Juarez Store founded In 1880 Became EP’s Modern White House
April 29, 1956
Tracing its ancestry back to 1880, the White
House Department Store has given El Paso and Juarez more than three
quarters of a century of service. Father of the big establishment was
Felix Brunschwig who, with his uncle, established the “City of London”
store in Juarez in 1880. Brunschwig and his uncle were emigrants from Alsace-Lorraine. Deciding
El Paso held a bigger future than Juarez, Brunschwig closed the “City
of London” in June, 1990, and established the White House in El Paso in
September the same year. First location of the White House was at San Antonio and Oregon Streets, presently occupied by Union Fashion. Only 10 employes staffed the first White House, although it was a larger-than-average store even then. One of the earliest employes to go to work in the store was Jake Miller, who took a job as delivery boy in 1900 and worked his way up to the presidency of the firm. FIRM INCORPORATED In
1903 the White House was incorporated and in 1908 two nephews of
Brunschwig’s, Gaston and Myrtil Coblentz, became chief owners of the
store, which was more of a specialty shop than a department store. Deciding
on expansion, to keep up with the growth of El Paso, the owners
obtained the present Pioneer Plaza site and constructed the first part
of the present White House building, completing it in 1915. That
initial store was of modest size compared to the present large White
House installation. It consisted of only a basement, main floor and
mezzanine. The basement was used chiefly as a stockroom, but was
converted into a selling floor in 1914. Myrtil Coblentz became president of the company in 1915 and more expansion was soon undertaken. The
second, third and fourth floors were added in 1917 and the White House
branched out into a full-fledged department store, giving up its role
as a specialty shop. Founder of the firm, Felix Brunschwig, died in Paris, France, in 1922. In
1923 more expansion became necessary and the fifth floor was added. An
early example of the company’s good employe relations was evident that
year, also, when the employes’ lunchroom was opened for use. More
expansion and remodeling followed in 1928, when the building was sold
to the Mills Building Corporation, which leased it back to the White
House. The Times gave a front page banner headline to the $1
million deal which linked the White House and Mills Building. The store
got more space out of the trade, extending its sales rooms all the way
to Oregon Street. Still other departments were added as the need for them became apparent. In 1933 the men’s department became part of the store. Greater expansion followed after World War II, when a $500,000 program was announced in 1946. LONGEST ESCALATOR Included
in this was the $120,000 escalator which at that time was the longest
single-span escalator in the United States. More space on the ground
floor of the Mills Building also was acquired at this time for
personnel offices, executive offices, business offices, credit offices
and a beauty salon. The second floor of the building was
completely redecorated and a ladies’ lounge was added. The first floor
and mezzanine also were completely re-fixtured and remodeled. Jack
Miller, the delivery boy of 1900, had become president of the company
in 1943 on the death of Myrtil Coblentz. Miller had worked as salesman,
window-trimmer, sign-writer, advertising man, floor-walker, general
manager and vice-president, giving him an insight into every aspect of
the business. He also assumed a position as a civic leader, contributing much of his time to community projects. Gaston
Coblentz, brother of Myritl, had died in 1942 in New York, where he
spent most of his time in the buying end of the business. A big
addition to the White House’s customer-popularity was made in 1949 when
the company bought a parking lot on Main Street about two blocks from
the store. A warehouse was acquired about the same time. An appliance annex was added to the store, in the Oregon street side of the Mills Building, in 1951. Jake Miller, after 12 years as president of the company, died in May, 1955, and was succeeded by his son, Dick, in the following month. White House Dept Store photo gallery Related article
Benoit, Felix and Sylvain Coblentz family of Gaston Coblentz founded the LA CUIDAD DE PARIS store in Mexico City. They were also from the same area in France. I am a direct descendant of this family.
Howard Coblentz
mpajd11@msn.com
Posted by: Howard Coblentz | March 11, 2009 at 12:56 AM