Downtown Holyoke was teeming with retail stores of all sorts through the 1960s. Shoppers flocked to High and Maple Sts. to shop on a busy Thursday evening. One of these stores was Neisner Brothers, ortherwise known as Neisner's 5¢-$1.00. This was part of a chain of stores which numbered 110 when it opened in Holyoke. At the time it focused on selling merchandise between 5 cents and one dollar.
The Holyoke store opened on August 21, 1937 in the Murlless Block at 301-305 High St., located at the southwest corner of Suffolk St, The store contained 65 departments including clothing, shoes, rugs, towels, curtains, lamp shades, vinyl records, toys, furniture and candy. Photography services were offered at times for family or children's photos.
The store featured a shoe repair department where a customer could wait for the work to be completed. Later in its existence, the store was selling gas powered push lawn mowers. On occasion, a fortune teller would be available during select business hours.
Early in its existence, advertising was prominent for its retail departments. This slowed after a period of time, however the shoe repair department was rotinely advertised in the newspaper.
In February 1952, Edith Murless, executric of the estate of Dr. Charles Murlless, sold the real estate to Neisner Brothers Inc. for $225,000. The building was co-owned with Charles M. O. Smith of Chestnut Street. In June 1952, Neisner Brothers sold the building for $300,000 to three individuals from New York state. A 25 year lease was executed for Neisner's to remain on High Street.
The store was part of a busy downtown shopping area. However, the times were changing in the mid to late 1960s. Retail shopping malls were being constructed in neighboring communities and larger discount stores were gaining in popularity. The Neisner Brothers began to downsize from its peak of 177 stores, The Holyoke store closed on December 28, 1974, after 37 years of business.
In December 1977, Neisner Brothers Inc. filed for bankruptcy protection. Additional stores were closed reducing the number to 55. In 1978, Ames Department Stores bought the remainder of the company.
1950s View (Photo; Courtesy of Facebrook Group ~ Growing Up In Holyoke)
1937 View at the Holyoke Store's opening
2015 View of the Murless Building
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