Miller & Rhoads

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Miller & Rhoads
Type	Department store
Founded	1885
Headquarters	Richmond, Virginia
Key people	Linton Miller, Co-Founder Webster Rhoads, Co-Founder Simon Gerhart, Co-Founder
Industry	Retail
Products	Clothing, footwear, furniture, jewelry, beauty products, electronics and housewares.

Miller & Rhoads was a Virginia-based department store chain. Throughout its 105 year life-span, the store, often called "Millan Rhoads" by locals, played an active role in the Richmond community, along with its friendly cross-street rival Thalhimers.

Contents 1 Origins 2 Santaland and the "real" Santa Claus 3 Postwar expansion 4 The suburban age 5 The beginning of the end, and new beginnings 6 Former locations 6.1 Virginia 6.2 North Carolina 7 References 8 External links

[edit] Origins

In 1885, Linton Miller, Webster Rhoads, and Simon Gerhart opened a dry goods store in Richmond, Va. The store, Miller, Rhoads, & Gerhart, opened with an initial investment of $3,000. In 1888, Miller, Rhoads, & Gerhart moved to 509 E. Broad St.

Simon Gerhart relocated to Lynchburg, Virginia in 1890 and opened his own store there. It was at this time that the nameplate of the Richmond store changed to Miller & Rhoads. By 1909, the Broad Street store covered nearly half a city block, and by 1924, it covered an entire block.

During the middle part of the 20th century, the growth of Miller & Rhoads in Richmond was at its peak. The store was home to the ever-popular Tea Room, which featured regular fashion shows, and signature menu items such as the Missouri Club, Brunswick stew, and chocolate silk pie.^[1]

As time progressed, Miller & Rhoads began to boast modern conveniences like a 1,000 car parking garage (shared with Thalhimers), air conditioning and escalators. The store also hosted famous writers, art exhibits and other community events that helped add a cosmopolitan flair to the city.

[edit] Santaland and the "real" Santa Claus

Every Christmas season, a room on the 6th floor of Miller & Rhoads transformed into a magic wonderland called Santaland. The room was dimly lit, but thousands of tiny, white lights gave the appearance of night stars overhead. Woodland scenes with lifelike, animated animals were strategically placed throughout the room. Fully decorated trees adorned a path leading to the beautiful stage. Onstage were a huge fireplace, a Christmas tree, and a golden chair with a red velvet back and seat where Santa Claus sat.^[2]

For many years, Miller & Rhoads' Santa was purported to be "the real Santa Claus." A number of actors, many featuring a snowy white real beard, portrayed Santa. Unfortunately, the man widely considered to be the best of the Santas was tragically killed in a car accident in the late 1950s.

Miller & Rhoads' Santas included stage and screen actor (and Richmond native) Hansford Rowe^[3] in the late 1950s and 1960s. When Hansford Rowe relinquished the role in the 1960s, his brother Dan Rowe took over the role of Santa, and still performs it in the modern day version of Santaland.^[4]

Santaland became so much a part of the Richmond store's folklore that the company began doing commercials with the tagline "Miller & Rhoads - Where Christmas is a Legend"

Even now, years after Miller & Rhoads closed its doors, Santa Claus still holds court in downtown Richmond, first shifting to Thalhimers in 1990, then to the Sixth Street Marketplace (more below) after Thalhimers closed, and currently in assorted downtown locations each holiday season.

[edit] Postwar expansion

Between 1956 and 1960, Miller & Rhoads began to expand, opening stores in downtown Lynchburg, Charlottesville and Roanoke. The stores were full-line, multi-level operations that were traditional in design and included many features popular at the Richmnond store, like the Tea Room.

By the late 1960s, the chain also added new suburban stores at Southside Plaza and Willow Lawn in Richmond, Walnut Plaza in Petersburg, Newmarket Shopping Center in Hampton, Southern Shopping Center in Norfolk, Pembroke Mall in Virginia Beach, Barracks Road Shopping Center in Charlottesville, Pittman Plaza in Lynchburg and Roanoke-Salem Plaza in Roanoke. Generally, the first wave of Miller & Rhoads' suburban expansion was smaller specialty stores that focused on family apparel, primarily ladies' ready-to-wear.

In 1967, Miller & Rhoads merged with Washington, DC-based department store Julius Garfinkel & Co and New York-based specialty chain Brooks Brothers to form Garfinkel, Brooks Brothers, Miller & Rhoads.

[edit] The suburban age

In the mid-1970s, Miller & Rhoads opened three large stores in new shopping malls Regency Square and Chesterfield Mall in suburban Richmond and Newmarket North Mall in Hampton, with the latter relocating from a shopping center across the street. In Virginia Beach, the branch was located at Pembroke Mall. It also opened a number of specialty stores in Roanoke and Portsmouth, Virginia and Greensboro, Charlotte, Raleigh and Fayetteville, North Carolina.

Miller & Rhoads continued to expand to other cities in Virginia and North Carolina into the early 1980s, relocating its downtown Lynchburg and Charlottesville stores into shopping malls and opening large new locations at Lynnhaven Mall in Virginia Beach and Greenbrier Mall in Chesapeake.

Even as its stores grew more contemporary, the chain adhered to many old traditions. Miller & Rhoads stores almost always had engraved metal name plaques at their entrances, even on mall entrances. An early 1980s redesign of the store logo featured curvaceous script reminiscent of calligraphy.

[edit] The beginning of the end, and new beginnings

The Garfinkel, Brooks Brothers, Miller & Rhoads company was acquired by Allied Stores in 1982. This marked a low point in the chain's history, as Allied closed many of the smaller stores, exiting the North Carolina market save for Raleigh, and began to neglect the maintenance on its larger stores in an effort to cut operating costs. Allied opened a small number of new, larger locations in Virginia. The downtown Roanoke store was closed in this period and replaced by a store at Valley View Mall.

In an effort to revitalize the decaying downtown Richmond retail core, the city government, Miller & Rhoads, and Thalhimers teamed together in 1985 in the development of the Sixth Street Marketplace, an urban shopping center that took the place of the street that separated the two stores. Though it started out relatively popular, the downtown mall did not remain a success, and was razed by 2004. Miller & Rhoads' suburban stores continued to grow, but the downtown store's sales were generally stagnant with the exception of the Christmas season.

In 1987, following its own ill-fated buyout by Campeau Corp., Allied sold Miller & Rhoads to Philadelphia developer Kevin Donohue and store management, who began to renovate stores and plan a major expansion. At the time, Miller & Rhoads numbered 21 stores.

Only two years later, in 1989, the company's future was dimming. Faced with increasing competition from stores like Leggett and Hess's and dwindling finances, Miller & Rhoads filed for Chapter 11 bankruptcy protection and by 1990, all Miller & Rhoads stores closed their doors for good.

The May Department Stores Company purchased four of Miller & Rhoads' larger suburban units in Richmond and Hampton Roads for about $22.7 million^[5] and reopened them as Hecht's in late 1990. May would in turn take over Thalhimers that same year and eventually combine that chain with Hecht's as well.

At both Regency Square and Lynnhaven Mall, Hecht's would operate 2 stores, one each in the former Miller & Rhoads and Thalhimers spaces. Hecht's eventually consolidated its Lynnhaven Mall stores into a single location, but at Regency Square, both stores were occupied by the chain until September 2006 when the Hecht's name was replaced with Macy's.

Many of the remaining former Miller & Rhoads stores were converted to department stores like Montgomery Ward, Stone & Thomas and Value City or subdivided for other retail uses, while some were turned into offices and others demolished.

In 2006, work began to convert the long shuttered Miller & Rhoads flagship store in downtown Richond into a hotel and residential spaces. When completed in Fall 2007, the old department store will be home to a 222 room Hilton Hotel and 165 apartments or condominiums. The $80 million project is being overseen by Richmond's Broad Street Community Development Authority.

[edit] Former locations

[edit] Virginia

City	Location	Opened	Closed	Notes
Charlottesville	Downtown	1956	1980	replaced by Charlottesville Fashion Square store
Charlottesville	Barracks Road Shopping Center	1960	1990	converted to Home Store when Charlottesville Fashion Square store opened
Charlottesville	Charlottesville Fashion Square	1980	1990	replaced by Stone & Thomas, currently Belk Men's, Home & Children's Store.
Hampton Roads MSA/Chesapeake	Greenbrier Mall	1981	1990
Hampton Roads MSA/Hampton	Newmarket Shopping Center	1964	1975	replaced by Newmarket North Mall store
Hampton Roads MSA/Hampton	Newmarket North Mall	1975	1989	replaced by Verizon
Hampton Roads MSA/Norfolk	Southern Shopping Center	1964	1990
Hampton Roads MSA/Portsmouth	Tower Mall	1973	1989
Hampton Roads MSA/Virginia Beach	Lynnhaven Mall	1981	1990
Hampton Roads MSA/Virginia Beach	Pembroke Mall	1966	1990
Lynchburg	Downtown	1956	1980	replaced by River Ridge Mall store
Lynchburg	Pittman Plaza	1960	1983
Lynchburg	River Ridge Mall	1980	1989	replaced by Montgomery Ward, currently Value City
Richmond	Downtown	1885	1990
Richmond	Southside Plaza	1956	1988
Richmond	The Shops at Willow Lawn	1956	1990
Richmond	Chesterfield Towne Center	1975	1990	replaced by Hecht's, currently Macy's
Richmond	Regency Square	1975	1990	replaced by Hecht's, currently Macy's
Richmond MSA/Petersburg	Walnut Plaza	1960s	1980s
Roanoke	Downtown	1958	1986	replaced by Valley View Mall store
Roanoke	Roanoke-Salem Plaza	1962	1985	replaced by Valley View Mall store
Roanoke	Tanglewood Mall	1973	1989
Roanoke	Valley View Mall	1985	1989	replaced by Montgomery Ward, then Hecht's Home & Children's Store, currently Macy's Home & Children's Store

[edit] North Carolina

City	Location	Opened	Closed	Notes
Charlotte	Eastland Mall	1975
Fayetteville	Cross Creek Mall	1975
Greensboro	Four Seasons Town Centre	1975
Raleigh-Durham MSA/Durham	South Square Mall	1975		mall demolshed in 2003
Raleigh-Durham MSA/Raleigh	Crabtree Valley Mall	1972	1989

[edit] References

[edit] External links

• Anita Rose's writeup on Newmarket North Mall that has several Miller & Rhoads mentions
• Cadeho1979's pictures of the Miller & Rhoads Santa on Photobucket

Store Conversions to Hecht's

1995: Wanamaker's | Woodward & Lothrop    1994: Hess's    1992: Thalhimer's    1990: Miller & Rhoads
See also: Strawbridge's (part of division from 1996)
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