Davison's

Davison's

The 1970-1986 Logo
Industry	Retail
Fate	Renamed Macy's
Successor	Macy's
Founded	1860s
Defunct	1986
Headquarters	Georgia
Products	clothing, footwear, bedding, furniture, jewelry, beauty products, and housewares
Parent	R.H. Macy & Co.
Website	None

Davison's of Atlanta was the major competition to Rich's, once itself an Atlanta shopping institution. The chain took the Macy's name in 1986.

Founding

Douglas & Davison logo

Davison's first opened its doors in Atlanta in 1891^[1] and had its origins in the Davison & Douglas company. In 1901, the store changed its name to Davison-Paxon-Stokes after the retirement of E. Lee Douglas from the business^[2] and the appointment of Frederic John Paxon as treasurer.^[3][4] In early 1927 the company dropped the "Stokes" to become Davison Paxon Co..^[5]

While rival M. Rich Brothers Dry Goods Company remained a family owned store, Davison-Paxon-Stokes sold out to R.H. Macy & Co. in 1925.

Davison's Flagship store. 180 Peachtree St.

By 1927, R.H. Macy built the huge Peachtree Street store that still stands today. The location no longer as a department store though. Owned by 200 Peachtree Retail, a group of investors embarked on a major effort to transform the historic building — which had remained mostly vacant since Macy’s closed in 2003 — into a vibrant event centers called 200 Peachtree, that hosts conferences, weddings, parties and other special events. The group invested more than $30 million into the project.the building now features an 11,000-plus-square-foot ballroom, 7,000 square feet of balcony space, 15,000 square feet of retail space, 20,000 square feet of conference center space and a 4,000-square-foot kitchen. The historic building also features two restaurants, the first of which, Meehan’s Irish Pub, opened in March. Sweet Georgia’s Juke Joint opened in 2011. 200 Peachtree Special Events Center

The downtown Davison's store was a classic example of a downtown shopping experience. The main entrance on Peachtree features a very stately marble-floored cosmetics and jewelry area, modelled after Macy's flagship store on Herald Square in New York. There is a mezzanine overlooking the level with escalators leading to that floor. A bank of elevators in the rear serves floors from the basement through the sixth floor. The mezzanine and the third floor connected with the parking garage across Carnegie Way. When the Westin Peachtree Plaza Hotel opened next door in 1976, an entrance connected the two buildings, although the difference in floor heights required several steps up from Macy's into the hotel.

Davison's was owned by R.H. Macy & Co for sixty years before the name change. The chain made no effort to disguise its affiliation with Macy's. Advertisements clearly stated "Davison's - a division of R.H. Macy & Co." and charge cards from Davison's were usable at Macy's and Bamberger's (and vice versa).

Growth

Over time, the Davison-Paxon Company name was shortened to simply Davison's. Not long after, the company embarked on an aggressive expansion plan across Georgia and South Carolina. Locations opened in the downtowns of Athens, Augusta, Macon and Columbus, as well as a store in downtown Columbia, South Carolina. During this time, Rich's remained exclusively in Atlanta. In Augusta, Davison's competed with the J.B. White chain and in Columbus, Kirven's was its main rival. In 1959, Davison's opened its first suburban location at Lenox Square Mall along with Rich's.

Throughout the 1960s, Rich's began to very aggressively expand in the suburbs while Davison's remained a downtown player for the most part. However, Davison's did open one mall location at the now-demolished Columbia Mall (later known as Avondale Mall) near Avondale Estates. Davison's expanded once again in the 1970s and 1980s with locations at Cumberland, Southlake, Gwinnett Place, Shannon, Northlake and Perimeter Malls. New locations also replaced the downtown stores in all the other cities mentioned except Columbus, which faced stronger competition from regional chains, and Columbia, where the downtown Macy's store closed and was left vacant. The new Davison's stores were typically white brick with small glass atriums at the entrance. An example of this style is still visible at Northlake Mall and the Bloomingdales at Perimeter Mall.

Mergers

In the mid-1980s, Macy's began to consolidate its regional divisions to streamline its corporate structure. In January 1985, Davison's and Macy's Midwest were combined into one division, Macy's Atlanta.

Macy's slowly began to retire the Davison's name. In 1984, the logo was changed to the same font of its more famous counterpart in the ITC Avant Garde font.

Davison's/Macy's Banner from 1985.

By early 1986, all Davison's stores were formally renamed Macy's. In late 1986, the first Atlanta store to begin under the Macy's name opened at Town Center at Cobb in Kennesaw.

Final act

By spring 2003, most all former Davison's stores were closed when Rich's and Macy's were consolidated under the "Rich's-Macy's" nameplate. That same year, the historic downtown Davison's/Macy's store on Peachtree Street was also closed. This ended the era of department-store shopping in downtown Atlanta. All of the old Davison's mall stores in Atlanta were left vacant except for three locations. The Perimeter Mall and Lenox Square locations were closed, renovated, and reopened several months later as Bloomingdale's in late 2003. The Northlake location was re-branded as Rich's-Macy's before changing back to simply Macy's two years later. One floor of the Town Center location, which had originally opened as Macy's, became a Rich's-Macy's Furniture Gallery location. It is now a Macy's Furniture Gallery location and a Macy's Furniture Clearance Center on the upper level, and now has a Macy's Men's Store on the lower level.

The remainder of Davison's former locations remain vacant except for the locations at Cumberland Mall, Avondale/Columbia Mall, and Augusta Mall. The Cumberland Mall location was torn down in late 2005 for a major overhaul at the 32-year-old center, a detached Costco now sits just to the west of the Davison's footprint. The Avondale/Columbia Mall location was completely demolished with the rest of the mall for a Wal-Mart SuperCenter. The Augusta Mall location was open till 2006 as a Macy's Furniture Showroom. It has closed to make way for a lifestyle center similar to Cumberland Mall, another General Growth Properties mall.

Former Davison's store pictures

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  Davison's flagship store, downtown Atlanta, 180 Peachtree Street

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  Athens downtown Davison's

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  Georgia Square Mall Davison's

References

1. ^ Harold H. Martin, Atlanta and Environs: A Chronicle of Its People and Events, 1940s-1970s, p.374
2. ^ Display Ad 41, Atlanta Constitution, March 17, 1901 (Click here to see other items from this date.)"E. Lee Douglas having sold his interest and retired from the organization of Douglas & Davison Company"
3. ^ Allen Daniel Candler, Clement Anselm Evans (eds.), Georgia: comprising sketches of counties, towns, events..., p.73
4. ^ "OLD FIRM IS NOW UNDER NEW NAME:Davison-Paxon-Stokes Co. Succeeds Deuglas & Davison", Atlanta Constitution, Mar 17, 1901 "Davison-Paxon-Stokes Co. Succeeds Douglas & Davison",
5. ^ MACY SALES IN 1926 AT LARGEST EVER, Wall Street Journal, March 30, 1927 - "The Davison-Paxon Co., formerly the Davison-Paxon-Stokes Co..."