Isidor and Nathan Straus transformed a tableware department into an iconic New York department store, making Macy’s a model of commercial modernity and innovation. However, the tragedy of the Titanic on the night of April 14–15, 1912, changed the fate of one of the two brothers…
Born in 1845 in Otterberg, in the kingdom of Bavaria in Germany, young Isidor Straus emigrated to the United States with his family at about 10 years old. The troupe first settled in Georgia and the little one grew up in a commercial environment, his family owning a store. His brother, Nathan, was born in 1848.
After the Civil War, Isidore moved to New York and worked as a civilian employee as a messenger for the Confederate forces, then in the family business specializing in the sale of dishes, porcelain, and household items. His brother Nathan and he, having followed a similar path, gradually develop an import and distribution network and become respected figures in the New York Jewish community.
At the same time, Isidor Straus became involved in civic and community activities before entering politics, where he was even elected to Congress in 1894 for a year. In the 1870s, the family obtained the concession of the porcelain department at Macy’s, quickly becoming very profitable. The adventure begins…
Commercial modernity and philanthropy
This success gradually leads to their entry into the store’s shareholding. The Straus brothers then went from simple dealers to official co-owners in 1896. Under their leadership, Macy’s transformed into an iconic New York department store, modern and attractive for the middle class and emerging bourgeoisie. Isidor is more focused on management and business strategy when Nathan focuses on financing, logistics and business development.
The brothers introduce innovative business practices: fixed prices displayed, seasonal sales and promotions to attract the middle class, guarantees and personalized customer service to retain customers… The department store becomes a pioneering address in terms of modernity. Together, they use their wealth to support social causes, further strengthening their notoriety.
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Featured photo : DR
