Aaron Montgomery Ward

Aaron Montgomery Ward
Born	Template:Birth date Chatham, New Jersey, U.S.
Died	December 7, 1913(1913-12-07) (aged 70) Highland Park, Illinois, U.S.
Occupation	Businessman
Known for	Pioneer of mail order retail; founder of Montgomery Ward & Company; preservation of Grant Park in Chicago

Aaron Montgomery Ward (February 17, 1843 – December 7, 1913) was a Chicago-based American businessman who gained wealth by pioneering the use of mail order retail to supply general merchandise to rural customers. In 1872, he established Montgomery Ward & Company, which grew into a nationally recognized brand.

As a young dry goods traveling salesman, Ward was troubled by the situation faced by many rural residents in the Midwest, who he believed were subjected to high prices and limited options from small-town merchants. To address this, he launched his first mail-order business in 1872. Leveraging Chicago’s central role in the railroad network and collaborating with the non-profit Patrons of Husbandry (the Grangers), Ward was able to offer rural consumers a much wider selection of products than typical local stores and at more affordable rates. Unlike traditional country retailers, Ward's model excluded bargaining and credit sales. His free catalog, produced using advanced printing techniques, was widely distributed, enabling customers to view images of goods and envision their use. Later on, Ward capitalized on the Post Office's Rural Free Delivery system and actively advocated for the introduction of parcel post service, which was implemented in 1906. The early 1900s marked the peak era for mail-order businesses, with Montgomery Ward becoming an American staple alongside its competitor Sears Roebuck.

Ward is also remembered as a key figure in preserving Grant Park in Chicago, Illinois.

Early years

Aaron Montgomery Ward entered the world on February 17, 1843, in Chatham, New Jersey, born into a large family of modest means. Around the age of nine, his father Sylvester relocated the family to Niles, Michigan, where Ward attended public schools. At fourteen, he began an apprenticeship to contribute financially to his household. According to his brief memoirs, his initial earnings were 25 cents per day operating a cutting machine at a barrel stave factory, followed by work stacking bricks in a kiln for 30 cents daily.

Driven by determination and ambition, Ward sought employment in St. Joseph, Michigan, a market town serving nearby fruit orchards. He secured a position at a shoe store before transitioning into sales—a field that would define his career. Within nine months, he became a salesman at a general country store earning $6 per month plus room and board—a significant wage at that time. Over three years, he advanced to head clerk and general manager at the store, with his salary rising to $100 per month plus board. Seeking further opportunity, he moved to a rival store where he worked for two additional years. During this period, Ward acquired valuable experience in retailing.

Field Palmer and subsequent years

In 1865, Ward moved to Chicago and took a position with Case and Sobin, a company specializing in lamps. His role included traveling as a salesman, earning commissions on sales for a brief period. During the 1860s, Chicago was recognized as the hub of wholesale dry-goods commerce, and Ward became affiliated with the prominent firm Field Palmer & Leiter, which later evolved into Marshall Field & Co. After two years with Field, he transitioned to Wills, Greg & Co., another wholesale dry-goods enterprise. Through numerous monotonous train journeys to rural towns—renting carriages from local stables, visiting crossroads general stores, and hearing the grievances of isolated shopkeepers and their customers—Ward developed an innovative retail approach: direct mail sales targeting country residents. At that time, rural buyers yearned for urban conveniences but were frequently exploited by monopolistic practices and burdened by multiple intermediaries inflating prices on manufactured goods. Additionally, product quality was often questionable, leaving farmers vulnerable in a caveat emptor marketplace without protection. Ward devised a strategy to purchase merchandise cheaply using cash payments. By removing middlemen along with their markups and commissions and significantly reducing sales expenses, he could offer products at attractive prices even to customers in remote areas. He encouraged them to place orders via mail and arranged delivery to the closest railroad depot. The only obstacle was securing sufficient funding.

Montgomery Ward mail-order catalog

Ward’s innovative concept was met with skepticism from friends and business contacts alike. Despite widespread doubt—his plan considered nearly insane—and the destruction of his initial stock in the Great Chicago Fire, Ward remained determined. In August 1872, together with two colleagues and a combined capital of $1,600, he established Montgomery Ward & Company. He leased a modest shipping space on North Clark Street and launched a general merchandise catalog featuring 163 items available through mail order. It is reported that by 1880, Aaron Montgomery Ward personally authored all catalog descriptions. As the enterprise expanded and department managers took over writing product details, he continued to review every line meticulously to ensure accuracy.

The following year saw both original partners depart, but Ward persevered alone until George Robinson Thorne—his future brother-in-law—joined the venture. This partnership marked a critical moment for the fledgling company’s growth and success. The catalog, initially disparaged and even publicly burned by local retailers resistant to change, gradually earned affectionate recognition as the "Wish Book," becoming a cherished fixture in homes nationwide.

Soon after, other ambitious merchants imitated Ward’s catalog model; most notably Richard Warren Sears, who distributed his first comprehensive catalog in 1896. The mail-order sector expanded rapidly, and by 1971 major American firms generated over $250 million in postal revenue from catalog sales alone. While the Sears Tower in Chicago gained fame as once being the tallest building in the United States, Montgomery Ward’s headquarters previously held that distinction. The Montgomery Ward Tower, situated at the intersection of Michigan Avenue and Madison Street in Chicago, became a prominent early-20th century tourist attraction.

Public life: defending Grant Park

In Chicago's public arena, Ward championed the rights of impoverished residents to enjoy the city's lakefront. In 1906, he led efforts to safeguard Grant Park as a space for public use. Since 1836, Grant Park has been protected under legislation mandating it remain "forever open, clear and free," a principle upheld by four separate rulings from the Illinois Supreme Court. Ward initiated legal action against the city of Chicago on two occasions, compelling it to remove unauthorized buildings and preventing the construction of new structures within Grant Park. Due to his dedication to preserving this area, Ward earned the nickname "watchdog of the lakefront." Consequently, the city enforces what are known as Montgomery Ward height restrictions on constructions within Grant Park. Notably, the Crown Fountain and the 139-foot (42 m) Jay Pritzker Pavilion were exempted from these limits as they were designated as artworks, rather than conventional buildings or structures. The 1909 Burnham Plan, devised by Daniel Burnham, ultimately secured the protection of both Grant Park and Chicago’s entire lakefront.

Legacy

File:Grave of Aaron Montgomery Ward (1843–1913) at Rosehill Mausoleum, Chicago.jpg

Ward's tomb at Rosehill Mausoleum

Montgomery Ward passed away in Highland Park on December 7, 1913, at the age of 70. He was laid to rest in Rosehill Mausoleum located within Rosehill Cemetery. His widow, Elizabeth, donated a significant portion of his estate to Northwestern University along with other educational organizations.

The historical significance of the Montgomery Ward catalog was recognized in 1946 when the Grolier Club, a bibliophile society based in New York, displayed it alongside Webster's Dictionary as one of the 100 most influential books shaping American life and culture.

A bronze bust commemorating Ward and seven additional industrial pioneers is installed between the Chicago River and the Merchandise Mart in downtown Chicago, Illinois. A smaller replica of this sculpture is situated within Chicago’s Grant Park.

In 2010, the Chicago Park District Board of Commissioners honored A. Montgomery Ward by renaming Erie Park after him. This park is located at 630 N. Kingsbury Street, just a few blocks from the former Montgomery Ward & Co. Catalog House Building at 600 W. Chicago Avenue.

In 2005, readers and editors of Forbes ranked Aaron Montgomery Ward as the 16th most influential businessman in history.

Although its traditional catalog business and physical department stores ceased operations in 2001, Montgomery Ward & Co. was revived as an online retailer that continues to uphold its pioneering commitment to "satisfaction guaranteed," despite being a distinct entity from the original company.

External links

• Official website of Montgomery Ward
• Template:Internet Archive