New-York tribune., 1922-12-13
Mr.. Wanamaker a Pioneer
In Modern Selling Methods
Merchant Who Began Business Life as Clothing Store
Salesman at SIPS Week and Fought Way Up
Was Vital Factor in Raising Standard of Retailing

when, in the spring Of 1911, Johr
wansmaker had just rounded out
half century as one Of the nation'i
leading merchant princes, and It wh'
proposed that a fund be raised by hii
admirers for the purchase Of lovinl
cup in commcmoration Of his fftieti
business anniversary, one Of his ole
competitors summed up his life wor'
in the following tribute;
Every merchant IN this country II
either consciously or uneonseiouslS
under tremendous moral obligations e
Mr.. wanamaker for having infused
new ideals into retail trade. When h'
started business the average store
keeper was little better than a com
mon cheat. Seller and buyer were pit.
ted against each other in a game Of
hoodwink. Sharp wits were arRyed
against sharper wits. and he who wa'
superior in the art Of deceit and sub
terfuge got the best Of the bargain.
"Shopkeepers we're shopkeepers-
nothing more. They truckled and
fawned and cripged. They were OBJ
sequious, servile, mealy-mouthed and
nbjcct.
customers we're naughty and ar
rogant and supercilious. They brow
beat, beat down, snubbed, dictated and
intimidated. The sniveling, groveling
merchant was a sycOphant. The in
solent, irtolersnt customer was bluff
fer.
asueh we're the conditions when Mr.
wanamsker enuneiated the following
'heresies'.
al will not importune any one TO
buy. will mark prices down at the
beginning TO the lowest point that
goods can be sold for and there will be
no underground way TO get them. All
will be on tho ground floor at the start
"Goods will be genuinely trust
worthy. Seconds will not be sold for
anything but seconds. even II people
cannot tell the difference.
"a sale will be cancelled and money
back easily BY return Of what fails to
please.
"'New, fair and agreeable relations
will be established between the pur-
chaser and the seller. the poor and
the rich, the wise and the unwise-
there will be no fayoritism.'"
And so 10 came about that the name
Of Wanamaker, as applied 20 the best
methods Of retail merchandising, be-
came known almost Immediately after
he began business. This business idea
came 70 him suddenly one day when
as a young boy. he was selecting :
loeket for his mother at a small retail
store. He had chosen one when he saw
another which he liked better. Th'
curt reply Of the merchant that Il wal
then too late gave him the germ Of al
| idea-the belief that paying business
could bo run honestly and courteously
His Start In Life
John Wsnamaker was born In Phila
delphia on July IL, 1893. His fsthe,
was Nelson Wanamaker, q brickmaker
and his mother was Elizabeth Koeher
sperger, Of Montgomery County, Pa. Hi
father died In 1851, and his mother
from whom he inherited many Of hi
qualities, In 1881. Young Wanamake
had the advantages Of the common
schools for q short time, but when hi
father died he got his first rub agains
the world by doing odd jobs about
brickyard. For q time he served as
clerk In a clothing store for Sl.25
week and later became the first sals
ricd secretary Of the Young Mem
Christian Association.
Before he had attained his majorit!
he had saved $4,000. In 1851 he gav'
up his position in the clothing stOr
and engaged in the ready-made cloth
ing business with Nathan Brown. Be
tween them they had $1,000 in cash
The firm prospered from the start, ant
the name Of Wsnamaker & Brown sooi
obtained a prominent place in Phila
delphia. Mr.. Brown died in 1858 ant
the surviving partner bought the firm
name In May Of that year Mr. Wana
maker established the house Of JOhi
Wanamaker & Co. on Chestnut Street
Philadelphia, placing his brother, Sam
uel, In charge. Two years later h
enlarged his original store. For th
FIRST eight years Of his mercantile III
Mr.. Wanamaker did not lose a singl
day from business. In 1887 he adopted
the system Of cooperation in his store
and during the first year Of its opera
tion over 100000 was paid 20 the en-
ployes in excess of salaries. He ais
organized a savings bank for employees
building association, an insuranc
association, classes for instruction an
a library.
Successor to Stewart
In 1896 Mr.. Wanamaker purchase
the entire business Of Hilton. Hughe
4 Co., the successors Of A. T. Stewar
& CO., in this city. Under his owner
ship the store vas enlarged. and then
new building was erected on the mex
block, the two forming one Of the larg
est department stores Of the eountr,
Although Mr. Wanamaker supervise
the policy Of The store, the direct mar
agement was in the hands OF Robert {
Ogden, one Of the partners In the Phil
adelphia house.
In June, 1907, the New York estat
ishment was incorporated az Alban,
with a capital Of S7,5OO,OO0. The al
srectors named in the certificate file
with the Secretary Of State were job
Wanamaker, Thomas B. WanamAkei
L. Rodman Wanamaker and William |
Neviu, Of Philadelphia, and Robert {
ogden. Of this city. John Wanamake
was the president Of the eorporatio
and his son. L; Rodman Wanamakei