Sketch of 1925 renovation and expansion of Swelldom at NW corner of 6th & Broadway, Downtown Los Angeles

Swelldom was a large women's clothing store variously described as a "cloak and suit house" and a "department store", operating from 1906 until the 1970s in California. It had locations on Broadway in Downtown Los Angeles' shopping district, later on Wilshire Blvd. at Camden in Beverly Hills, and near Union Square in San Francisco.

Harry Goldberg founded Swelldom.

Los Angeles locations

Goldberg's first location opened as the Swelldom Cloak and Suit Shop in 1906 at 521 S. Broadway.

In 1912, Swelldom secured a lease on 535 S. Broadway which it would occupy starting in 1914.[1]

6th & Broadway (1920–1970s)

In November 1920, Swelldom moved into a new store at the northwest corner of Broadway and Sixth which it promoted as "The New Swelldom Beautiful".[2][3]

The Broadway & 6th location was expanded and extensively renovated in 1925.[4] This building is sometimes known as the Sun Drug Company Building, Pierpont Davis was the architect, listed on the NRHP as the "Swelldom Department Store" building.[5]

With Silverwoods on the southeast corner and Mullen & Bluett on the northeast corner of the intersection — both two of the city's prominent men's specialty stores that would both spawn chains across Southern California — Swelldom advertised during this era with the byline "The Women's Corner".

In January 1946, Swelldom renovated the location again and promoted the "New Swelldom".

Beverly Hills branch

Swelldom opened a Beverly Hills branch on Wilshire Boulevard at Camden Drive on September 9, 1943.[6] With Saks Fifth Avenue having opened there in 1930 and the city's wealthy moving ever westward, Beverly Hills had taken over from Hollywood Boulevard as the main suburban upscale fashion district, rivaling Seventh Street downtown. The branch operated into the 1950s.[7]

San Francisco store

In 1908 the firm opened a temporary store on Fillmore Street in San Francisco, and on May 17, 1909 a Swelldom opened an elaborate, complete store on 136–144 Grant Avenue between Post and Geary near Union Square, San Francisco.[8] At that time Swelldom positioned itself as offering "high-grade, exclusive apparel at moderate prices".

References

  1. ↑ "Swelldom Cloak and Suit-house Will Occupy 535 S. Broadway Store". Los Angeles Evening Express. November 2, 1912. p. 18.
  2. ↑ "Ad for Swelldom". Los Angeles Times. November 21, 1920. p. 45.
  3. ↑ "Ad for Swelldom". Los Angeles Times. November 28, 1920. p. 47.
  4. ↑ "Swelldom Alterations to Begin Soon: Entire First Floor on Busy Corner for Ladies' Apparel". Los Angeles Times. January 4, 1925. p. 34.
  5. ↑ Application for Expansion, "Broadway Theater and Commercial District, Los Angeles (1999)", National Register of Historic Places
  6. ↑ "Ad for Swelldom". Los Angeles Times. September 9, 1943. p. 9.
  7. ↑ "Swelldom", J. H. Graham website
  8. ↑ "Elaborate Home for Suit House: "Swelldom to Open in Downtown Home with Fine Display of Fashions". San Francisco Call. May 9, 1909. p. 40.
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