The Hardware man who is looking for ideas to fit up a new
hardware store or renovate his old establishment can very
profitably make a visit to that of Duncan & Goodell Co.,
For many years this store was conducted along conservative lines
and transacted a splendid business. Some time ago they altered
the store front of their window, putting in up-to-date show
windows, and this feature proved a very wise step for their
trade in certain lines increased over 50 per cent.
building was constructed, there were about thirty tons of stone
put in the base of the windows, and on this foundation, two
large iron posts supported the super structure. This gave a very
small window space, and in making alterations, the posts were
eliminated and much smaller steel posts were installed, and
plate glass windows put in.
The store interior was changed to a considerable extent, and a
large number of modern show cases installed, embodying the
excellent ideas of the store proprietors, Messrs. Scott and
The location of the various show
cases, wall cases, tool cabinets, counters, etc., on the main
floor are indicated in the accompanying floor plan. Some of the
illustrations herewith will give a most excellent idea as to how
their goods are sampled.
The show windows are enclosed, the
upper portion being of glass. The lower part affords access to
the window itself by means of sliding doors. The bottom of the
window is a parquet floor, and is raised a couple of feet above
the level of the sidewalk so as to bring the goods on display
within easy range of the public's vision.
The show windows have paneled
ceilings and overhead lighting system which, with prismatic
glass reflectors, throws a very strong light on the goods that
are in the window. There are two front windows, two side
windows, and a V-shape store entrance gives two more windows, so
there are really six windows, through which the public can see
the goods on display. Here table lamps, portables, cutlery,
nickel goods, etc., are shown. Electric light cords run from
various sockets to where the lamps are placed. This permits of
their illumination during the evening.
Fig. 2 is the floor plan already
referred to. Fig. 3 shows several display cases and a floor case
on the left of the store as one enters.
The first case behind the chuck
display stand shows a line of dog collars. Next, lines of
mechanics' tools, then cut gears, etc. In this line, the Company
has a very large trade, as Worcester is a big manufacturing
city. The floor case in the foreground is provided with glass
shelves and shows many small tools, etc.
Fig. 1 shows the Wrench display
case, which playing these wrenches is clearly illustrated, and
with a black velvet background makes a very handsome appearance.
The idea of putting ordinary pipe and monkey wrenches in
handsome display case may seem like carrying the thing too far
to many people, but after one observes the very striking
appearance which these goods make in this show case, all
criticism is waived aside. Considerable stock can be carried in
a case of this character.
The tools are all hung on what are
known as Corbin's towel rods, which make most excellent tool
hangers. The sliding doors are made of plate glass, ball
bearing, and these doors weigh at least 100 pounds each. Their
adjustment is so delicate that the slightest push of the finger
will send the door traveling along the track.
The cases are
handsomely finished in antique oak. Nearly all the wall cases in
the store were designed by some of the firm, and their method of
getting them- up is somewhat original. Large pieces of paper
were put on the floor, and tools which it was desired to put the
paper and a rough outline made, and marked for the tool rest or
holders where indicated. This was given to some carpenters and
they built the case from this rough outline and suggestions.
Fig. 4 shows a most effective arrangement of hammers, hatchets,
axes, etc. As is clearly evident, a large stock can be carried
in the wall case. A better method of display we do not think can
be conceived. The photograph quite plainly shows the
attractiveness, but it is no comparison to seeing the case with
one's own eyes. Therefore it is not surprising that the display
almost sells the tools alone.