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July 20, 1911. 



The Weekly Florists' Review. 



11 



The Doubled Store Front of Penn, the Boston Retailer Who Advertises Heavily. 



hall. Afterwards he waa joined by his 

 brother William, and for three years 

 they continued in that place, until the 

 number of their patrons had so largely 

 increased that a larger store became a 

 necessity. Then they located at 43 

 Bromfield street, in a store which 

 seemed ample for their needs. Pursu- 

 ing the progressive methods which 

 brought them success in the smaller 

 place, their business continued to grow 

 to such an extent that in nine years 

 twenty people and three teams were 

 required to handle the trade. In the 

 last two or three years the business has 

 grown with greater rapidity than ever 

 before, as constantly increasing sums 

 have been expended in advertising. 



The Enlarged Store. 



The accompanying illustration shows 

 the new Penn store front, now that the 

 growth of the demand has pushed them 

 through the wall, annexing the build- 

 ing numbered 35, 37 and 39 Bromfield 

 street as an addition to the old store 

 that they remodeled only about a year 

 ago, giving them a frontage of forty- 

 eight feet, a floor space of 1,890 feet 

 and a basement floor space of 1,600 

 feet. • 



The new addition is finished in white, 

 with dark green trimmings, to corre- 

 spond with the old store. The floor 

 is laid with /i dark green battleship 

 linoleum. The posts are upholstered in 

 a dark green velvet. On the first or 

 front post there is a heavy leather seat 

 for the comfort of customers, while on 

 the second post there is an octagonal 

 writing desk, containing blank cards, 

 tags, envelopes, writing material, etc. 



Large Showcase Facilities. 



The refrigerator in the new addition 

 measures sixteen feet long, six feet 

 deep and nine feet high. It is built 

 entirely of glass, and can be seen 



through the window from the outside, 

 being built directly adjoining the win- 

 dow. The back of the box is covered 

 with a plate mirror sixteen feet long. 

 In the rear of the store there is a 

 smaller refrigerator, for short-stemmed 

 flowers, such as gardenias, orchids, 

 sweet peas, valley, etc. They also are 

 completing a refrigerator in the new 

 basement, making a total of five re- 

 frigerators in both stores, three on the 

 first floor and two in the basement, for 

 the old store cbntains a refrigerator 

 twelve feet long, four feet deep and 

 eight feet high, as well as a wall case 

 six feet long in which to display rib- 

 bons. The refrigerators in the store 

 are floored with dark green mosaic 

 tiles and- are lighted with reflector 

 lights. 



The new addition contains a large 

 wall case, eighteen feet long, for the 

 display of novelties and fancy ware, 

 a cashier's office and six aluminum- 

 framed work benches covered with 

 Carrara marble. The lighting scheme 

 includes five electric cluster lamps, the 

 fixtures being of a dull gold finish, cor- 

 responding with the fixtures in the old 

 store. 



The window is finished in gold and 

 green. The ceiling in the window is a 

 gilt latticework, the fiooring of green 

 mosaic tiles, and the center is occupied 

 by an aquarium, with a fountain in the 

 center. 



The basements of both stores are 

 used for storerooms for stock, such as 

 supplies, etc. In the rear of the old 

 store one finds Mr. Penn's private of- 

 fice and the bookkeeper's department. 

 The stores have two entrances and are 

 connected on the inside by an archway 

 in the center of the building. 



GTeenvllle, S. C. — Emile Bovey has 

 purchased the Holland greenhouses and 

 anticipates a good business. 



LEAF MINERS ON ASTERS. 



Please find enclosed some leaves of 

 our asters. There is a worm working 

 on the leaves and it looks like a mag- 

 got. The plants are full of them. Will 

 vou kindly tell me what they are and 

 what I can do to get rid of them? 



C. & W. 



The aster leaves were received in a 

 perfectly fresh condition. They arQ 

 badly attacked by leaf miners, which 

 work on the inner tissues of the foliage 

 and are one of the most difficult of 

 pests to fight. During the present warm 

 season I have noted these or similar 

 pests on spinach, beets, plantains, mar- 

 guerites, hawthorns, elms and several 

 other flowering shrubs. I have not 

 hitherto seen aster leaves aflfected in 

 this way. To kill the pests at the pres- 

 ent stage will be difficult, but I would 

 advise spraying with Paris green at the 

 rate of one i)ound to 200 gallons of 

 water, and on the plants most badly 

 affected use in addition a nicotine solu- 

 tion of moderate strength, made from 

 one of the several reliable nicotine ex- 

 tracts on the market. This has proved 

 helpful on marguerite plants and may 

 help your asters. One who has been 

 using Aphine claims that it also will 

 rid plants of leaf miners. If poisons 

 of any kind can be placed on the foliage 

 before the eggs hatch, the miners will 

 do little damage, especially if the poison 

 is, like arsenate of lead, of an adhesive 

 nature. C. W. 



Omaha, Neb. — The Omaha Florists' 

 Club will hold its fourteenth annual pic- 

 nic July 27, afternoon and evening, at 

 Courtland beach, where a large attend- 

 ance is expected and a good time for all 

 is promised. All the flower stores are 

 expected to be closed that afternoon, in 

 order to give everybody a chance to 

 attend the picnic. 



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