Alexander’s Department Store Lost and Found Mural

Alexander’s Department Store in Paramus, New Jersey, stands as a poignant symbol of mid-20th-century American retail evolution—a tale of ambitious expansion, innovative marketing, and eventual decline amid shifting economic tides. Opened in the early 1960s at the bustling intersection of Routes 4 and 17, opposite the Garden State Plaza, this location was more than just a shopping destination; it was a landmark adorned with what was once hailed as the world’s largest mural. While the Alexander’s chain originated in New York City and spanned the metropolitan area, the Paramus store encapsulated the brand’s blend of discount pricing, suburban appeal, and artistic flair. Its history mirrors broader retail trends, from the post-war boom to the bankruptcy waves of the 1990s. This article chronicles the full arc of Alexander’s, with a special focus on the Paramus outpost, drawing on its founding, growth, cultural impact, and lasting remnants.

The Origins: From Bronx Bargains to Suburban Dreams

The story of Alexander’s begins not in the suburbs of New Jersey but in the bustling Bronx of New York City during the Roaring Twenties. Founded in 1928 by George Farkas, a visionary entrepreneur, the chain’s inaugural store opened at 152nd Street and Third Avenue, named in honor of Farkas’s late father.

With an initial investment of just $7,500, the store quickly proved its mettle, generating $500,000 in sales in its first year despite the looming Great Depression.

Farkas, who honed his skills in his father’s dress shop, emphasized affordable, high-quality goods, often cutting labels from designer clothing to offer discounts without revealing brands—a tactic that built a loyal middle-class clientele.

By 1933, a second Bronx location on Fordham Road and the Grand Concourse solidified Alexander’s as a discount powerhouse, boasting high sales per square foot and thriving through economic hardship.

Farkas’s strategy extended beyond merchandise; he prioritized owning prime real estate, a foresight that would later define the company’s pivot from retail to property management. The chain remained family-controlled under Farbro Corp., incorporated in 1955, with Farkas, his wife, and four sons at the helm.

Post-World War II prosperity fueled expansion beyond the Bronx. The first suburban outpost opened in White Plains, New York, in 1951, complete with a multi-level parking garage—a novelty that catered to the growing car culture.

By 1953, annual sales hit $47 million, setting the stage for further growth. In 1959, a store in Rego Park, Queens, marked the chain’s push into other boroughs, followed by locations in Milford, Connecticut, and Paramus, New Jersey, by the early 1960s.

This suburban migration aligned with America’s exodus from cities, as families sought spacious homes and convenient shopping in places like Bergen County.

The Paramus Pinnacle: Opening and Architectural Icon

The Paramus store opened its doors in 1961, transforming a 30-acre site at the cloverleaf of Routes 4 and 17 into a retail beacon.

Positioned opposite the burgeoning Garden State Plaza, it capitalized on Paramus’s status as a shopping mecca, drawing crowds from New York and New Jersey with its promise of bargains in apparel, home goods, and more. The store’s design was modern and expansive, but what truly set it apart was its facade: a colossal abstract mural that became synonymous with the location.

Commissioned by George Farkas, the mural was the work of Polish-born artist Stefan Knapp, completed in 1963.

Measuring an astonishing 200 feet long by 50 feet high, it consisted of 280 enamel-on-steel panels weighing over 250 tons—earning it the title of the world’s largest mural at the time.

Knapp, a former Royal Air Force pilot who survived Soviet labor camps during World War II, infused the piece with abstract representations of a world map, drawing from his aerial experiences.

The vibrant swirls of red, purple, green, and other hues evoked mixed reactions: some saw it as a dynamic map of continents, others as melting globs of color cascading toward the parking lot below.

Farkas had initially approached surrealist Salvador Dalí for the project, even paying him for conceptual input, but ultimately selected Knapp for his innovative enamel technique.

Similar murals graced Alexander’s stores in Valley Stream and White Plains, but Paramus’s was the grandest, facing Route 4 and serving as a landmark for commuters.

This artistic bold stroke was more than decoration; it embodied Alexander’s innovative spirit. The store itself offered a wide array of discounted items, from clothing to electronics, attracting families and bargain hunters. By the mid-1960s, with the addition of a flagship Manhattan store on 59th Street in 1963—purchased from a Kennedy family entity—the chain was at the forefront of retail.

Sales soared, reaching $199.84 million in 1966, as Alexander’s went public in 1968, raising $41 million to fend off a takeover by rival E.J. Korvette.

George Farkas retired due to health issues, passing the CEO baton to his son Alexander S. Farkas.

Heyday and Challenges: The 1970s Boom and Shifting Tides

The 1970s marked Alexander’s peak, with the chain expanding to 16 stores by 1981, including outposts in Brooklyn’s Kings Plaza (1970), Garden City (1971), Edison and Eatontown, New Jersey (1972), Flushing (1975), Yonkers and Mohegan Lake (1977), and the World Trade Center (1980).

The Paramus location thrived amid this growth, benefiting from Bergen County’s blue laws that restricted Sunday shopping elsewhere, funneling traffic its way. Apparel and accessories dominated sales—about 75% by the late 1970s—with exclusive European imports and private labels keeping prices low.

Innovations like accepting credit cards in 1972 and acquiring women’s apparel chain Margo’s La Mode in 1978 (sold in 1981) diversified offerings.

Yet, cracks emerged. Competition from upscale chains like Macy’s and Bloomingdale’s, as well as discounters like Kmart, eroded market share.

Customer defections in the 1970s highlighted a struggle to balance discount roots with broader appeal. Sales plateaued around $500 million by 1980, but net earnings faltered, posting a $9.57 million loss in 1981 partly due to Margo’s write-offs.

Management upheavals compounded issues. In 1980, real estate investor Steven Roth’s Interstate Properties gained control after a proxy fight, prioritizing property values over retail.

Alexander S. Farkas resigned in 1984, replaced by brother Robin Farkas.

High-profile involvement from Donald Trump, who acquired 27% in 1988 before forfeiting it to Citicorp in 1991, added drama but little stability.

The last profitable year was 1987; losses mounted, leading to store closures like Eatontown (1983), White Plains (1988), and others.

Decline, Bankruptcy, and Closure

By the late 1980s, Alexander’s was hemorrhaging money, with losses totaling $40 million in 1991-1992 alone.

The chain dwindled to 11 stores when it filed for Chapter 11 bankruptcy in 1992, triggered by financial obligations including a $35 million put option from the Gruss family.

All locations, including Paramus, shuttered on May 15, 1992, laying off 5,000 employees.

The Paramus building sat vacant until 1996, when plans emerged for redevelopment into a shopping center anchored by IKEA.

Demolition followed in 1998, erasing the physical structure but not its memories.

Emerging from bankruptcy in 1993, Alexander’s pivoted to a real estate investment trust (REIT) in 1995, shedding retail operations for property management.

Vornado Realty Trust, led by Roth, acquired significant stakes, transforming the company into a landlord with assets like the former flagship site at 731 Lexington Avenue, now home to Bloomberg L.P.

By 2020, revenues were $199 million, with seven properties under management.

The Famous Mural: A Blurb on an Artistic Odyssey

No history of Alexander’s Paramus is complete without spotlighting its iconic mural—a 200-foot behemoth that captivated and confounded passersby for over three decades. Crafted by Stefan Knapp in 1961-1963, this enamel masterpiece on steel panels depicted an abstract world map, inspired by the artist’s wartime flights.

Removed upon closure in 1992, it was appraised by Sotheby’s, donated to the Bergen Museum of Art & Science, and stored in a Carlstadt garage for nearly two decades, wrapped in plastic amid municipal clutter.

In 2015, facing eviction from storage, parts were displayed at Paterson’s Art Factory.

By 2021, Valley Health System announced its relocation to the new Valley Hospital campus in Paramus, where 50 restored panels found a permanent home in 2023, reviving a piece of local heritage.

Legacy: Echoes of a Retail Era

Alexander’s Paramus store, though gone, endures in collective memory as a hub of affordable glamour and artistic audacity. Its history reflects the rise and fall of department stores in an era of malls and big-box retailers. Today, the site’s IKEA echoes the commercial vitality, while the mural’s resurrection at Valley Hospital ensures Knapp’s vision inspires anew. From Farkas’s Bronx beginnings to Roth’s real estate empire, Alexander’s story is one of adaptation, reminding us that retail landmarks are more than buildings—they’re cultural touchstones.