Finding aid to the Western Furniture Exchange and Merchandise Mart Records
1915-2008
SFH 475
Finding aid prepared by Katherine Ets-Hokin.
San Francisco History Center, San Francisco Public Library
2018
100 Larkin Street
San Francisco, CA 94102
sfhistory@sfpl.org
Title: Western Furniture Exchange and Merchandise Mart Records
Date (bulk): 1922-2008
Identifier/Call Number: SFH 475
Creator:
Western Furniture Exchange and Merchandise Mart (San Francisco, Calif.)
Creator:
San Francisco Mart
Physical Description:
29 cartons, 27 bully boxes, 4 pamphlet boxes, 1 flat file.
(39.5 Cubic Feet)
Contributing Institution:
San Francisco History Center, San Francisco Public Library
100 Larkin Street
San Francisco, CA 94102
(415) 557-4567
info@sfpl.org
Abstract: The Western Furniture Exchange and Merchandise Mart operated from its founding in 1915 until it closed in 2008. The Mart served
as the largest hub for furniture wholesale on the West Coast and hosted sellers from all over the Western United States.
Physical Location: The collection is stored offsite.
Language of Material:
English
Language of Materials: Collection materials are in
English.
Conditions Governing Access
The collection is available for use during San Francisco History Center hours, with photographs available during Photo Desk
hours. Collections that are stored offsite should be requested 48 hours in advance.
Publication Rights
All requests for permission to publish or quote from manuscripts must be submitted in writing to the City Archivist. Permission
for publication is given on behalf of the San Francisco Public Library as the owner of the physical items.
All requests for permission to publish from photographs must be submitted in writing to the Photo Curator. Permission for
publication is given on behalf of the San Francisco Public Library as the owner of the physical items.
Preferred Citation
[Identification of item], Western Furniture Exchange and Merchandise Mart Records (SFH 475), San Francisco History Center,
San Francisco Public Library.
Provenance
Donated by Manuel Perez of the Western Furniture Mart April 29, 2011.
Conservation Note
During processing, the entire collection was rehoused into acid free boxes and weeded for duplicate materials.
Administrative History
The Western Furniture Exchange and Merchandise Mart, or the San Francisco Furniture Mart as it was commonly called, operated
from its founding in 1915 until its closing in 2008 when the bulk of western wholesale furniture markets concentrated in Las
Vegas. At its apex the Mart operated as the largest hub for wholesale furniture on the West Coast and hosted sellers from
all over the Western United States. It eventually grew to support seven markets under one roof with showrooms ranging from
400 to 1500 square feet. It sold items as varied as furniture, floor coverings, radio and television appliances, giftware,
lamps, housewares, decorative textiles, linens, toys and juvenile goods. Semiannual and Friday marts operated on a membership
basis with two market weeks a year, one in January and the second in July.
What would become known as the most recent Furniture Mart building was constructed in 1937 with floors added in 1948, 1957,
and 1963. It continued to grow with new construction when Mart 2 opened next door in 1975. The Mart campus extended for an
entire block of Market Street between 9th and 10th streets occupying 1.5 million square feet. Containing a barbershop, bank,
post office, bar, restaurant, newsstand and radio station the Mart provided everything its customers needed.
Designed exclusively for wholesale business the Mart required buyers to maintain a membership and restricted the general public
from showroom display areas. Membership required a place of business (other than a home), an established line of credit with
three tenants (or firms) operating at the Mart, and recognition "as a stocking dealer" meaning one who stocked merchandise
to sell to the public.
The Market Street campus is currently owned by Shorenstein Properties and has been occupied by Twitter Inc. since 2012.
Scope and Content
The Western Furniture Exchange and Merchandise Mart operated from its creation in 1915 until its closing in 2008. During its
apex the Mart operated as the largest hub for furniture wholesale on the West Coast and hosted sellers from all over the Western
United States.
The collection consists of publications produced by the Mart, scrapbooks assembled by date (scrapbooks contain ephemera and
clippings relating to the Mart), and graphic materials including floor plans, photos, negatives, slides, sketches and a promotional
video. Of note are the yearly Buyers Guide and Directories which list individual showrooms and wholesalers. The collection
also includes a small amount of correspondence, a switchboard operator's phone directory and an embossing stamp with the SF
Furniture Mart logo. The collection does not contain Mart organizational information, staff or business records. Instead the
collection content focuses on the sellers who operated in the Mart.
Photos include portraits, early scenes including the Marts first location at 180 Montgomery Street (circa 1915), advertising,
construction, earthquake (1906), events, exteriors, interiors, Mart 2 opening (1975), Mart fire (1970), Marts other than
San Francisco, and publicity shots.
Arrangement
The collection is arranged in 6 series: Series 1: History, Series 2: Correspondence, Series 3: Publications/Promotion, Series
4: Scrapbooks, Clippings and Ephemera, Series 5: Graphic Materials, Series 6: Artifacts.
Subjects and Indexing Terms
Furniture industry and trade--United States--Catalogs.
Furniture industry and trade--United States--Directories.
Furniture industry and trade--United States--History.
Wholesale trade -- California -- San Francisco -- Directories.
Buildings -- Merchandise Mart.
box 1, folder 1
History of the Mart
Scope and Contents
Fact Sheets and published pamphlets/periodicals describing the history of the Mart.
box 1, folder 2
Showroom Leases
1954, 1958, 1967
box 1, folder 3
Switchboard Operators Personal Directory of Showrooms
Circa 1960
box 1, folder 4
Worksheet Notebook, Public Relations Office
1968-1969
Series 2
Correspondence
Scope and Contents
Correspondence primarily relating to the running of the Mart and construction or expansion.
Series 3
Publications / Promotion
Scope and Contents
Publications produced and published by the San Francisco Furniture Mart.
box 2, folder 2
San Francisco Market Week News
July, 1963
box 2, folder 3-15
Western Merchandiser
1949-1989
Western Furniture Exchange Buyer's Directory and Buyer's Guide
1922-2005
box 2, folder 16
Western Reporter
1991-1992
Series 4
Scrapbooks, Clippings, and Ephemera
Scope and Contents
Scrapbooks contain brochures, flyers, newspaper and magazine clippings related to the Mart. Scrapbooks were compiled annually
or seasonally. Binding style changed over time until eventually no binding was used at all. Scrapbooks and files are sorted
chronologically within each box. Scrapbooks remain in original binding and loose materials are stored in files.
Scrapbooks
1932-1999
Scope and Contents
Scrapbooks remain in original binding and are arranged chronologically.
Clippings, Brochures, Promotional Materials
circa 1980-2008
Scope and Contents
Substance is similar to scrapbook contents, including clippings, brochures, pamplets and promotional materials.
Series 5
Graphic Materials
oversize-folder 1
Floor Plans Over-sized folder 1
Scope and Contents
Floor plans illustrating showroom locations and retailers.
Negatives
circa 1915-circa 2000
1940s-1990s
Scope and Contents
Negatives match up loosly with the collection photographs.
box 49, folder 2-3
Exteriors, Interiors, Advertising/Products
Circa 1915-2010
box 49, folder 6
Portraits. Ivan & Mr. Rodgers
Circa 1980
box 49, folder 7
San Francisco Chronicle
1921
box 7, folder 17
After Midnight Branding, Central Market Payroll, Civic Center Community Benefit District, Market Street Right Turn Study (CD-R)
circa 1990
Photographs
1906-circa 2008
box 48, folder 2
Construction
1936, 1946, 1960s, 1970s
box 48, folder 4-8
Events
Circa 1960-Circa 1990
box 48, folder 9
Events. Winter Market
1991-1992
box 48, folder 10
Events. San Francisco Mart
1990
box 48, folder 11
Events. SF Mart Hawaiian Trade Show
1993
box 48, folder 12-13
Events. Summer Market
1989, 1992
box 48, folder 14
Events. Winter Market
1990
box 48, folder 25
Other Markets, not San Francisco Mart
1950s
box 48, folder 26-27
Portraits. Groups
Circa 1950-Circa 1990
box 48, folder 28
Portraits. Individuals
Circa 1950-Circa 1990
Scope and Contents
Portraits include images of: Neil Forney (Bryant-Forney), Stanley Abercrombie ("Interior Design" magazine), Ted Balastreri
(Restaurant Central), William Beebe (Pont de Nemours), E.L. Briggs Jr. (SFMA), William R. Bruener (John Bruener), Gary Drucher
(Macys), Neil Forney (SEM.WM), John F. Lawhon (Author), Rick A. Richards (Richards Marketing), James E. Muldem (Brody Seating),
Steven McLead (Mand Carpet Mill), Ron Martino (Martino Complete Home Furnishing), Robert R. Rogers, Paul Primrose & Lansing
Brown (Ozite), George T. Rockrise, Robert Mitchill & Richard Bohrer (Carpet Mills), John G. Veneman (Assemblyman), Richard
E. Whalley (Jackson Firm), T. G. Vaughan, Jr. (Vaughan Furniture), Milo Baughman (Milo Baughman Design), Joe LaCognata, Warner
S. McDonell (Rembrendt Lambo), Ralph Levitz (Letvitz), W. Boggs (Berver Carpert), Kenneth L. Booth, Bill Richmond (Furtorian),
Peter Penizotto (Marbetui), S. G. "Jerry" Nerland & John Richards (Vox), M. Wallace Rubin (Home Furnishings Council), Bruce
Roberts (Eastman), Benno G. Rothschild (David Rothschild), William S. Richman (Stratford Company), Frank J. Vance (Bigelow-Sanford),
John Fatzick (Occacinal), Laurie J. Reiners (Target Systems), David T. Floherty (Broyhill), Alan Fuikel (Suncraft of California),
Peter B. Faust (Burwood), Joseph T. Frye & Joseph T. Frye Jr (Athens Bed), Bill Linsled (USSI), Dan R. Frank (Permaneer),
Howard Olausky, Jim Cowen (Cowen & Lavelle), Robert A. McKenzie (Jropitone), D.J. "Joe" Dewsmond (Retailers Marketing Guild),
Gordon J. Peplin, Donald W. Mitchell, & Joe B. Maffett (WestPoint Pepperell Carpet & Rug) Robert L. Ficks, Jr. (Bauirtter),
Henry Foscue (Southern Furniture Exposition Building , Globe Furniture), Joseph Sinay (Interstate United, Josam), James Van
Vleck (Stanley Firm), Bill Peterson (Furniture Today), Bill Cumbelich (Coldwell Banker), Leon Rosenthal (Sloane), Kenneth
L. Booth (Ward Firm), Cliff Weitz (Bauman- Weitz), Fred Pedersen Jr (Pedersen's), "Senior O," Lindler, Sam Mortes (Calstrga),
No Name (American Firm Association), C.E. "Cliff" Rice III (Basic-Witz), Lewis B. Miller (The United States Bedhifo), Schacter,
Jack Redwood (Redwood Rasr), Ernest E. Warsaw (Sheffuld Chair), Robert Fogurty Jr. (Virtue), Harold A. Leed Jr (Moore Furniture),
Peter Funston (Harris of Caez), F.E. "Mike" Masiwl (C. Lt. Masland & Sons), Mrs. Leekolker, Willian D' Elia (business development
consultant), John Raeber (author), Paul E. Rumbaeyh (Prueble), Roger W. Fiarley (Stanler Furniture), Orvis Bryaur (Western
Merchandiser)
box 48, folder 29
Portraits. Gennet, Michael (President)
Circa 1980
box 48, folder 30
Portraits, Moore, Harry (President)
Circa 1940
box 48, folder 31
Portraits. Preiser, Donald (President)
Circa 1990
box 48, folder 32
Portraits. Rogers, Leonard (President)
Circa 1980
box 48, folder 33
Portraits. Runyan, Frank (President)
1965
box 48, folder 34
Portraits. Unidentified
Circa 1980-Circa 1990
Slides
circa 1990-circa 2008
Scope and Contents
Slides include exteriors, merchandise, and events.
box 7, folder 17
Promotional Video
circa 1990
Scope and Contents
Video contains discussion from Bruce Mosler (Chairman of the Board) and Jean Anderson Covarelli (Principal Purchasing Connection)
discussing remodeling and rebranding, Art Gensler (Gensler & Associates Architects, and Ray Kennedy (ASID).
box 7, folder 17
Logo Embossing Stamp
circa 1990