
Consequently. unlike many rrms OF
great age, which rely on their names
and long standing to pull them out
OF the rut into which they find them
selves as a result of standing still,
they are going forward, quite as quick
to see the advantage OF modern meth
dds and up-to- the minute facilities as
the next one.
1t was the original desire OF Thai
himer Bros. to add another story to
their building After consulting with
adchitects they found this scheme TO
be impracticabie, and so decided to
% the next best thing--to remodel
eAeir store from top floor to base
ment. Part of the remodeiing mas
been done. The remainder will be
completed within the next few weeks,
scores Of skilled workmen toiling at
night that there may be no Interrupt
ton of business as a result of their
operations during the day.
First. the workmcn took out the
& old electric wiring In the store and
replaced it with new invisible appa-
ratus which eliminates the store with
clusters of loo watt Tungsten lamps
unique feature in connections with
this electrical work is the installation
Of a giant electric fan for every clus-
ter Of lights. the one offsetting the
neat caused by the other.
The old elevator was also taken out
and replaced by a new one of larger
capacity, fitted with every known
safety device, and capable OF a speed
of 100 feet per minutes.
Finally the fixtures were replaced.
Aist-proof mahogany cases taking the
place OF the old shelves and an entire
rearrangement~ of the stock being eff
]. fected with the view OF saving space
G ana affording better opportunity of
!. display. Hundreds lpf huge mirrors
i have bsen placed all about the store;
Individual private fitting rooms have
been constructed handsome easy
nhairs stand all about-in short. any
thing and everything has been done
Il which win tend 10 increase the COM
I tort n1fd r0uvuniencer Of the cuhtUin-