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■■ ♦ P 51 * Small _ 7w Valley Win I MANAUTOU OPENED FIRST STORE IN1913 At One Time Owned 6 Valley Stores But All Concentrated in Brownsville Now , Eight; hundred dollars in cash, a credit of $4,(WO, unlimited faith in ^ the Lower Rio Grande Valley and a vast atore cf energy and initiative was the capital with which E. Manau tou . launched into business in the Valley in June 1913, Mr. Manautou’s firat store was opened in Mission and two years later he opened a second store at Mercedes. Business increased stead ily and a few years later he opened • third store at Harlingen to he fol lowed by the fourth at Donna. In 1923 he opened his Brownsville store and the following year his sixth stere was opened st McAllen. He also acquired a wholesale dry goods aatabliahment in San Antonio. Two years ago he decided to con centrate his business in Browns fc vilie and sold out all establish ments except the original store at Mission and the Brownsville depart ment store on Twelfth and Wash acton street. He then purchased the eld building occupied for years by **Las Dot Naciones," "two nations" atore, and announced that a moderi department store would be erected oa the site. Born near Mier, Tamaulipas, Mex ico, and educated in the schools cf Monterrey, Mr. Manautou entered the mtrcantil* bun ness at an early age, assisting his father in a store at Vic toria, Mexico. When 17 years of age he accepted a pceition with C. Tijerina at Rio Grande City, where he was employed several years. r/'The experienced 1 gamed in Rio ,>« ferande City proved invaluable to me in later years," Mr. Manautou said. “1 endeavored to max* a study of American methods of merchandizing, antj My. Tijerina, an old friend of my father, gave ms lal possible aid.” Alter a few year# in Rio Grande City young Manautou went to San Antonio, carrying a recommenda tion from Frank 1-aborde of Rio Grande City, one of the pioneer mer chants of the border country, and tha first day after Hia arrival se cured a position with M. Hslff A Bro., wholesalers. Geta Job nn Road •My ambition was to become a traveling salesman,” Mr. Manautou paid. “1 knew the experience I would pick up on the road would be a great aid to me. The late Sam Levine, who was a petaonal friend of almost overy merchant in the border coun • try in these days. was general man Bf ager for the concern and took an interest in me. He told me that ray first duty was to become familiar with the departments of the wholesale aatabliahment. For over a year l worked in the various departments, being transferred as fast as 1 mas tered the business of each depart men*, end when l »ai 21 years of age Mr. Levine called me into his office and said he thought 1 was suf ficiently well acquainted with the business to take over a territory as traveling salesman. “I waa assigned the border coun try, with occasional trips into Mex ico. Mr. Levine was my mentor. Me was one of the greatest merchan difl*ra tha South has ever known, and fh* endeavored to teach me how to handle the trade. \\ hatever suc cess ! have made is due to the guid ance of Levine during the nine years I was employed by the firm. He seemed to- have a personal interest jp avery employ of the firm, the ability to lead end to impress upon others the fundamentals of business *nd the importance of service and ncurtesy as factors in merchandising. Foresaw Valley's Future “From the days of my boyhood when I used to go to Roma to visit relatives and made occasional trips * to the lower Valley I was impressed h the possibilities of this sec tion In 1913 I decided to open a ■tore at Mission. The store was email, and I placed my brother in eharge and ccnrinued my work as salesman. Then rime the rapid de velopment which I was confident ,* would eventually come All my time devoted to the Mission store, and I saw an opportunity for a simi lar business at Harlingen. One after another I opened stores m the \ al ley towns and also purchased a wholesale establishment in San An ,.Tw years ago I decided to con centrate my business in Brownsville where I had erected my home. The management of a chain of store. T»e .... too onarous. though I was fortunate in securing excellent man leers My ambiticn for years had i been to own and operate a large de « vartment store. • »tor« iVwJ,ch1<J W could work out those ideals taught 4 |,y Sam Levina who was apostle Z the creed of service. I regarded Brownsville as the logical location L fcr the store I had visioned for rears, and the sale of ,ny chain stores is 4he San Antonio wholesale house i' gave me the liberty to proceed with occasion*11* he*r Pr*' ditions concerning the establishment of a department store upon such ex 1 tensivelines as I propose, but I have i>. absolute faith in Brownsville and the VAUay That faith is shared i flfi Afc , ■' " "■ ■■■■■ ..—.- 9 by those who have seen this Valley transformed from a tingle of mes quite and cactus into the richest agricultural area within the boun daries of Texas. I can readily understand why some of the new comers, who do not fuliy realize the potentialities of the region, are skep tical; but the ‘old timers' who have witnessed this development have no doubt of the prosperous future in store for this most favored region. We have seen the change; we know what the Valley has done in the past and what it can do in the future— and 1 have hacked my faith, the same faith I had fifteen years ago—by erecting this department stoie. Valley Never Failed Him “When 1 look back over the years it seems almost incredible that the Valley was once regarded as virtu ally a desert; that wnen I first; knew it Brownsville and Rio Grande City were virtually the only towns, and that they were rated as little more than frontier outpcst*. The change has been wrough in twenty-five years, as incredibly orief space of time for such development as this section has attained. “During the years l have been in business in the Valley the Valley has never failed me. In the old days 1 was advised not to extend my chain I of stcres; that the Valley develop j ment was merely a ‘boom’ that would ! not last. 1 knew that with the rich j soil, irrigation and the development of transportation the future cf the Valley was assured, and that no place in the South offered a better or more substantial foundation for business expansion. “I have tried to grow with the Val ley, but the pace of Valley develop ment has been too rapid. It it true my stores grew in number and sales doubled and trebled, but it eventu ally became impossible for me to handle the chain of stcres, and it was then I decided to concentrate in Brownsville and erect the depart ment store which 1 visioned fifteen years ago when I opened my little establishment, my first store in Mission. Depends on Volume Business “I propose to make my profits through volume business. That has always been my policy; but the greater efficiency of this new estab lishment will permit the handling of greater volume and a consequently smaller margin cf profit. I have learned that success in merchandis ing lies in a quick turn over of goods; and that small margins of profit on the individual articles means a bigger profit when the busi ness of the year is finally checked. This store will handle high quality goods, and I am confident that through rapid turn-overs the prices to consumers can be held to the minimum. “I will be in personal charge cf the establishment, and it will be my ambition to build up the business upon a plane which make this store all that I have visioned it—a real asset to Brownsville and the entire Valley." LATE STYLES I MILLINERY Popper Corporation to Make Purchases for Manautou Store W hatever fashion may decree in the line of millinary wilt t>e found in. the millinery department of tne E. Manautou store. This department. | located on the second floor, prom ises to be one of the most popular, and the fact that the entire selec tion is made by the Alfred Popper Buying corporation of New York will heighten its .popularity. The Popper Buying corporation has representatives in every millin ! ery center in the United States and Europe and maintains constant touch with the changing modes and fash ions, and keeping the stocks of their clients constantly replenished, they perform a service which has made the firm one of the most popular in the United States among dealer* in millinery. One feature of the buying corpora tion is the fact it has placed mil linery buying upon a business basis and practically established a stand ard of reasonable prices. Hundreds of stores throughout the United States, which a tew years ago were generally from a few months to a | year behind the New York styles in millinery, are now enabled through the services of these buyers to of fer their customers the latest de signs and fashions at the same time they appear in the eastern centers. Buying the entire output of several large millinery manufacturers and designers they have been enabled to secure for their clients very reason able prices on latest styles, and these prices are in turn extended to the customers. The old system of the customer paying several profits before acquiring the millinery has been eliminated, with the result there has been a standardization of prices upon a reasonable level. “I have been very fortunate in securing the services of the Popper Buying corporation to purchase my millinery stocks,” Mr. Manautou said. "Buying of millinery is sn art which requires intensive study, and the average merchant has no time to de vote to that study. If it were not for the service extended by this firm 1 would be obliged to maintain an expert representative in New York. I know when 1 receive a con signment of millinery that it will consist of the latest fashions and the best possible quality. The Pop per Buying corporation has built up a reputation for service, and this is attested by the large number of clients who have engaged their ser vices to act as representatives ia the purchase of millinery.** In the Manautou store arrange ments have been made for a large millinery department, which will be in charge of an expert milliner. ; si i . »' -■& a."- i E. MANAUTOU STORE, BROWNSVILLE’S DEPARTMENT EMPORIUM \ I - . : __ mmrn -i.^,'-*”*—iW. . ■ ; ^KreagiiiMisii^^ The E. Manautou store is pronounced the finest in South Texas. Constructed of cream colored brick, with thousands of feet of plate glass, modern display windows; recessed, tiled entrances, it reflects the most modern in store construction. Both stories will be utilised for the departments of the store. The building is located on Twelfth and Washington streets, and the cost of the structure without equipment was approximately $100,000. __ _^ MANAGERS FOR DEPARTMENTS ARE SELECTED •_ Owner of New Depart ment Store Announ ces Orga nization Plan for Personnel Every department in the E. Menu ton store will b« separate and will have a department manager, accord ing to plans recently completed by Mr. Manautou, who has given con siderable study to this phase of or ganisation. Mr. Manautou will be in personal charge of the establishment and will personally direct each department, and each department manager will be responsible for the management of bis or her department only. There will be no pverlapping duties under this plan of organisation, Mr. Manau tou said. Each employe will know his place and hi* work. It will prob ably require a few weeks before the organisation is functioning perfect ly, but the manager expressed great confidence in the feasibility of the plan. Bertram C. Combe, who has a wide circle of friends and acquaintances in Brownsville and throughout the Valley has accepted the position of floor manager. The men's depart ment will be in charge of Maurice Kohn of Houston, who has had ex tensive experience in this line of wxrk. The ladies’ ready-to-wear de partment will he under the supervi sion of Mrs. Cora B. Smith, and Mrs. L. F. Hopp will have charge of the millinery department. The shoe de partment will he managed by Manuel F. Mendoza, who has been with Mr. Manautou several years, and Miss Alice Brown has been appointed head of the piece goods department. A department devoted to notions, hosiery, toilet articles, etc., will be in charge of Mrs. A. T. Wilson. The children's and infants’ wear de partment will be managed by Mrs. Raymond Champion, and the econ omy department by Miss Geneviva Gomes. One of the features of the store will be the alteration and hem stitching department, conducted by Miss Eliza Garcia, which will be located on the second floor near the ladies's dressing rooms. Two cashier* will be employed. Miss Dorcas Garcia to be in charge of the desk on the mam floor and Miss Lucille Champion on tne sec ond floor. According to present arrangements the store will have between 30 and 35 employes, each department to have its quota of clerks who will work under the personal direction of the department manager. Commenting upon his organization plans, Mr. .Manautou stated he had ascertained that the best way to assure real service to customers was to place each department under a separate manager and to hold that manager responsible for the general conduct of the department. "Under this plan each department head takes a personal pride in his or her department.” he said. “They desire to make their department the best in the store; to provide ser vlre which will assure an excellent sales record, and good department managers can generally imbue their clerks with the same spirit. I be lieve I have been fortunate in se curing an organization that will aid in making this store the most pop ular in the Valley. Of jurse, this organization cannot he welded to gether in a day or a week, but I believe that under this system we eventually will have one of the best store organisations ever assembled. * t ■ ,♦ PROFITS BY FAITH IN VALLEY F. Manautou, who is rivinjr the Valley the finest department store in all South Texas, is showing his appreciation to the people of this section. He came here nearly IS years aro with a limited capital but his faith in the Valley and preserverance have brought him success. Store Arrangement Designed To Provide Maximum Efficiency — Scientific arrangement of depart ment*, assuring maximum efficiency in operation and also convenience for patrons will be one of the out standing features of the E. Manautou store. Store engineers were provided by the Grand Rapids Store Equip ment corporation of Grand Rapids, Mich., to provide the general floor plan, and the placing of ail fixtures and equipment ha** been under the supervision of experts. The main entrances to the store are from Washington street. The first department to the right is de voted to piece goods and the central space to toiletries, hosiery, etc. The men’s department extends along the left aide of the ground floor from the entrance to the mezzanine floor at the rear, and will include a com plete line of hats, clothing and fur nishings. The electric elevator is located near the center of the building on the right side, and the cashier’s desk facing the rear is in the center near the elevator. The shoe depart ment is located on the first floor to the rear under the mezzanine with the fitting lounges placed conven iently. Domestics and blankets are in a department between the eleva tor and the stairs to the mezzanine. And the department devoted to work, boy*’ clothing, etc. i* located in the center between the cashier's desk and the shoe department. The mezzanine floor, located at the rear, will be devoted to the eco nomy department, which will be one of the feature departments of the store. Special economy prices will prevail in this department, and it will carry a wide scope of merchan dise. Access to the mezzanine floor is gained by a short flight of broad steps, with the broad stairway ex tending from the mezzanine to the second floor. The ladies' furnishings and ready to-wear department will occupy the entire front of the second floor, and is equiped with dressing rooms, one on each side of the building with an alteration department, in charge of a competent ladies’ tailor, in the center. The millinery department is located in the center of the second floor, and the children’s and in fants' wear de-. arlment, which will be one of the big departments of the store, will oceupy a large space to the rear of the millinery department. The luggage department will be on the second floor, and the spacions ladies' rest room ind also the main office will occupy the rear part of the second floor. This arrangement Is expected to prove very convenient for customers. Those desiring to make purchases (Contmaed on page two) STORE CARRIES POPULAR LINES QUALITY GOODS Large Assortment to Fill Every Demand Assured in New De partment Store A complete line of quality food* will be handled by the E. Manautou •tore, which propose* to cater to the popular trade by offering the quality goods at popular price*. With buy ers in New York, Chicago and St. Louis maintaining constant contact between the store and the manufac turing center*, the management of the new establishment proposes to maintain a stock of strictly up-to date goods, all of excellent quality, which will be popularly priced. Holier A Co. of New York, buysri for some of the largest department stores in the United States, will fill the store’s orders for ladies’ ready to-wear, maintaining constant con tact with the manufacturing and and fashion centers. The Alfred Popper Buying corporation of Ne* York will provide the milliners stocks, assuring the latest design! and modes. These firms havi scores of experienced buyers, and bj maintaining constant contact witb the markets are enabled to auppl) their clients with the latest fash ions, and by reason of heavy pur chases secure substantial reductions In men's clothing the well knowr Haspel Bros, brand of summei clothing will be handled as well as i complete line manufactured by thi Curlee Clothing Co., the well knowr St. Louis manufacturers who suppl] a large part of the trade in th< South. Stetson and Rothschild hati for men will also be among the fea tured lines. “Interwoven” brand o! men’a hosiery, and "Beacon” bran* shoes for men are nationally knowi as are also the “Best Bet” worl shirts and the “Perfeeto” shirts an< pajamas. In the shoe department such wel known brands as the Endicott-John son work shoes for men and dresi shoes for boys, together with th< “Classic" “Jewel.” “Spartan” am “Gem” shoes for women will be fea tured. The famous “Westherbird' shoes for children comprise one o the most popular lines, and Hood’i rubber footwear will be another fea ture of this department. In the ladies’ department the wel known “Allen-A” brand silk hosier; will be carried, and the “Collegi Girl” brassieres and corsets. “Goo* Morning” and "Nine o’Cloek” wasl dresses, a very popular line, will alsi be featured. The children’s department wil carry complete lines of the "Ton Sawyer” clothing, blouses and shirt for boys, the “Blue Boy” boys’ shirt* “Mary Newton” dresses for girl*, am a large assortment of nationally known hats, caps, etc. The piece goods department will h replete with stocks from leadini manufacturers, and will carry *ucl well known brands as “Society Fab ric*,” the famous "Mansion” draper ies and curtain goods, “Snowwhite for lingerie, and the C. K. Eagl silks. The famous “Pepperill” sheet ing, sheets, tubing and pillow case will be one of the standard lines. The luggage department will b located on the second floor and wil comprise a complete line of trunk* valises, wardrobes, etc., manufactur ed by the Herkert A Meisel Truni Co. In the furnishing goods and toilet ries departments all the leadini makes will .be found. Large stock and great variety of goods will b carried, assuring wide selection am satisfactory prices. w -a * *.. -jL . * ■ - , SERVICE WILL BE STRESSED BY NEW STORE * •! Policy of Establish ment to Build For Future Upon Foun dation of Service “Service will be the foundation upon which the Manautou Depart ment Store propose* to establish its business,” was statement of E. Man autou in discussing the policies of the new establishment he is opening on Twelfth and Washington streets.' "Every feature in connection with | this department store, all arrange ments, ell fixtures, have been de signed with one object in view—te give service,” he said. “I em confi dent the people of the Valley will appreciate this. I have learned by experience that service and courtesy are the principal factors in building any business; that they are as ei sential in modem merchandising as ia the merchandise on the shelves." During the sixteen years Mr. Msn. autou has been in the mercantile business in the Lower Rio Grande Valley he has made an intensive study of merchandising conditions and requirements, and his new store ie virtually a materialization of the ideas and ideals gleaned from years of experience and observation. In designing the fixtures and the arrangement of the different depart ments the services of department i store engineers of national promi ( nence were secured. Each depart ment will he entirely separate, but all have been so arranged as to as sure maximum efficiency. Every foot of floor space has been utilized, hut there ie none of the crowding ef fect generally apparent in depart ment stores. All goods in all de partments are well displayed, and the customer can make selections in the minimum of time. "Service a Rnsinese Asset” “My experience has proved that service is business asset.” Mr. Man autou said. "The merchant who does not give service ie doomed to failure. The public demands service as well as quhiity goods, and that is what we propose to offer them. Ev ery employ of the store will be thor oughly drilled in rendering courteous service. I know the Valley public will appreciate this. "During the years I have been in business in the Valley I have vis ioned a store such as I am now pre paring to open in Rrownsville. For sixteen years I have been working toward this end. In my smaller establishments I have tried to rea der service, and I believe I have suc ceeded notwithstanding the fact 1 have been handicapped by leek of facilities. It has always been my ambition to be able to erect and op erate a department store which would provide the facilities for such service as I desired to offer my cus tomers, and in this store my ambi tion is realized. Sinee my boyhood days I have been a student of mer chandising. With each passing year I have been more and more Impress ed by the feet that those establish ments which are most successful owe their success very largely to the fact that they render service to the public. The old order has changed completely. The merchant of todaj succeeds to tiie extent to which h« renders service, and the establish ment which fails to render suel service is doomed to failure.” “I doubt if the people of Browns ville and the Valley in general real ize what this store means to me For sixteen years I have been work ing toward this end—an opportunit] to carry out my ideas of a depart ment atore, a store which would givi service to a degree heretofore nevei attempted in South Texas merchan dizing. Into the operation of thii store I will incorporate all thosi ideas of service, end will make serv ice the foundation upon which j hope to build the most extensive re tail business in this part of th< | state. Perhaps my ideas and ambi . tions may be too extensive in theii i scope; but my observation and ex i perienee convinces me that *ervic< | is the one foundation upon whirl - modern merchandising can built • with any assurance of future expen f sion." i Comforts for Customers One of the features of the Manau tou store will he a large rest roon I on the second floor for lady eus r tomers. This will be fitted up witl i all home comforts, including writin; I desks, telephones, lounges and i > nurse will he provided to amuse o > care for the children. This roon will occupy about one-fourth of th< 1 second floor, and lady customers wii 1 be assured every privacy. 1 Comfort for customers will also b< • provided throughout the store in th 1 form of settees and lounges wher r they may rest while shopping, am this feature will be emphasised in al ’ departments. [ “These are merely features of th 1 service this store will eztend to th • public.” Mr. Manautou said. “I wan ', it clearly understood that the sps t cioua rest room for ladies is not fo . customers only. It is open to an , lady who desires to utilize it. I real ise that a rest room of this characte » has been one of Brownsville's greet j est needs for many years, and thi , room has been set apart an . equipped for the accommodation c t all. Ladies with children may leav them with the nurae while doin - their shopping, and they may com p here to write, telephone or rest, wit s tbe assurance they are always we! p come and that the management c i this store it pleased to extend th service.'1 .. 'JfcijSim ‘i x c. Ir'ifWlfrM BEST BUILDING OF SECTION IS STORE’S HOI Beauty and Efficiency Combine in Browns* ville's Newest De partment Emporium “The finest store building in South Texas” ia the almost unanimous comment heard as persons emerge from an inspection tour through the E. Manautou store building on Twelfth and Washingtm street. “San Antonio and Houston may hare larger stores, but they have nothing liner,” was tha verdict of a San Antonio merchant, who stated that he considtred the new Manautou •tore not only a superb structure but also so arranged that it will assure maximum convenience and efficiency. And when darkness falls the new Manautou store will lose none of its beauty. Its hundreds of feet of show windows, backed by gliatening mir rors, lighted with hundred of con cealed incandescents, will serve to .'accentuate the beauties of the struc ture. The structure ie 120 by bO feot in size, two stories, with a total floor space of 11,000 square feet, making it one of the largest, if not the largest, mercantile establishment south ef San Antonie. Every foot of the floor space will be utilized by the various departments. Constructed of cream colored brick, in which a light design has been wtven, with thousands ef square feet of plate glass, artistic display arrangements at the entrance, tile finish under the display windows, and huge plate glasa windrwa the en tire length end width of the second story, the structure presente an ap pearance both beautiful and impres sive, giving to that section of theeity a metropolitan touch which indicates it eventually will become one of th« main business districts. Fine Display Windows The outstanding feature of the ex terior is the large display window* on both Washington and Twelfth streets, and the arrangements for special displays in front of the two entrances on Washington streets. The latter contains large mirrors and are so arranged that displays can be viewed from all sides. The display windows on the grtyind floor are backed with ornamental plaster, cream colored and gold tint ed. The floors are polished hard wood, and the concealed lights cast their rays directly downward over the displays. The building has three large dou- * bis entrances, two on Washington street and one on Twelfth, the latter near the center of the building. All entrances are recessed and tiled. A huge electric sign has been erected on the corner extending over Twelfth street. One of the most noticeable features is the large plats glass win dow* on the second floor. Two large and two small windows face Wash ington street, and a row of large windows, provided with air acreons, are located above the portico which extendi the width of sidewalk oo both Twelfth and Washington. The ornamentation it simple but very ef fective. The brick used provide a very crnamental effect, which ia further heightened by paneling on the second story, the light pink tile 1 beneath the display window*, and tb* superb artistry evidenced in the arrangement of the display spaces. Spacious Interior Th^ first impression received upon entering the building i* that of it* 1 spaciousness, the pleasing combina tions of colors, the excellent ventil lation, and the effecient manner in which the various departments have been arranged. All fixtures are of oak, dark fin ished on the lower floor and waxed on the second floor. A line cf glass ' enclosed cabinets for clothing and < • furnishings are located along tha ' west wall. The oak-iinished coun 1 ters, show cases, display tables, and 1 cashier's desk are ranged through : the center, with oak finished shetv 1 ing and eruntera along the asst wall for the piece goods and similar da* 5 partments. The shoe department at the fir# floor rear i* finished in oak, the hun dreds of shelves displaying every - size and grade, the fitting dopart [ ment is also equipped with oak fur I niture. All floors, with the exception of the mezzanine, which has a concrete floor, ace polished hardwood, and ' rugs are arranged for all fitting and 1 dressing rooms. Large mirror* set in • alcoves, are provided in all depari 1 ments. An Otis electric elevator provides 1 \ easy access to the second floor, and r will be at the service of customers ‘ at ail time*. A flight of broad con 1 crete steps leads from the main floor I to the messanine, whi<?n is located at the rear, and from the mezzanine as » cend to the second ficor. 8 Beautiful Fixtures 8 The fixtures on the second floor, 1 which ie devoted exclusively to 1 ladies’ ready-to-wear, millinery and furnishing, and children’s and in* 8 fant’s wear, are strikingly beautiful. 8 Built of oak, wax-finished, which t gives a mottled blue effect, the glass - faced cabinets extend almost the en r tire length of the rcom. Dressing V rooms are provided at the front, one - on ea:h side, and mirrors set in r alcoves form private nooks where * customers may decide the mod# er s fashion most preferable. i The display tables and cabinets of f the ihillinery department are ef the e same oak and finish, and the eolor g scheme and fixture design is car e ried into the fixture* for the ehil b dren’a and infant*’ department*. A - spacious rest room for ladies, f equipped with lounge*, chairs, writ e ing tables, telephone and all nocea* (Continued ou page two.)