Sweet Memories of Eddie’s Sweet Shop as Witt’s Confectionery & Ice Cream

 By Michael Perlman

Eddie's Sweet Shop, January 2021, Photo by Michael Perlman

Forest Hills is known for tennis, music, and of course ice cream! Eddie’s Sweet Shop at 105-29 Metropolitan Avenue holds the record for the most intact and what is likely the longest continuously operating ice cream parlor citywide.

In July 1979, artist Randy Jones sketched “The Great Ice Cream Safari” comic strip for The New York Times, which featured an elephant touring ice cream parlors, an endangered species. Eddie’s Sweet Shop was saved for last, where a patron on a swivel stool said, “This antique parlor would make a fine trophy in the Smithsonian!”

That vision continues today as patrons encounter vintage signs with Coca-Cola insignias and thematically decorated windows with stained-glass reading “Candy” and “Ice Cream.” Around 20 homemade flavors are prepared on the premises along with fresh whipped cream. Original flavors include rum raisin, butter pecan, and tutti frutti.

Patrons can sit on the same cast-iron swivel stools their great-grandparents sat on and enjoy a sundae or a float at the mahogany and marble counter facing stenciled built-ins and one of the first electric Frigidaire freezers. The authentic ambiance also features a honeycomb pattern mosaic floor, a tin ceiling with rose stamped molding, leaded glass windows with a sunburst and tulip motif, and tapestry appointed woodwork topped off by a wall clock by the pioneer Seth Thomas Clock Company.

In 1925, a 2-story brick building with a corner entranceway was filed and Seelig & Finkelstein drafted blueprints. One of the earliest owners was reportedly Mr. Krohn, followed by Schaefer. Around the mid-1940s, the shop was renamed Witt’s Ice Cream & Confectionery after owner William Witt, a German immigrant. When Witt retired, he sold the shop to the Citrano family in 1968, and it became a success ever since. Giuseppe and his son Vito Citrano and wife Angelina are cherished Forest Hills personalities. Three generations worked alongside one another until Vito’s grandpa, also Vito, passed away in 1995.

Three generations of the Citrano family in the footsteps of the Witts, 2014 photo by Michael Perlman 

Much of the shop’s history prior to 1968 is undocumented, but is being rediscovered thanks to the memories of patrons. Owner William Witt and his wife Elsie, who were often addressed as Mr. and Mrs. Witt, as well as their daughter with the same name, would also be proud.

Michael Dillon lived around the corner on Nansen Street since 1953, and after playing ball in the street with his friends, Witt’s was the go-to place. He said, “In the mid-60s while working at Associated Food Stores on Metropolitan Avenue, I was fortunate to deliver sugar and get a glimpse of all the wonderful ice cream making machines. The Witts were always such kind and lovely people, who always reminded me of the ideal grandma and grandpa.”

“My father, Joseph proposed to my mother, Clara at Witt’s. It was a fine treat for our parents to take my sisters and I on a walk there in the summer, and we always sat in ‘Mom and Dad’s booth,’ which was the first towards the back,” said Joe Burchill, who lived on Greenway Terrace followed by Burns Street. He reminisced, “I tried my first ice cream soda and my first sundae there. All of their ice cream was so creamy and the taste was very real. My absolute favorite was coffee.” He was also tempted by the candy display across from the soda fountain. “There were so many, it was hard to choose, but root beer barrels were a favorite.” He also remembered unique Panasonic radio ads photographed there. “They were promoting their unusually shaped and brightly colored line. There was a spherical radio and the ‘Toot-a-Loop’ that you could put on your wrist and untwist, so it could stand up on its own.”

John Mattis lived on Loubet Street and now resides near Tampa. He said, “I remember watching Mr. Witt pack the containers, really pushing the ice cream into them as hard as he could. Later on, when I would get ice cream from other places and watched them pack it gingerly, I realized how much the Witts always did the right thing for their family of customers. I also remember the cold feel of the marble countertops, the glorious banana splits, and the girls swim teams that would pack the booths and loudly and joyously talk among themselves. I was always sneaking a peak on a girl I liked!”

Witt's ad, December 1958, Community House Chatter publication 

Northern California resident Nick Covell feels fortunate to have lived in Forest Hills three times. “I delivered the Long Island Press there in 1956. When I collected for the 40 cents a week bill, Bill Witt used to give me a 35-cent malted for a tip, a big deal for a 13-year-old kid.”

Another account of graciousness was shared by Paul Hettler, who was raised on Kessel Street. “My dad and I would walk there every Saturday in the mid-fifties, and he would buy me a vanilla ice cream soda which cost about a quarter. A few years later, when I was old enough to walk alone, I would get the ice cream soda and give Mr. Witt a quarter. This went on for several weeks, when finally, he quietly told me they haven’t been a quarter for several years.”

Nancy Jeanne O’Connor, a Bronxville and Danbury resident, was raised on Manse Street between 69th and 70th Avenue. She said, “Many a night between 1951 and 1962, my parents walked up to Witt’s for dessert. Mom’s favorite was butter pecan and dad’s was chocolate, sometimes with orange sherbet. Our Lady of Mercy had processions of the little girls usually on Holy Thursday and the Feast of Corpus Christi, and many of us went to Witt’s afterward with our friends and parents. We went many Sundays with the ‘Klaum girls.’ We ordered hot fudge sundaes, but when funds were low, a 15-cent cherry coke. Now my siblings and I have the pleasure of introducing the next generation to Eddie’s, and it was always a special treat for them.”

Phyllis Pellitteri Cush especially remembers marshmallow sundaes and quality time at Witt’s after swim meets at Our Lady Queen of Martyrs. “My friends and I used to storm into Witt’s at one time and take over the whole shop. Sometimes there weren’t enough seats for us. I cannot forget the icicles in our hair!”

Andrea Stone also recalled swim meets, which were followed by banana splits and chocolate egg creams. Witt’s was also a tradition after 6th to 8th grade dances at The Community House. She said, “I told a friend in Colorado that Witt’s is now Eddie's Sweet Shop, and he said that he can't wait to try it the next time he goes to NYC. I love that it still looks the same!”

Reflecting on how the beloved ice cream parlor withstood the test of time, the Citrano family had much to share. “We feel so happy to see that Eddie’s Sweet Shop served generations of customers through the years we have been here, as well as new ones. Our family estimates that over 30 films, commercials, and ads have been produced at our shop during the years we own it.” Vito added, “My father showed me not to be afraid to work hard. When it’s time to make hot fudge, I will keep stirring until it’s right, no matter how late it is or tired I am.” Angelina is also grateful. “We had many proposals at Eddie’s, and the first wedding ceremony in front of our doors a few months ago. We were honored!”

CLASSIC CELEBRITY SPOT “SHALIMAR DINER” AVAILABLE AT ZERO DOLLARS – MUST BE MOVED ASAP

For Immediate Release

Contact: Chairman Michael Perlman

Rego-Forest Preservation Council

unlockthevault@hotmail.com
http://regoforestpreservation.blogspot.com

CLASSIC CELEBRITY SPOT “SHALIMAR DINER” AVAILABLE AT ZERO DOLLARS –

MUST BE MOVED ASAP in Effort to Spare “Endangered Species” from Oblivion!      

                                                                     

   NEW YORK, NY (April 4, 2019) – Citywide patrons, preservationists, & community groups are disheartened that the classic Shalimar Diner at 63-68 Austin Street in Rego Park, NY has officially closed its doors in November 2018 after 45 years. Demolition plans have been announced, but Michael Perlman, Chair of Rego-Forest Preservation Council has launched a movement to grant the Shalimar Diner a new lease on life. 

The asking price for the classic structure is ZERO DOLLARS, although a buyer must come forward within 30 days to transport the diner either within NY or out of state, and is responsible for rigging and lot acquisition costs.

Diners were manufactured to move, and the Shalimar was prefabricated by the popular Kullman Dining Car Company. It features stonework, arched windows, & stainless steel. The Shalimar was one of numerous freestanding Greek family diners dotting the tri-state area. In 1974, it was delivered on a flatbed truck, and a diverse menu has been delighting palates ever since for family occasions, friend gatherings, first dates, and community meetings. It was an “ultimate public institution” where patrons at nearly any hour would sit elbow to elbow at the counter or comfortably at a booth or table. The diner has even been in the spotlight for a number of productions including the CBS drama “Blue Bloods” and the 2013 film “The Wolf of Wall Street” starring Leonardo DiCaprio and Jonah Hill.

Preservationist Michael Perlman achieved success in sparing other classic diners such as NYC’s Moondance Diner and Cheyenne Diner by brokering deals to have it transported on a flatbed, earning him the nickname “Diner Man” by the NY Observer.   

 A party who is interested in receiving the Shalimar Diner for free & transporting it with the help of a highly successful diner rigger, must contact Michael Perlman ASAP at unlockthevault@hotmail.com 

Shalimar Diner photos copyright Michael Perlman:   https://flic.kr/s/aHsmCcaTqD   

  

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Patrons Mourn The Loss of Shalimar Diner - Now Available For Rent

By Michael Perlman

Full house at Shalimar Diner, Photo by longtime patron Ivy Hammer

For nearly 45 years, the Shalimar Diner has been an unofficial Rego Park landmark at 63-68 Austin Street. It was manufactured by the popular Kullman Dining Car Company, and was one of numerous freestanding Greek family diners dotting the tri-state area. In 1974, it was delivered on a flatbed truck, and a diverse menu has been delighting palates ever since for family occasions, friend gatherings, first dates, and community meetings. It was a destination where patrons at nearly any hour would sit elbow to elbow at the counter or comfortably at a booth or table. The diner has even been in the spotlight for a number of productions including the CBS drama “Blue Bloods” and the 2016 film “The Wolf of Wall Street” starring Leonardo DiCaprio and Jonah Hill. 

Behind its stone and streamlined façade, patrons attest that owner Chris Karayiannis and his staff have become an extended family, but on November 25, tears were exchanged. The Shalimar was forced to shutter after the owners unsuccessfully negotiated a new lease offered at reportedly more than double the rent for a 20-year period. It has now met the fate of the Flagship Diner among others, unless it can be acquired by a party who is willing to meet the asking price or will present an offer for the property. 

Dr. Arthur Gudeon with some of his favorite servers, Dennis & Dell

For over 70 years, Dr. Arthur Gudeon, a well-respected podiatrist resides in Rego Park, and was a Shalimar regular. He reminisced, “My office was across the street when the Shalimar was built, and I was one of the first customers of the four brothers who owned it. It’s been our go-to place for my family, office staff, friends and neighbors. I’ve also treated my many podiatry students, and we have enjoyed the food, camaraderie, and the consistently friendly staff. I recall the years that they had jukeboxes at the booths which also made it a fun experience. Although my office moved to Fleet Street, I still brought Shalimar breakfasts to my staff regularly.” On the farewell evening, he spent three hours over dinner. “The diner was loaded with regulars, and we went to our table reminiscing and often tearing up, and of course I took lots of selfies with friends, patients, and staff.” 

“This is a story of the ‘Real’ Rego Park with a teary-eyed ending,” said Margot Zimmerman, another Rego Park native. The Zimmerman Josephson, and Morgan families (her relatives) spent decades at the Shalimar. She reminisced, “After the horrid gas explosion on that block, it was exciting to have a new family diner. Back in 1975 to 1978, there was no place for the teens in the neighborhood to go, so the owners would let us stay in that little lobby to hang out until the wee hours, but with no partying. As I got older, this was the place to be after a night of clubbing. I remember many late night meals at 5 AM, and it was a home away from home for Passover and Thanksgiving for a larger extended family.” She continued, “As the area changes, the first generation of new cultures stick to what they know, but it won't be until their children’s children become Americanized, that they may want to experience the real Americana.”

Bonnie Sholl relocated to Rego Park in 1984. She said, “This was where I have memories of my married life, friends visiting, my son’s first restaurant experience at one-week old, and quick and delicious ‘Dinners for Lunch’ before I taught clarinet lessons.” The Shalimar serves more than food, according to Sholl. “It serves friendships, community, reasons not to stay at home, and gives a pleasant diversion to our lives.” 

Shalimar Diner main dining room, Photo by Frank Carroll

For 20 years, Forest Hills patrons Frank Carroll and his wife Gina have shared many laughs and good times with the staff, and especially their waitress and good friend Judy. He and his wife, along with staff members became emotional on the final night. He explained, “The Shalimar offered that true New York diner experience that our out-of-town family and friends craved for. It added a charm to the neighborhood, where people would always socialize in an informal atmosphere and leave feeling better. Losing the Shalimar, as well as other small shops and smaller theaters nearby is diminishing our New York culture. Now there are too many vacancies and too many towers going up. What a shame that the landlord and the current owner are unable to negotiate an acceptable lease!” 

Ivy Hammer & her husband Steve pose with owner Chris Karayiannis, center

Rego Park residents Ivy Hammer and her husband Steve were also sure to say their last goodbyes. “We used to bring our son Michael in his car seat into the diner, and even though he is now 25, the owner Chris still asks about him.” Hammer called the Shalimar a great place to bring grandma on a Sunday afternoon. “You don't have to worry about what type of food she will like because you have your choice of everything in a diner. Many elderly people and singles in our neighborhood count on eating there daily or weekly, so it is sad that they will have to find another place to easily get to. It was close by, affordable, and there was parking.” Her tears continued upon learning that one of her favorite waitresses, Dottie, recently passed away.

The Hakim family has lived in the nearby Walden Terrace for generations, and it has been a staple for Lisa Hakim and her family. “On weekends and after every softball game we would go to the Shalimar. I always enjoyed their breakfast, but I could never stay away from the pickles.” Hakim is hoping that it can still be preserved. “Most local businesses that are family-owned are closing due to the high rents. I wish there was a way we could save this one, as it's one of the last from my childhood.”

Mira Pinkhasova descended from Russia and lived in Rego Park for 21 years before relocating to Long Island. She feels that diners are part of the American Dream, and said, “Diners brought all types of cultures together, and everyone eats eggs afterall.” She called Sunday breakfasts a tradition. “My husband loved his eggs sunny-side-up. My daughter, who is now 12, has great memories too. We loved their pancakes and cheese fries. Now I work nearby, and on Fridays, my colleagues and I would go for lunch.”

“It feels like the death of a good friend,” mourned Rego Park resident David Schantz. “This is an old-school railroad style diner, but will now be a lost architectural design.” For him, among many others, a visit turned into a “family gathering.” “Patrons developed longtime relations with usually one waiter or waitress, but most eateries nowadays do not have that due to the high turnover in the food industry. I would chat with owner Chris, who was always willing to engage.” His favorite foods were the turkey meals and a periodic buffalo burger with sweet potato fries, but it is also the small details that count. “I will miss my weekly after breakfast prune Danish.”

On its final day, patrons were hard-pressed to find a seat. Among the expressions of gratitude by patrons were a display of letters and poetry in front of the cash register. Forest Hills resident Carol Lustgarten, who often dined with her close friend Amy, designed a colorful collage featuring the retro Shalimar sign along with a detailed handwritten poem that began “Shalimar, oh Shalimar; You’ve been part of my life for so long; Where did we ever go wrong?; Now you are singing your goodbye song.” It concluded with “We will always keep fond memories in the light and in the dark; Every season; You are a true landmark!” 

Shalimar Diner menu, Courtesy of Dr. Arthur Gudeon

A similar version of this feature has been published in Michael Perlman's Forest Hills Times column:
www.foresthillstimes.com/view/full_story/27615125/article-Patrons-mourn-loss-of-Shalimar-Diner

Ben’s Best: A Legend Since 1945

By Michael Perlman, Rego-Forest Preservation Council Chairman & Forest Hills Times Columnist

Ben's Best founder Benjamin Parker & son Jay Parker

Few independently owned restaurants in Rego Park among citywide establishments hold the merit of satisfying taste palettes of New Yorkers since 1945. The days of seeing neighborhoods lined with mom and pop shops inclusive of delicatessens on every few blocks may have faded, but Ben’s Best at 96-40 Queens Boulevard is here to stay, according to second generation owner Jay Parker. Local delicatessens which now only exist in the memories of longtime residents are Sandy’s Surf, King Delicatessen/Boulevard Delicatessen, and the Pastrami King.

   Ben’s Best opened in 1945 and was incorporated in 1947 by its founder Benjamin Parker. His son, 62 year-old Long Island resident Jay Parker is the third generation in the kosher deli business. Reminiscing his youth, he said, “I would work for my father on weekends and ran the franks and knishes grill.” His grandfather owned a Hebrew National deli on 163^rd Street and Southern Boulevard in the Bronx.  

   Some people attribute the dwindling of classic neighborhood delis to changes in demographics, modern tastes, or retirement. However, Jay Parker, who purchased the business from his father in 1984, values tradition while maintaining his faith in the future.  He said, “All neighborhoods change, but we looked far ahead. There is only one reason for success, but thousands for failure. You have to fertilize the soil you are growing on.” He explained his recipe of survival. “During the holidays we charge a little less for our products, since we have an ethical component to our business. The more the community needs us, the lower the price we set.”

   Parker takes Ben’s Best in the direction of private and corporate catering for events of all sizes, maintains an online presence, is open 7 days, and processes orders from anywhere in the United States. “We have 250 corporate accounts that we service all the time,” he said. Ben’s Best even catered Air Force One under the Clinton Administration.

   Parker takes pride in what’s more than a position, but rather a commitment. “It has been my life. I met my wife and closest friends here. Customers have been here for 40 years, and when they come back, they pick up the conversation from where they left off.” Businesses are destined to become a mainstay when their owners foster new relationships daily. “When you like what you do, it comes a little better,” said Parker. 

   “I have an obligation to keep the community strong,” said Parker, who has proudly served the Rego Park-Forest Hills Lions club and the Rego Park Merchants Association, and was also a past president of Rego Park Jewish Center.

    Another key ingredient is tradition. “Seventy years ago you walked through the door, and you got the same product you will get today. Consistency is the word,” said Parker. His personal favorites are goulash and his grandpa’s recipe of stuffed cabbage. Some patron favorites are pastrami, corned beef, chicken soup with matzo ball, and the Knishwich. Parker explained, “You won’t get a pastrami sandwich with sprouts and sundried tomatoes anytime soon. Corned beef should be corned beef. A little mustard and cole slaw, and we’re good.” Some foods that have been phased out are heart stew, lung stew, cholent, and jellied calves feet (p’tcha).

   Ben’s Best was a stop for notable figures such as Jerry Lewis, Governor Nelson Rockefeller, Senator Jacob Javits, Governor Pataki, Mayor Ed Koch, Attorney General Louis Lefkowitz, and Architect Jack Brown. Ben’s Best was featured on “Diners, Drive-Ins and Dives” and will be featured in “Deli Man,” a documentary produced by Erik Greenberg Anjou, which chronicles cross-country deli owners who maintain the tradition.

   Enter Ben’s Best and one will see an appetizing counter with photos of notables and plaques on the wall. Just beyond, a 65-seat wood-paneled dining room displays historic Rego Park scenes. A painting of Benjamin Parker looks out at patrons with pride. A map reads “You’ve been in our home. Where is yours?,” and allows patrons to pin their residence. A classic wooden sign of a Judaic main street is another definitive element, often memorialized on Ben’s Best postcards. The famed logo depicts a man on a bicycle, who rides by a deli window. 

A classic menu

A current menu of a classic!

  Parker displayed a classic menu insert, potentially dating to the Mayor Lindsay Administration. It boasted a 99 cents Friday lunch special with no tax, and offered soup, golden brown filet of sole, French fries, cole slaw, tartar sauce, dessert, and coffee, tea, or Coke. The menu featured an Amstel Holland Beer logo and a sketch of a fisherman on a boat.

   Reflecting upon the past while sensing the future, Parker stated, “Every day is a challenge to get better than the day before. Whatever you learned on Monday, you bring to work on Tuesday and add to it. Now I am focused on the next 70 years.” He continued, “For our 50^th anniversary, we rolled the prices back. Maybe for our 75^th anniversary, we will do the same.”

Buster Brown Shoes Closes in Forest Hills - The End of An Era

UPDATE: As of July 2010, the famed Buster Brown Shoes sign has been removed, restored, and displayed in an Austin St office, with our intervention.

We just learned that on May 11, 2010 at 11 AM at Buster Brown Shoes/Austin Shoes, 71-24 Austin St, Forest Hills, NY, there will be a bankruptcy auction by Richard B. Maltz of David R. Maltz & Co., Inc. The auction will feature: Infant/children shoes and sneakers (Buster Brown Brand), sandles, handbags/purses, rain coats, chairs, stools, display, etc.

In April 2010, Queens residents were disheartened to see one of the few remaining mom & pop shops in Forest Hills at 71-24 Austin St, shut its doors, and a For Rent sign being tacked into the classic Buster Brown Shoes sign. It was one of the oldest shops in existence in Forest Hills, being that it opened in the late 1940s, and is where generations have memories of their earliest shoe purchases. Buster Brown sold infant and children shoes, parochial shoes, orthopedic shoes, and even shoes for adults in midst of the majority of younger age shoes. Operator Lenny inherited the shop from his father. He recently retired, and although locals were hoping that he would be successful in finding another operator to carry on the tradition, he gave up hope. The sign's famed caricature was based on the Buster Brown and Tige comic strip characters.  

The role of Rego-Forest Preservation Council will be to ensure that the historic sign and any other vintage possessions within the shop will be rescued and not discarded, and a suitable home be found, so it can one day be on exhibit for all to see. That is our first priority.

Our flickr photoset, featuring close-ups of the historic signage: 

http://www.flickr.com/photos/8095451@N08/sets/72157617681208185/ 
 

1950s TV commercial featuring a Buster Brown Shoes jingle: 

http://www.youtube.com/watch?v=Pm4xH9unqzU 

General history & timeline of Buster Brown Shoes (chain), according to Brown Shoe Co:
http://www.brownshoe.com/history/

In 1878, a young man named George Warren Brown believed St. Louis could become a manufacturing center for the shoe industry. He invested his life savings and founded his own company to manufacture and sell shoes even though most shoe companies were located in the Northeast. Brown thought he could change the face of the industry and he was right - his company thrived. Today, Brown Shoe is a leading $2.4 billion consumer-driven footwear company with global, integrated operations, delighting consumers with a portfolio of compelling brands.

Many people mistakenly think Brown Shoe was named after the much-loved Buster Brown character. In fact, our Buster Brown shoe brand came 25 years later.

In 1904 at the "Meet Me In St. Louis" World's Fair, a young Brown Shoe executive met Buster Brown's creator, cartoonist Richard F. Outcault, and purchased the name from him. At the time, Buster Brown was a mischievous cartoon character, who, together with his dog Tige and sister Mary Jane, delighted children of all ages.

Brown Shoe made marketing history when it sent on the road a series of actors, each dressed as Buster and accompanied by a dog (Tige). They toured the entire country selling Buster Brown shoes as they performed in theaters, department stores and shoe stores. In those days, such a touring show generally brought out the whole town.

1878

Bryan, Brown & Company formed in St. Louis by George Warren Brown and his partners Alvin Bryan and Jerome Desnoyers.

1893

Company name changed to Brown Shoe Company.

1904

Rights to Buster Brown name purchased; Buster Brown brand introduced to public at the St. Louis World's Fair.

1904

Succession of actors, dressed like Buster Brown and accompanied by dogs, toured the country (1904-1930), playing to audiences in rented theaters, department stores and shoe stores.

1913

Brown Shoe Company listed on the New York Stock Exchange under stock ticker symbol BWS.

1925

George Warren Brown School of Social Work endowed at Washington University in St. Louis by G.W. Brown's widow.

1927

Naturalizer brand created.

1931

Connie brand created.

1940

LifeStride brand created.

1943

Smilin' Ed McConnell and his Buster Brown Gang debuted on the West Coast NBC radio network. In 1951, Smilin' Ed moved to television, where his show ran until 1954.

1951

Brown Shoe Company acquired Wohl Shoe Company, operator of 350 specialty stores and 800 shoe departments for many major department stores.

1952

Brown Shoe Company moved headquarters from 1600 Washington Avenue to Clayton, MO.

1954

Naturalizer Shoe Store, the first of several hundred stores to carry Naturalizer shoes, opened in Jamaica, NY. Regal Shoe Shops, with 110 locations, acquired by Brown Shoe.

1970-74

Cloth World, Eagle Rubber, Hedstrom, BottomHalf and Meis Department Stores bought by Brown Shoe. Juvenile and Recreational Products Companies Division formed.

1981

36-store Famous Footwear chain acquired.

1984

Brown Group International established.

1985-96

Brown Group begins decade-long strategic repositioning — non-footwear businesses sold, all domestic manufacturing plants closed.

1987

Acquisition of Pagoda Trading Company completed.

1991

Brown signs long-term license for Dr. Scholl's brand.

1999

Company changes its name back to Brown Shoe Company.

1999

Buster Brown & Co. is established as the Kids' Division of Brown Shoe.

1999

Naturalizer revitalizes its image. New product styling is geared to a younger, more fashion-conscious woman. And naturalizer.com launches.

2000

Brown Shoe acquires 26 store Mil-Mar chain and folds it into Famous Footwear.

2001

Naturalizer named "Brand of The Year" by Footwear News.

2002

Naturalizer celebrates 75 years.
Carlos by Carlos Santana brand launches.

2003

Brown Shoe awarded “Company of the Year”
by Footwear News.

2004

Buster Brown celebrates 100 years.

2005

Brown Shoe acquires Bennett Footwear Group, LLC (BFG). Adds Franco Sarto, Via Spiga, and
other brands.

2006

Naturalizer launches Naturalizer Signature luxury women’s shoes, available online and in select store locations.
Bennett Footwear Group integrated into Brown New York.

2007

Brown Shoe announced plans to open Naturalizer and Via Spiga stores in China.
Brown Shoe announced an agreement with Sam and Libby Edelman to invest in Edelman Shoe, Inc.

2008

Brown Shoe launched celebrity licensed footwear brands for: country music superstar Reba McEntire (Reba), music and entertainment superstar Fergie, and style and beauty expert Gretta Monahan (Gretta).
Brown Shoe announced plans to create interconnected footwear company in St. Louis headquarters.