Laubach's Store of Easton, PA
Written by Rich Henninger
Copyright 2006

The destiny of Laubach’s store in Easton was set into motion with the birth of William Laubach on February 18, 1833. Born on a farm a few miles north of the city of Easton in Plainfield Township, he was the son of Abraham and Lydia (Beidelman) Laubach. As a child he had little time for play, being kept busy going to school and working on the family farm. This instilled in him at a young age the work ethic that would catapult him to become one of the most successful entrepreneurs in the history of Easton. His first taste of retailing came at the age of 15 in a country store in near by Kesslerville. In 1853 at age 20 he became employed in the Easton dry goods store of Jacob Hay. Five years later he would seek work at Jacob Rader’s, who dealt in both wholesale and retail dry goods from his establishment at center square. Two years later at age 27 with no money but confident he had gained the necessary business acumen he opened his own store on April 6, 1860. That first store measured a pale 12 X 40 feet but would spawn one of the most successful retail establishments in the history of the downtown district. A few months later on August 19, 1860 he would marry Mary Frances Horn, the daughter of George and Annie Horn. In the spring of 1861 it became apparent he was out growing the small store and relocated to South 4th and Northampton streets. There his business remained until 1872 when he would move back to his original store after having first enlarged it to three stories in the front. The store had 28 feet facing Northampton Street and was 170 feet deep along Bank Street. At this time the name of the store was Laubach’s Trade Palace. At the grand opening on the evening of November 21, 1872 nothing was sold. William hired an orchestra to provide festive music and the public was allowed only to tour the store. William’s 10 year old son George handed out flyers at the door describing the store offerings and policies, his first big time marketing experience. The opening was considered the event of the year and was remembered fondly by Eastonian's for many years afterward. In December of 1873, following a nationwide bank failure, the nation entered a 5 year depression. During this era many businesses failed but Laubach’s continued to grow and prosper. Laubach’s location and fair pricing policies were considered the reason it thrived through out the 1873 depression. In 1881 the building was again expanded with 50 feet being added to the rear. The store now measured 28 X 220 feet and was 3 stories at the front and one story at the rear. In 1889 William’s son George became buyer and the name of the store was changed to William Laubach and Son. Another expansion took place in 1891 when William purchased the adjoining Hunt building on the corner of Bank and Northampton Streets. In 1895 more space was added with the purchase of the Martin Riegel book store building to the west. This brought the total store frontage on Northampton Street to 74 feet.

In subsequent years William and his son George purchased additional adjacent properties and added floors. By 1918 the store encompassed the entire block and the exterior had been renovated to achieve a uniform architectural appearance. The store was comprised of 4 floors including the basement. The total amount of selling space was 60,000 square feet, virtually unheard of at the time but small compared to today’s super stores which routinely approach and exceed 200,000 square feet. Space was acquired for store rooms and alteration rooms for the clothing line. Eventually a separate building was purchased for a stockroom to handle the growing furniture business. In the span of 50 years William and his son George had grown the business from 480 square feet on a single floor to the largest store in Easton. A big celebration was held in 1910 for the company’s 50th anniversary. Soon there after William would begin to fall ill and after several years of poor health he passed away on July 30, 1914 at the age of 81 years. His obituary proclaimed “Until four years ago he was buying, building, enlarging, and improving. He left a store that is more than a business house – it is one of the sights of Easton.”

William Laubach 1833-1914 Click to Enlarge

George A. Laubach 1862-1928 Click to Enlarge

Wm. Laubach & Son c1900 Click to Enlarge

Map of Laubach Block 1874 Click to Enlarge

With the 1914 death of William his son George took over as president of the firm and ran the company along with his four brothers. George was born in Easton at 4th and Northampton streets near his father’s store on October 10, 1862. He attended Easton’s public schools and then completed two years of study at Lafayette College in 1883. He started his career in his father’s store about the same time he began college. Beginning with an entry level position he ascended in the company, along the way learning nearly every position. By 1889 his father admitted George as a partner and the company name was changed to William Laubach and Son. When William passed away in 1914 George took over as President of the largest department store in Easton. Under his direction the company would further expand and prosper. Like his father, George would take an active roll in the civil and business affairs of Easton. He served as a trustee on the Board of Trade, an organization dedicated to the economic development of the city. He took an active roll in all of the WW I Liberty Bond campaigns. In 1915 he was instrumental in organizing fund raising for the construction of Easton Hospital. He served as a director of Northampton National Bank. He was a long time member of the First Reformed Church to which he gave generously. He served as vice-president of the Eastern Synod of the Reformed Church. He held memberships in the following civic organizations: Easton Lodge No. 152 of the Free and Accepted Masons; Easton Chapter No. 173 of the Royal Arch Masons; Pomp Council No. 20 of the Royal and Select Masters; Hugh De Payens Commandery No. 19 of the Knights Templar; Rajah Temple – Ancient Arabic Order Nobles of the Mystic Shrine; Northampton Historical Society; Pennsylvania German Society; Phi Kappa Sigma fraternity; and he was Director and Treasurer of the Easton YMCA. He also belonged to the Pomfret Club, Northampton County Country Club, and Rotary Club. George died in 1928 at the age of 66 years following complications from surgery.

George’s brothers would join the company as they each came of age. In 1888 William Horn Laubach entered the company and would soon take responsibility for the first floor and manage several departments. July 1897 saw the entry of Charles Madison Laubach as a manager of a number of departments. Charles would also become a buyer for various lines and make frequent trips in search of highly marketable products. In 1901 Frederick Horn Laubach became secretary of the company. He also served as General Merchandise manager and buyer for several departments. Fred, as he was called, was quite a character. He was part of the first ever Easton High School football team in 1895. He was very outgoing and charismatic. In 1901 he made a much talked about balloon ascension at Easton with Professor S.A. King. Fred lived to experience 101 years of life and died in 1982. At the same time Fred joined the firm his brother Henry joined taking over responsibility for ready-to-wear on the second floor. William Laubach and Son's was incorporated on July 24, 1908 with all of the brothers becoming partners. Over time George, Charles, and Frederick served as presidents of the company. Through out the early 1900’s expansion and prosperity continued. In 1920 Laubach’s celebrated their 60th anniversary. In honor of this event they published a booklet within which was described all of the modernization that Laubach’s had implemented in their store. Among the latest technology was fire protection equipment such as overhead sprinklers, portable fire extinguishers, and metal ceilings. They boasted of 30 departments, each a store within a store concept. Customers had the option of paying at a cash register within the department or having a purchase placed on their account. A massive pneumatic tube system connected every department with the credit department. Purchase info would be sent to the credit department where the ledgers would be updated and receipts returned. The pneumatic tube system replaced an 1882 Martin Endless Cable cash-carrying system which used technology similar to cable cars but obviously on a much smaller scale. Heat in the winter was supplied by city steam. In the summer the only air conditioning was opening all of Laubach’s windows of which there were many. The store was considered one of the best lighted in Easton primarily because of numerous windows on all sides of the building.

Laubach's Cafe c1900 Click to Enlarge

1950's Department Store Central Cashier Station c1950 Click to Enlarge

Wm. Laubach & Son c1940 Click to Enlarge

In 1937 the building facade was again renovated to near what it appears today. Gone was the glorious victorian decor of architect William Michler, it's present architects instead seeking to craft the building to the latest modern exterior construction designs. In 1940 the building was upgraded with the latest in lighting technology, which given the year was likely fluorescent lighting. In 1947 the business was sold to Allied Stores Corp. This was the dawn of the present day mass merchant retail chains and Allied was one of the pioneers of the chain store concept. Allied still exists today under the name Federated Department Stores and operates primarily Macy’s and Bloomingdales. Allied kept the Laubach’s name for many years but during the 1960's the store was closed. It would reopen as Pomeroy's which was also an Allied Stores acquisition. Allied would sell the Pomeroy’s chain to Bon-Ton in 1987. The Pomeroy’s in Easton closed its doors around 1970. Since then the building has been vacant with several renovation proposals that have failed to materialize over the years. A current proposal which shows promise received preliminary approval in August 2006. Ashley Development Company of Bethlehem, PA is proposing condominiums, retail, and restaurant space. They would also return the building facade to its spectacular 1920’s Victorian decor. It would be completely unrealistic to expect a large retail department store to take over this property. The days of downtown shopping across America have been relegated to small specialty shops. A proposal like that being made by Ashley is probably the best hope that this building will be utilized once again. The fact that Ashley has promised to restore the 1920 facade is in my view the best Easton and Laubach descendants can hope for. At least one would have the opportunity to gaze upon the building as it appeared on the outside in 1920 and imagine a bustling Laubach’s store inside.

I am too young to have shopped in Laubach’s, its doors closing prior to my earliest childhood memories. I do fondly remember shopping in Pomeroy’s with my mother when I was a small boy. I recall its several floors including a grand looking stairway and riding on the escalators. It was particularly exciting at night seeing all of the city lights and the creative window displays along Northampton Street. Sadly the days of downtown shopping are long gone, replaced by the suburban malls and super stores. One of the things I recall most about downtown shopping is that it stimulated all of your senses from the sound of cars and buses, the smells of diesel fuel and fresh baked goods, the artistic window displays, to contending with all manner of weather. And don’t forget the fascinating array of personalities encountered on a shopping trip in the city’s business district. All of these elements combined for a shopping experience that was an adventure, though perhaps filled with inconvenience compared to a trip to today's mall stores. You can still experience downtown shopping on a much grander scale in places like Manhattan but in small town USA these stores have all but disappeared. It is understood that our present day culture is all about "convenience", but wouldn't it be nice to still have the option to shop in a local downtown department store?

The 19th and early 20th century in Easton was a treasure chest for anyone with enough drive and entrepreneurial spirit. In remembering Laubach’s store it should be forever a shining example of that spirit and what was possible for one person to accomplish with nothing more than bountiful ambition and a dream.

Sources for this article:
History of Northampton County and the Grand Valley of the Lehigh - by William J. Heller, 1920
http://www.genealogy.com - various census data from 1850 to 1930
History of Northampton County, PA - by Davis, 1877
Obituaries, Various - Easton Argus, Easton Express, 1900's - Easton Library on microfilm
Biographical Record of the Men of Lafayette 1832-1948 - by Dr. Arthur Hatch, 1948
Men of Easton and Phillipsburg - by George L. Seibel, 1920
Allentown Morning Call - Series of Laubach's historical sketches - by S.M. Parkhill, 1998
Hillpot Family Genealogy - Buck's County Intelligencer, 1928
Historic Guide of Easton - William Peterson, date of publication unknown
http://www.easton-pa.com - miscellaneous information
http://www.didyouknow.cd/creditcards.htm - History of Credit Cards
Laubach's Christmas Catalog - Laubach's Store, 1959
http://www.ids.u-net.com/cash/ - Cash Railway Patents

Article may contain some opinion and speculation by the author
This article last edited 9/19/2006

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