Schuette Brothers Store
Operating until 1994, the history of the Schuette Brothers Store, owned by the Schuette family for nearly 150 years at the corner of Eight and Jay Streets in Manitowoc tells a story that mirrors our County’s growth, values and challenges. Founded by German immigrant, John Schuette in 1849, the store passed from one generation to the next evolving along with our community.
The original one and a half story frame structure measuring just 18 by 28 feet was expanded in 1856 as John's two sons John and Henry were taken on as partners. John Sr. died in 1862 and the business continued on as “Schuette Brothers”. Eventually, brothers Fredrick, August and George were taken on as partners, taking the reins from John and Henry.
In their 75th anniversary catalog, the store was described as “…a regular department store from its earliest beginning , as it was obliged to carry a great variety of goods in all lines to supply the needs of the community, and although the stock was small, it contained a large assortment, a little of everything.”
The history printed in the anniversary catalog describes the early days of operations as “…all trading was done on a store-pay basis, and it was customary to pay farmers in merchandise for cordwood, shingles, railroad ties and all other wood products which were in those days the farmer’s crops as they had to first cut down the trees and clear the land for cultivation.” As this system changed, the store claimed to be the first in the area to pay cash for all farm products and discontinue the store-pay system. They also laid claim to be the first to inaugurate the “one price” system where “a child can buy as cheaply as a well-informed adult person.”
The business was initially incorporated in 1901 with shares being purchased by the Schuette Brothers and several other share holders. At about this same time, the beautiful brick structure still standing on 8th and Jay streets was being constructed and the store was to become one of the largest mercantile establishments in the state.
The 75th anniversary catalog gives a glimpse of life during the 1920’s. Men’s suits were on sale for between twenty and thirty dollars, women’s sweaters were on sale for $4.50 and special terms were offered on the Hoover Electric Suction Sweeper.
An advertisement in December of 1941, promoted women’s fur-trimmed coats in choices of Persian, raccoon, fox and wolf. The store offered free home delivery and featured sales of Lakeside canned foods at around fifteen cents a can.
Schuette Brothers continued to serve the people of Manitowoc County for decades under the ownership of siblings August and Lorraine Schuette. The business was purchased by August Schuette’s son-in-law Pete Burback in 1992. Despite attempts to update the store, it closed in 1994 suffering the fate of many downtown businesses in the 1990’s as shoppers were attracted to malls, larger cities, and low priced chain stores.
With a renewed focus on revitalizing our county’s downtown districts in Main Street communities like Two Rivers and Manitowoc, there is room for optimism that this generation can retrace the footsteps of their ancestors to shop, dine, or meet within the walls of this beautiful building that stands as testament to the Schuette family.