Roos Brothers began in 1865 when Adolphe, Hippolyte, and Achille Roos opened their first clothing store in San Francisco. By the early 1900s, the brand expanded to multiple Bay Area cities, becoming retail leaders.
In 1957, Roos Brothers was acquired by Edward Gauer, president of Robert S. Atkins Clothing Company. The two brands merged under the name Roos/Atkins. With Gauer at the helm, the chain expanded to 52 upscale stores, specializing in quality tailored and off-the-rack menswear. In 1966, Gauer sold the company to Genesco Inc.— making Roos/Atkins part of a national retail group.
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| August 1966 Oakland Tribune ad showcasing Roos/Atkins with a spotlight on their stylish turtlenecks—classic California fashion for the modern woman. |
A few Roos/Atkins store locations
22. Roos/Atkins Hillsdale
Opened September 27, 1962 at Hillsdale Mall in San Mateo.
23. Roos/Atkins Stevens Creek Plaza
Opened on November 14, 1963 at Stevens Creek Plaza in Santa Clara, next to The Emporium.
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| Roos/Atkins celebrated the grand opening of its Stevens Creek Plaza store in Santa Clara on November 14, 1963 — positioned right next to The Emporium, during the golden age of suburban retail expansion. |
25. Roos/Atkins Santa Rosa
Opened on August 13, 1964 in Coddingtown Mall.
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| A vintage ad from August 13, 1964, celebrates the opening of Roos/Atkins Store No. 25 at the Coddingtown Mall in Santa Rosa — part of a mid-century retail boom in Northern California. |
26. Roos/Atkins Foothill Square
Opened on November 19, 1964 in Foothill Square in Oakland. It closed in January 1974.
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| Roos/Atkins Store No. 26 opens at Foothill Square in Oakland — this November 18, 1964 ad reflects the brand’s rapid expansion and mid-century style during a period of suburban retail growth. |
Roos/Atkins Almaden Fashion Plaza
Opened August 1, 1968 in San Jose's Almaden Fashion Plaza.
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| Grand opening of Roos/Atkins at Almaden Fashion Plaza in San Jose on August 1, 1968, marking the arrival of the iconic Bay Area menswear retailer to the growing suburban shopping center. |
52. Roos/Atkins Eastmont Mall
Opened November 1970 in Eastmont Mall in Oakland. It closed in January 1974.
The end of Roos/Atkins
Genesco struggled to maintain the upscale brand. In October 1980, it announced the chain would be sold. The Roos/Atkins name disappeared in 1981, only to return as Roos Brothers with just 7 stores. But the idea of returning to its roots proved ineffective in the shifting retail landscape of the 1980s. By 1983, only three Roos Brothers stores remained—and by 1984, they had all closed.
If you have any memories of Roos/Atkins, I invite you to share them here.
Comments
Note the large number of downtown stores in that group. R/A operated stores both in shopping centers and downtown locations. San Jose, San Mateo, Sacramento, Fresno all had R/A stores that even had night openings several nights a week. Presumably, that was so Mrs. Grey Flannel Suit could accompany her husband for some after-dinner shopping.
Still, I look at that list of locations and wonder if stores like Abercrombie or Jos A. Bank would locate there today, and I think about half of them would likely make it, which is pretty good. Many other locations(such as El Cerrito Plaza) have been successfully redeveloped even though they no longer attract mid to upscale clothiers.
BTW, I seem to recall that during its final years in business Roos Atkins reverted back to the "Roos Bros" name, though I don't know why. It obviously didn't work.
I remember the Robert S. Atkins store at 150 Sutter St. from my childhood - I'm Robert S. Atkins' granddaughter. The store had black and white tile flooring and neat little change cannisters zinging across the ceiling from the cashier's office. It was the only store of his that was left untouched after the earthquake and fire in 1906; all the others were destroyed. My Grandfather was a respected merchant; he was one of the few who paid back dollar for dollar on destroyed inventory, rather than the 50% discount offered. His father, Robert Calvin Atkins, started the business in 1860. My Grandfather carried on until his death in 1933. My Mother then carried on until the store and the name were sold in 1944. I know they carried quality goods - the Harris tweed jacked my husband had in 1950 still looks like new.
I'm not sure if her sister Jane is still around... never received an e-mail back...
tammymerritt@cox.net
Joaquin Cedano
joaquincedano@gmail.com