Enticing Business

Enticing Business. ‘Buy-Appeal’ through ‘Eye-Appeal’. In 1945, John H. Hunter sold his hardware business to Lawrence B. Maloney, Sr. a former International Harvester Co. branch manager from Richmond, Va. Maloney was assisted in his new position by sons Lawrence (Larry), Jr. and Leonard. Renamed Maloney's Inc., the business also became an authorized dealer of International Harvester, Inc.'s trucks, tractors, and appliances., Business expanded in 1946 with construction of a steel Quonset-style hut from which Maloney's truck parts and service department operated. Butler Manufacturing Co. of Kansas City, Mo. fabricated the structure. Maloney's Building Co. Division served as Butler's local representative. The remodeled hut behind the store is actively used today in 2013. , As part of Maloney's partnership, International Harvester commissioned the nationally renowned industrial design firm Raymond Loewy Associates in 1949 to develop a uniform look for its stores and service centers. The remodeled and enlarged Maloney's featured a prominent red vertical pylon highlighting the black and red international Harvester trademark, also designed by Loewy. Floor to ceiling glass windows were installed to display customer-enticing merchandise. A 1952 Hardware Age profile of Maloney's said the inside and outside modernization was undertaken to "...heighten buy-appeal through greater eye-appeal.", Maloney Sr. died in 1955 at age 52. His family sold the business in 1963 to Earl and Doris Robertson. Earl started working at Maloney's in 1951 and , knowing the value of name recognition, changed the name back to Hunter Hardware. Assisted by son Greg, Hunter Hardware continued its personalized service until 1984 when forced to close due to increased rent. (The story begins on the other side.)