Hanes hosiery co-op ads at various NOLA stores.
NOLA stores and Hanes
In the 1970s, Hanes, known for ladies hosiery and underwear, held a “once-a-year” sale. Various NOLA stores, Maison Blanche, D.H. Holmes, Labiche’s, and Gus Mayer, participated in the sale. They leveraged ad budgets by placing Hanes-specific ads for the sale. These “co-op” ads were paid for mostly by the manufacturer. So, the store promoted their brand and the product brand at the same time.
The sale in 1973 took place over the weekend of 13-January. NOLA stores enticed women to come in for the pantyhose and other items on sale. It’s fun to look at the styles from the advertising and art departments of the local stores.
Sign for Maison Blanche in the parking lot of Westside, August, 1958. Sonny Randon Photography via the West Bank Beacon.
OK, yes, I’m a homer. I wrote a book on MB, so we start there. “Hanes sheer-madness annual sale of fashion hosiery in popular shades.” Note the mail-order form as part of the ad. Stores in 1973 were 901 Canal Street, Airline Village, Clearview, Gentilly Woods (The Plaza wouldn’t open until 1974), and Westside.
The talented artists at Labiche’s opted for a bolder presentation than MB. A woman wearing nothing but a scarf in her hair and jewelry, and the pantyhose. Gorgeous. Stores for Labiche’s: 714 Canal Street, Carrollton (the old shopping center, where Costco is now), Gentilly Woods, and Westside.
Daniel Henry Holmes’ dry good store on Canal Street grew to a number of suburban locations after WWII. In addition to the flagship store, Holmes locations included Lakeside Shopping Center, Oakwood, Baton Rouge, and Houma. While Holmes didn’t have a Gentilly store, they opened a location in The Plaza in 1974.
Originally in the 801 block of Canal Street, just up from Holmes, Gus Mayer built a big store across the street in 1948, demolishing the old Pickwick Hotel building. They also participated in the Hanes sale promotion. Gus Mayer operated not only the Canal Street store, but one at Elysian Fields and Gentilly Blvd., as well as Carrollton, Clearview, and Oakwood Shopping Centers. While Gus Mayer ATNM as NOLA stores go, they still have stores in Birmingham, Alabama.
Godchaux’s originally occupied the 501 block of Canal, later moving to the 801 block, next to the Boston Club. By the 1970s, they expanded to Lakeside and Edgewater Plaza in Biloxi. Their take on Hanes was different than the other NOLA stores. Godchaux’s opted for a cold-weather appeal,
Carrollton Shopping Center took advantage of the Pontchartrain Expressway.
“Keep cool, in sleeveless dresses, deftly shaped…” Summer dresses in dacron-polyester from Gus Mayer. This ad, from the Times-Picayune on 4-June-1964. The store sold these dresses in the “Career Shop-Young Moderns” at the Canal Street location, on the third floor. By 1964, Gus Mayer operated three stores in the city. The venerable main store was at 800 Canal, corner Carondelet. They moved to that location from across the street in 1948. The old Pickwick Hotel building, built in 1895, came up for sale after World War II. Gus Mayer bought the property and demolished the building. They erected the building that is now the CVS Drugstore. So, the new location doubled the size of the original store.
Carrollton Shopping Center
Gus Mayer later expanded, sort-of following Maison Blanche’s strategy. MB opened two “suburban” stores in 1947, at Tulane and S. Carrollton Avenues, and Frenchmen Avenue and Gentilly Blvd. Gus Mayer opened on the other side of the now-closed New Canal. When the city filled in the canal in 1949, the state built the “Pontchartrain Expressway.” The expressway originally began at Pontchartrain Blvd. near Lake Lawn Cemetery. It extended into downtown, connecting with the original bridge of the Crescent City Connection.
To get over the Illinois Central train tracks and S. Carrollton Avenue, the state built the “Carrollton Interchange,” visible in the rear of the shopping center photo. Developers constructed the shopping center on land now left unused because of the canal closure.
Carrollton grew in popularity as Metairie grew in population. Airline Highway (US 61) made it easy for suburban shoppers to get to S. Carrollton Avenue. A number of stores recognized this potential. JC Penney anchored Carrollton in the west. Smaller stores, such as Labiche’s, Mayfair, and Baker’s Shoes. The center included an A&G Cafeteria, Winn-Dixie supermarket, and a Western Auto store.
Gus Mayer anchored the center on its eastern side. While not as large as the two-floor Penney’s, the women’s store stood off from the strip-mall design, with its own parking area.
Gus Mayer once again followed the lead of Maison Blanche in the 1970s. As Metairie development continued in the west, Clearview Shopping Center opened at Clearview Parkway and I-10. MB had already moved their Carrollton Store to Airline Village, further out. (The Carrollton store became a Budget Store.) The department store then moved to the new mall in Metairie. Gus Mayer picked up on that trend. They closed their Carrollton Store, moving to Clearview.
All of the Gus Mayer Stores in New Orleans closed in the 1990s. The company operates two stores in Birmingham, Alabama.