The Department Store Museum

Chapman's, Milwaukee, Wisconsin

T. A. Chapman Co. (Chapman’s)
407 East Wisconsin Avenue
Milwaukee, Wisconsin

EAST TOWN STORE DIRECTORY

Parking Level
Thrift Avenue Shops • Books

First Floor
Cosmetics • Accessories • Neckwear • Handbags • Jewelry • Hosiery • Notions • Stationery • Books • Shoe Salon • Millinery • Wig Niche • Sportscorner • Shops for Men • Action Shop • The Innovator Shop

Second Floor
Corsets and Girdles •Lingerie • Robes • Budget Dresses • Budget Coats • Dresses • Sportswear • Career Dresses • Town Shop • Contemporary Sportswear • The Knittery • Miss Chapman • Young Wisconsin Shop • Chappy’s Place •Young Tempo Shop • Inner Circle Shop • French Room • T. A. C. Shop (the advance collection) • Coats • Fur Salon • Infants Wear • Girls Wear • Boys' Shop • Children’s Shoes

Third Floor
Silver • China • Glassware • Housewares • Gifts • Christmas Trim Shop • Linens • Golden Thimble Sewing Center • Chatterbox Tea Room

Fourth Floor
Lamps • Decorative Wall Accessories • Draperies • Rugs • Furniture

BRANCH STORES

Capitol Court (1954)
65,000 sq. ft.

Bay Shore Mall (1966)
Glendale

Brookfield Square (1968)
Brookfield

Gimbels. Milwaukee, Wisconsin

Gimbels 1924 building had a monumental facade
facing the Milwaukee River

In advertsing, Gimberl often depicted the store
from its chamfered corner.

Gimbels - "A Great Store."

The other corner of Gimbels, depicted from the corner
of Wisconsin Avenue and Plankinton Street.

Read Michael Lisicky's excellent
book about Gimbels

Gimbel Bros. (1887)
101 W. Wisconsin Avenue
Milwaukee, Wisconsin

Street Floor
Delicatessen • Bakery • Groceries • Drugs • Wines and Liquor Shop • The Flower Stand • Candy • Tasty Town Restaurant • Costume Jewelry • Fine Jewelry • Diamonds • Silver • Cutlery • Cosmetics • Headquarters for Famous Perfumes • Handbags • Small Leather Goods • Gloves • Fashion Accessories • Hosiery • Hat Bar • Scarves • Street Floor Blouses • Sweaters • Twin Shoe Shops • Headquarters for Notions • Stationery • Books • Cameras • Smoke Shop • Luggage • Men’s Furnishings • Men’s Toiletries • Shaver Shop • On-the-Town Ticket Booth

Second Floor
Misses’ Dresses • Spectator Sportswear • Coats • Suits • Rainwear • Active Sportswear • Boulevard Dresses • Boulevard Sportswear • Boulevard Coats • Better Dresses • Better Sportswear • Better Coats • Better Suits • Career Dresses • Daytime Dresses • Town and Country Casuals • Women’s World • The Plaza • Circa Now Shop • Club House Sportswear • Fashion Shoes • The Shoe Place • Millinery • Custom Wig Salon • Corset Salon • Lingerie • Robes • Leisurewear • American Room Beauty Salon • Antoine Salon
Junior Center Junior Dresses • Junior Sportswear • Junior Coats

Fifth Avenue Shops Fifth Avenue Shoe Salon • Fifth Avenue Dresses • Fifth Avenue Sportswear • Fifth Avenue Fur Salon • Fifth Avenue Bridal Salon • Talk of the Town Shop

Third Floor
Shops for Men Men’s Clothing • Men’s Shoes • Men’s Separates • Men’s Hats
Young Fashion Shops Infants’ Wear • Small Fry Shop • Little Girls’ Shop • Girls’ Wear • Young Boys’ Shop • Boys’ Wear • Boys’ and Girls’ Shoes • Young Accessories • Young Lingerie • Young Juniors’ Shop
Toys • Garden Shop • Winter Wares • Sporting Goods • Auditorium

Fourth Floor
Housewares • Small Electrics • Habitat • Country Store • Appliances • Casual Furniture • Paint Shop • Linens • Domestics • Curtains • Draperies • Rugs and Carpets • Oriental Rugs • Fashions-by-the-Yard • White-Elna Sewing Center • Art Needlework

Fifth Floor
Furniture • Bedding • Interior Design Studio • Televisions • Stereos • Radios • Records • Hearing Aids

Sixth Floor
Lamps • Pictures • Mirrors • China • Glassware • Gift Shop • Import Bazaar • Glitter and Glow Shop • Credit Bureau

Seventh Floor
Offices

Eighth Floor
American Express Travel Service • Forum Restaurant • Patio • Employment Office

Parking Pavilion
Electric City Appliances • Televisions • Radios • Stereos • Hardware • Auto Accessories

Southgate

S. 27th St. at W. Morgan Ave.

October 1, 1954

Tasty Town

Mayfair
2500 N. Mayfair Road
October 19, 1958
211,000 s.f.
Tasty Town

Hilldale
University Ave & Midvale Blvd., Madison
1962
173,000 s.f.

Third Street
2153 W. 3rd. at Garfield
1962 (Opened as Schuster's 1884)
414,000 s.f.

12th and Vliet
N. 12th and W. Vliet
1962 (Opened as Schuster's 1911)

Mitchell St.
1030 W. Mitchell at S. 11th
1962 (Opened as Schuster's 1914)
244,000 s.f.

Capitol Court
5505 W. Capitol Drive
1962 (opened as Schuster's 1956)
260,000 s.f.
Golden Anchor Room

Packard Plaza
5656 S. Packard Ave., Cudahy
1962

Southridge
5600 S. 76th St., Greendale
1970
217,000 s.f.
Tasty Town

Fox Cities
122 E. College Ave., Appleton
March, 1971
217,000 s.f.
Forum Restaurant
Tasty Town

East Towne
East Washington St., Madison
October, 1971

Northridge
N. 76th St. at Brown Deer Road
August, 1972
176,000 s.f.
Tasty Town

Coming in Due Course.

H. C. Prange Co., Sheboygan, Wisconsin

The H.C. Prange Co. Store at the corner of 8th and

Wisconsin avenue in central Sheboygan

The H. C. Prange Co.

727 W. 8th Street

Sheboygan, Wisconsin

SHEBOYGAN STORE DIRECTORY

Downstairs Store
Drugs • Housewares • Innovations for the Home • Sporting Goods • Toys • Camera Shop • Records • Paint • Home Fix-it Shop
Prange's Budget Store

Street Floor
Fine Jewelry • Pendulum Shop • Fashion Jewelry • Handbags • Gloves • Small Leather Goods • Neckwear • Handkerchiefs • Hosiery • Cosmetics • Toiletries • Hat Bar • Blouse Bar • Street Floor Sportswear • Casual Corner • Street Floor Lingerie • Studio III • Shoe Salon • Children's Shoes • Notions • Contemporary Novelties • Sundries • Stationery • Candle Shop • Office Machines • Candy • Men's Dress Shirts and Ties • Men's Furnishings • Men's Gifts • Male Scents • Men's Sportswear • 505 Shop • Men's Clothing • Young Man's Shop • Boys' Wear • Men's Fashion Footwear • Prange's Grocery
Wisconsin Avenue Annex Garden Shop
Appliance Annex Appliances • Small Appliances • Televisons • Radios • Stereos

Mezzanine
Soda Fountain

Second Floor
Terrace Room Restaurant • Sportswear • Moderate Price Dresses • Women's World • Daytime Dresses • Uniforms • Town Shop • Colony Shop • Cosmopolitan Shop • Better Dresses • Better Sportswear • Studio 7 • After-Five Shop • Crystal Room • Coats • Better Coats • Suede and Leather Shop • Four Seasons • Fur Salon • Bridal Salon • Millinery • Wig Boutique • Hat Bar • Foundations • Daywear • At-Home Shop • Sleepwear
Junior Colony Junior Sportswear • Junior Dresses • Junior Coats • Young Juniors
Children's World Infants' and Toddlers'• Girls' Accessories • Girls' Wear • Twixt-Teen Shop • Teen Shop • 3-7 Boys' • Juvenile Furniture

Third Floor
Domestics • Linens • Bedding • Fiedcrest Shop • Bath Shop • Pillow Talk • China • Silverware • Glassware • Gifts • Bar & Wine Shop • Contempo • Lamps • Pictures and Mirrors • Decorative Accessories • Luggage • Drapery Shop • Carpeting • Area and Scatter Rugs • Fashion Fabrics • Needlecraft

Fourth Floor
Furniture Galleries • Interior Decorating Studio • Young America Shop • Good Design for Good Living • Books • Adult Games • Beauty Salon • Rogers Crocker Photographic Studio • Personnel Office • Credit Office • Cash Office • Executive Offices

Service Center (North 18th St. at Martin Avenue)
Garden Shop • Appliances • Televisons • Radios • Stereos • Furniture • Sleep Shop

GREEN BAY

The H.C. Prange Co. Store in Green Bay consisted of

an original building and several additions

H. C. Prange Co. (1927/1966)
301 North Washington Street
Green Bay, Wisconsin

APPLETON

Prange's purchased Appleton's Pettibone-Peabody Co.

in 1946 and expanded the store to six floors in 1961

H. C. Prange Co. (1946)
126 West College Avenue
Appleton, Wisconsin

APPLETON STORE DIRECTORY

Basement
Drugs • Housewares • Innovations for the Home • Sporting Goods • Toys • Camera Shop • Records • Paint • Home Fix-it Shop • Garden Shop
Prange's Budget Store

Street Floor
Fine Jewelry • Pendulum Shop • Fashion Jewelry • Handbags • Gloves • Small Leather Goods • Neckwear • Handkerchiefs • Hosiery • Cosmetics • Toiletries • Hat Bar • Blouse Bar • Street Floor Lingerie • Studio III • Notions • Contemporary Novelties • Sundries • Stationery • Candle Shop • Office Machines • Candy • Men's Dress Shirts and Ties • Men's Furnishings • Men's Gifts • Male Scents • Men's Sportswear • 505 Shop • Men's Clothing • Young Man's Shop • Men's Fashion Footwear
Appleton Street The Midway Restaurant
Appleton and Washington The Hutch • Fashion-Aire Beauty Salon

Second Floor
Sportswear • Moderate Price Dresses • Women's World • Daytime Dresses • Uniforms • Town Shop • Colony Shop • Cosmopolitan Shop • Better Dresses • Better Sportswear • Studio 7 • After-Five Shop • Crystal Room • Coats • Better Coats • Suede and Leather Shop • Four Seasons • Fur Salon • Bridal Salon • Millinery • Wig Boutique • Hat Bar • Foundations • Daywear • At-Home Shop • Sleepwear

Third Floor
Shoe Salon
Junior Colony Junior Sportswear • Junior Dresses • Junior Coats • Young Juniors
Children's World Infants' and Toddlers'• Girls' Accessories • Girls' Wear • Twixt-Teen Shop • Teen Shop • 3-7 Boys' • Boys' Wear • Juvenile Furniture • Children's Shoes

Fourth Floor
Domestics • Linens • Bedding • Fiedcrest Shop • Bath Shop • Pillow Talk • China • Silverware • Glassware • Gifts • Bar & Wine Shop • Contempo • Decorative Accessories • Luggage • Area and Scatter Rugs • Fashion Fabrics • Needlecraft

Fifth Floor
Furniture Galleries • Interior Decorating Studio • Young America Shop • Good Design for Good Living • Drapery Shop • Carpeting • Lamps • Pictures and Mirrors

Sixth Floor
Appliances • Televisons • Radios • Stereos • Books • Adult Games • Personnel Office • Cresit Office • Cash Office

BRANCH STORES (through 1980)

Sturgeon Bay (1930)

Fond du Lac (1966)

Wausau (1968)
Downtown

Oshkosh (1970)
Park Plaza

West Towne Mall (1970)
Madison
140,000 s. f.

Eau Clair (1971)
London Square

East Towne Mall (1971)
Madison

The Mall at Cherryvale (1973)
Rockford, IL
(129,000 sq. ft.)

Marquette, MI (1974)
Westwood Mall

Traverse City, MI (1976)
Cherryland

Wisconsin Rapids (1978)
Rapids Mall

Marinette (1978)
Pine Tree mall

Manitowoc (1979)
Edgewater Plaza

Marshfield (1979)
Northway Mall

Superior (1980)
Mariner Mall

The T. Eaton Co., Pacific Division

EATON'S:

THE TRANS-CANADA STORE

A comprehensive history of Canada's great

national department store.

Now Available!

The T. Eaton Co., Ltd.
125 Hastings Street
Vancouver, B.C

Lower Main Floor

Sporting Goods 261 • Ski Lodge • Auto Accessories 263 • Eaton’s Flower Shop 380 • Garden Grove 280 • Potting Shed 480 • Mowers and Snow Blowers 253 • Foodateria 284 • Fancy Foods 579 • Cake Counter 1104K • Hostess Shop 1100H • Cafeteria

Eaton’s Lower-Price Store

Main Floor

Hosiery 201 • Gloves 202 • Blouses 203 • Popular Price Lingerie 509 • Jewellery 215 • Silverware 515 • Clocks 215 • Cosmetics 216 • Luggage 264 • Handbags 217 • Wig Bar 222 • Fashion Accessories 262 • Notions 222 • Drugs, Soaps, Sundries 212 • Pharmacy 212 • Candy Counters 214 • Cameras 512 • Stationery 208 • Calculators 306 • School and Office Supplies 206 • Coins, Stamps 405 • Books 205 • Men’s Dress Furnishings 228 • Men’s Casual Furnishings 428 • Men’s Hats 237 • Men’s Clothing 229, 429 • The Pine Room 629 • Timothy E. 329 • Tuxedo Rentals and Formal Wear • Men’s Footwear 237 • Men’s Casual Clothing 429 • Adam Shop 529 • Abstract Shop 232, 332 • Made-To-Measure Shop 230

Mezzanine

Hearing Aid Centre 421

Second Floor

Popular Price Dresses 345 • Popular Price Sportswear 745 • Popular Price Coats 345 • Misses’ Dresses 341 • Misses’ Sportswear 246 • Misses’ Coats & Suits 344 • Maternity Wear 341 • Your Size Shop 541, 546, 444 • The Collectors 711 • The Colony 744 • Number One 442 • Caravan Shop 446 • Townhouse 343 • French Room 242 • Attitude Shop 646 • Signature Shop 678 • Fur Salon 248 • Bridal Shop 341 • Millinery 264 • Wigs 304 • Lingerie 209 • Loungewear 209 • Body Fashions 209 • Uniform Centre 509 • Women’s Shoes 238 • Slipper Bar 238 • Shoe Salon 338 • Young Flair Junior Dresses 241 • Young Flair Junior Sportswear 346 • Young Flair Junior Coats 241

Third Floor

Glassware 252 • Crystal 252 • China • 252 • The Gift Shop 218 • The Bar Shop 218 • Candle Shop 208 • Seven Seas Gift Shop 270, 619 • Bridal Registry 618 • Fashion Fabrics 233 • Creative Stitchery 224 • Bed linens 236 • Bedding and Blankets 436 • Bath Boutiques 336 • Table Linens 356 • Luggage 264

Young World Infants’ Wear 210 • Children’s Wear 210 • Girls’ Wear 211 • Children’s Hosiery 201 • Junior Shoes 239 • Students’ Clothing 432 • Fourth Gear 640 • Like Young Shop 611

Fourth Floor

Housewares 254 • Kitchen Country 254 • Electricals 277 • Fireplace Accessories 276 • Plumbing 456 • Ranges and Dishwashers 256 • Washers and Dryers 257 • Vacuum Cleaners 258 • Refrigerators and Freezers 259 • Personal Care 477 •Home Comfort 356 • Furnaces 556 • Sewing Machines 570 • Hardware 263 • Pet Supplies 253 • Toys 271 • Artists’ Supplies 271 • Lamps 377 • Trim-a-Home Shop 219 • Unfinished Furniture 370 • Beauty Salon •

Fifth Floor

Gallery of Fine Art 376 • Wall Decor 276 • Paint and Wallcovering 274 • Draperies 267 • Upholstery Fabrics 267 • Floor Coverings 272 • Oriental Rugs 373 • Entertainment Centre 260, 248, 460 • Musical Instruments 560 • Records 560 • Steinway 360 •

Sixth Floor

The Marine Room Restaurant • Gallery of Fine Furniture 770 • Furniture 270, 470 • Bedding 271 • Redi-Beds 271 • Accent 718 • Studio of Interior Design • Home Improvements 353

Mall

Popular Price Dresses 345 • Popular Price Sportswear 745 • Popular Price Coats 345 • Women’s Shoes 238 • Slipper Bar 238 • Shoe Salon 338 • Candy Counters 214 • Cameras 512 • Coins, Stamps 405 • Books 205 • Luggage 264 • Fancy Foods 579 • Cake Counter 1104K • Hostess Shop 1100H • Snack Bar Counter

Eaton’s Lower-Price Store

First Floor

Hosiery 201 • Gloves 202 • Blouses 203 • Popular Price Lingerie 509 • Jewellery 215 • Clocks 215 • Cosmetics 216 • Handbags 217 • Wig Bar 222 • Fashion Accessories 262 • Young Flair Junior Dresses 241 • Young Flair Junior Sportswear 346 • Young Flair Junior Coats 241 • Men’s Dress Furnishings 228 • Men’s Casual Furnishings 428 • Men’s Hats 237 • Men’s Clothing 229, 429 • The Pine Room 629 • Timothy E. 329 • Tuxedo Rentals and Formal Wear • Men’s Footwear 237 • Men’s Casual Clothing 429 • Adam Shop 529 • Abstract Shop 232, 332 • Made-To-Measure Shop 230 • Sporting Goods 261 • Ski Lodge

Second Floor

Third Floor

Stationery 208 • Calculators 306 • School and Office Supplies 206 • Notions 222 • Eaton’s Flower Shop 380 • Drugs, Soaps, Sundries 212 • Pharmacy 212 • Auto Accessories 263 • Hardware 263 • Pet Supplies 253 • Toys 271 • Artists’ Supplies 271 • Paint and Wallcovering 274 • Trim-a-Home Shop 219 • Red Basket Shop • Housewares 254 • Kitchen Country 254 • Electricals 277 • Unfinished Furniture 370 • Garden Grove 280 • Potting Shed 480 • Mowers and Snow Blowers 253 • Personal Care 477 • Furnaces 556 • Plumbing 456 • Home Improvements 353 • Sewing Machines 570 • Glassware 252 • Crystal 252 • China 252 • The Gift Shop 218 • The Bar Shop 218 • Candle Shop 208 • Gift Court 270, 619 • Bridal Registry 618 • Fashion Fabrics 233 • Creative Stitchery 224 • Beauty Salon 223 • Hearing Aid Centre 421 • Optical 221

Young World Infants’ Wear 210 • Children’s Wear 210 • Girls’ Wear 211 • Children’s Hosiery 201 • Junior Shoes 239 • Boys’ Clothing • Students’ Clothing 432 • Fourth Gear 640 • Like Young Shop 611

Fourth Floor

Lamps 377 • Wall Decor 276 • Gallery of Fine Art 376 • Silverware 515 • Draperies 267 • Upholstery Fabrics 267 • Bed linens 236 • Bedding and Blankets 436 • Table Linens 356 • Bath Boutiques 336 • Floor Coverings 272 • Oriental Rugs 373 • Marine Room Restaurant • Portrait Studio

Fifth Floor

Ranges and Dishwashers 256 • Washers and Dryers 257 • Vacuum Cleaners 258 • Refrigerators and Freezers 259 • Home Comfort 356 • Entertainment Centre 260, 248, 460 • Musical Instruments 560 • Records 560 • Pianos, Organs 360 • Gallery of Fine Furniture 770 • Furniture 270, 470 • Bedding 271 • Bedding 271 • Redi-Beds 271 • Accent 718 • Fireplace Accessories 276 • Studio of Interior Design

The T. Eaton Co., Ltd.
1150 Douglas Street
Victoria, B.C.

1150 Douglas Street – (December 1, 1948)

Basement – Douglas Street

Foodateria • Fancy Foods 579 • Malted Milk Bar

Basement – Government Street Annex

Coffee Corner • Auto Accessories 263 • Hardware 263 • Pet Supplies 253 • Toys 271 • Artists’ Supplies 271 • Paint and Wallcovering 274 • Furnaces 556 • Plumbing 456 • Home Improvements 353

The Bargain Highway - Eaton’s Lower-Price Store

Main Floor – Douglas Street

Hosiery 201 • Gloves 202 • Blouses 203 • Popular Price Lingerie 509 • Jewellery 215 • Clocks 215 • Cosmetics 216 • Handbags 217 • Wig Bar 222 • Fashion Accessories 262 • Stationery 208 • Social Expression Shop 208 • Calculators 306 • School and Office Supplies 206 • Notions 222 • Eaton’s Flower Shop 380 • Drugs, Soaps, Sundries 212 • Pharmacy • Cake Counter 1104K • Hostess Shop 1100H • Candy Counters 214 • Cameras 512 • Coins, Stamps 405 • Books 205 212 • Men’s Dress Furnishings 228 • Men’s Casual Furnishings 428 • Men’s Hats 237 • Men’s Clothing 229, 429 • The Pine Room 629 • Timothy E. 329 • Tuxedo Rentals and Formal Wear • Men’s Footwear 237 • Men’s Casual Clothing 429 • Adam Shop 529 • Abstract Shop 232, 332 • Made-To-Measure Shop 230

Main Floor – Government Street Annex

Silverware 515 • Glassware 252 • Crystal 252 • China 252 • The Gift Shop 218 • The Bar Shop 218 • Flame and Flower 208 • Gift Court 270, 619 • Bridal Registry 618 Shop • Housewares 254 • Kitchen Country 254 • Electricals 277 • Unfinished Furniture 370 • Ranges and Dishwashers 256 • Washers and Dryers 257 • Vacuum Cleaners 258 • Refrigerators and Freezers 259 • Home Comfort 356 • Entertainment Centre 260, 248, 460 • Musical Instruments 560 • Records 560 • Pianos, Organs 360 • Garden Grove 280 • Potting Shed 480 • Mowers and Snow Blowers 253 • Personal Care 477 • Sporting Goods 261 • Ski Lodge 261 • Luggage 264 • Trim-a-Home Shop 219 • Red Basket Shop 208

Second Floor

Misses’ Dresses 341 • Misses’ Sportswear 246 • Misses’ Coats & Suits 344 • Maternity Shop 341 • Your Size Shop 541, 546, 444 • The Collectors 711 • The Colony 744 • Number One 442 • Caravan Shop 446 • Townhouse 343 • The French Room 242 • Attitude Shop 646 • Signature Shop 678 • Fur Salon 248 • Bridal Shop 341, 342 • Millinery 264 • Wigs 304 • Lingerie 209 • Loungewear 209 • Body Fashions 209 • Uniform Centre 509 Young Flair Junior Dresses 241 • Young Flair Junior Sportswear 346 • Young Flair Junior Coats 241 • Popular Price Dresses 345 • Popular Price Sportswear 745 • Popular Price Coats 345 • Women’s Shoes 238 • Slipper Bar 238 • Shoe Salon 338

Second Floor – Government Street Annex

Gallery of Fine Furniture 770 • Furniture 270, 470 • Bedding 271 • Bedding 271 • Redi-Beds 271 • Floor Coverings 272 • Oriental Rugs 373Accent 718 • Fireplace Accessories 276 • Studio of Interior Design Lamps 377 • Wall Decor 276 • Gallery of Fine Art 376 • Beauty Salon 223

Third Floor

Draperies 267 • Upholstery Fabrics 267 • Bed linens 236 • Bedding and Blankets 436 • Table Linens 356 • Bath Boutiques 336 • Sewing Machines 570 • Fashion Fabrics 233 • Creative Stitchery 224