The Richmond Virginian. (Richmond, Va.) 1910-1920, 1919-12-29
EVEN NlGHTTES ARE
SOLD BY THIS DRUG STORE.

"Oh. dear. I came off without my
nightie? What in the world am l go
ms to dor
depressing the natural and perfectly
obvious reply--"Without"--the COM
panion Of the lady who has mislaid her
sleeping apparel can now steer her
right across the street from the PENN
ss.vania station in New York and into
the drug store of the Pennsylvania
.hatel. whore she will find collection
Of lingerie warranted to make anv wo-
man miss her train.
tVs, they're stocking stockings m
everything In pharmacies these days!
IT'S quite the fashion and. according to
the reports which emanate from the
corner drug store where such things
are handled. business ID booming.
1t all started because of the usual
femtnine practice in forgetting things
which are essential to the completion
Of ones toiiet-gioves. hosiery, hair
pins wells and the more intimate gar
rents which are usually pink and be-
ribboned. II they were coming into
Tcw FORK. women wound feavs .nrvs
on the train or. II going out, they would
forget them until a few minutes be-
f1,e train time and then It was too
Late to obtain any In the station. in
spite OF the fact that the Pennsylvania
Drug company made practice of
hairpins and the like
keeping on hand small stock of
So, when the company decided to
oren q store In the Pennsylvania hotel
Miss Woodruff. who had charge OF sew
erai departments gently intImated that
she thought q special women's wear
section would be = mighty good thing.
provided II were handled in the proper
manner.
Whats your estimate Of the initial
cost" Miss Woodruff was asked
ooh. somewhere In the neigh borhood
OF $4,000" she replied casually.
when the smoke Rad cleared away
Miss woodruff had permissi to take
over space measuring ie112 feet and
- stock 1t according to her require
meEts. Decorated in French gray and
ivory. with draperles Of cretonne 70 add
the necessary dash of color. the FRS.
pharmacy undefgarment store truly
= Combination" in the strictest sense
Of the word--was opened few months
sxo. at cost Of 5000. But the bus
iress has more than justified the militia,
| outlay.
Not only In underwear, hut In beaded
bags and stockings and iewelry AMI
other trinkets dear to the feminine
hes ri does this tiny department do a
really exceptional husiness--sales Of
$:te bags and other things in proper
| ton being matters Of almost daily &C.
currence
Hence. the SIS 600 which was used in
preparing and stocking this little COR.
ner OF the store IL returning dividends
Of very pleasing siss.
HARDWARE STORE FINDS
TT EASY TO SELL SALT
A striking illustration of the ad-
vantage Of advertising an article that
| seldom il advertised for the retail
trade was afforded by Manager Elmer
Worley. OF the Worley Hardware Co.
Reading. Pa
A carload II salt WINS advertised.
| slse aAlc % begin nj neon. 1t WIS
| lDtx Another carload could easily
have bcen sold. n the WorIey COM
parry l,ad had II ON hand.
PUBLIC BUYS HALF
INTEREST IN STORE
Not many months ago financing OF
| feeau inercha ndisfng business through
psblic subscription to stock issues
would have been a miserable failure.
no matter how good the standing or
how strong the security offered. The
current year has seen the beginning
| Of financing OF big retail merchandise
Ing enterprises by the public. how
| ever, and the success with which
these initial attempts have been re-
| ceived by the public indicates financ-
ing Of such enterprises in the future
| on q much larger scale.
| The Gladding Dry Goods Co. OF
| Providence, r. l., established 153
years ago. recently tried out the ex-
! pertinent Half OF its authorized
capitalization OF $1,000. 900 was offer
I'd to public subscription, the pro-
ceeds going to expansion OF the bus
ineB and the addition of some 5000
| square foet OF nocr space and the
making Of alterations to its present
| QnAFterA e
| Within twenty.four hours OF the
advertised opening OF subscriptions
for stock, all OF It had been nu~-
chased and . large part Of It takaa
by It's own customers. The company
carries 1919 charge accounts. IT'S
total uncollectable bills In the ten
years aggregate less than one-t tenth
| OF per cent and II EMPLOYS 1ee vo~s
| aons. This information together with
a brief history Of the store. and OF
| its social service work was all that
\ was used in the advertisement Of
fering the stock for sale.
Financing OF established retail
houses Of public cffnri-~ ~ -:
rather than through the usual bank.
ing channels will unuou4.
come more popular when the expert
| ment tried by the Giadding Co. be-
| comes known.
| "ISAIN CHECKS FOR
BAD WEATHER TRADE
Ever hear OF q hardware store
ha nding out rain checKs9 When the
! Swalm Hardware Co., Of Pottsville.
Pa, said II would do this people sat
/ up and took notice. for the sugges-
I ton was something new. at least In
these parts
The Swain Co. AMI the weather
man have been At odds all fall. with
rain on the job every time the store
staged some special sale. The goods
were on hand, the money had been
spent for Advertising and window
trims. so the Arm decided to 90 ahead
and hold its merchandising events
whether It raincd or not. TO bring
I, put thosa who won't go anywhere
save to tho thcater or to circus
when It rains. rain checks" were Is
Z. saed. and all those who bought on
rainy Gay Ales--whlch were dis
1 4. a. - ~vxt