20 



The Rorists' Review 



FaSBUARY 10, 1921 



From this Beginning, in 1900, Has Risen Johnson's Greenhouses, Memphis, Tenn. 



port, as there is a great deal of work to 

 be accomplished in the retailing of flow- 

 ers and plants. 



Fred C. "Weber, Sec'y- 



JOHNSON'S NOTABLE PROGRESS. 



From a Humble Start. 



An interesting bit of history is con 

 nected with the phenomenal success of 

 Johnson 's Greenhouses, Memphis, Tenn. 



Starting with a veritable hole-in-the- 

 wall, at 325 Main street, in November, 

 1900, Mr. Johnson, Sr., founder of the 

 business, was even at that time consid- 

 ered a progressive florist. The illustra- 

 tion of the store at this stage shows Mr. 

 Johnson ready to serve patrons as they 

 pass his store, and through the window 

 can be seen his two sons, who during 

 the oflF-hours of their school period as- 

 sisted their father and devoted their 

 time to learning the business which they 

 were destined to inherit. 



Outgrowing these quarters, the firm 

 moved to a larger and more adequate 

 space at 32 South Second street, in 

 April, 1914. Discarding the entire equip- 

 ment of their former store, which con- 

 sisted of one show ease, they provided 

 for a more extensive business by in- 

 stalling the equipment as shown in the 

 second illustration. At this time W. 

 Cleveland Johnson was taken from his 

 post in the greenhouses and invested 

 with the general duties of bookkeeper, 

 salesman and designer and, in fact, be- 

 came "chief cook and bottle washer" 

 around the store. 



Second Move. 



Under capable management the busi- 

 ness grew so rapidly that the location 

 on Second street fast became too small 

 and poorly equipped to properly serve. 

 For the purpose of overcoming this con- 

 dition, the next move was made to 153 

 Madison avenue, in October, 1917. Here 

 Cleveland Johnson is shown in complete 



|The First Step Upward Was the Acqaisition of This Shop, In J9M. 



charge of the store, assisted by a crew 

 of expert designers and a competent 

 sales force. This move, it is interesting 

 to note, was actually disapproved by 

 Cleveland Johnson's superiors, and, in 

 fact, by the public, who thought the 

 step was greater than the business war- 

 ranted. But he foresaw only success, 

 and despite the warnings of those more 

 conservative, he purchased an equip- 

 ment of modern and up-to-date fixtures, 

 consisting of a large display refrigera- 

 tor, wall cases, display tables, etc. This 

 was the real step which brought this 

 business from its original "hole-in-the- 

 wall" to a real floral establishment con- 

 trolling a large trade of the most desir- 

 able type. 



Cleveland Johnson, because of his 

 previous success, realized that the main 

 factor in acquiring new trade was suf- 

 ficient accommodations, suitable stock, 

 efficient help and a store well and beau- 

 tifully equipped to render prompt and 

 eflScient service, and at the same time 

 produce an effect at once attractive to 

 the public and in complete harmony 

 with the delicate business in which he 

 was engaged. With these ideas in mind, 

 Mr. Johnson last fall determined that 

 he could again advance his business by 

 the acquisition of larger quarters. Sub- 

 sequently he secured a lease on an entire 

 building a few doors east of the Madi- 

 son avenue address and in the same 

 block, preparing to occupy the entire 

 store and basement with his business 

 and subleasing the two upper floors for 

 studios, physicians' suites, etc. 



Latest in Equipment. 



At this period the store fixture ' de- 

 partment of A. L. Bandall Co., Chicago, 

 which had previously equipped the 

 Madison avenue shop with its refrigera- 

 tors and fixtures, was called upon to 

 move the equipment to the new location 

 and at the same time make the addi- 

 tions necessary. Accordingly, old draw- 

 ings were dug out, and the corner of 

 the new store, showing the stairway in 

 the center leading to the oflSce on the 

 balcony, bespeaks the success with which 

 the transfer was made and how harmo- 

 niously the additional equipment was 

 constructed to match in detail the fix- 

 tures furnished three years before. 



Unseen in the photograph is the work- 

 room, located at the rear of the store, 

 in which is installed an 18-foot storage 

 cooler and three modern florists' work 

 cabinets. It is interesting to note here 

 that besides his regular designers, Mr. 

 Johnson boasts the services of an expert, 

 who devotes her entire time to the mak- 

 ing of spfays. 



In the basement is located a large 

 dust-proof basket room and a silo moss 

 bin holding several bales of moss ready 

 for use. A novel feature of the estab- 

 lishment is that of the basement, which 

 at the rear of the building is on the 

 alley level. Cleveland Johnson is takip^ 

 advantage of this by building a green- 

 house at the back of the store proper and 

 arranging an auto truck driving shed 

 underneath to load from the basement. 



Plans to Extend Range. 



Mr. Johnson is an extensive adver- 

 tiser, a member of the F. T. D., and 

 besides the range operated and managed 

 by his brother, Olaf, has a 40-acre farm, 

 on which he has a number of green- 

 houses at present, and contemplates 

 erecting several more. The soil on his 

 farm is well adapted to the growing of 

 gladioli, dahlias, etc., which he grows 



