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One of the unusual OHRBACH'S stores in the U.S.A., in a class all by itself, is OHRBACH'S Inc. in New York, Newark 
and Los Angeles. It is strictly a specialty store for ready­-to-wear apparel, yet it has the size and look of a depart­ment store. 

OHRBACH'S was founded in 1923 on Manhattan's Four­teenth Street which was, and still is, in a district of cheap outlet stores selling broken lots, seconds, manufacturers' overstocks and irregulars. For the first five years of its existence, OHRBACH'S was just one of them. But in 1928 the store changed to a new, simple and sound policy: to sell regular high grade, fashionable merchandise for the lowest possible price. The whole business structure was reorganized along one single line: to reach the biggest volume and the fastest turnover on the smallest margin of profit. 

To reach that goal, all expenses not directly connected with the real price of the merchandise had to be eliminated. OHRBACH'S was put on a cash and carry basis for both buying and selling. Merchandise was bought cash-on-the­-line from the manufacturers, eliminating middlemen and financing expense. Goods were delivered directly to the store to cut out warehouse bills. Wherever possible, sales departments were reorganized for self-service or limited service. All merchandise was put on display racks and shelves, classified according to size, style, material and price, except for small wares in showcases where sales­persons wait on the customers. At OHRBACH'S customers pick out what they want, try it on by themselves without the individual attention of a sales-person. They carry their choice to the cashiers and the packing tables. Payment has to be made in cash or check; there are no sales slips, no charge accounts, no alterations and no delivery. Every parcel must be carried home by the customer. Sales per­sonnel works only in informative and supervisory capacity to keep things moving, and to keep shelves and racks in order and full of merchandise. 

OHRBACH'S caters for the middle income groups, secre­taries, salesgirls, telephone operators, young career women, students, housewives, all of them women who want to look their fashionable best on limited incomes. These customers are not interested in fancy services for which they would have to pay in their purchase price. They want to get the most for the lowest possible expenditure. This is where OHRBACH'S comes in. Their policy of eliminat­ing all price-boosting services and side lines enables them to operate with a smaller mark-up than other stores, and to sell regular merchandise for competitive low prices. In recent years, this policy has attracted more and more of the Fifth Avenue trade, which is as much interested in a bargain as her less wealthy counterpart. 

It is not astonishing that a business of such an un­orthodox type should develop its own unusual style of advertising. Its competitors use a sort of menu-card for­mat, harping on low prices only, without reference or regard to the quality of their merchandise. OHRBACH'S had to do something absolutely different from this seed catalog promotion. They had to stress the point that their stores were pioneering in mass distribution of regular fashion merchandise for the lowest possible price, and to make it stick in the minds of their customers. 

They decided to change their whole advertising approach to institutional promotion. OHRBACH'S uses full page ads in daily newspapers only to put their store name and their sales policy imbedded in their slogan A business in millions, a profit in pennies before the eyes of the buying public and let them decide for themselves on the merits of their merchandise. 

For the last twenty years, OHRBACH'S has never advertised a single item or a single price. They have the good sense to use the services of leading artists and copy­writers, which has led to a smooth running and unusually elegant advertising campaign. This artistic approach gives the buying public the wanted impression of a good specialty store selling fashionable and sophisticated mer­chandise. There are no hectic last minute decisions, no interference from buyers and department managers to get the most advertising space for their special merchandise or for sales of slow moving items. The astounding result is that OHRBACH'S stores have been doing a steadily mounting business for the last twenty years—hitting the $50,000,000 mark for 1949.