Two or more grocery stores

  [Roulston’s and 11th Ave. Market, 4512 and 4510 11th Avenue, Boro Park, Brooklyn, c. 1939–1941. From the NYC Municipal Archives Collections. Click either image for a much larger view.]

As a young Brooklynite, I never made it to 11th Avenue, but there I am today, where I noticed these grocery stores side by side. What was that all about? I think I know.

Roulston, it turns out, was a major name in groceries. Thomas Roulston (1840–1918) founded what became a chain of at least 700 stores in Brooklyn, Long Island, and Staten Island. His son Thomas H. Roulston (1874–1949) succeeded him. The New York Times headline for Thomas H.’s funeral: “1,000 in Last Tribute to Thomas Roulston.” The chain was sold in 1951.

Here’s a bit of Roulston history and some sample advertisements:

[The Brooklyn Daily Eagle, May 30, 1936. Click either image for a larger view.]

[Home Talk, September 23, 1908. Click for a larger view.]

[The Brooklyn Daily Eagle, June 6, 1921. Click for a larger view.]

[The Brooklyn Daily Times, June 17, 1921. Click for a larger view.]

[The Brooklyn Daily Eagle, August 18, 1949.]

Here’s my idea about 4512 and 4510 11th Avenue: I can’t imagine a grocery store opening next to the outlet of a long-established chain. I suspect that the 11th Ave. Market came first. Some circumstantial evidence: the 1940 Brooklyn telephone directory lists 161 Roulston’s stores. But there’s no listing for this Roulston’s, which makes me suspect it’s a relatively new addition to the chain. Move in next to an established business and — you already know the story. Notice the contrast between Roulston’s many slick-looking signs and the two homemade signs in the windows of 4510.

One more detail: if you click for the larger image, you’ll see a grown-up and a child looking out the window above the ls of Roulston’s.

Before sealing up this rabbit hole, here’s one more Roulston’s, just twelve blocks away. This might be the sharpest, most beautiful tax photo I’ve seen:

[5702 New Utrecht Avenue, Boro Park, Brooklyn, c. 1939–1941. From the NYC Municipal Archives Collections.Click for a larger view. You really should.]

Related reading
More OCA posts with photographs from the NYC Municipal Archives : The Roulston warehouse : The warehouse, repurposed