March 2020 Creating “Famous” Memories – When Retail Was More Than Just Sales by Carrie Paul As 2020 gets underway, a new decade full of hope and promise kicks off while technology keeps changing at a dizzying pace. As we closed out the decade prior, with the holiday season in the rearview mirror, I reflected on just how much the brick-and-mortar retail market has suffered and along with it, the holiday shopping experience. As a young child, I would always look forward to heading to Southtown Famous Barr around Christmas time with my aunt, which once stood at the corner of Kingshighway and Chippewa, in south Saint Louis. As a teen, this would change for me, as the mall became more or less the mecca of commerce in the late 80’s and early 90’s. I would spend hours of my free time walking, perusing, shopping, and meeting up with friends at Crestwood mall, which was also recently razed. Many malls and department stores have come and gone, especially this past decade, as we enter into the age of convenience and embrace online “free shipping”. Upon my reflection, I had to admit, nobody did the retail shopping experience better than Famous Barr and Co., more affectionately referred to by locals as simply, “Famous”.
years, movable figurines, fashion, and the latest toys would be put on display for adults and children alike to see, with music audible for any age to sing along to, for a truly magical and memorable experience. Many locals also remember the restaurants contained within, and that impeccable, delicious French onion soup! This store truly was an adventure to shop at, as eager shoppers were dropped off by streetcar lines in the early part of the 20th Century at various intersections at all hours of the day. There was floor upon floor of various departments such as housewares, notions, sewing, small appliances, toys, clothing, and the “bargain basement” for eager shoppers to explore. Elevators and escalators a plenty to take anxious shoppers up, up, and up again to experience friendly customer service, or to smell the latest perfume. Hair salons, restaurants, and even a childcare room to help ease any shopper of stress during their downtown excursion. A combination of commercialism, community, things one might need, and stuff people just wanted. The age old “try before you buy”, with dressing rooms a plenty.
I had the pleasure of sitting down with my neighbor and good friend Larry Blackwell recently, who is a longtime employee of Famous Barr (May Company), now called David May acquired the Famous Clothing Store (Company) Macy’s. He had started working for Famous Barr in 1982 at the downtown location. He remembered that back then until in 1892 from Jesse W. Motte. Soon thereafter, he acquired about 1999 or so, Christmas retail season was so busy, he had William Barr Dry Goods Company, and merged the two. trouble getting into the elevator to make it to the upper floor Around the time World War I was beginning in Europe, David offices where he worked. He had a support role working with May opened his new store, Famous and Barr Company in local stores and as he moved up in the company, he had very downtown Saint Louis at the Railway Exchange Building, fond memories. He had much to offer by way of conversation, located on Locust street. This building would become for just how much working at Famous was like working with its flagship store, and house the headquarters of May family. He allowed me to peruse Store Chat- a publication by Department Stores, until it was bought by Macy’s around 2006. This building would become one of the first department the employees, of the employees, and for the employees of stores in the nation to have indoor air conditioning, and would Famous-Barr Co., dated 1954. Every year the store had these store chats published which showcased life in many of the be infamous for its dynamic, elaborate, and festive window store locations. Workers were called “Famousites” and the displays; especially at the holiday season. For well over 90 26
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