Douglas daily dispatch., 1928-01-15

future of the city, the j. G. Penney
company, when it opens for business
tomorrow morning, will present de-
cidedlv different view to its custo-
merS to what has been the usual.
There will be more than twice the
floor space in the store. There will
be an augmented stock of goods to
meet the increase in the size or the
store. There will be new faces in
the, force of employees as it has been
found necessary to enlist more help
on the sales force, according to T. T.
Schofield, the manager.
The new Penney store which, so far
as entrance is concerned will be the
same as the old one, contains ap-
proximately one-sixth of an acre. 1t
is one room SO by 140 feet, facing on
G avenue at 839 and extending back
to the alley. The additional space
has been secured by tearing out par
titionS at the rear of the old room
and rearranging the quarters there to
meet the need of the mercantile
business. Lighting the room is
brought about by construction of win
dows on the Ninth street Side Ven
tilating plans have been developed
that insure plenty of air circulation
at all times. The ceiling is high and
the effect Of the enlarged room is
pleasing and it impresses the visitor
with its convenient arrangement
Illustrating just what effect the re-
modelling and enlargement has had
on the space which the Penney COM
pany will now occupy, Manager Scho-
field saws that it has given it three
times its former floor space for the
ready to-wear department, six times
the space it has used for the shoe
department, five times the space for
merly occupied by the mems fur
niShingS, and three times the space
that has been used for the piece
goods department. But that is not the
full extent of the remodeling and en-
larging, according to Schofield for
the enlarged area has allowed possi-
biIities for an arrangement that
means almost as much in time econ
josny and display advantage as the
Specially Made Fixtures
When the decision was finally made
to enlarge the quarters, the space 1t
was possible to secure was outlined
on blueprint and the situation care
fully portrayed in written descrip-
ton of Just what was desired and
this was sent to firm at Portland,
ore, which Specializes in the manu-
facture of store fixtures and furnish
ings. From that the manufacturer
developed plans for fixtures for the
new store and these were, accepted
and ordered made. They were man
ufactured from golden oak and are
the latest word in fixture making
and are both attractive and conven-
lent for their special purposes. That,
according to Schofield, will be one
of the outstanding features which
the customers will note when they
come to trade tomorrow and in the
future.
The new fixtures are all part of
an organized whole SO that every
piece fits snugly into the completed
picture and with the stock in place,
the scene presented is one of orderly
business throughout the house. The
golden oak color is mellow and pleas
ing and fits into the general decor
ative plan of the store which is fin
ished in grey and light orange.
Manager Schofield says that the en-
largement was brought about for two
distinct and closely related reasons.
One, and the basic one, was because
the business has been growing so
steadily that it was futile, he says, to
continue to give the Penney service IN
the quarters which were occupied
The next reason was that the Penney
company is just now inauguratlng
al policy of high quality goods
throughout the store with prices con-
Sonant with the Penney levels, and
that in order to bring about these
changes, there was much larger
space required and one which could
be better utilized as to stock. Coup
led with both of those reasons was
the further one that to meet the
company faith in the city, it had been
determined to carry a materially lar
ger stock of goods than had been the
rule and the enlarged quarters fitted
into and became essential to the
general plan.
Douglas Kept Stride
Schofield says that the Douglas
store has been maintaining its quota
of growth with the general growth OF
(. the j. c. Penney system. This giant
mercantile institution with its stores
SCaGG6r6Q CuTOuS11OuG G14C 1lnVAO44, 0VO
of them to be exact, sets up it's busi-
ness target at the beginning of the
year and makes that its goal. Its
aim is never to fall short of the goal
and to go as much beyond it as is
possible. The result of the last year
was that the final record showed the
company had sold goods to the value
of $151 ,OOO, 900 which was an increase
of $S6,O00,O0O over the total sales for
1926 1t is a part of the plan for
the present year which the company
proposes to make it's best, that in
spired the changes in the Douglas
premises.
The Penney system of stores has
been built up from an individual unit
which was started at Kemmerer,
Wyo., on April 3O 1902. It has been
brought about, according to the build
ers, by the uniform standard of quail
ity and price that it has always
maintained and the determined serv-
ice it has to its patrons in always
giving them what is sometimes called
value plus. According to- the side
line observers there has been another
factor in the growth of the Penney