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THE SUN SATURDAY SEPTEMBER 24 1910 3
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Who Are Gimbel Brothers Brothersf
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WO lO YEARS AGO when the papers announced our coming to New York perhaps perhapsa
a hundred thousand people asked themselves and each other Who are areGimbel areGimbel arer
T ° r Gimbel Brothers BrothersAs r rAs
As the building gradually grew from a hole in the ground and a tangle of ofsteel ofstecl ofsteel
steel beams into the dignified and colossal structure of today there th re was added addedto
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1 to that question another What hat kind of store is this to be beThe berhe beThe
The questions are natural and proper The newcomer is always an object objectof
of curiosity And if he comes asking for the patronage of the community it is but right that the thecommunity thecommunity y ycommunity
community shall inquire into his claims and analyze his motives motivesThis IllotivesThis motivesThis
This by Way W ay a of Introduction IntroductionGimbel n r uc ion ionGimbel
1 Gimbel Brothers are the sons and grandsons of Adam Gimbel one of the pioneer retail retailmerchants retailIllerchants retailmerchants
merchants of America who founded this business in 1842 It I t has had a continuous existence under underthe underthe underthe
the same family name and ownership for sixtyeight yearns yea s srrhere There is but one other retail dry goods goodshouse goodshouse j jhouse
house in the United States so far as we have learned that can claim so solong long a period of unbroken unbrokenexistence n nexistence I Iexistence
existence and ownership ownershipThe I Irhe
The New c York Gimbel store will be the largest doing business under our name If you give it iteven iteven iteven
even a moderate measure of success it will probably make the aggregate volume of retail business businessdone businessdone businessLtP1
LtP1 done by Gimbel Brothers the largest in the United States and the largest but one in the world worldWhat worldWhat i
What Kind of a Store Is It to Be BeFirst
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f l First of all alla a reliable store rnd this so far as care and effort can achieve it not alone alonein
in merchandise but in in all other matters in our advertising of course in our deliveries in our ourservice ourservice i iservice
service generally even in the little promises made by our people peopleNext peopleNext
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Next to that a store of good values Not ot a bargain store in the ordinary use of that thatword thatlord thatword
word but a store in which a little money will go as far as it can go anywhere else perhaps further furtherThird furtherThird furtherIJtL
IJtL Third a store of courtesy a courtesy that is something more than mouthdeepa mouthdeepacourtesy mouthdeepai a acourtesy
i courtesy that is due to all visitors whether customers or not whether large purchasers or small smallpurchasers smallpurchasers JJ JJpurchasers
purchasers whether apparently rich or apparently poor whether or not themselves courteous courteousFourth courteousFourth
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k I4 Fourth a progressive store eager to learn quick to apply constant in its desire to improveProgressive improve improveProgressive improveProgressive
Progressive too in its social as well as its mercantile efforts and duties dutiesAll dutiesAll dutiesAll
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All this has of course COLlI course SC been said before It I t is really a vague wordpicture of the ideal of ofevery ofevery ofevery
every merchant Like most ideals it is far easier to express than to achieve Vhat we have said saidin
c g in a paragraph or two we have spent the larger part of our lives in trying to attain attainBut attainBut 4
But though we fall short of perfection we shall continue to struggle for it and to grow growtoward grovtovard growtoward
toward it Reliability Good Values Courtesy and Progressiveness are not mere words to us usThey usThey usThey
They are deeprooted principles and we e found our business upon them themThe themThe
3 L The New Store Will Open September 29th 29thGIMBEL 29tht
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cN GIMBEL BROTHERS BROTHERSBROADWAV BROTH ERS L i il1 r
l1 BROADWAV BROADWAVs THIRTYSECOND THIR1Y5CONOSIXTH THIRTY SECOND 5Tt 5TtTHIRTY 51 51SIXTM
NEW Y YORK YORKOPPOSITE K
s SIXTH i XTM AVENUE V lHIRTYTHIRD THIRTY THIRD ST STs 51OPPOSITE
1 OPPOSITE GREELEY SQUARE SQUAREJ v 1 f i iI
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