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By Katrina Margolis
Hometown Weekly Reporter
In today’s world, department store names such as Macy’s or Bloomingdale’s are widely recognized, and the very concept of a department store is as common as sliced bread. A name that has been forgotten to most, however, is Jordan Marsh, Boston’s first department store. Not only was Jordan Marsh a unique and innovative experience at its beginning, as Anthony Sammarco said, “Everyone knew Jordan Marsh.”
Last Tuesday, Sammarco gave a free one-hour talk on the history of Jordan Marsh at the Westwood Historical Society. Sammarco is a prolific author and has written such books as “Lost Boston,” “Hyde Park,” and “East Boston,” in addition to many more covering the history and development of Boston.
Jordan Marsh, Sammarco explained, was founded in 1851 by Eben Jordan and Benjamin Marsh. The history of the department store not only showed the progression of modern commerce, but also reflected the development of Boston. At that time Jordan was founded, Boston had a population of only 160,000 people, but by the 1890s, the city had enveloped surrounding townships. Just as the city grew, so did Jordan Marsh, and by the 20th century, the store had two acres of display space.
The innovative idea behind Jordan Marsh was that it was a place where you went to get everything. Not only could “Victorian Bostonians” purchase their clothing, selecting the fabric, style and colors to their exact specifications, but they could also purchase art and home goods that made “your home special and unique to you.” The store began to put out a catalogue known as a Wish Book, since not everyone could afford what they saw or wanted.
However, Jordan Marsh was incredibly aware of the wide spectrum of its customer base, so they offered a cross-section of prices.
Jordan Marsh was also one of the first department stores to offer services on credit. “A customer would apply, and credit was extended. There was a number associated with each customer,” Sammarco explained. “This was a revolutionary idea, and it increased their sales by 35 percent.” By 1900, the store was making over $80 million a year.
While the name Jordan Marsh is no longer ubiquitous in New England society, many Bostonians are familiar with where the store once was. It was as recent as 1995 when Jordan Marsh stores were renamed Macy’s. The Macy’s in Downtown Crossing was home to the original Jordan Marsh, as well as the Enchanted Village, a lavish Christmas display that many in the Boston area remember. While the name may no longer pique immediate recognition, the legacy of Jordan Marsh survives through modern day department stores all over the country.
