RETAIL TRADE: What's Good for Atlanta ...

Under the formula, "What's good for Atlanta is good for Rich's," civic-conscious Rich's has become the South's biggest department store. Last week, after deciding that what's good for Atlanta, Ga. is good for Knoxville, Tenn., Rich's stockholders approved the store's first excursion outside the city. Rich's bought control of Knoxville's S. H. George department store for $2,000,000 in Rich's stock.

For 87 years, Rich's stuck not only to the old home town but to the old home neighborhood. Founder Morris Rich, a Hungarian immigrant of 19, opened his 75-by-25-ft. store in 1867 on the unfashionable side of Atlanta, and on...

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