Gimbel Brothers Collection
The Gimbel Brothers’ records consist of legal documents, employee publications, photographs, newspaper clippings, slides, and videotapes of the national department store chain. Adam Gimbel established his family in the retail business when he opened a store in Vincennes, Indiana in 1842. His sons later started the Gimbel Brothers firm. Gimbel Brothers began in Milwaukee in 1887 and later expanded to Philadelphia, Pittsburgh and New York. Gimbels merged with Schuster’s Department Stores in 1962. The Schuster’s Department Stores developed a lovable character that many Milwaukeeans remember as a symbol of the Christmas season. Billie the Brownie was created by Schuster’s Department stores to promote their toy department during the 1920s holiday seasons. In 1931, Billie branched out into radio and had a daily show that included updates on Santa’s progress as well as a segment where Billie and his pal Larry would read letters to Santa sent in by area children.
The records in the Gimbel Brothers collection include both Schuster’s Department Store records, and Gimbel Brothers department store records. There is historical data, newspaper clippings, legal papers and photographs concerning Schuster’s Department Stores. These materials also include information about Billie the Brownie and his friends. The Gimbel Brothers part of the collection includes historical data, correspondence, clippings and informational material, individual store information, newsletters, legal and property papers, and miscellaneous materials. All of these records provide a wealth of research potential for anyone interested in the memorable department stores.
