Schuster's & Gimbels

A nostalgic journey into the life of these Wisconsin shopping meccas—including photos and illustrations.

For well over a century, Milwaukee shoppers have had Gimbels or Schuster’s in their lives. Even if they didn’t crave sewing notions or prize-winning apple pies, they were watching holiday parades wind by, tuning in for Billie the Brownie’s radio updates, or losing themselves in front of one of the department stores’ fabulous window displays. Not only were they magical places to shop but also wonderful places to work, creating the kind of community where a kid might come in to help out with the Christmas rush and stay for twenty-five years.

Enjoy this loving trip through the history of these beloved stores, from their arrival in Milwaukee in the 1880s through the 1962 merger and beyond.