Virene's: A Square Deal Always.

Andrew Lars Virene in front of the original Virene's store on Gore Street. Photo from the Sault Museum Collection.

Andrew Lars Virene was born in Sweden in 1855. He immigrated to Cadillac, Michigan, with his wife Elna in 1883. He and his family moved to Sault Ste. Marie in 1902 and became naturalized citizens of Canada in 1910. Upon his arrival in the Sault, he worked as an interpreter for the sizeable local Scandinavian population and then at a local clothing store - Pratt Limited. 

His leisure time was spent supporting the Scandinavian Mission of which he served as Chair, the YMCA and Central Methodist Church. From his arrival in the Sault until around 1917, he was also actively raising and showing poultry, for which he won many prizes over the years, documented in the Sault Daily Star.

​In 1912, local Finnish immigrant Peter Sundstrom was operating a clothing store at 142 Gore Street. The building that housed Sundstrom's was built as a grocery store for Mark Cahill in 1901 - The shop was only 20x35 feet with three apartments at the rear of the building. The stock was modest - $2000 worth of men's furnishings, shoes and boots. In 1913, Andrew Virene purchased the entirety of Sundstrom's stock and the business became A. L Virene's.  As his business grew, Andrew Virene expanded the shop space into what were formerly the apartments. Above the front door of the shop was a sign bearing Andrew Virene’s business motto: Square Dealing.

Interior of A. L Virene's. Photo from the Sault Ste. Marie Museum collection.

In 1917, Andrew’s sons Elnor and Alvin joined the family business and A. L. Virene’s became A. L. Virene and Sons. Both Elnor and Alvin were employees of Pratt Limited at the same time as their father. Working as parcel runners and cashiers in their youth had given them both years of valuable retail experience before joining the family business. Virene purchased the Gore Street building fully in 1919, and in the winter of 1920, Andrew Virene retired and his sons formally bought out the business. In 1924, Andrew moved to Hollywood, California, where he resided until his death in 1940.

1920 Virene's advertisement, Sault Daily Star.

The 1920’s were prosperous for Virene and Sons. For the first several decades, the shop catered only to men and boys. Virene's sold everything from woollens, accessories, jackets, boots to workwear. They carried popular evening wear brands (Society Brand Clothing, Star Clothing etc.) and workwear brands like Carhartt for those working for Algoma Steel, Abitibi, in the bush camps and on the ACR. In the fall of 1922, Virene’s and Sons opened a branch store at mile 174 in Goudreau to supply the prospectors, miners and lumber industry. The date of the Goudreau store’s closure is unknown. The sale of workwear was arguably what kept Virene’s afloat during the economic strife of WWI and the depression. 

The first major store expansion in Sault Ste. Marie came in 1929 when Elnor and Alvin purchased the stock of W. L Cherry and opened a second local branch of Virene’s at 618 Queen Street. Opening this second store was a full circle moment for the Virene brothers, as 618 Queen Street was the former location of Pratt’s where both Elnor and Alvin once worked.

​Alvin was quoted as saying to the Sault Daily Star: “We are pleased to say our action was not precipitated by a desire to encroach upon any field of opportunities which has already been efficiently served. During the past two years, especially, we have been favoured with a steady increase in patronage from the eastern portion of the city. This, in addition to a growing clientele from the centre and western sections, completely over-taxed our ability to serve everybody as efficiently as we desired. Inadequate space has prevented the proper display and handling of merchandise, and we have not had sufficient room to serve our customers comfortably. Hence the additional store. To put it briefly, the pressure for expansion came from without rather than from within. Our parent store will continue its established service to the public. No change will be made in the quality of merchandise nor an effort relinquished to maintain its high standing. Our Queen Street store will operate strictly upon its own laurels, founded upon the trading policy which has made the Gore Street store the success that it is.”. Elnor maintained management of the Gore Street Store with the assistance of Lochie MacDonald, George Pratt and Miss K. MacDougall, while Alvin managed the new Queen St. location with Reg Furlong and Miss B. Sloss. They employed two parcel boys, Jack Lambert and Lloyd Ostrom.

Sault Daily Star, 1930

Sault Daily Star headline, 1931

Elnor and Alvin were not only managing two stores at this point. Much like their parents, both Alvin and Elnor saw the importance of community engagement and sat on various boards and committees. Elnor sat on the City Council, was an active Rotarian and Chair in 1939, and held various positions on the Collegiate Board including Chair in 1931. Both supported and participated in the YMCA; holding board positions, heading baseball and basketball teams throughout the 1910s-20s, acting in plays and putting on fashion shows in support of the YWCA. Alvin was active with the Central Methodist Church, Kiwanis, the Sault Merchants Association, Recreation Committee, Town Planning Board and the Board of Trade.

At the time of the original purchase, Virene’s took over half of the building at 618 Queen St. Situated in the other half was Coulter’s Pharmacy, which was absorbed into Virene’s during the second expansion in the spring of 1931. At this time, the decision was made to close the flagship store on Gore Street and put the focus on the newly renovated Queen Street location. The Virene’s did not take this decision lightly, as they recognized that the Gore Street clientele were those who built and supported their business from the beginning. They did, however, recognize that the new location was ideal for attracting the business of tourists staying at the hotels along Queen and that with good business practices and a fine reputation, the patrons will follow. As part of the new expansion, Virene’s added departments for custom tailoring and a department for women’s woollen goods. Virene’s at 142 Gore Street was closed on April 25th, 1931 after a massive week-long sale.  

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The grand re-opening of the newly renovated Virene’s store on Queen took place on Friday, June 19th, 1931. The Sault Daily Star described it as “The last word in completeness. Every detail has been carefully planned. There is plenty of light and space”.

​ Just over 6 months later, Virene’s experienced a devastating fire that caused over $20,000 (approx. $442,000 adjusted for inflation) in damages to the building. Employee Reg. Furlong was alone in the building at the time and called the fire department. He and several volunteers were able to move much of Virene’s stock into a back room that was untouched by the fire, although many items were damaged by smoke. Lucky for Virene’s, a large shipment of spring stock had not yet arrived when the fire occurred, which went out on the sales floor just days after. Shortly after the fire, the resident tailor at Virene’s John McLeod announced that their services would now include cleaning and pressing in addition to made-to-measure clothing and adjustments.

1932 saw Virene’s involvement in Wolf Week. This venture, spearheaded by Sault Star editor J. Curran and the Board of Trades, was a week of events planned to boost tourism in Sault Ste. Marie during the Depression. The Board of Trades partnered with Rotary to run the same week as their Community Day in 1932. The Virene’s donate prizes for Wolf Week, a $35 dollar Society Brand wool suit for the winner of the men’s 2-kilometre amateur swim race (won by A. Pritchard), and additional wool bathing suits for Community Night prizes. Elnor Virene, among other business owners on Queen, had Virene’s decorated in theme with cedar boughs and other trees in and outside the store.

​In 1933, and again in 1937, Virene’s landed a lucrative contract to outfit the Sault Police with their uniforms at the cost of 38 dollars (862.00 adjusted for inflation) per uniform, consisting of two pairs of pants, one vest and one shirt. Virene’s became a hub for uniforms, over the years becoming an official supplier for Boy Scouts, Girl Guides, school uniforms and the sale of everything from nursing uniforms to branded wear for Algoma Steel. 1933 also saw the donation of the Virene Cup to the YMCA, donated as an annual prize for their 10 kilometre bicycle race, as well as the beginning of Virene’s sponsorship of the Sault Popularity Contest and Miss Algoma pageant. Virene’s also sponsored a CJIC radio program throughout the 1930s.

​In 1936, both Alvin and Elnor fought to combine the Board of Trade and the Sault Retailers Association, which resulted in the formation of the Business Bureau. 1936 also marked the opening of a blanket and linen department in Virene’s Queen St. store, featuring Shamrock Irish linens, Kenwood woolens and Hudson’s Bay blankets.

In the spring of 1937, Alvin Virene lobbied for the Sault Tourism Board, of which he said “I think the travel bureau is an excellent idea. The tourist business is a huge industry and the fact that we have one definite organization to take care of it here is an assurance that we will get the best out of it in the Sault and Algoma.”. That year Virene’s donated prizes and participated in the Legion’s Coronation Ball for King George, and for Rotary’s Community Day. The children’s clothing department in the basement section of Virene’s opened in the fall of 1937. In 1938, Virene’s celebrated their 25th anniversary.

​The later 1930’s were marked with great success for the Virene’s, both in business and in their lives outside of it. Elnor took the position of Rotary president in 1939, and a banner year of fundraising followed. Alvin spearheaded the creation of the Junior Board of Trade that same year.

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In September 1939, WWII had begun. Elnor Virene brought in lecturers to the Sault Ste. Marie Rotary Club to speak on the new war in Europe, and organized canvassing teams for the Red Cross, bringing in 439 dollars (Over 9000 dollars adjusted for inflation) by November. In the early 1940s, he became chair of publicity for the local Red Cross. Alvin Virene, alongside other notable downtown business owners such as N. Himmel and J. Astin, organized the first Santa Clause parade and reception at the ACR station in an effort to boost local morale and support local businesses.

1940 began with a large renovation to the Virene’s store, outfitted with new counters and fixtures. The store departments were shifted around, and a new luggage department was added. The Virenes joined the local Win-The-War league, Alvin heading the agricultural committee. Much of Virene’s advertising in the early 1940s was directed at military men and their families, with taglines including “Gifts for overseas - Do it now! Choose gifts of comfort for Military men at Virene’s”. Virene’s, like many other local businesses, ran ads in the Sault Daily Star to promote the purchasing of war bonds. Wartime price-fixing came into effect in 1941; Elnor Virene travelled to Ottawa to the Retailers Association of Canada meeting on behalf of the local Board of Trade to learn about the new retail regulations in Canada. Virene’s and other members of the Retailers Association advertised the changing clothing manufacturing regulations that were put into effect in March of 1942, restricting men’s coats to single-breasted styles, and pants without pleats or cuffs. From 1943 to the end of the war in 1945, Virene’s collected playing cards for naval officers overseas, assisted in scrap drives and ran fundraisers for Milk For Britain, a charity to assist children affected by the War. In 1946, they supplied veterans with service ribbons, continued to support the Red Cross and supported PSAs for tuberculosis, the United Welfare Drive and Sick Kids Hospital.

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1950 advertisement for Virenes, Sault Daily Star

1951 advertisement for Virenes, Sault Daily Star

Business returned to normal for Virene’s in the later 1940s and early 1950s. Fabric rationing and price capping were lifted, allowing Virene’s to expand their merchandise and introduce new styles once more. Alvin and Elnor continued their work in the community through the YMCA and participated in a number of events, both community and retail-driven. Alvin Virene joined the Parks - Pointe Des Chenes board and Elnor, the Greyhound’s Hockey Club Board of Directors. Fundraisers were held for the Cod Liver Oil Fund, St. Lukes Church, the Plummer Memorial Building Fund and the General Hospital’s Crippled Children’s Orthopaedic Clinic. The 1950s also saw the introduction of the Virene’s Rose Bowl, a prize donated to the horticultural society for the best dahlias in their annual flower show. ​

Alvin (Left) and Elnor Virene, 1954. Collection of the Sault Ste. Marie Museum.

Thornley and Eila Virene, 1956. Sault Daily Star

1955 started off like any other year for Virene’s, beginning with their annual January clearance sale - a business tradition that the Virene's had kept up for decades. Valentine’s and Easter sales followed, but business was thrown a curveball with the unexpected death of Elnor Virene at the age of 63. Alvin continued to run the family business after the loss of his older brother. Thornley Virene, Alvin’s son, had just graduated law school in 1955 and had plans of travelling Europe and then opening a practice, but instead, he came to work at the family business. Thornley took a position with Rotary and joined the Downtown Merchants Association. At the age of 28, Thornley took over management of the business. He worked to quickly modernize the shopping experience for customers at Virene’s by introducing charge accounts to purchase on credit in 1956. In 1957 he joined the Chamber of Commerce alongside his father, joining the Tourism and Publicity committee. That same year he and his wife, school teacher Elia, began the Algoma Art Society-sponsored Art Appreciation Group, Thornley petitioned for one-way traffic on Queen Street through the Merchant’s Association, and was involved in committees through the Central United Church and the Sault Credit Granter’s Association. In 1958, Thornley brought back Tech Day, a luncheon event with over 100 merchants and business owners making presentations to students of the Sault Technical School. Thornley’s words of wisdom to the students were to ”work, and work hard” and then added in “and enjoy yourself and have fun.”.

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Eila, Thornley and Alvin Virene, 1958. From the Sault Ste. Marie Museum collection.

"Dad is King" 1959 Father's Day at Virene's, featuring the fathers who worked there. Left to right: N. Lyons, N. Nicolson, T. Virene, A. Virene, J. Albanese, D. Willock. From the Sault Ste. Marie Museum collection.

1959, Sault Daily Star

In the summer of 1959, the City of Sault Ste. Marie passed a bylaw preventing “wearing apparel stores” from opening on Mondays, 53 in favour and 16 against. Thornley Virene, amongst other Queen Street business owners, argued that Virene’s was a department store, not strictly apparel, and would remain open. In an August 1959 Sault Daily Star article, Thornley stated that “(Virene’s) would definitely remain open and if necessary take the action to the courts as a test case.”. Less than a month later, Virene’s, the Vogue Shop, Friedman's and Sault Jobbing Co. were charged for bylaw infractions. In September, all three businesses were fined $50 for opening Monday, which Virene’s then appealed. In 1961, Virene’s won their case after being deemed a department store, and was allowed to remain open on Mondays. Thornley’s first act of business after Virene’s won their appeal? Running a “Lucky Monday’s” promotion.

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1961, Sault Daily Star

The 1960’s saw Thornley running another series of creative advertising campaigns, including beautiful baby contests where customers had their infants photographed in store by a professional, children’s drawing contests, a live Scottie dog giveaway, and a holiday Men’s Night events featuring cigarette girls, gift wrapping and models to displaying what your “wife’s gift will look like worn”. Virene's also became the first department store in Sault Ste. Marie to pump in music while customers shop, beginning in 1960. They brought in recording artist Debbie Kaye for live in-store entertainment in 1965. Virene’s produced numerous fashion shows throughout the 1960s, which brought in a great deal of business. The Terylene Showtime ’62 at the Armoury Theatre was a hit, touting professional models (including Miss Grey Cup 1961) and couturier creations worth “thousands of dollars”. Virene’s partnered with the local Mt. St. Joseph College to display spring looks in 63, and in 1965, they contributed a fashion show to the ’65 Auto Boat Show at the Memorial Gardens. Virene’s also sponsored the “Miss Soo” pageant, which saw a number of participants and the winner of the Jr. Miss Soo title decked out in Virene’s. In 1963, Virene’s celebrated 50 years of business in Sault Ste. Marie, winning them a gold award for advertising through the National Retailers Association.
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Jack Kersey, Virene's Manager 1969. Collection of the Sault Ste. Marie Museum.

In 1965, Thornley Virene returned to school to become a lawyer. After 11 years of running the family business, he felt confident in his staff and left the management of Virene’s in the hands of longtime employee Jack Kersey. Thornley moved his family, his wife Elia and two sons, to London, ON where he was to study. Jack ran the business with the same care as the Virene family, continuing many of the same sales and traditions as Alvin and Thornley. In May 1967, Alvin Virene died after a short illness.

In 1968, Thornley returned to Sault Ste. Marie and began practicing law, while maintaining his presence at Virene’s. Jack Kersey continued as General Manager, and in 1969 oversaw a massive renovation of the Queen Street store. Along with revamping the store displays, Virene’s introduced new lines to their merchandise including Estee Lauder cosmetics and fragrance, Blue Mountain Pottery and Cameo Hosiery. A 1969 Sault Star article detailing the renovation stated that Jack Kersey knew Virene’s “inside and out” having worked and been part of the ‘family’ for 23 years. Many of Virene’s staff had worked for 20 + years, including Jim Albanese in mens wear, Helen Nattress in the office, Norman Nicolson as head of the luggage department and Blanche Turner in the children’s department - a true testament to how Virene’s treated their staff

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Blanche Turner (right). Collection of the Sault Ste. Marie Museum

Cosmetics table at Virene's, 1969. Collection of the Sault Ste. Marie Museum.

1969, Sault Star

In 1970, Thornley retained his position on the Chamber of Commerce, and was elected a director of the Algoma District Law Society. In 1972, he became the liaison for National Affairs through the Chamber. Virene’s was involved in fundraising for the May Court and for the Sooettes Welfare Program. He was active in promoting the Sault’s downtown, participating in the Chamber of Commerce’s Norwich Plan focused on the beautification of Queen Street, and was the second vice chair of the first Queenstown (Now DTA) board of directors alongside other local business owners Paul Moore (Moore’s Electronics), Ben Bregman (Lake Superior Investments) and Wayne Bishop (The Man Store) in 1976. Although Thornley retired from the Queenstown executive in 1978, Virene’s store was an avid participator in Queenstown events and Thornley was a vocal supporter of their mandate.

Thornley Virene poses with portraits of Andrew, Elnor and his father Alvin, 1975. Collection of the Sault Museum.

In 1983, Virene’s turned 70 years old. The store celebrated the city’s Museum Week in March by setting up historical displays in their windows. Virene’s windows were a staple of Queen Street, right from the time that they opened in the 1930s. The displays changed nearly every two weeks, and often reflected events going on in the city - from Wolf Week to the Queen’s Visit, the Centennial Celebrations to their Bon Soo displays. Virene’s often donated space in their window displays to advertise for various charities and organizations as well. For the anniversary celebration, Virene’s infamous store-front mannequin, the 6-foot-tall Gretchen, donned a 1920’s outfit reminiscent of the styles sold by Virene’s in the early days of operation. The 70th anniversary was marked with a September champagne party and two fashion shows at the Windsor Park. Longtime manager Jack Kersey retired in 1983, his position taken over by Thornley’s younger son, Philip, who had been working at the family store for several years.

Window dresser Liam Brennen and Gretchen, 1980s. Collection of the Sault Museum

Philip Virene, Virene's staff photo. Collection of the Sault Museum.

1984 saw Virene’s collaborate with the Museum and the Old Stone House on a children’s fashion show, and participate in the Queenstown Heritage Days event, celebrating the community’s history through themed events like the old tyme music jamboree and sales (15 cent coffee, anyone?). The later 1980s followed with the usual January and May sales, fashion shows, fundraisers and a 1987 renovation headed by Phillip. Phillip joined the Queenstown board in 1988 and sat on the promotions committee, assisting in the organization of events like the ASC Appreciation Days. He was also a member of the Community Action Committee.

Virene’s continued to operate through the year 1990, but in November of that year, Philip made the difficult decision to close the doors of Virene’s after 77 years in business. Seeing the economic downturn on the horizon, closing seemed to be the best option. Philip cited the national recession, GST rates and cross border shopping as factors that contributed to the decision to close. He also stated that Virene’s, a large family owned business, went against the trends of the modern shopper and felt that the store would not be able to withstand the changes coming for the retail industry. In a Sault Star article, Philip was quoted as saying that the plan was always to “step out while we’re still ahead”, which they did. At the time of its closure, Virene’s had a thriving customer base, many of whom supported the business for generations.

The closing of Virene’s marked the end of an era for Sault Ste. Marie shoppers. Although both Philip and his father Thornley remained active in the community after the closure of Virene's, the downtown was undoubtedly changed from the 1990s onward. Virene’s wasn't the only store to shutter during this time; Davis Clothing, Jupiter, Friedman's and Woolco all closed their doors. With many of the original “flagship” stores on Queen St. closed, Philip Virene's predictions proved correct. Business moved elsewhere; Shopping centres, big box stores and online.

​The Virene's strived for high ideals for the downtown. Providing "Service - with a capital S​", treating their staff and customers like family and commitment to the community kept Virene's prosperous for 77 years. That and "A square deal, always". 

Virenes, 1966. Photo by Norm Lyons. Sault Star.