Kaufmann's: The Family That Built Pittsburgh’s Famed Department Store

by Marylynne Pitz, Laura Malt Schneiderman

In 1868, Jacob Kaufmann, the nineteen-year-old son of a German farmer, stepped off a ship onto the shores of New York. His brother Isaac soon followed, and together they joined an immigrant community of German Jews selling sewing items to the coal miners and mill workers of western Pennsylvania. After opening merchant tailor shops in Pittsburgh’s North and South sides, the Kaufmann brothers caught the wave of a new type of merchandising—the department store—and launched what would become their retail dynasty with a downtown storefront at Fifth Avenue and Smithfield Street. In just two decades, Jacob and his brothers had ascended Pittsburgh’s economic and social ladder, rising from hardscrabble salesmen into Gilded Age multimillionaires. Generous and powerful philanthropists, the Kaufmanns left an indelible mark on the city and western Pennsylvania. From Edgar and Liliane’s famous residence, the Frank Lloyd Wright masterpiece called Fallingwater, to the Kaufmann clock, a historic landmark that inspired the expression “meet me under the clock,” to countless fond memories for residents and shoppers, the Kaufmann family made important contributions to art, architecture, and culture. Far less known are the personal tragedies and fateful ambitions that forever shaped this family, their business, and the place they called home. Kaufmann’s recounts the story of one of Pittsburgh’s most beloved department stores, pulling back the curtain to reveal the hardships, triumphs, and complicated legacy of the prominent family behind its success.

Genres: History, Nonfiction, Biography

280 pages, Hardcover

Published October 18, 2022

Reviews

[Richard Stuhan · Rating 5 out of 5]

On a recent visit to Fallingwater, a persuasive sales clerk in the Gift Shop persuaded me to purchase a history of the Kaufmanns – the founders and long-time owners of Pittsburgh’s best known department store and one of the City’s most illustrious families. Having finished the book, I am grateful for the recommendation. Virtually every page of this meticulously researched book brought new and fascinating information to my attention – which was surprising since I was born and raised in Pittsburgh. Multiple times a day as I raced through the book, I found myself turning to my wife (also a Pittsburgher) and asking, “Did you know that . . . ?” The answer almost invariably was no. The book review appearing in the Pittsburgh Post-Gazette of Marylynne Pitz and Laura Malt Schneiderman’s “Kaufmann’s: The Family That Built Pittsburgh’s Famed Department Store” -- was spot on when it observed that this book “is as pleasingly dense with fact, incident, and anecdote as its namesake store was with shirts, handbags, and housewares. Even old-timers will learn something about the store and the fractious – and even tragic – family behind it.” And you don’t have to hail from the Steel City to enjoy the book.

Most readers of this review know that acclaimed architect, Frank Lloyd Wright, designed Fallingwater – his signature building – for Edgar Kaufmann and his wife, Lillian. While Edgar emerges as the star of the Kaufmann family and his story has numerous twists and turns, he is by no means the only Kaufmann of interest. Tapping into the extensive archives the family maintained, the authors trace the history of the company from just after the Civil War through the present. During that time, the Kaufmanns built the business from door-to-door sales to the nation’s fourth largest department store. The authors discuss not only the history of the Kaufmanns’ department store, but also the evolution of retail sales in this country over a century and a half. Along the way, we learn that the Kaufmanns were not just marketing geniuses, but also instrumental in Pittsburgh’s development into the major metropolitan area it has become.

The story begins in mid-19th century Germany, where Jacob Kaufmann (Edgar’s uncle) worked on his father’s farm. Not content to spend his life tilling the soil and concerned about recent anti-Semitic activity, Jacob immigrated to the United States and landed in Pittsburgh. With limited options, Jacob found work as a peddler, carrying his wares in a knapsack and frequently traveling 10-20 miles per day on foot. At the end of the day, he slept in the home of one of his customers, with a friendly Jewish family, or out in the fields. Working long hours, Jacob eventually earned enough to buy a wagon, which enabled him to expand the range of merchandise he offered for sale and cover more ground. The profits from that enterprise soon allowed Jacob to abandon his itinerant lifestyle and buy a succession of stores – each larger than the one before. Once his business was established, Jacob persuaded his brothers – Isaac, Morris (Edgar’s father), and Henry – to join him in America and help run the family business. It’s a classic rags-to-riches tale.

Kaufmann’s department store opened in 1871 in downtown Pittsburgh. The brothers’ target customers were blue collar workers and their families. The store’s inventory consisted largely of ready–made clothes for men and fabric for women’s dresses. The Kaufmanns initially competed with other stores by offering low prices and – in what was a novel approach at the time – “fair” prices. Back in the 1870s, it was unusual for merchants to post prices for the goods they sold. Instead, sales clerks would size up prospective customers and set a price depending on how prosperous the customer appeared. Thus, if you visited the store in a coat and tie, the store likely would charge more than it would a customer in work clothes. The brothers attracted customers by promising to post their prices and selling to all customers at the same price.

But it didn’t take long for the brothers to change their marketing strategy. By the early 1890s, Kaufmann’s moved well beyond work clothes and fabric. The store offered an eclectic mix of goods and services -- cosmetics, fashion accessories, sporting goods, furniture, and appliances. The store also sold groceries until Jacob determined that he couldn’t compete with the newly emerging grocery chains. As their offerings diversified, the brothers significantly expanded the store – which eventually encompassed an entire city block and was 13 stories high. The merchandise Kaufmann’s offered was elegantly displayed and sold by carefully trained sales clerks who were sharply dressed and provided impeccable service. Pittsburgh had never seen anything like it before, and it would be unrecognizable to anyone who visited a department store today.

The store’s success under Jacob was augmented by marketing tactics that were revolutionary for their time. Many of the store’s customers were immigrants from all over Europe. Jacob maintained a staff speaking 16 different foreign languages to work with customers who were not fluent in English. Jacob was also among the first to recognize that many women customers – who became increasingly important in Kaufmann’s merchandising strategy over time -- did not feel comfortable dealing with male sales clerks. He responded by hiring dozens of women sales clerks to work in the departments that women were most likely to patronize – this at a time when few women worked outside the home. Kaufmann’s and other department stores also were the first merchants in Pittsburgh to advertise on the new medium of radio; indeed, two other downtown stores had captive radio stations operating out of their basements – including KDKA , the world’s first commercially licensed radio station.

While the brothers worked harmoniously under Jacob’s leadership, family unity began to unravel when Jacob died in 1905. In accordance with a partnership agreement the brothers had negotiated, the surviving brothers acquired Jacob’s share from his heirs. Sometime later, however, Jacob’s family decided that it had been shortchanged and sued to obtain a larger settlement; after three years of contentious litigation, that suit was resolved against them. Concerned about keeping the business in the family, Morris arranged for his son, Edgar, to marry his brother Isaac’s daughter, Lillian. Morris and Edgar then jointly bought out the shares of Isaac and Henry. Morris was never heavily involved in the business and died not long after Jacob. That left Edgar, at the age of 32, in charge of the store, which he managed for the next 30 years. It was during this time that the business really blossomed.

Edgar’s marriage to his cousin, Lillian, was not a match made in heaven. When she was interviewed after the wedding by the society press, Lillian gave what may be the most disillusioned description of a marriage I ever have seen: “I have known my cousin all my life, but we have been engaged only a short time. There is no romance connected with our marriage, except that we came here in a special train, if you consider that one.” Perhaps with that beginning, it is not surprising that Edgar became a serial philander. For the rest of his life, Edgar bedded a series of mistresses, one of whom bore him a child (whom Edgar supported for the rest of her life). Lillian eventually came to accept this arrangement, and they lived more as business partners and roommates than as husband and wife.

Edgar and Lillian had one child together, a son named Edgar jr. (Young Edgar insisted on using a lower case “j” in spelling “jr.” for reasons not revealed in the book.) Jr. was interested in art and architecture, and it was he who convinced his father to retain Frank Lloyd Wright to design Fallingwater. While Edgar and Lillian owned a succession of opulent mansions in the Pittsburgh area, it is Fallingwater with which they are most closely identified. Junior continued to champion Wright even after he had been expelled from Wright’s architecture studio at Taliesin, where jr. had been a student for about 7 months. Although the Kaufmanns were thrilled with the design, Edgar and Wright – who supervised work remotely – fought continuously during construction. Edgar surreptitiously worked with Wright’s on-site representative to effect changes in the plans – changes that infuriated the arrogant Wright when he later learned of them. Lillian loved the design and location, but pronounced the house “unlivable” and complained about the constant leaks; she told one of her friend s that the house should be called “Leakingwater.” But despite the complaints, Edgar and Lillian spent virtually every weekend there.

Back in Pittsburgh, Edgar transformed the store into the city’s counterpart of Rue Saint-Honore. Kaufmann’s had buyers stationed in Paris, London, Rome, Vienna, Tokyo, and a host of other European and Asian cities to bring the latest in fashion to its customers. There were different departments dedicated to different levels of elegance, different ages, and different tastes. The Adoria Room expressly catered to “the older woman”, while the Debutante Room sold millinery with “charmingly youthful lines,” and the French Room targeted women with “ultra-smart tastes.” Included among the departments was a high-end shop called “Vendome,” which Lillian herself managed

Twice a day every day, there were fashion shows in the store. Athletes, movie stars, and other celebrities were brought to the store to attract customers. On any given day, a customer could attend a cooking demonstration or take golfing lessons. There were empty showrooms on the upper levels where store personnel could arrange furniture that customers were considering so that they could see how the pieces worked together. On several occasions, Kaufmann’s hosted art shows – bringing museum quality art into the store for customers to view. Edgar told one interviewer that his objective was to encourage customers to aspire to higher culture, learning, and an upscale lifestyle. Shopping at Kaufmann’s was not a chore; it was an experience.

The store itself matched the elegance of the merchandise sold there. Edgar was constantly redesigning the interior. He installed counters consisting of mahogany wood and silver-lined glass, positioned at angles to encourage customers to stop and view the merchandise instead of walking in a straight line from one end of the store to the other. Support columns were made of Terrazzo and Belgian marble, accented with Carrara glass. The elevators sported Art Deco metalwork, and there were wooden escalators. The entire store was rewired to provide better lighting, and Kaufmann’s was one of the first stores to offer air-conditioning. Edgar commissioned artist Boardman Robinson to paint murals on each floor depicting the history of commerce; most of the work was done by Robinson’s assistant, a then little-known artist named Thomas Hart Benton. But perhaps nothing was as memorable as the window displays, which attracted a larger audience than the Orchestra – particularly at Christmas.

The authors suggest that Edgar was self-conscious about his chosen field. Selling women’s shoes, he thought, did not put him in the same company as Pittsburgh’s titans of industry and finance. Of course, it also did not help that Edgar was a Jew operating in a WASP business world. (In an effort to “fit in” better with the gentile business community, Edgar converted to Reform Judaism, which he saw as less “confrontational.” But he was never active in his synagogue.) The authors speculate that Edgar’s efforts to create a refined atmosphere at the store were designed to show that he was a man of culture and just as good as the Mellon and Heinz families. That theory finds support in some of Edgar’s correspondence with jr. It is also consistent with Edgar’s funding of programs at Carnegie-Mellon and later Pitt on retail selling; he sought to clothe his chosen business with the prestige of a major research university.

Perhaps because of their own working class backgrounds, the Kaufmanns were enlightened business owners. The store included an employee cafeteria (where the same food served in the store’s restaurants was available at discount prices), breakroom, and credit union. Medical and dental care was available on site. The brothers paid top of the market wages and established a 40 hour work week. The family also created a summer camp for workers near Fallingwater, where workers could vacation with their families for a nominal charge.

Both Edgar and jr. served honorably during World War II. Edgar was a consultant on the pricing and distribution of finished goods for the Office of Price Administration, while jr. served as a lieutenant in military intelligence. Not surprisingly, Edgar slowly disengaged from the business during the war years. In 1946, when he was 60 years old, Edgar sold Kaufmann’s to the May Company. Although Edgar continued to serve as president of the company until his death, his commitment to the business was greatly reduced. With extra time on his hands, Edgar became more involved than ever in civic projects. He spearheaded efforts to clean up the city and was instrumental in establishing Point State Park – rejecting a Frank Lloyd Wright proposal to develop the property commercially. He was one of the founders of Pittsburgh’s Civic Light Opera – which, I learned, was initially staged in Pitt’s football stadium. In later years, Edgar was heavily involved in the construction of Pittsburgh’s Civic Arena – which was originally created as a home for the Civic Light Opera but later functioned as a venue for sporting events and concerts. Edgar was a generous donor to Jewish causes, but he never assumed a leadership position in Jewish philanthropic organizations.

Edgar’s reduced workload did not draw him any closer to Lillian. Tired of cold and snowy Pittsburgh winters, Edgar moved to a Richard Neutra-designed home in Palm Springs. The building – which jr. dismissed as a “mess of a house” – cost three times what Edgar paid for Fallingwater; it later was owned by pop singer Barry Manilow. But Lillian hated Palm Springs – which she found tacky – and lived in an apartment in the William Penn Hotel in downtown Pittsburgh, where the family had relocated during the War. Edgar and Lillian continued to spend time together at Fallingwater, however, and it was there, in 1952, that Lillian died of a Seconal overdose; whether it was accidental or suicide has never been conclusively determined. About 18 months later, Edgar married his young administrative assistant, Grace Stoops, with whom he had been involved for several years.

The new couple’s euphoria did not, however, endure. In 1955 -- about a year after their wedding --Edgar died of bone cancer. He is buried at Fallingwater in a tomb designed by Alberto Giacometti. By the terms of a pre-nuptial agreement that she signed without advice of counsel, Grace inherited the Palm Springs house, but not enough money to maintain it. Grace sold the home and moved to an apartment. Within two years of Edgar’s death, Grace developed MS and died in a fire that she was unable to escape because of her immobility.

Jr. was never a candidate to succeed Edgar in running the family business. Jr. was gay and that bothered his father – so much so that, when the family gathered at Fallingwater, Edgar hired call girls and sent them to jr.’s room in an effort to “cure” his condition. It is not clear if Edgar ever reconciled himself to jr.’s sexual orientation. In any event jr.’s interests lay elsewhere. As a young man, jr. studied art and sculpture in Vienna and Florence. Even without much formal education, he became a recognized art connoisseur. Jr. was an art lecturer at MIT and Columbia, held curatorial positions at the Met, and amassed a substantial private art collection. Upon Edgar’s death, jr. inherited Fallingwater and spent time there with his life partner, architect Paul Mayen, who designed the visitor’s center on the property. Jr. donated Fallingwater to the conservancy that now maintains the property in 1963.

The book loses steam after Edgar’s death, shifting focus from the Kaufmann family to the department store industry generally . After Edgar sold the store to the May Company, which operated Kaufmann’s as a separate division, the store began a slow but steady decline. The end of the War brought dramatic changes. Many city dwellers – particularly those with disposable income – moved to the suburbs. Kaufmann’s and other downtown department stores were plagued by labor unrest. They faced new competition from chain discount stores. Increasingly, customers’ purchase decisions were based on price alone, not on their shopping experience.

The downtown department stores responded by opening new stores in the suburbs. Kaufmann’s lagged behind its competitors in opening stores within enclosed shopping malls, preferring instead to open free-standing stores, but eventually followed suit. The move to the suburbs only delayed the inevitable. At the high end, the suburban stores lost the battle over customers to trendy boutiques. That left department stores competing with the discount stores on low and medium priced goods. At that level, there was nothing unique about the merchandise the department stores offered. Even after reducing service and de-emphasizing old-store elegance, the department stores were unable to match the discounters’ prices. Starting in the 1990s, there was massive consolidation in the department store industry. The May Company bought Macy’s and rebranded Kaufmann’s stores as Macy’s stores – further alienating Kaufmann’s loyal customer base. Nothing worked. The downtown Kaufmann’s/Macy’s closed for good in 2015, with the suburban stores following. Sadly, Jacob and Edgar Kaufmann’s elegant downtown store is now occupied by Target and Burlington Coat Factory.

But nothing that has happened in the last few decades should detract from what Jacob, Edgar, and the rest of the Kaufmann family accomplished. Jacob came to Pittsburgh with nothing and, within 20 years, laid the seeds for what became a Pittsburgh institution. The store was such a landmark that “under the Kaufmann’s clock” was the best known meeting place in town. Edgar continued Jacob’s legacy, transforming Kaufmann’s into one of the nation’s largest department stores, becoming a leader in Pittsburgh’s downtown development, and building what may be the country’s best known house in his spare time. For over a century, the Kaufmanns were Pittsburgh’s First Family, and this book tells their story in an enlightening and entertaining way.

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[Jim Bullington · Rating 4 out of 5]

What a marvelous walk down memory lane. I moved to Pittsburg in 1974 when Kaufmanns was still in its prime. It was a square block downtown and 14 stories tall. Across the street was a dedicated parking garage with a skywalk. The merchandise was like a fairy land to a country boy like me. One of my favorite memories was being in the bookstore and Brittany at the ripe old age of two was lying on the floor looking at a book. A lady commented that she sure seemed to love books. Kim at a very mature 10 said oh, she grew up with books. The book might not appeal to everyone, but the towns Jacob Kaufman, the patriarch walked through as a peddler, are very familiar to me since i worked in that area for many years buying and leasing coal properties. We have been visiting Fallingwater for over 40 years and since we are members of The Pennsylvania Consevancy it is free. We also have a love for Frank Lloyd Wright architecture and have visited many of his homes and commercial works of art. What a walk down memory lane. Oh, by the way GO STEELERS!

[Kenneth · Rating 5 out of 5]

This book is quite a trip down memory lane (at least the past 50 years of it). My father worked at (Kaufmann’s in the advertising department) for 38 years. I visited the store numerous times when I was younger and would look at the many floors of merchandise and various departments I was interested in. I never knew the history behind the store though I knew it had been around a while. The authors do an amazing job in bringing to life the Kaufmann’s Family and the amazing success they in running it from 1877 to 1955. After it was bought by May Company, its success continued until the late 1990s (when retail began to change drastically with the internet and different demographics). I thoroughly enjoyed this book!

[Amy · Rating 4 out of 5]

Very fun to read if you’re from Pittsburgh. Amazing to think about the money that went into the store back then.

[Caroline Horgan · Rating 3 out of 5]

Interesting background on the Kaufmann family & the rise & fall of department stores, particularly in downtown Pittsburgh.

[Nancy · Rating 4 out of 5]

Kaufmann's Department Store was my mother's favorite department store, and as a young child, I loved going into the big city to shop for school clothes, special occasion clothing, Christmas windows and pecan balls at the Tic-Toe Restaurant. From sitting on Santa's lap and buying presents for my parents at the "Secret Santa Shop," to shopping adventures with my friends as teenagers (we rode the bus!), Kaufmann's was where it all happened!

I knew a little about the Kaufmann family, I went with my mother to the first suburban location (Monroeville) since the early sixties, and had toured Fallingwater many times. I ordered this book as soon as I saw it advertised to learn even more about the rise and fall of this shopping Mecca and the Kaufmann family.

The story of Edgar and Lillian is especially sad--they truly had it all, but Edgar's philandering had tragic consequences for his family. I believe this is a must read for those who loved Kaufmann's, especially the downtown Pittsburgh store, and all who have fond memories of that magical place.

[Michelle · Rating 3 out of 5]

This book is okay. I have lived in Pittsburgh my entire life and am old enough to remember the thriving downtown of days past.

The book would make a good supplement for a Pittsburgh history course, but it's a dry read for the casual reader. There are a number of statements and claims made in the latter half of the book that could be easily debunked, but it's unlikely most people would notice.

The first half of the book, delving into the family history and the development of the Kauffman's empire over a century, is interesting and engaging. Would I recommend it? Only to a very specific group of readers, honestly.

[Nicole Spindler · Rating 4 out of 5]

A nonfiction that captures a famous Glided Age family, their journey to America and their enduring love for the city of Pittsburgh - no matter where you are in Pittsburgh, you can guarantee that the Kaufmann family left their mark.

A very well written biography capturing various angles on the Kaufmann legacy and the rise and fall of Pittsburgh's department store legacy - at times, its both a triumphant and tragic story. Fans of biographies, history, fashion, the Gilded Age, Pittsburgh and architecture will enjoy this read.

A nod to the last sentence in the book, we can only hope that some day, Kaufmann's will return.

[Amanda Peterson · Rating 4 out of 5]

Found this book(my copy is signed) at a local interests shelf and thought I would give it a read. It is absolutely fascinating reading about the history of not only the Kaufmann family and their legacy but also how the city evolved. I truly felt bad for the women in the family as a lot of them suffered some form of tragedy. Also appreciated that the family wanted to use their wealth for public works and helping of immigrant families(also figures like Einstein appear in the book). Only reason for the four stars is that while the author tried to keep up to date on things, it feels like the ending was the equivalent of a semi-colon rather than a period(a.k.a. The ending felt a bit rushed)

[Marylee Williams · Rating 4 out of 5]

If you're from Pittsburgh and ever walked through downtown and wondered, what is this fancy clock outside the Target? Well, you should read this book and learn about the Kaufmanns. It's a book that doesn't just recount the family's successes and woes, it takes you through the built beauty of the late 1800s to the 1990s. The authors are Pittsburgh locales and you'll find surprises around every corner.

[Fiona · Rating 3 out of 5]

This starts with a preface that the idea for this book came from a historical lecture the authors presented and even with its expansion into a full length book, it's still reflective of those traits. It leans heavily on the glamorizing of a past that is remembered by fewer and fewer shoppers. The bias when talking about the family itself definitely leans more brightside, including the downplaying of philandering. It is enjoyable but definitely a surface analysis.

[Mary Zelleznick · Rating 3 out of 5]

I’d like to give a 3.5. A four for the walk down memory lane. A three for the flow. There are many things that I enjoyed about this book. It reminded me of many trips to downtown with my mom when I was little to going to Kaufman’s basement as a teen. At times I felt like I had to regroup because one chapter would take us to a different time frame and then the next chapter would take us backwards to an earlier time.

[Sue Roselle · Rating 5 out of 5]

Isaac and Jacob Kaufmann arrived in Pittsburgh from Germany in 1868. They began as manufacturers of work clothing for miners and mill workers. Quickly they decided to open a department store which lead to development of the famous store owned by their sons. Wonderful reminder of the joys of shopping in Pittsburgh with my mother and the philanthropy of the founding family.

[Janet · Rating 3 out of 5]

Uneven. Lots of fun history about the evolution of the department store. The family details were interesting but not enough, and focused on only a few members. I suspect these family members were heavily reported on in the press, and that's why they were included in such detail. The story of retail in the downtown of Pittsburgh was fun.

[Lindsay · Rating 4 out of 5]

Fascinating on so many levels: business, American history, department stores, Pittsburgh, and more. And I applaud the authors, who wrote this for an academic press but kept the story moving and the footnotes tight.

[Emily · Rating 2 out of 5]

When I read a book, even when it's nonfiction, I want to be told a story, not just have facts recited to me. Without any particularly compelling writing style, I don't see much to recommend this book outside of local interest.

[Maryellen Walter · Rating 4 out of 5]

Lot of history not only about Kaufmann's but also Pittsburgh. Enjoyable book.

[Jen · Rating 3 out of 5]

Enjoyed the book primarily because of all of the familiar landmarks that were mentioned.

[Kathy · Rating 5 out of 5]

Wonderful book. Great pictures.

[Anne · Rating 4 out of 5]

Enjoyable trip down memory lane.

[Jennifer Shanahan · Rating 5 out of 5]

Great read for anyone who loves Pittsburgh history

[Chrisitne · Rating 4 out of 5]

I enjoyed reading this. I’m from Pittsburgh and my grandmother worked at Kaufmann’s when I was growing up. The family story is good.

[Tracy · Rating 4 out of 5]

Being from Pittsburgh, and spending my growing-up years in the 70s-80s Christmas shopping at Kaufmann's, both the downtown store and a few mall locations, this was a nostalgic read! I learned a lot more about the family that started it all! I miss Kaufmann's - and shopping at many of these family-owned department stores and malls in general... This is a must-read for any one from Pittsburgh who remembers what it means to "meet me at the clock"...