The evening world., 1911-09-20

'' They - had nd a.? < VERY SERIOUS DISAGREE
LIKE, to test out her ideas. ADDED A DOLLAR
TO THE PRICE ON several ocoasions and got II
without . protest from any customer. In fact, ths
CgsT09MER ! LIE, TElT THAT "A SHE z WAS
MONEY SHE EVER SAW.
Tho wife related this experience 70 her husband
and HE PROTESTED SO VIOLENTLY AND
STATED 80 POSITIVELY THAT THERE
PRICE that, from that date until now, THIS
SAME WILLOW PLUME HAS BEEN SOLD
AT S6.06 IN EVERY STORE land thero arc now
six) operated by MI. Lacks, and by every agency in
the United States handling his goods.
The reputation Of tho excellent feathers sold by
this young man spread as rapidly as newspaper pub
licity, together with tho good words passed along the
line BY the customers OF the shop. COULD
Then Nh. Lacks decided upon another move. A
LITTLE UNUSUAL TO SAY II LEAST. and
that was to open q showroom and workrooms at
saa Gran. " !" st., street s.l Ne S;d York Sso He, He knew .s,t there we're r,s
the feathers he made at the prices he sold them
WOULD HAVE TO PAY HIGHER PRICES II
they, bought outside of the limits Of their ~ncighbor-
hood.
THIS TURNED OUT TO BE A VERY
SHREWD MOVE. The Grand Street store was a
success from the start. and is A SUCCESS TO
DAY, and the people on the East Side, the North
Side, and the West Side, ALL BUY THESE
FEATHERS AT A UNIFORM PRICE.
BY this time nearly two years had elapsed. and
the enterPrising young man HAD ACCUMULAT-
deposit in banks and lying idle. He said to HIMSELF:
THIS BUSINESS OF MINE SEEMS TO BE
WORKING u RIGHT-IM GOING TO
LOOK FOR A SHOP ON SAITH STREET"
THEY TRIED TO PERSUADE HIM NOT TO
MAKE THE MOVE-that saith Street was in an
embryo business state and would not develop Is a
thriving business centre for many years to come:
THEREFORE, HE WOULD LOSE THE MONEY
But Mr.. Lacks HAD COURAGE. AS WELL
AS CONVICTION THAT HE WAS RIGHT, so
he rented a loft at 2l West saith Street, at first a
very small space, which has since grown to the en-
tire building. He used one-half the space for q
showroom and the other half for a workroom.
He hadn't been open but two or three days when
he commenced to do business. and within thirty
days was selling from two to three hundred dollars
worth of feathers every day, and after one month
the sales ran up to $l20O-$l40O per day.
ONE OF HIS FIRST CUSTOMERS WAS AN
OUT-OF-TOWN WOMAN, stopping at the Wal
dorf, who had passed his showcase and was evidently
a good Judge of the value of fine feathers SHE
STEPPED INTO THE STORE N BOUGHT
The business at 34th street, like the business in
the other shops, GREW STEADILY, and, after u
while, ANOTHER STORE WAS STARTED AT
$50 BROAD STREET, NEWARK, n. j.; then a
little later on another was started at 81 SOUTH
STATE STREET, CHICAGO, and very recently
a store was established in BUENOS AYRES,
SOUTH
The demand for feathers sold by the LONDON
FEATHER CO., of which Mr.. Felix A. Lacks is
the President, became so great THAT He DE-
CIDED TO START A MAIL ORDER BUSI-
NESS, giving people in far away points an oppor-
tunity to order direct from the manufactures,
through a catalogue, if they so desired.
IN A YEARS TIME, HIS MAIL ORDER
BUSINESS ALONE DEVELOPED TO A SUM
APPROXIMATING TWO HUNDRED THOU
SAND DOLLARS, AND HIS TOTAL BUSI-
The principle back of the b~usincss-SELLING
FEATHERS AT ONE PRICE, SELLING II
BEST QUALITY, whether the customer is in San
Francisco or New Orleans, Portland, Me, or New
York City-IMPRESSED ii PEOPLE, so
II LONDON FEATHER CO. HAS A LARGE
Personal following all over the United States.
The publicity over the name Of the London Feath-
err Co., GIVEN TO THE PEOPLE THROUGH
NEW YORK NEWSPAPERS, has attracted
merchants and Others who come to New York
throughout the year, and, at different times, Mr..
Lacks has been called on by merchants and TOLD
BY THEM THAT THE WOULD BUY ALL
II FEATHERS lie COULD MANUFAC-
TURF AMI PAY HIM I'll PRICE THAT HI;
.ADVERTISES TO SELL THEM AT TO THE
CONSUMER, trying to persuade him TO
ABANDON OPERATING BETWEEN THE
FACTORY AND THE CONSUMER, through
the medium of his own retail stores, and eliminating
all of the details that go hand in hand with the de-
vclopment of a retail business.
TO ALL OF THESE SPECIOUS PLEAD
INGS MIR. LACKS HAS TURNED A DEAF
EAR He started out WITH THE IDEA OF
GIVING THE PEOPLE WHAT THEY WANT
ED AT A PRICE THAT ALL OF THE PEG