F.L. Crooks & Co.
In 1905, F. L. Crooks used his experience in retail sales to open a clothing store, F.L. Crooks and company. As inventory arrived and the Wilson Building (corner of 6th and Main) was not yet complete, he temporarily set up shop in the John F. Brown building two doors west of the Orpheum Theater.
The new store sold essential apparel of the era - red flannel union suits; dress shirts with high, linen, button on collars; four-button suits; and double breasted overcoats worn five inches below the knee.
Industry was based on natural resources, and it was a time of great prosperity. The store regularly sold $50 silk shirts, fine suits, and beaver and Stetson hats.
A 1906 "Removal" sale marked the store's relocation to the Wilson building. Advertisements promoted men's suits and young men’s clothing available at the "Sunny Front" of Crooks's store. F.L.'s brother, James M. Crooks, became a partner after 12 years as an on-the-road salesman. He sold dry good and hats to small general stores in rural villages.
The venture was a prosperous enough to exchange a horse drawn rig for the second automobile in Clarion County. F.L. Crooks retired in 1931.The Store: 1930-1950
When F.L. Crooks retired, he and James sold most of the store's merchandise. James found himself with an established clothing business and no merchandise to sell. Banks had little money available to loan, so James was able to borrow $2,000 from his mother to restock the store. He moved the store across Main Street to the Kaufman Building where it remained for 17 years.
It was challenging to maintain trade during the Great Depression, but the store grew.
A master salesman, James used clever promotions. Once, he hung a giant pair of overalls across the front of the Kaufman building. He kept the store open until midnight, and welcomed locals to sit around the stove for social time.
All of his children were raised in the store and put to any task they could manage. In 1938, James expanded the business, bringing his son, J. Paul Crooks, aboard.
James conducted buying trips to Pittsburgh and New York City, returning with a vehicle packed to capacity and merchandise heavy on the roof. Shrewd bargaining skills allowed him to sell merchandise at prices that customers could afford - socks for 17 cents and overalls for 50 cents.
During World War II, domestic goods were even harder to find and demand for men's clothing slowed as many went to war. James' son, Don, a graduate of Wharton School of Business, returned from the war in fall 1945 with an interest in meeting nice girls. On a suggestion from his mother, he set up a blind date with Bernadette Hugus. Despite some confusion about which of the Crooks boys would be taking her out, Bernie accepted. Two years later, they wed and Don joined his father in the business.
Post-war demand for goods far exceeded availability. When the store finally received a shipment of Woolrich merchandise, customers lined up outside for their chance to buy something new.
Don built a shoe store beside the main store in 1947. When his brother, Paul, returned from military service, he managed the shoe store, and Don and Bernie worked in the main store which still stayed open late into the evening. The next generation of Crooks were put to task and learned the trade.
Within a few years after World War II, space in the Kaufman building became cramped with no room to grow. James Crooks and Norman Rea purchased the Wilson building and modernized the first floor. The move, in 1957, established one of the most complete and up-to-date clothing stores in western Pennsylvania.
James was involved with the store into his 80s. Don and his brother, Dickie, opened a clothing store in Brookville. Don later purchased the Wilson building from his father and initiated major structural renovations which saved the integrity of the landmark.
Women became a target audience in the late 50’s just as professional careers evolved. In response to greater appeal for affluent customer, The Treehouse was built in a narrow lot next to the Wilson building in 1969. Bernie managed the store for 25 years. As in the generation before them, Don and Bernie’s children were commonly seen at the store. Son James, “Jim” Crooks, studied fir a year in Sweden and returned home to take up marketing and business at Clarion University. He joined the family business in 1974.
Involved in community affairs, Jim served as a celebrity waiter in a United Way fundraiser. The hostess was Lydia Pifer, reigning Miss Clarion State College. Jim was smitten, and the couple married in 1981.
FL Crooks & Co - The Sunny Future
At the turn of this century, Clarion presented a changing modern face to the world. Gone were the five-and-dime stores and many of the older family businesses. Often, sons and daughters did not care to take up the family trade. To the Crooks family, it became apparent that retail clothing sales had to change with the times.
Many of the same goods were now available everywhere making serviceable work clothes and durable dress goods, the family trade for decades, impractical to merchandise. As old brands were made more accessible across the market, quality was often compromised and original design was scarce.
Gone Global
Don and Bernie were nearing retirement when Jim purchased the business in 1996, and the building in 2000. Jim's wife, Lydia, and their children, Nathan, Chelsea, and Patrick, became part of the store team.
In addition to high quality work clothes, Jim brought in new designer lines including Polo, Tommy Hilfiger, Ben Sherman, French Connection, Calvin Klein, Lilly Pulitzer, and Tommy Bahama.
Marketing ingenuity came from a new generation when Nathan Crooks designed a Website for Internet sales. Suddenly, F.L. Crooks and Company had gone global, resulting in 1,000,000 'hits' per month.
A hundred plus years in downtown Clarion is something to celebrate!
