Building 19 was a legendary chain of discount department stores that served the New England area for nearly five decades. Known for its unconventional business model and self-deprecating humor, the store became a cultural icon for bargain hunters in Massachusetts, Rhode Island, and New Hampshire. This article explores the history of the chain, its unique approach to retail, and what eventually led to the closure of these famous establishments.
The Origins of Building 19
The story of Building 19 began in 1964 in Hingham, Massachusetts. The company was founded by Jerry Ellis and Harry Andler. The name itself was not a marketing invention but a matter of necessity. The first store was located in Building #19 at the Hingham Shipyard, a former naval facility. Because they lacked a large budget for branding or signage, they simply kept the name of the building where they set up shop.
From the beginning, the founders focused on a specific niche: salvage goods. Unlike traditional department stores that ordered fresh inventory from manufacturers, Building 19 specialized in buying items that other retailers couldn’t sell. This included insurance losses, fire-damaged goods, closeouts, and overstocks. This strategy allowed them to offer prices that were significantly lower than their competitors, giving birth to their famous slogan, “Good Stuff Cheap.”
The Salvage Business Model
The core of the store’s success was its ability to turn misfortune into opportunity. When a warehouse suffered a fire or a ship’s cargo was damaged by salt water, Building 19 was often the first to call. They would purchase the entire lot for a fraction of its retail value. While some items might have minor cosmetic damage, many were perfectly functional products sold at a steep discount.
Customers never knew exactly what they would find when they walked through the doors. One week, the aisles might be filled with high-end Persian rugs salvaged from a flood; the next week, the store might be packed with thousands of cases of slightly dented canned goods. This element of surprise created a “treasure hunt” atmosphere that kept shoppers coming back regularly.
A Unique Brand Personality
What truly set Building 19 apart from other discount chains was its personality. Jerry Ellis, one of the founders, was the face of the company. He appeared in hand-drawn circulars and advertisements that were famously cluttered and humorous. Rather than trying to present a polished image, the store embraced its messy, chaotic nature.
The advertisements often featured cartoons of Ellis and his team, accompanied by jokes at their own expense. They would warn customers that the coffee was terrible or that the store was a disaster area. This honesty built a deep sense of trust with the New England public. People felt that if the store was willing to admit its flaws, it was probably being honest about its low prices, too.
The Iconic “Suffer” Signs
One of the most memorable aspects of the shopping experience was the signage. Throughout the stores, customers would find signs that read, “Suffer!” or “If you’re looking for a salesperson, you’re in the wrong store.” These signs were meant to remind shoppers that the low prices came at a cost: a lack of traditional customer service and a no-frills environment.
This “no-frills” approach was central to their operations. The stores were often drafty, poorly lit, and organized in a way that required effort to navigate. However, for the dedicated bargain hunter, these were small prices to pay for the significant savings found on the shelves. The free coffee, though often joked about as being undrinkable, became a staple of the Saturday morning shopping routine for many families.
Expansion and Locations
At its peak, Building 19 operated more than a dozen locations across New England. As the chain grew, they maintained the original naming convention. New locations were often given fractional names, such as Building 19 1/2 or Building 19 3/4. This quirky numbering system added to the brand’s eccentric charm.
Key locations included stores in Burlington, Lynn, New Bedford, and Weymouth, Massachusetts. They also expanded into Pawtucket, Rhode Island, and Nashua, New Hampshire. Each store maintained the same warehouse-style layout, filled with a rotating inventory of rugs, furniture, clothing, and household essentials. The rug department, in particular, became one of the most famous parts of the business, often carrying high-quality floor coverings at prices that were otherwise unavailable to the average consumer.
The Decline and Bankruptcy
Despite a loyal following, the retail landscape began to change significantly in the 2000s. Several factors contributed to the eventual decline of Building 19. First, the rise of big-box retailers like Walmart and Target made the discount market much more competitive. These giants had massive buying power and sophisticated logistics that made it harder for smaller salvage operations to compete on price alone.
Second, the nature of the salvage business itself changed. Modern manufacturing and shipping methods became more efficient, leading to fewer insurance losses and less damaged freight. As the supply of salvage goods dwindled, the store had to rely more on traditional closeouts, which carried thinner profit margins. Finally, the growth of online shopping transformed how people looked for bargains, offering convenience that a messy warehouse could not match.
The End of an Era
In November 2013, Building #19 Inc. filed for Chapter 11 bankruptcy protection. The company cited a difficult economic environment and a lack of inventory as primary reasons for the filing. Shortly thereafter, the company transitioned to Chapter 7 liquidation, and the remaining stores were closed. The loss was felt deeply by the New England community, marking the end of a retail era that had lasted for 49 years.
Where to Find Similar Deals Today
While the original stores are gone, the spirit of the “Good Stuff Cheap” philosophy lives on in other regional discount chains. If you are looking for a similar shopping experience, several retailers still focus on closeouts and overstocks. Ocean State Job Lot is perhaps the most prominent successor in the New England area, offering a wide range of household goods and food items at discounted prices.
Other options include Ollie’s Bargain Outlet, which uses a similar humorous marketing style and focuses on brand-name closeouts. In Maine, Marden’s Surplus and Salvage continues the tradition of buying insurance losses and salvaged inventory, providing that same “treasure hunt” feeling that made Building 19 so popular. While these stores have their own identities, they carry the torch for the unique type of retail that Jerry Ellis and Harry Andler pioneered decades ago.
Conclusion
Building 19 was more than just a place to buy cheap rugs or irregular socks; it was a New England institution that valued honesty, humor, and the thrill of the deal. By turning salvage into a successful business, the founders created a shopping destination that respected the customer’s intelligence and their wallet. Although the physical buildings are now closed, the legacy of the chain remains a significant part of regional history. If you enjoyed learning about this iconic brand, consider exploring our other articles on retail history and smart shopping strategies to help you find the best deals in today’s market.