The Farmville herald and farmer-leader. (Farmville, Va.) 1934-1957, 1953-09-01
Buyers Will Learn
Three C's Lessons
At Formal Opening
Citizens Invited
To Visit Modern
Hardware Store

With the start of new school
year. Farmville buyers of house
hold appliances and equipment
Will have the opportunity to learn
the three C'S-coolness. comfort
and convenience - of the new
Southern Hardware and Appliance
Company. Inc.
Friday will see the opening of
completely new modern, self
service hardware and appliance
store in Farmville. one that would
be an asset and attraction for any
town and city.
Southern Hardware and Appli-
ance Company Inc. owned by
Emanuel Weinberg and managed
BY NJ. G. Smith. will open formally
in Its new store and location at
225 North Main street. Friday at
9 a. m.
From the modern slanted front
to the pine panel office. from the
basement OF the second floor. this
store Will be filed with new con-
veniences and services for Gus
toners and attractive. eye catch
Ing displays OF much needed and
wanted household appliances and
equipment.
Inviting customers into the new
store will be slanted plate glass
window from the street level to
the second story. making displays
IN the store completely visible
from the street Store products
will be shown in the newest mod
dern display methods, designed by
Retail Hardware Association of
America Edwin Maupin, installa-
ton expert for the Virginia Hard
ware Association. of Richmond.
had charge of installing the fix
lures and displays.
Carrying shades Of cool. comfort
ing green will brighten the inter
Tor of the store and enhance the
self-service display fixtures of
carthen deep-tone colors. ranging
from blue to yellow. A different
color scheme has been used for
display fixtures in each depart
ment Of the store
Floor Covering
Lights and floor covering for
the store will be of the newest type
and DESIGN Lights are Westing-
house new slim lined fluorescent
lights-two rows of three small
tubes running the length OF the
white ceiling. Rows of lights are
arranged above each display fix
ture.
The floor was especially design
ed for the new store by Armstrong.
1t IS green with off white SYM
metrical designs.
Main floor of the new store Will
contain displays OF household
hardware and appliances. Included
will be complete lines of rcfrig-
orators. radio and television sets.
air-conditioning units. lawn now
ers. kitchen sinks and cabinets.
kitchen utensils, vacuum clean
ers. bicycles. toys, oil heaters. tools
small household appliances, rang
es. washing machines. paint,
sporting goods. electrical repair,
household cleaning products and
home freezers.
TV Service
A tclevision and radio techni-
can will be located in the rear of
the first floor He will be Walter
A. Robinson. graduate Of the
RCA Institute OF New York City.
More than $4,000 worth of tcle-
vision testing equipment has been
installed by Philco Company in
the new store to guarantee the
best service for television owners
and buyers.
1t is estimated that the first
floor Of the store will have about
10000 square feet of floor space
A cashier stall will be located in
the center Of the first floor Gus
toners will be able 10 pay for their
purchases and make payments at
the stall-a new feature of the
store.
Main Office
Main Office for the store will be
located in pinc-panelcd balcony
at the rear of the store.
Since Southern Hardware and
Appliance Company, Inc, buys
rofrigerators and washing ma
chimes In carload lots. the base
rHent and part of the second floor
Uill be used for storage A center
for repairing and painting major
appliances will be located on the
second floor. also.
The new store will be air condi-
toned on both floors The same
unit will heat the store in cooler
days.
Al automatic electric freight
elevator will serve the three floors
OF the store
Loading Ramp
Not only is the interior Of the
store designed for the GOODNESS
comfort and convenience of Gus
toners and employees. but the
outside of the store has been plan
ned with these things in mind,
also. A loading ramp has been
built 1t The roar of the store To