The letters are large and elegant, but they’re easy to miss—set against an off-white facade above a rusty garage door on Lafayette Street.
“Wanamaker,” the letters read. You’re forgiven if the name doesn’t ring a bell. This faint signage is just about all that remains of Wanamaker’s, a top department store that arrived in New York City in 1896 and became a leading retailer through the mid-1950s.
The story of Wanamaker’s echoes the story of so many of Gotham’s legendary dry goods emporiums, as they used to be known. These highly competitive stores made huge profits thanks to the riches of the Gilded Age and the introduction of modern consumerism.
Except Wanamaker’s got its start in Philadelphia, where namesake John Wanamaker opened his first men’s clothing shop in 1861. By the end of the century, Wanamaker began branching out into other cities as well as New York.
Wanamaker’s first occupied the former A.T. Stewart store on Broadway between 9th and 10th Streets (above, in 1901), then expanded its footprint by building a much larger store at 770 Broadway, between Eighth and Ninth Streets, in the early 1900s. A skybridge reportedly connected the two structures.
“Clad mostly in terra cotta, this grand shopping palace contained thirty-two acres of retail space, an auditorium with 1,300 seats, and a large restaurant to round out the shopping experience,” states Village Preservation’s Off the Grid blog.
Unlike other major New York City department stores, Wanamaker’s never moved to Midtown. The store stuck it out on Astor Place until shutting its doors in the mid-1950s. A fire then consumed the empty older building. An apartment residence called Stewart House sits there today.
The Wanamaker sign I found isn’t on the 770 Broadway building; you can view it on the Lafayette Street side of 730 Broadway, where the company had a warehouse, according to a 1982 New York Times article.
The only other remnant of this retail giant is on New York City maps—Ninth Street between Broadway and Lafayette is still called Wanamaker Place.
[Second image: NYPL Digital Collections; third image: NYPL Digital Collections]