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Building 19

From Alfawiki
Building #19
Company typePrivate
IndustryRetail (discount closeout)
Founded1964
FounderJerry Ellis, Harry Andler
Defunct2013
FateFiled for Chapter 11 bankruptcy; assets acquired by Ollie's Bargain Outlet
Headquarters
Hingham, Massachusetts
,
United States
Area served
New England (Massachusetts, New Hampshire, Rhode Island)
Key people
William Elovitz (President in 2013), Jerry Ellis (Founder)
ProductsDiscount merchandise including factory seconds, discontinued items, excess inventory

Building #19 was a discount closeout retail chain based in New England, operating from 1964 until its bankruptcy in 2013. At the time of closure, the chain maintained thirteen stores throughout Massachusetts, New Hampshire, and Rhode Island. Following the bankruptcy, the founding family reopened two outlets under the name The Rug Department, specializing exclusively in rugs; however, these stores closed by 2014.

The chain was recognized for offering a diverse assortment of discounted merchandise, including factory seconds, discontinued items, and excess inventory. Building #19 procured products through various surplus channels such as fire sales, liquidations, customs seizures, and bankruptcies. Its distinct business approach depended on acquiring salvage goods to keep prices low and appeal to budget-conscious shoppers.

On November 1, 2013, Building #19 Inc. along with its related entities filed for Chapter 11 bankruptcy protection in Massachusetts. Founder Jerry Ellis attributed the company’s decline over the previous decade to factors including intensified competition from online retailers, reduced availability of salvage goods due to offshore manufacturing, and enhanced fire prevention measures in warehouses limiting stock supply. These challenges eroded the company’s position within the discount retail sector.

At its height in 2013, Building #19 reported revenue of $79.2 million under President William Elovitz’s leadership. The corporate headquarters were situated in Hingham, Massachusetts. Despite holding a significant regional market presence and employing a distinctive marketing strategy, evolving global supply chains and operational shifts hindered its financial growth and sustainability.

History

The original Building #19 store was established in 1964 by Jerry Ellis (born Gerald Elovitz) alongside Harry Andler. Combining Ellis’s advertising expertise with Andler’s knowledge of sourcing distressed merchandise, they launched their first outlet on the site of the former Bethlehem Hingham Shipyard. The store’s nondescript name was chosen intentionally to minimize signage expenses. This innovative model of selling surplus goods at discounted prices fueled the company’s early growth.

In 1971, Building #19 attracted national attention by acquiring defective window panels from Boston’s John Hancock Tower, enhancing its public profile. By 1979, both Building #19 and Bloomingdales were featured in the film Starting Over, reflecting the store’s cultural relevance.

Throughout the 1980s, the flagship store relocated to the former GEM building on Derby Street in Hingham, Massachusetts. Expansion followed with a new location opening in Weymouth at the site previously occupied by Caldor/Zayre's/Ames on Massachusetts Route 18.

In 2002, Building #19 purchased the independent discount retailer Spag's in Shrewsbury and rebranded it as "Spag's 19" to integrate it with its main operations. This store eventually closed in May 2013 due to changing market conditions.

After Building #19 ceased operations, competitor Ollie's Bargain Outlet acquired its assets and launched stores under the name "Ollie's Bargain Outlet @ Building #19" in Worcester and Plymouth, Massachusetts. This strategy leveraged the defunct chain’s brand recognition to expand market share.

By June 2022, most former Building #19 locations had been repurposed into supermarkets, storage facilities, or other discount retail outlets. Notably, signage at the Pawtucket location remained intact, while the Haverhill site preserved branding inspired by local culture until at least 2015. As of 2025, that site is undergoing conversion into a self-storage facility.

Corporate culture

Building #19 gained recognition for its unique incorporation of self-mocking humor within its marketing and store atmosphere. Weekly promotional flyers frequently showcased caricatures of founder Jerry Ellis accompanied by witty captions, many of which were authored by Ellis himself as of 2012. Early advertising efforts depicted Ellis as a "free spirit" who was persistently encouraged to increase his efforts by the frugal Andler, reinforcing the company’s offbeat brand persona.

Customers at every store were offered complimentary coffee along with "free fake cream," supported by playful signs inviting patrons to enjoy the intentionally modest quality. The company’s price match promise included a quirky reward: a bottle of "Chateau du Cheapo" champagne if a rival offered lower prices, underscoring their commitment to value-focused customer interaction.

In 2006, the business faced backlash over a President's Day flyer that referred to A-shirts as "Wife-Beater" shirts, resulting in an official apology. A similar controversy arose in 2008, again drawing criticism and necessitating another apology, illustrating the difficulties in managing provocative advertising while respecting public sensibilities.

The main store was located in Hingham, Massachusetts, while other branches were uniquely identified with fractional numbers (such as Building #19½ in Burlington and Building #19¾ in Norwood). The Pawtucket, Rhode Island outlet creatively occupied the former grandstand of Narragansett Park, a defunct horse racing track, demonstrating imaginative utilization of unconventional retail environments.

Slogans

  • "Good Stuff... Cheap"
  • "Suffer a Little, Save a Lot"
  • "The Humble Department Store"
  • "Support the three-day work week"
  • "America's messiest department store"
  • "Please leave with at least as many children as you came with"
  • "Our business is like sex. When it’s good, it’s wonderful. And when it’s bad, it’s still pretty good."
  • "Free admission on all days ending with the letter Y"
  • "We Now Accept Credit Cods"

See also

Further reading

External links

  • Mat Brown (cartoonist for the Building #19 fliers)
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