Rich's (department store)

Rich's

Company type	Private
Industry	Retail (department store)
Founded	May 28, 1867 (1867-05-28) in Atlanta, Georgia, United States
Founder	Mauritius Reich (later Morris Rich)
Defunct	2005 (2005)
Fate	Brand retired following acquisition by Macy's
Headquarters	Atlanta, Georgia , United States
Area served	Southern United States
Key people	Walter Rich (president 1926–1947), Richard H. "Dick" Rich (president from 1949)
Products	Department store goods
Parent	Federated Department Stores (from 1976)

Rich's was a prominent American department store chain established in 1867 by Mauritius Reich. Headquartered in Atlanta, Georgia, it primarily served the Southern United States until its brand was retired in 2005 following acquisition by Macy's.

History

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Origins

File:82 Peachtree (formerly 52-54-56 Whitehall, Rich's 1906 building), Atlanta.JPG

The 1906 Rich's building, known as the M. Rich and Brothers and Company Building, located at 52-54-56 Whitehall (now 82 Peachtree St. SE), shown in 2013.

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Rich's store in Downtown Knoxville, pictured in 1955.

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Flagship Rich's location at 45 Broad Street, Atlanta, opened in 1924. Currently part of the Sam Nunn Federal Center, often called "The 1924 Building". View from northeast looking southwest.

File:View of east side of 1924 store, from northeast looking southwest. - Rich's Downtown Department Store, 45 Broad Street, Atlanta.jpeg

East facade of the 1924 flagship store seen from northeast.

File:View of northeast corner of 1924 store, from northeast looking southwest. - Rich's Downtown Department Store, 45 Broad Street, Atlanta.jpeg

Close detail of the northeast corner of the 1924 building.

File:Interior view of north escalator, 5th floor furniture department in 1924 store. - Rich's Downtown Department Store, 45 Broad Street, Atlanta.jpeg

Inside Rich's Atlanta store: north escalator and fifth-floor furniture section circa 1946–1948 "Store for Homes".

File:View of parking deck spiral exit ramp detail, from northwest looking southeast. - Rich's Downtown Department Store, 45 Broad Street, Atlanta.jpeg

Parking deck with spiral exit ramp detail at Rich's Atlanta location.

File:View of Crystal Bridge over Forsyth Street, from north looking south. - Rich's Downtown Department Store, 45 Broad Street, Atlanta.jpeg

The "Crystal Bridge" connecting the 1924 "Store for Fashion" to the 1946/1948 "Store for Homes" buildings over Forsyth Street.

File:View of south side of 1946-1948 store for homes and 1958 service building, from southeast looking northwest. - Rich's Downtown Department Store, 45 Broad Street, Atlanta.jpeg

South elevation of the postwar "Store for Homes" and adjacent service building.

Rich's origins trace back to May 28, 1867, when Mauritius Reich (later Morris Rich), a Hungarian Jewish immigrant, founded a dry goods shop named M. Rich & Co. at 36 Whitehall Street in Atlanta. The business became M. Rich & Bro. in 1877 when Morris partnered with his brother Emanuel. Later in 1884, with Daniel joining the partnership, it was renamed M. Rich & Bros.. To accommodate growth, the store relocated multiple times within Whitehall Street: July 1875 to number 35; September to number 43; October to number 65 at Hunter (now M.L. King Blvd.); and finally September 1882 to numbers 54-56.

By the late 1870s, Rich's ranked among Atlanta’s leading five retailers alongside Chamberlain, Boyton & Co., Ryan’s, Keeley’s, Dougherty’s, and subsequently J.M. High Company.

In 1901 the company transitioned into a full-fledged department store by organizing merchandise into distinct departments and incorporated as M. Rich & Bros. Co.. In that year they acquired the neighboring M. Kutz & Co. property at number 52 Whitehall. Both this and the existing premises at numbers 54-56 were demolished to pave way for new construction. After temporarily relocating dry goods to the former furniture annex site during construction, the new emporium opened its doors in April 1907. This historic structure remains today as the M. Rich and Brothers and Company Building at its current address of 82 Peachtree St SE.

In 1924, Rich’s inaugurated its final flagship location at 45 Broad St SE between Alabama and Hunter streets—a site it occupied until its closure in 1991. This building was expanded multiple times throughout its operational years and exemplifies early twentieth-century Palazzo style architecture typical of grand department stores. The adjacent "Store for Homes" addition constructed between 1946 and 1948 across Forsyth Street represents one of Atlanta’s first International Style architectural examples.

A corporate restructuring occurred in 1929 that separated retail operations under the simplified name Rich's, while a distinct entity named M. Rich & Bros. Co., focused on real estate management.

Leadership passed from founder Morris to his nephew Walter Rich who served as president from 1926 until his retirement in 1947. Subsequently Morris’s grandson Richard H. “Dick” Rich assumed control in 1949 and spearheaded expansion efforts starting in the mid-1950s. The chain’s first location outside metropolitan Atlanta opened in Knoxville, Tennessee in 1955. In addition to this move beyond city limits, Rich’s launched its inaugural suburban outlet within Georgia at Lenox Square mall—the state’s first shopping mall—in 1959 alongside competitor Davison’s. That same year also saw a new store opening at Belvedere Plaza Shopping Center near Decatur. Due to declining profits at Knoxville however, that branch was sold to Miller’s while focus returned primarily to Georgia locations.

Holiday customs

Two well-known festive customs linked to Rich's were the Great Tree and the Pink Pig Flyer. Beginning in 1948, the Great Tree—an idea conceived by executive Frank Pallotta—was a towering pine positioned atop the multi-tiered glass "Crystal Bridge." This bridge connected Rich's primary downtown Atlanta location, known as the "Store for Fashion," with the "Store for Homes" across Forsyth Street. Following the closure of the downtown store in 1991, both the Great Tree and its traditional Thanksgiving evening lighting celebration were relocated to Underground Atlanta. Due to declining attendance over several years, the tree was eventually moved to the roof of the Men's Store at Lenox Square. This placed it near the mall corner adjacent to the busy intersection of Peachtree and Lenox Roads. The lighting ceremony typically showcased performances by Georgia-based country and pop artists, including Kenny Rogers, alongside multiple local church choirs. The event culminated with a child illuminating the tree during the climactic high note of "O night divine" in "O Holy Night."

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Coat of arms of Rich's department store

The Pink Pig, originally called The Snowball Express when introduced in 1956, was a miniature monorail suspended from the ceiling within a section of the Plaza level inside the Store for Homes. Passengers enjoyed an elevated view overlooking the toy department below. In 1965, it was relocated to the store’s rooftop where a second monorail was added, creating a pair known as the Pink Pig Flyers, which were later named Priscilla and Percival during the 1970s. The lead cars featured pig faces while the rear cars displayed curly tails. After Rich's downtown location closed, these Pink Pigs were exhibited at the Festival of Trees held at the Georgia World Congress Center. Macy’s Lenox Square continued this holiday tradition by introducing a redesigned child-sized train—distinct from a monorail—on top of the Lenox Road Parking Deck. This ride narrated a storybook adventure featuring Priscilla Pig. The Pink Pig Flyer did not run during 2020 due to restrictions from the COVID-19 pandemic. In September 2021, Macy’s declared that it would retire the Pink Pig Flyer permanently. The original monorail cars are preserved at the Atlanta History Center and are occasionally showcased.

Note: Some sources mistakenly cite 1953 as the year when the monorail ride debuted. However, author Jeff Clemmons confirmed through research for his book Rich's: A Southern Institution that its true inauguration was in 1956.

Dear Store

In 1967, Atlanta Constitution columnist Celestine Sibley authored Dear Store: An Affectionate Portrait of Rich's, highlighting memorable actions by Rich's employees and leadership. These included accepting scrip payments issued by Atlanta’s city government to schoolteachers amidst a financial crisis, allowing returns on worn nylons during World War II rationing, and providing personalized assistance through their "Penelope Penn" personal shopper service to help thousands find ideal gifts after customers wrote in. The book’s title is inspired by a letter from a child proposing to trade his younger sister in exchange for a desired toy.

Additionally, it recounts how Coretta Scott King shopped at Rich's for a coat to wear at her husband Martin Luther King Jr.'s Nobel Peace Prize ceremony in Norway. The sales associate advised against purchasing fur since it would pale compared to the luxurious furs worn by Scandinavian guests, instead recommending a modest cloth coat suitable for the occasion.

Expansion

Rich's most vigorous growth phase took place during the 1960s and 1970s. During the 1960s, four additional stores were launched within the Atlanta metropolitan area, including two massive three-story full-line locations. Although this expansion contributed to the chain's ongoing prosperity, it gradually diminished the business of the original downtown store. By this period, Rich's had established itself as the foremost regional department store in the nation, although it remained relatively unknown outside Georgia. This situation was poised to evolve shortly thereafter.

In the 1970s, Rich's continued its growth by opening four more outlets across Georgia, including its inaugural store outside Atlanta in Augusta. The brand also pursued an assertive expansion strategy into neighboring states such as Alabama and South Carolina. Plans emerged in the early 1990s to enter the Charlotte market; however, these proposals were ultimately abandoned. Among the out-of-state stores, those in Greenville, Columbia, and Birmingham (where two stores opened initially and a third was added in 1986) intensified competition against regional retailers like Pizitz, Loveman's, and Parisian.

Federated

The acquisition by Federated in 1976 marked the end of over a century of ownership by the Rich family. By the early 1990s, most of Rich's traditional elements and departments—including its bakery—were eliminated, with the notable exception of the Great Tree. Despite these changes and the closure of the downtown flagship store in 1991, customer loyalty toward Rich's remained notably strong.

In 1994, Federated—Rich's parent company—purchased Macy's, historically a key competitor in Atlanta under the Davison's name. The following year, Rich's merged with Lazarus in the Midwest and Goldsmith's in Memphis. Although these stores maintained their regional identities post-merger, corporate operations were centralized in Atlanta. The merger with Goldsmith’s occurred in 1988, while Lazarus joined in 1995; Lazarus was one of Federated’s founding chains.

Closures of Davison's/Macy's stores

When both Rich's and Macy's came under common ownership, overlapping product offerings became an issue. Initially, both brands remained operational; however, Macy’s shifted away from high-end merchandise to a more budget-oriented selection compared to Rich’s. In 2003, a strategic decision led to shutting down all former Davison’s/Macy’s locations within Atlanta (no new Macy’s had been built since the 1986 opening at Town Center at Cobb), while Rich’s was rebranded as Rich’s-Macy’s. Of all original Macy’s/Davison’s outlets, only Northlake Mall remained open—the downtown Atlanta Macy’s was slated to stay but was closed following a sudden corporate reversal, ending major retail presence downtown. This co-branding approach aimed to gradually retire the Rich’s name rather than an abrupt replacement, minimizing public backlash over losing a beloved Atlanta institution akin to Chicago’s Marshall Field's.

The same year as the merger, the downtown Macy’s (Davison’s flagship) shuttered. Additionally, former Davison’s locations at Lenox Square and Perimeter Mall reopened as Bloomingdale's. The Perimeter Mall Bloomingdale’s closed in March 2012 and later reopened as part of the Von Maur chain. The Macy’s at Greenbriar Mall closed in April 2021. As of 2022, Macy’s stores remain operational at Cumberland Mall, Lenox Square, Northlake Mall, and Town Center. After closing at Cobb Center Mall in 2004, its furniture clearance center relocated to Town Center.

In 1995, Rich’s original downtown Atlanta building from 1924 became incorporated into the Sam Nunn Atlanta Federal Center, now known as "The 1924 Building." Demolition removed The Store For Homes section—the "Crystal Bridge"—and a concrete parking structure featuring a distinctive spiral ramp. These were replaced with a high-rise office tower, a smaller retail building housing a McDonald’s among other shops, and a more substantial connector linking the new tower with the historic 1924 structure. The top floor of this building—a later concrete and glass block addition inconsistent with the original architectural style—was removed. A new addition matching the original design was constructed at Forsyth and Old Alabama Streets’ corner; this site had previously been a park and formerly housed offices for The Atlanta Journal before its merger with The Atlanta Constitution.

Brand Evolution

File:Rich's-Macy's Department Store Transition Logo.png

Transition logo from Rich's to Macy's

The Rich's brand, which had a presence for 138 years and later operated as Rich's-Macy's, ceased to exist on March 6, 2005. Alongside this, other historic retail names such as "Goldsmith-Macy's" and "Lazarus-Macy's" were retired, with their outlets rebranded simply as Macy's. Stores located in the Atlanta vicinity are managed under the Macy's Southeast division, divided into the Atlanta East and Atlanta West Districts. The renowned annual event, Rich's Great Tree, persisted as a Thanksgiving tradition in Atlanta at the Lenox Square location, rebranded as the Macy's Great Tree until the year 2022. Some of the former Rich's store buildings continue operations under the Macy’s brand, while others remain unused following the closure of their hosting malls. The Richway discount chain, established in 1968, was eventually sold and integrated into Target Stores in 1988.

The Rich Family

Morris, Emanuel, and Daniel Rich are interred at Oakland Cemetery located in east Atlanta. Walter Rich and Dick Rich rest at Westview Cemetery in southwest Atlanta. Numerous descendants of the Rich family continue to reside within the Atlanta metropolitan area.

Rich’s Flagship Store: 1924–1991

The flagship building first opened its doors on March 24, 1924, and underwent eight expansions over time. By 1966, the complex spanned two entire city blocks bounded by Broad, Alabama, Spring, and Hunter (now Martin Luther King Jr. Drive), ultimately reaching approximately 12,500,000 sq ft (1,161,288 m²) of total floor space. However, by the mid-1980s, retail selling space was reduced to roughly 300,000 sq ft (27,871 m²).

The architectural design of the Main Store exemplifies an Italian palazzo style—a popular motif among early twentieth-century department stores.

Year	Expansion Details	Cost	Added Square Footage	Total Square Footage
1924	Initial construction			180,000
1935	Added a one-and-a-half-story rooftop by architect Philip Trammell Shutze; installed two additional elevators	$350,000
1937	Converted third floor into a fashion-focused area with thirteen specialty shops; introduced employee recreational space on rooftop	$100,000
REDIRECT Template:Date table sorting –Sep 1940	Significant five-story extension designed by Hentz, Adler & Schutze, expanding each floor by approximately 15,000 sq ft; positioned Rich’s as largest southern retail store. Otis Elevator Company escalators connecting first three levels. New shipping facilities including tunnel beneath Forsyth Street and warehouse across street.	$1,000,000	75,000
1946–48	'Store for Homes', an early example of International Style architecture in Atlanta; six-story light-grey brick and granite building designed by Toombs & Creighton with interiors by Eleanor Le Maire (New York). First floor and plaza opened in 1947; grand opening occurred March 29, 1948. Four-story glass-enclosed Crystal Bridge spanning Forsyth Street connecting Main and Home buildings.	Approx. $5,500,000
August 1949	Four-story parking garage with capacity for 1,000 vehicles built atop Forsyth Street viaduct.	$600,000
circa 1949	*Children’s nursery on second floor. Message desk located on second floor of Crystal Bridge.
1951	'Store for Men' six-story building constructed. Included two segregated cafeterias: one seating 350 for white employees; separate facility with lockers and restrooms for black employees. New snack bar and pharmacy added.
1957	Acquisition of remaining block adjacent to main store.	$2,000,000
Fall 1958	'Service Building' spanning three stories designed by Stevens & Wilkinson. Top floor at Spring Street viaduct level served as parking for approximately 400–500 cars. Installation of new escalators; expanded soda bar; cafeteria dedicated to black customers.
1961	Six-level self-parking garage accommodating up to 6,500 vehicles (expanded further in 1962), plus tire center.		1,117,382 (January 1962)
1964 and 1966	Further expansions made to the Service Building constructed in ’58.
1966	Six-floor extension to Main Store adding an additional selling area of approximately 130,000 square feet.	130,000	1,247,382

See also

• List of department stores converted to Macy's

Further reading

• Clemmons, Jeff. Rich's: A Southern Institution. The History Press, 2012. ISBN 978-1-6094-9191-8.

• Baker, Henry Givens. Rich's of Atlanta; the story of a store since 1867. School of Business Administration, Atlanta Division, University of Georgia, 1953. Available online: http://babel.hathitrust.org/cgi/pt?id=uc1.$b669848;seq=22;view=1up;num=xvi (Comprehensive store history from 1953)

• Mahoney, John Thomas. The Great Merchants: The Stories of Twenty Famous Retail Operations and the People Who Made Them Great. Harper Brothers, 1955. Library of Congress catalog card number: 54-12187.

External links

• Detailed history provided by the Atlanta city government