Miscellany Mondays: Storefronts, window displays, and dapper men
A search for storefronts and window displays turned up photos of the elegant window displays and dapper men of Elander & Swanton.
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Inspired by this post by
of , I went looking through the History Center’s collection of historic photographs for images of storefronts in downtown Andover.Definitely ready Julia’s piece! You’ll be surprised when you discover the author who wrote The Art of Decorating Dry Goods Windows and Interiors in 1900.
I thought I would write about window displays on Main Street in general and then, as I went through the collections database, I found a series of photos on the Elander and then the Elander and Swanton men’s shop.
How could we not share a story about this dapper man?
The following post was written by Gail Ralston as part of the Andover Stories column in the Andover Townsman newspaper in March 2019. Gail has written hundreds of Andover Stores articles over the past 12 years. It’s my pleasure to share her writing with you here.
Elander & Swanton Part I: "For Snappy Dressers"
by Gail Ralston
With ads featuring “fine woolens and worsteds” and promises that a new suit is like “a spring tonic,” Carl E. Elander, tailor, opened up his Andover shop in 1916. His first store was at the corner of the Valpey block, today known as the Simeone building.
Elander came to this country in 1901 from Sweden, first settling in Boston. His wife was also a native of Sweden, arriving in Boston in 1902. The couple married in 1908 in Cambridge and moved to Andover in 1909.
Elander had previously worked in Andover for two years, 1902-1904. Here, he “entered the employ” of another tailor, P.J. Hannon. Between 1905 and 1909 he worked in Boston, but soon returned to Andover to open up the 2 Main St. storefront.
It was said Elander and his merchandise quickly gained popular acceptance in town, making it necessary to find larger space across the street in Carter’s Block at 7 Main St. “Elander’s Tailor Shop” also became clothing headquarters for Phillips Academy students:
“On days off, the boys thronged to Carl’s, and the pleasant atmosphere and gaiety took its place among Andover memoirs.”
When World War I began, Elander worked through the times to continue his business. One business ad read:
“War or no War – the law compels us to wear clothing. Owing to the unusual conditions, we have selected for our CUSTOM DEPARTMENT only the choicest of materials which will give lasting satisfaction and enable us to maintain our reputation of producing the best clothing in Andover at 30 and 35 dollars.”
Following the war, supplies once again became plentiful and additional floor space became necessary. In 1927 Elander moved to 56 Main St., at the ARCO building (site of today’s Royal Jewelers).
That space had been recently renovated with “gum wood” wall panels. Windows were paneled and to the left and right of the entrance Dutch seats were built. Inside the store Elander had displays of imported cloth for custom-made suits, “imported hosiery and high-class haberdashery.” The fitting room was “well lighted,” and a workroom was at the rear. Additional services offered were cleansing, pressing and garment repair for both men and women.
Also in 1927, Elander opened up a branch store in Hanover, New Hampshire, under management of his long-time employee Andrew Zelander. At this location, Elizabeth Comeau was the “tailoress,” Ena Hedin was employed as coatmaker, and Louis Soderberg came on as clerk and salesman.
Another store soon followed in Exeter, New Hampshire.
In 1944 Elander decided to add to his staff. Enter Stanley Swanton, who had established himself in the clothing field through his ownership of a men’s wear shop in Lawrence. The “dream team” of Elander & Swanton expanded the business even more. Both were talented businessmen and both were active in town organizations.
Elander established his family home at 96 Elm St. He became active as a Shriner and also member of St. Matthew’s Lodge and the Square & Compass Club. Golf was his hobby and he joined Andover Country Club. Elander was also active at South Church as a member of the Men’s Club and was president of the Andover Service Club.
Swanton settled in at 124 Summer St. A Townie, he attended Andover public schools and took special courses at the Bentley School of Accounting and Finance. His training in the field of finance enabled him to accept the position of Treasurer in the business of Elander & Swanton, Inc.
Swanton also served on the Finance Committee and as member of the Housing Authority. He, too, was active in the St. Matthew’s Lodge and the Service Club.
Elander & Swanton Part II: The "Dream Team"
When Carl Elander and Stanley Swanton became partners, the business immediately enhanced its well-known downtown presence.
But not before going through the shortages and sacrifices of World War II. As did the other businesses in town, Elander & Swanton “did its share toward bringing total victory.”
In April 1946, as did many other communities, Andover had its own ration queue, this time in the form of a shirt sale from the Elander & Swanton store. On a Friday morning, a clothesline extended from the Main Street location all the way to Chestnut Street. Photographer Donald Surette captured the scene for the Townsman before the sell-out. With doors opening at 8:30 a.m., all shirts were sold in just two hours.
Andover Townsman, April 18, 1946
Our Cover... QUEUE TE?
Andover took a cue from other cities and towns during this time of shortages and last Friday morning had it's own queue, a clothesline that extended from the door of Elander and Swanton as far as the corner of Chestnut and Main Streets. Donald Surette, our cover photographer, managed to get a shot at the line of people before the sell-out, but unfortunately did not get a shot at a shirt. The line started to form at 7:30 a. m. and the shirt-selling began at 8:30 and ended at 10:30. There just weren't any more shirts.
The war was finally won and business was booming, so too for Elander & Swanton. Already, their tailor shop had been moved to the second floor of the ARCO building. In 1953, a line of boys’ clothing and a men’s and boys’ shoe department were added.
By 1955 it was announced that “the newly enlarged, modernized Elander & Swanton had tripled the space of its 1945 size, this coming on the heels of the store’s 39th anniversary. The store boasted a new glass and aluminum alloy front façade. This display area now allowed for “bright new views.”
An enlarged men’s department created better stock distribution and displays; additional fitting rooms were added.
To celebrate this grand renovation, the public was invited to an open house — no selling, just the sharing of this important business milestone.
One of the men greeting the guests was Al LeGendre, the popular store manager in charge of the men’s department. Al was described as “that neat looking young fellow who smiles when you enter the store, always on the job and ready to serve.”
With the business still expanding and in good hands, Carl Elander sold his business interest to Mr. Swanton in 1959. In his retirement, Elander looked forward to plenty of golf, billiards and pool, and perhaps a bit of traveling.
In 1967, Swanton gave up his position as sole proprietor to sell to William Long of Andover, an industrial sales engineer. Keeping the business name, Long announced he would be devoting full time to Elander & Swanton.
Long also announced that Mr. LeGendre would be general store manager, with Seward Thresher managing the teen-men shop.
Mr. Long was educated in Lawrence schools and was an Army veteran of World War II. He returned to work for Dyer-Clark of Lawrence and graduated from the Lowell Technical Institute for salesmanship and advertising.
It was business as usual until 1975 when the ARCO building was purchased by real estate developer Donald Richmond. Richmond purchased the property from Long, who had already moved to Wolfeboro, New Hampshire. Though in another town, the closing of the business was not the one Long had been looking for as evidenced by this ad:
Regretfully, this store is forced to give up the fight to remain in business. We will liquidate the entire stock to the public, right here in Andover, where we first started business over a half century ago. Effective immediately, we promise you one of the most exciting sales events the Town of Andover has ever witnessed. If you only remember one sale in your whole lifetime…this will be the one.
Regrettably, the story of Elander & Swanton ends here, but memories still live on. These memories began in 1916 with that young man from Sweden who chose to live in Andover. And the town of Andover in turn embraced Carl Elander.
How about you? Do you have memories of Elander & Swanton in Andover? Or maybe you recall your first trip to a men’s clothing store? Share your stories in the comments! We love to hear from History Buzz readers!
Thank you for reading! And thank you to Gail Ralston for writing these Andover Stories articles and so very many others.
~Elaine
I am too young for Elander & Swanton. The independent shops are disappearing. I buy stuff at John Tarr's in Rockport when I am up there. We'd by shoes at Abbot Shoe in North Reading when I was a kid and that just went out of business.
Yes, I knew both of them and Al Legendre too! E&S was my Mum's "go to" store for my clothes and occasionally shoes but Reinhold's across the street was the stop for my feet most of the time. Pants, Easter sports coats, and ties from E&S. And every pair of pants tailored to fit. Great place!