Originally published in 2006; expanded and updated in 2026.
The Emporium and H. C. Capwell were two of Northern California’s defining department store chains, shaping how the Bay Area shopped for nearly a century. From grand downtown flagships in San Francisco and Oakland to suburban anchors in emerging shopping malls, both brands tracked—and helped drive—the region’s shift from urban retail streets to postwar suburban centers.
Although they operated under common ownership from 1969, the Emporium-Capwell identity did not fully emerge until 1980. By then, the combined company had become a dominant force in Northern California retail, anchored by a network of suburban department stores and a legacy of iconic downtown flagships.
The Emporium (1896–1980)
The Emporium opened in San Francisco on May 25, 1896, at Market and Powell Streets. Its flagship store, with its glass-domed rotunda and elaborate merchandising, quickly became one of the city’s landmark retail destinations.
For much of the twentieth century, The Emporium defined upper- and middle-market shopping in Northern California. After World War II, it expanded aggressively into suburban malls, beginning with Stonestown in 1952 and continuing across the Bay Area as regional shopping centers reshaped consumer life.
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| Inside The Emporium’s Market Street flagship in San Francisco. |
Beginning with Stonestown in 1952, The Emporium expanded into a new generation of shopping centers. Stores followed at Stanford Shopping Center, Hillsdale, Northgate, Coddingtown, Almaden Plaza, Tanforan, Northridge, and other major retail developments throughout Northern California.
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| 1966 newspaper photo of the exterior of The Emporium Coddingtown in Santa Rosa. |
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| A 1970 ad for the opening of The Emporium Mountain View. |
Many of these suburban branches were designed by prominent architects such as Welton Becket and reflected changing shopping habits as customers increasingly favored regional shopping centers over downtown department stores.
By the late 1960s, The Emporium had evolved from a single flagship into one of the Bay Area’s dominant department store networks. Its 1969 merger with H. C. Capwell brought together two of Northern California’s most important retail legacies.
Capwell's (1889–1980)
H. C. Capwell became the East Bay’s leading department store, rooted in Oakland retail history dating to 1889. Reorganized in 1910, Capwell’s established its landmark Art Deco flagship at Broadway and 20th Street in 1929.
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| Exterior of the H. C. Capwell flagship in Oakland from August 4, 1936. |
Like many downtown retailers after World War II, Capwell’s expanded into suburban centers including Walnut Creek, Hayward, Fremont, and Richmond. Despite this growth, it remained closely identified with Oakland and East Bay retail culture.
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| 1957 ad for the grand opening of Capwell's in downtown Hayward. |
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| 1968 ad showing Welton Becket's Early California style at Capwell's Fremont. |
In 1969, Capwell’s and The Emporium came under common ownership, setting the stage for a unified brand that would emerge a decade later.
The Emporium-Capwell era (1980–1989)
By 1980, the company unified its branding as Emporium-Capwell, reflecting its dual heritage while focusing on suburban mall expansion.
Throughout the 1980s, the chain opened stores across Northern California, including Stoneridge, Sunvalley, Solano, Southland, Vallco, and NewPark. These locations reflected a fully suburban retail strategy, with enclosed malls replacing downtown retail districts as the primary consumer destinations.
For many shoppers, Emporium-Capwell became the defining department store of the era—present at holidays, school shopping trips, and weekend mall visits.
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| 1984 vintage ad for Emporium-Capwell page 1. |
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| 1984 vintage ad for Emporium-Capwell, page 2. |
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| 1988 Emporium-Capwell charge account agreement listing store locations across Northern California, offering a snapshot of the regional department store’s reach before its eventual merger with Macy’s. |
Position in the regional retail system
By the late twentieth century, Emporium and Capwell's occupied one of the strongest positions in Northern California's retail hierarchy. Together, the two chains connected San Francisco and Oakland's historic downtown shopping districts with a growing network of suburban department stores.
Unlike later entrants such as Bullock's or Nordstrom, Emporium-Capwell expanded alongside the development of the Bay Area's postwar shopping centers. Stores at dozens of regional centers helped establish the department store as the dominant mall anchor throughout much of Northern California.
The combined network allowed the company to serve distinct trade areas while maintaining strong ties to its downtown flagships. San Francisco shoppers continued to identify with The Emporium, while East Bay customers remained loyal to Capwell's. Together, the two chains occupied a unique position that neither national department stores nor later regional competitors could easily replicate.
Rather than entering an established retail system, Emporium-Capwell helped create one. Its stores anchored many of the shopping centers that defined suburban retail throughout the Bay Area, making the company both a product of postwar growth and one of its primary drivers.
The return of Emporium (1990–1996)
In 1989, the Capwell name was retired and the company adopted a simpler "Emporium" brand. The shift signaled both consolidation in the retail industry and the growing dominance of national department store chains.
In 1995, Federated Department Stores acquired Emporium through its purchase of Broadway Stores. By 1996, most locations were converted to Macy’s, ending The Emporium and Capwell's lineage in physical retail form.
Although the names disappeared from storefronts, their buildings and mall footprints remain embedded across Northern California retail landscapes.
Legacy of Emporium-Capwell
The Emporium and Capwell's helped define the Bay Area’s transition from downtown department stores to suburban shopping malls. Their stores anchored many of the region’s most important retail centers and shaped how generations experienced shopping, fashion, and public leisure.
Today, their legacy survives in the malls they helped build, the buildings that still stand, and the collective memory of shoppers across Northern California.
Comments
We always shopped at the Capwells at Fremont's Fashion Center. It was basically the only anchor there but was accompanied by Grodins, Roos Atkins and a smattering of other stores. The big draw was a Farrell's ice cream shop.
Interestingly, the shopping center is still there in a much modified form -- even the department store building is remodeled into an extention for Washington Hospital.
Scott
There is still a little piece of the mall still left in almost it's original condition that is just to the west of the former department store. Interesting that it was very similar in design to Almaden Plaza.
Scott
And yes, bigmallrat, the Marin store was indeed at Northgate Mall, but would you know if the Sears store there originally a City of Paris store?
Scott
Thanks!
www.facebook.com/group.php?gid=131724583510697
Thanks!
www.facebook.com/group.php?gid=131724583510697
http://www.facebook.com/group.php?gid=131724583510697
Joe Walsh
Anyway we had a professional culinery advisor named Patti Foley who drove a cool Corvette.Anyway David,you use to along with other employees come over to Patti's area and grab free samples of what food she conjured up for that day.
I remember January 28th,1986 the morning of the Space shuttle disastor,You had all the TV sets on that morning and we gathered around watching the disastor unfold before our eyes.As far as working at Emporium,I made allot of great friend there from 1984-86.
Even though like all jobs,it was fun,but it was also a pain in the butt!
I still remember working in the store the day the workers came to take down the “Emporium” sign and put up the “Macy’s” neon on the store . . . I’ve lost both of my parents, and I can say that seeing this nameplate change was almost as painful as losing my beloved parents. The workers doing this change realized how emotional it was for us and did this as sensitively as possible. Knowing that Broadway Stores, Inc. (parent company of Emporium Capwell from the late 60’s) had 6 times the debt-to earnings when Federated Department Stores acquired them made it understandable that this had to happen to survive, but you hope that the Department Store field can continue to be profitable.
All of you that have fond memories of large, heavily staffed department stores of the past: think about your next purchase and who it’ll help more. Us remembering the past and wishing it was still here, just look ahead 10 years from now when all department stores could be just a memory. Make that purchase at a department store instead of a specialty store and keep them around – even if they aren’t the rosy past that they were. Maybe someone can reinvent an elegant, efficient, profitable, pleasure-filled department store sometime in our future. I’m confident that all of us would shop there if someone has the passion and drive to turn our past into a great future.
Plus, it's really fun reading stories of the people who shopped at Capwell's .. it gives me a much clearer idea of my family in California. Most migrated back to the East Coast but there are a few of us Capwells who would love to live back in this area. I hope I can learn more of where I can Capwell department store history for me and my family thru this site. Thank you so very much.
I worked there in the evening and made the customers bounce in with my personal music ,added a younger class of clothing. As great as it was I can't remember the name of the store, did not need a resume then.
What was the name of the Womans Dept. store (For older women)in 1977 on the right side as you walk out of the Emporium on the corner?
I worked there in the evening and made the customers bounce in with my personal music ,added a younger class of clothing. As great as it was I can't remember the name of the store, did not need a resume then, need one now.
The_clockwork@hotmail.com
I wanted to share a face book page I've started for the Emporium on Market st. down town San Francisco. I originally made it for former employees but I'm expanded it to include every one so please have a look! Thanks!
http://www.facebook.com/groups/348540701857540/
for the Emporium for about 15 years. I do miss it because it's turned out to be the only decent job I've ever had.
I became assistant manager in china because Regina got the assistant manager position in housewares. I remember you David. You worked with my best friend Elaine.
I loved that place so much. I was heartbroken when it closed. The Vallco housewares department trained us on everything we sold. I loved not selling on commission. The changes towards the end were sad.
I did end up with fetishes from my time there - Eggs Benedict and absolutely anything that goes in a kitchen!
I was there from opening till 87 or so. I worked at the Santa Teresa store for a little while and later I came back to Vallco but about 3 days in heels on those concrete and tile floors was all I could stand.