Amberson’s Clothing Store

In March 1939 when Frank Amberson opened Amberson’s Clothing Store in downtown Boaz, little did he know that he was beginning a 70 year family business extending through three generations. In the early years, sales were not only clothing and shoes for the family, but also items such as towels and piece goods. An Amberson’s sale printed in the October 31, 1940 issue of The Boaz Leader (and Sand Mountain Sun) advertised famous Curlee suits for men for $22.50 and silk dresses for ladies at only 98¢! Also featured for women were “pretty print dresses” at 49¢, shoes at 98¢, skirts at 79¢, bloomers at 23¢, and handkerchiefs for only 1¢. For men the values included dress oxfords at $1.98, Sewell suits at $7.95, work shirts for 59¢, sports coats at $2.95, and dress socks for only 1¢. As a super special that Friday and Saturday only, Men’s 8 oz. Sanforized Overalls, highback or suspender, were not their regular value of $1.25, but “an extra special price” of 79¢. What a difference a few decades make!

After the war years, upon retirement of Frank, a change was made passing management to the second generation. William “Bill” Amberson owned and managed the family business from 1948 until 1978. During his thirty years, Bill saw many changes come to the world of retail. Early in his tenure a typical Saturday meant whole families, usually in their wagons, would come into town to spend the day. Amberson’s would open at 6:30 am and close at 10:00 pm, employing as many as twelve hands to assist customers in their selections. After shopping for the family’s needs of clothing, shoes and piece goods, customers would go on to take care of other business in town. After the last movie let out at the Rialto Theatre next door, these customers would return to Amberson’s to pick up their purchases which had been neatly wrapped in paper and tied with string. They would then get back on their wagons to return to the farm having spent another big Saturday in Boaz.

The face of retail changed dramatically in 1976 when Main Street, Alabama Highway 205, was closed to traffic and turned into a pedestrian mall. The era of “urban renewal” had begun in Boaz. Amberson’s used this opportunity to do some in-store remodeling and opened another entrance into a newly created parking lot. The family business also faced another change in the 70’s when Phillip Amberson, the third generation, entered the daily working of the store. For the next four years, management was gradually turned over from Bill to his son, Phillip. Bill may have retired in 1978, but you can still find him at Amberson’s from time to time.

During Phillip’s thirty plus years of ownership of Amberson’s, the face of retail has seen another dramatic change—The Outlets! In 1982, under the leadership of the Boaz Chamber of Commerce, the former Vanity Fair factory was converted into a manufacturer’s outlet center. Soon other companies came with their own outlets bringing large numbers of shoppers to Boaz. These shoppers soon discovered Amberson’s in the downtown mall and learned that you didn’t have to be in an “outlet” to find good, quality merchandise at reasonable prices. In the December 23, 1985 copy of USA Today, you will find a picture of Phillip and Bill Amberson with the quotation underneath stating that they had “done more business than in the 46 year history” during the influx of outlet stores. offering proof that the “mom & pop” family owned business that began in 1939 was holding its own alongside several national brand stores.

In the new millennium, Amberson’s again changed to meet the needs of her loyal customers, some of which had been trading with Frank or Bill since the early years. Phillip began stocking such high demand shoe brands as Birkenstock, crocs, Merrell, Clarks and Nike Shox. Ladies and men’s clothing choices included Lana Lee, Click, Levi’s and Dockers. Throughout the decades, Amberson’s has been dedicated to providing service to her customers along with quality merchandise at reasonable prices. The entire Amberson family gives thanks and their appreciation to the many loyal customers that have made going to work a pleasure for 70 years. Thanks Boaz!