Burlington Montgomery Ward // 1929

Montgomery Ward was founded by Aaron Montgomery Ward in 1872. Ward had conceived of the idea of a dry goods mail-order business in Chicago. The fledgling company often created catalogs of their items for sale, distributing the booklets in the streets of the city. In 1883, the company’s catalog, which became popularly known as the “Wish Book”, had grown to 240 pages and 10,000 items. In 1896, Wards encountered its first serious competition in the mail order business, when Richard Warren Sears introduced his first general catalog. In 1900, Wards had total sales of $8.7 million, compared to $10 million for Sears, beginning a rivalry that lasted decades. In 1926, the company broke with its mail-order-only tradition when it opened its first retail outlet store in Indiana. It continued to operate its catalog business while pursuing an aggressive campaign to build retail outlets in the late 1920s. In 1928, two years after opening its first outlet, it had opened 244 stores. By 1929, it had more than doubled its number of outlets to 531. This smaller retail expansion was in contrast to rival, Sears Roebuck Company, which was opening a chain of large retail stores on the outskirts of larger cities. The 515th Montgomery Ward store was this one in Burlington. The building is constructed of brick and faced with concrete with “Chicago-style” three-part windows with the three bays capped by concrete pilasters topped by urns. The Burlington Montgomery Ward store closed in 1961, and the building is now home to Homeport, a home goods store.

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