When 'Young Connecticut' Went Back to School

 For generations of school children through the 1960’s, the only place to shop for going-back-to-school clothes was G. Fox & Co. in downtown Hartford.  Founded in 1847, “Fox’s” was at one time the largest privately owned department store in America.

Beatrice Fox Auerbach, grand-daughter of founder Gerson Fox blazed the trail for women in the retail business. She was the chief executive at G. Fox & Co from 1938 until 1966 and former customers and employees remember her daily presence on the sales floors. Mrs. Auerbach insisted that her staff adhere to the G.Fox Principles: “The customer is always right; if you can get it anywhere, you can get it at G. Fox, if G. Fox says it’s so, it must be so; and, G. Fox is never knowingly undersold.”

A fall shopping trip to Fox’s in the 1950’s and 60’s would be an all day affair. It might start with an elevator ride, staffed by a uniformed operator.

The sixth floor was the “Young Connecticut” floor featuring clothes and accessories for children and teenagers. The eleventh floor housed the fabulous toy department, every child’s favorite destination.  An extensive bookstore was located on the mezzanine.

Shoppers planned their day around lunch at one of G. Fox’s two dining rooms: a cafeteria-style facility with counters and swivel chairs and the more elegant Connecticut Room.  The Connecticut Room had tables, chairs and murals on every wall depicting scenes of Connecticut’s history. Both dining areas served fresh daily products from the Auerbach Farm in nearby Bloomfield. People still recall the delicious chicken pot pie and Fox’s famous date nut bread.

At the end of the day, shoppers picked up their purchases, nicely packaged in an unmistakable G.Fox box, at the Market Street exit. New shoes, pants, shirts and dresses were carefully wrapped and ready to be opened for the first day of school. Lucky children might also bring home a small bag of non-pariels from the G. Fox candy counter!

Thanks to generous donations from G. Fox & Co., former employees and customers, and the Fox and Auerbach families and their descendants, the Connecticut Historical Society has amassed extensive holdings documenting the department store. To find out more about CHS’s G. Fox collection visit http://chs.org/online  or call 860-236-5621.