El Paso herald. (El Paso, Tex.) 1901-1931, 1917-09-18
THR0NGSFL0CK
To WHITE HOUSE
New Store Is Completed
and Respondent for An
nual Fall Opening.

From the handsomely draped win
dows with their parrots, their pea
cocks and their fall colors of yellow
and brown and their Egyptian furni-
ture. TO the topmost floor where the
children are entertained while their
mothers shop. the White House is a
beauty picture today
The new building is being shown
off at the annual fall opening. Last
evening the people thronged the store
TO look at the new fall styles-not
forgetting to stop in the arcade and
before the front windows to admire
the harmony OF color which Myrtil
Coblentz brought oack with him from
New York-and TO note and congratu-
late the management upon the en-
larEement Of the big new store
All the new floors are now com
plere and stocked with new fall ar
rivals. Some work Yet remains 10 pe
done in the basement which VIII dOu-
BILE the capacity of the bargain sec
ton of the store, and stairway OF
marble. which is 10 lead to the base
ment from the arcade, is 10 be IN
stalled. Aside from this, the new store
is completed from top 70 bottom, and
il is all that the management prom
.
and a Joy to the shopper.
a woman desiring 10 purchase an
outfit, can enter one OF the private
rooms on the suit and cloak floor for
instance and examine all the garments
she likes and be fitted completely IN
privacy. The. rooms are finished in
a harmonious French gray with mir
rors set at such an angle that there
is no mart of the garment that cannot
be seen there is no excuse for dis
satisfaction with garment ailer
viewing il in these rooms
The alteration department is
equipped with similar rooms for the
purchasers convenience, all Wei
lighted with outside windows AMI
daylight
The arrangement OF the suits and
coats is one that attracted every
woman who visited the store today
and last night All articles are classi-
fled and each is hung separately IN
side a dust proof closet, where they
are protected absolutely from all ele-
menJs until they are passed out 70 the
purchaser OF taken out 10 be SHOWN
The main floor has been altered and
the departments enlarged, as result
OF the completion of the three add
tional floors. The result is that every
floor is more convenient and also more
attractive Growing IS not , rSsot ls u
TO. vet every floor seems Illleu 70
capacity with stock The top floor Is
partly devoted TO stock. from which
The various departments are replen-
ished. on this floor Is also the rest
and recreation room for the girls EN-
ployed in the store, with kitchenet'
wash rooms and every convenience
handy. The children's playroom IS
also on this floor
The addition Of many departments
was noted by the visitors, particularly
that for infants and children me
don - M 81
private show room, made an lnslah-
raneous hit with the younger maldens'
and many a Young mother looked with
Frightening countenance at the paDy
department where. in privacy, pros
pectfve mother can examine and pur-
chase a rousseau Tor the htt-e one
expected or arrived
The rearranged and greatly en-
larEed shoe department ana the en- I
IarEed millinery department with It's Z
private French room were otner ige-
lures that attracted the women IN /
spectinr the store and looking at the !
new fan goods
rate store, for each department, where
privacy is necessary or desirable, IS
so arranged that customer may eN-
anime the goods with as much privacy
as in her home and where fittings are
surrounded by convenlences equal TO
the private boudoir-
All the goods are handled between
the various floors on a dumb waiter
operated by pressing a button on any
floor the store is fitted throughout I
with a pneumatic tube system. max
ing communication instantaneous and
convenient between all departments;
an information bureau is in the center
Of the main floor and there are other
modern conveniences throughout the
place. including three fast elevators
between all floors
When the basement alterations are
made. it viii be the largest single
floor space, according TO the manage
ment, in any store in the southwest