Montgomery Ward

Montgomery Ward was the name of two successive U.S. retail corporations. The original Montgomery Ward & Co. was a world-pioneering mail-order business and later also a leading department store chain that operated between 1872 and 2001. The current Montgomery Ward Inc. is a national online shopping and mail-order catalog retailer that started several years after the original Montgomery Ward shut down.

Montgomery Ward Inc.
Original incarnation, mail order and department store
Current incarnation, online retailer and catalog merchant
Founded1872; 149 years ago (1872) (as mail order company and later department store, defunct 2001)
2004; 17 years ago (2004) (as current online retailer)
DefunctJune 2001; 20 years ago (2001-06) (original company)
FateBankruptcy in 2000;
Full liquidation in 2001
namesake retailer launched in 2004 after purchase of trademarks
HeadquartersOriginal company in Chicago, Illinois, United States
2004 to 2008: namesake company Monroe, Wisconsin, United States
Key people
Original company: 1872 founder, Aaron Montgomery Ward
namesake company: John Baumann, president of parent company Swiss Colony
ProductsClothing, footwear, bedding, furniture, jewelry, beauty products, appliances, housewares, tools, and electronics.
DivisionsElectric Avenue
Wards Kids
Montgomery Ward Catalog
Montgomery Wards Auto Express

Original Montgomery Ward (1872–2001)Edit

Company originsEdit

Progress Lighting the Way for Commerce, designed for Montgomery Ward by sculptor J. Massey Rhind, appeared as a medallion at many Ward stores. This one is in Brattleboro, Vermont.

Montgomery Ward was founded by traveling dry goods salesman Aaron Montgomery Ward in 1872. Ward had conceived of the idea of a dry goods mail-order business in Chicago, Illinois, after observing in his business that rural customers often wanted "city" goods but that their access to them was almost only through rural retailers who had little competition and did not offer any guarantee of quality. Ward also believed that by eliminating intermediaries, he could cut costs and make a wide variety of goods available to rural customers, who could purchase goods by mail and pick them up at the nearest train station.

Ward started his business at his first office, either in a single room at 825 North Clark Street[1] or in a loft above a livery stable on Kinzie Street, between Rush and State Streets.[2] He and two partners raised $1,600 and issued their first catalog in August 1872. It consisted of an 8 in × 12 in (20 cm × 30 cm) single-sheet price list, listing 163 items for sale with ordering instructions for which Ward had written the copy. His two partners left the following year, but he continued the struggling business and was joined by his future brother-in-law, George Robinson Thorne.

In the first few years, the business was poorly received by rural retailers. Considering Ward a threat, they sometimes publicly burned his catalog. Despite the opposition, the business grew at a fast pace over the next several decades. This was fueled by demand primarily from rural customers who were inspired by the wide selection of items that were locally unavailable. Customers were also inspired by the innovative company policy of "satisfaction guaranteed or your money back", a policy Ward pioneered in 1875 that is now broadly taken for granted in U.S. retailing. Ward turned the copywriting over to department heads but continued poring over every detail in the catalog for accuracy.

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, and both companies struggled for dominance during much of the 20th century. By 1904, Wards had expanded such that it mailed three million catalogs, weighing 4 lb (1.8 kg) each, to customers.[3]

In 1908, the company opened a 1.25-million-square-foot (116,000 m2) building stretching along nearly one-quarter mile of the Chicago River, north of downtown Chicago. The building, known as the Montgomery Ward & Co. Catalog House, served as the company headquarters until 1974, when the offices moved across the street to a new tower designed by Minoru Yamasaki. The catalog house was declared a National Historic Landmark in 1978 and a Chicago historic landmark in May 2000.[4] In the decades before 1930, Montgomery Ward built a network of large distribution centers across the country in Baltimore, Fort Worth, Kansas City, Oakland, Portland, and St. Paul. In most cases, these reinforced concrete structures were the largest industrial structures in their respective locations. The Baltimore Montgomery Ward Warehouse and Retail Store was added to the National Register of Historic Places in 2000.[5][6]

1968–1982 Montgomery Ward logo
1995–1997 Montgomery Ward logo

Expansion into retail outletsEdit

Aaron Montgomery Ward died in 1913, after 41 years of running the catalog business. The company president, William C. Thorne (the co-founder's eldest son), died in 1917 and was succeeded by Robert J. Thorne, who retired in 1920 due to ill health.

In 1926, the company broke with its mail-order-only tradition when it opened its first retail outlet store in Plymouth, 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. Its flagship retail store in Chicago was located on Michigan Avenue between Madison and Washington streets.[7]

In 1930, the company declined a merger offer from rival chain Sears. Losing money during the Great Depression, Wards alarmed its major investors, including J. P. Morgan. In 1931, Morgan hired a new president, Sewell Avery, who cut staff levels and stores, changed lines, hired store rather than catalog managers, and refurbished stores. These actions caused the company to become profitable before the end of the 1930s.[8]

Wards was very successful in its retail business. "Green awning" stores dotted hundreds of small towns across the country. Larger stores were built in the major cities. By the end of the 1930s, Montgomery Ward had become the country's largest retailer, and Sewell Avery became the company's chief executive officer.[9]

In 1939, as part of a Christmas promotional campaign, staff copywriter Robert L. May created the character Rudolph, the Red-Nosed Reindeer and an eponymous illustrated poem. In 1946, the store distributed six million copies of the poem as a storybook, and Gene Autry popularized the song nationally.

Vacant Montgomery Ward store, Regency Mall, Augusta, Georgia
Former Montgomery Ward store, Huntington Center, Huntington Beach, California, demolished in 2010
"Electric Avenue" logo on closed store in Panorama City, California (2010)

In 1946, the Grolier Club, a society of bibliophiles in New York City, exhibited the Wards catalog alongside Webster's Dictionary as one of 100 American books chosen for their influence on life and culture of the people.

Government seizureEdit

In April 1944, four months into a nationwide strike by the company's 12,000 workers, U.S. Army troops seized the company's Chicago offices. The action was ordered due to Avery's refusal to settle the strike as requested by the Roosevelt administration, concerned about the adverse effect on the delivery of goods in wartime.[10] Avery had refused to comply with a War Labor Board order to recognize the unions and institute the terms of a collective bargaining agreement. Eight months later, with Montgomery Ward continuing to refuse to recognize the unions, President Roosevelt issued an executive order seizing all of Montgomery Ward's property nationwide, citing the War Labor Disputes Act as well as his power under the Constitution as commander-in-chief. In 1945, Truman ended the seizure and the Supreme Court ended the pending appeal as moot.[11]


After World War II, Sewell Avery believed the country would fall back into a recession or even a depression. He decided to not open any new stores, and did not even permit expenditure for paint to freshen the existing stores. His plan was to bank profits to preserve liquidity when the recession or depression he anticipated hit, and then buy up his retail competition. However, without new stores or any investment back into the business, Montgomery Ward declined in sales volume compared to Sears; many have blamed the conservative decisions of Avery, who seemed to not understand the postwar years' changing economy. As new shopping centers were built after the war, Sears was perceived to have gotten better locations than Wards. Nonetheless, for many years Wards was still the nation's third-largest department store chain.

In 1955, investor Louis Wolfson waged a high-profile proxy fight to obtain control of the board of Montgomery Ward. The new board forced the resignation of Avery. This fight led to a state court decision that Illinois corporations were not entitled to stagger elections of board members."[12]

Meanwhile, throughout the 1950s, the company was slow to respond to the general movement of the American middle class to suburbia. While its competitors Sears, JCPenney, Macy's, Gimbels, and Dillard's established new anchor outlets in the growing number of suburban shopping malls, Avery and succeeding top executives had been reluctant to pursue such expansion. They stuck to their downtown and main street stores until the company had lost too much market share to compete with its rivals. After Avery's departure in 1955, it was two years before the first new store since the 1930s was opened. Wards tried to become more aggressive with store opening, but it was too late. As the existing stores looked worn and disheveled, malls would often not allow Wards to build there. Its catalog business had also begun to slip by the 1960s.

In 1961, company president John Barr hired Robert Elton Brooker to lead Montgomery Ward as president in its turnaround. Brooker brought with him a number of key new management people, including Edward Donnell, former manager of Sears' Los Angeles stores. The new management team achieved the turnaround reducing the number of suppliers from 15,000 to 7,000 and the number of brands being carried dropped from 168 to 16. Ward's private brands were given 95 percent of the volume compared with 40 percent in 1960. The results of these changes were lower handling costs and higher quality standards. Buying was centralized but store operations were decentralized, under a new territory system modeled after Sears.[13] In 1966, Ed Donnell was named company president. Brooker continued as chairman and chief executive officer until the mid 1970s. In 1968, Brooker helped engineer a friendly merger with Container Corporation of America; the new company was named MARCOR. In 1974, Mobil oil company bought MARCOR.[14]

During the 1970s, the company continued to struggle. In 1973, its 102nd year in business, it purchased a small discount store chain, the Miami-based Jefferson Stores, renaming these locations Jefferson Ward.[15] Mobil, flush with cash from the recent rise in oil prices, acquired Montgomery Ward in 1976. By 1980, Mobil realized that the Montgomery Ward stores were doing poorly in comparison to the Jefferson stores, and decided that high quality discount units, along the lines of Dayton Hudson Company's Target stores, would be the retailer's future. Within 18 months, management quintupled the size of the operation, now called Jefferson Ward, to more than 40 units in the Delaware Valley and Richmond metropolitan areas, and planned to convert one-third of Montgomery Ward's existing stores to the Jefferson Ward model. The burden of servicing the new stores fell to the tiny Jefferson staff, who were overwhelmed by the increased store count, had no experience in dealing with some of the product lines they now carried, and were unfamiliar with buying for northern markets. Almost immediately, Jefferson had turned from a small moneymaker into a large drain on profits.[16] The company sold the chain's 18-store northern division to Bradlees, a division of Stop & Shop, in 1985. The remaining stores closed.[17]

Montgomery Ward Building in Bluefield, West Virginia.

In 1985, the company closed its catalog business after 113 years and began an aggressive policy of renovating its remaining stores. It restructured many of the store layouts in the downtown areas of larger cities and affluent neighborhoods into boutique-like specialty stores, as these were drawing business from traditional department stores. In 1988, the company management undertook a successful $3.8 billion leveraged buyout, making Montgomery Ward a privately held company.[18]

In 1987, the company began a push into consumer electronics, opening stand alone "Electric Avenue" stores. Montgomery Ward greatly expanded its electronics presence by shifting from a predominantly private label mix to an assortment dominated by major brands such as Sony, Toshiba, Hitachi, Panasonic, JVC, and others. They advertised using the Eddy Grant song Electric Avenue. Vice President Vic Sholis, later president of the Tandy Retail Group (McDuff, VideoConcepts, and Incredible Universe), led this strategy. In 1994, revenues increased 94% largely due to Montgomery Ward's tremendously successful direct-marketing arms. For a short period, the company reentered the mail-order business via a licensing agreement with Fingerhut. However, by the mid-1990s, sales margins eroded in the competitive electronics and appliance hard lines, which traditionally were Montgomery Ward's strongest lines.

In 1989, the company's small electronics leader, Jim Hamilton (later known as the father of computer retailing), offered a deeply discounted PC for $1499. The promotion was a huge success and led to the development of the nation's first branded computer store department. Space was allocated in three Sacramento stores to create SOHO (small office/home office) departments. Since many of the brands like Hewlett Packard and Panasonic would not disrupt their dealer channel and sell direct to Montgomery Ward, Hamilton had to create relationships with distributors. When the Sacramento stores opened, their shelves included products from Hewlett-Packard and Oki Data, companies which had never been in a national retailer. The test was a major success and the SOHO department was rolled out to all Montgomery Ward locations. Montgomery Ward was one of the first retailers to carry consumer products from IBM, Apple, Compaq, Hewlett-Packard, Western Digital and many others. The SOHO Department was carved into a separate division of the company and quickly became Montgomery Ward's largest revenue-producing division, with over $4 billion in revenues.

In 1994, Wards acquired the now-defunct New England retail chain Lechmere.

Bankruptcy, restructuring, and liquidationEdit

In 1997, the logo was changed simply to "Wards" and remained the logo until the chain liquidated in 2001.

By the 1990s even its rivals began to lose ground to low-price competition from the likes of Target and Walmart, which eroded even more of Montgomery Ward's traditional customer base. In 1997, it filed for Chapter 11 bankruptcy, emerging from protection by the United States Bankruptcy Court for the Northern District of Illinois in August 1999 as a wholly owned subsidiary of GE Capital, which was by then its largest shareholder. As part of a last-ditch effort to remain competitive, the company closed over 100 retail locations in 30 U.S. states, abandoned the specialty store strategy, rebranded the chain as simply Wards, and spent millions of dollars to renovate its remaining outlets to be flashier and more consumer-friendly.[19] GE Capital reneged on promises of further financial support of Montgomery Ward's restructuring plans.[20]

On December 28, 2000, after lower-than-expected sales during the Christmas season, the company announced it would cease operating, close its remaining 250 retail outlets, and lay off its 37,000 employees.[21] The subsequent liquidation was at the time the largest retail Chapter 7 bankruptcy liquidation in American history (this would be later surpassed by the 2009 and 2018 store closures of Circuit City and Toys 'R' Us respectively). One of the last closing stores was Salem, Oregon, the location of its human resources division. Montgomery Ward was liquidated by the end of May 2001, ending a 129-year enterprise.

As online retailerEdit

At its height, the original Montgomery Ward was one of the biggest retailers in the United States. After its demise, the familiarity of its brand meant its name, corporate logo, and advertising were considered valuable intangible assets. In 2004, catalog marketer Direct Marketing Services Inc. (DMSI), an Iowa direct marketing company, purchased much of the intellectual property assets of the former Wards, including the "Montgomery Ward" and "Wards" trademarks, for an undisclosed amount.[22]

DMSI applied the brand to a new online and catalog-based retailing operation, with no physical stores, headquartered in Cedar Rapids, Iowa. DMSI then began operating under the Montgomery Ward branding and managed to get up and running in three months. The new firm began operations in June 2004, selling essentially the same categories of products as the former brand, but as a new, smaller catalog.[22]

DMSI's version of Montgomery Ward was not the same company as the original. The new company did not honor its predecessor's obligations, such as gift cards and items sold with a lifetime guarantee. David Milgrom, then president of the DMSI-owned firm, told the Associated Press, "We're rebuilding the brand, and we want to do it right."[22]

Four years later, in July 2008, DMSI announced it was on the auction block, with the sale of its assets scheduled for the following month. On August 5, 2008, the catalog retailer Swiss Colony purchased DMSI. Swiss Colony—which changed its name to Colony Brands Inc. June 1, 2010—kept Montgomery Ward alive and relaunched the Wards website September 10, 2008, with new catalogs mailing in February 2009.[23] A month before the catalog's launch, Swiss Colony President John Baumann told United Press International the retailer might also resurrect the original Montgomery Ward's Signature and Powr-Kraft store brands.[24] Among the new store brands Wards started under Colony was a home and kitchen brand called Chef Tested.[25] By 2020, some Chef Tested and Montgomery Ward-brand home and kitchen items were sold on[26] as well as through Montgomery Ward's own website and paper catalog.

See alsoEdit



  1. ^ Robertson, Patrick (November 8, 2011). Robertson's Book of Firsts: Who Did What For the First Time. New York City: Bloomsbury Publishing. ISBN 978-1596915794.
  2. ^ "A. Montgomery Ward Park". Chicago Park District. Retrieved May 20, 2014.
  3. ^ "About Us". Montgomery Ward. Retrieved May 20, 2014.
  4. ^ "Landmarks: Montgomery Ward & Co. Catalog House". City of Chicago. Retrieved May 20, 2014.
  5. ^ "National Register Information System". National Register of Historic Places. National Park Service. April 15, 2008.
  6. ^ "Montgomery Ward Warehouse and Retail Store". Maryland Historical Trust. Retrieved May 20, 2014.
  7. ^ "Montgomery Ward's History". December 9, 2006. Retrieved May 15, 2020.
  8. ^ Ingham, John (1983). Biographical Dictionary of American Business Leaders, Volume 1. Greenwood Publishing Group. pp. 30–31. ISBN 9780313239076.
  9. ^ Ingham, John (1983). Biographical Dictionary of American Business Leaders, Volume 1 Biographical Dictionary of American Business Leaders. Greenwood Publishing Group. pp. 30–31. ISBN 9780313239076.
  10. ^ Horne, Louther (April 30, 1944). "Montgomery Ward Seizure Stirs Wide Criticism". The New York Times. Retrieved May 20, 2014. The seizure by troops on Wednesday of the Chicago units of Montgomery Ward Co., second largest of the country's merchandising corporations, has raised a Central West storm of criticism of President Franklin D. Roosevelt's action among business and industrial leaders and the usual Republican denouncers of the national Administration.
  11. ^ "This Day in History – December 27, 1944: FDR seizes control of Montgomery Ward". History Channel. Retrieved May 20, 2014.
  12. ^ Emerson, Frank D. (January 1, 1956). "Congressional Investigation of Proxy Regulation: A Case Study of Committee Exploratory Methods and Techniques". Villanova Law Review. Villanova University. Retrieved May 20, 2014.
  13. ^ "GENERAL MERCHANDISE RETAILING IN AMERICA:", American National Business Hall of Fame, 25 October 2014. Retrieved on 8 December 2017.
  14. ^ "Mobil Corporation", Encyclopedia Britannica, Retrieved on December 8, 2017.
  15. ^ Talley, Jim; Herzog, Carl (July 12, 1985). "Jefferson Ward Store Closed". Sun-Sentinel. Retrieved May 20, 2014.
  16. ^ Aldrich, Dave. "It's the Montgomery, Not the Ward". Pleasant Family Shopping. Retrieved May 20, 2014.
  17. ^ Talley, Jim (November 1, 1985). "Jefferson Closes Stores". Sun Sentinel. Retrieved February 11, 2013.
  18. ^ Rosenberg, Joyce M. "Mobil Selling Montgomery Ward in $3.8 billion LBO CX Filed mfstfpasn". AP NEWS. Retrieved January 28, 2019.
  19. ^ "Company News; Montgomery Ward Emerges From Bankruptcy". The New York Times. August 3, 1999. Retrieved April 8, 2018.
  20. ^ "Montgomery Ward to close doors". The Cincinnati Enquirer. December 29, 2000. Retrieved May 20, 2014.
  21. ^ Swanson, Al. "Montgomery Wards closing stores". Retrieved January 23, 2021.
  22. ^ a b c Carpenter, David (December 9, 2006). "Montgomery Ward brand name is back, as an Internet and catalog retailer". Lincoln Journal Star. Retrieved May 15, 2020.
  23. ^ Tierney, Jim (August 8, 2008). "Swiss Colony Acquires DMSI". Multichannel Merchant. Retrieved May 20, 2014.
  24. ^ Harrington, Gerry (January 14, 2009). "Montgomery Ward catalog to return". United Press International. Retrieved May 20, 2014.
  25. ^ "Montgomery Ward". Retrieved July 19, 2021.
  26. ^ "". Amazon_(company). Retrieved July 19, 2021.

Further readingEdit

  • Boorstin, Daniel J. (1973). "A. Montgomery Ward's Mail-Order Business". Chicago History. 2 (3). pp. 142–152.
  • Latham, Frank B. (1972). 1872–1972: A Century of Serving Consumers. The Story of Montgomery Ward.

External linksEdit