Schuster's and Gimbels: Milwaukee's Beloved Department Stores

by Paul H. Geenen

Reviews

Link to 11/23/12 interview on WUWM

Link to 11/29/12 interview by Gregg Shapiro, Staff writer for Wisconsin Gazette.com.

Link to 12/4/12 article in ExpressMilwaukee.com

Ed Schuster opened his first store at 12th and Walnut in 1883 and Adam Gimbel opened his store in Milwaukee in 1887. Gimbels purchased Schuster's in 1962, BATUS purchased Gimbel Brothers in 1982, and Dayton-Hudson bought Gimbels Midwest in 1986. On August 16, 1986, Gimbels closed and opened as Marshall Fields two months later.

Schuster's was known for its neighborhood stores, weekly promotions and innovative retailing strategies. Gimbels had its first stock offering in 1922 and rapidly grew to four locations.

Billie the Brownie, Gertie the Duck, and Gimbie and Ellie were a few of the memorable promotions from Schuster's and Gimbel's.