Gimbels Store, ca. 1912.

Gimbels was a general store established in 1842 in the small town of Vincennes, Indiana. The first Gimbels department store opened in Milwaukee in 1889 before expanding to Danville, Illinois, Philadelphia, Pittsburgh and eventually New York City. Opening its flagship near Herald Square at Sixth Avenue and 32nd Street, just across from Macy's in 1910, this sparked a 50 year rivalry immortalized in film 'Miracle on 34th Street.' Successful in its early decades, Gimbels marketed to the middle classes, but had trouble playing in the same league as Macy's. The store would eventually try selling at a lower price point, offering NYC's first department store bargain basement, in completion with the city's more discount emporiums.

The Gimbel family sold their stores to a British-owned subsidiary in 1973 and the locations were all closed or sold to other department stores by 1986. Today the Gimbels building still stands, though with new larger windows on the lower levels. It is the site of the Manhattan Mall, with JC Penney as its anchor store and office space on the upper floors.