The Treasury Store Luggage Tag
2.4'' × 4''
$16.99
Product Details & Size Guide
GhostCorp Apparel - resurrecting iconic corporate ghosts.
Carry a piece of American discount-store history on your travels with this The Treasury Luggage Tag. The story began in Milwaukee, where the Kritzik family founded General Merchandise Company in 1938. Its Treasure Island stores became known for a distinctive zigzag roof and the phrase “under the squiggly roof.” Later, the Treasury name marked a new chapter as the chain expanded across several states. This keepsake celebrates a retail name shaped by growth, change, and memorable stores.
The Treasury was a J.C. Penney-owned discount-store and hypermarket chain that grew from Treasure Island, the discount division of Milwaukee mail-order firm General Merchandise Company (GMC). David Kritzik and his sons Robert and Stanley founded GMC in Milwaukee in 1938. Treasure Island opened its first store in Appleton, Wisconsin, on November 24, 1961. Its large stores featured a distinctive zigzag design by Milwaukee architect Jordan A. Miller and promoted merchandise as being “under the squiggly roof.” J.C. Penney agreed to acquire GMC in December 1961; the $11 million acquisition was approved in February 1962. The chain expanded to the Atlanta area in 1968. In 1969, J.C. Penney announced the Treasury name as part of an effort to shift the chain’s image, although established Milwaukee and Atlanta stores kept the Treasure Island name. The first Treasury-named stores opened in California in 1970, followed by locations in Florida and Tennessee in 1971. After losses and store closures, the discount division ended in 1981. Some former Atlanta-area locations were leased to Home Depot. Treasury Drug Centers continued separately; J.C. Penney sold 45 Atlanta-area stores to Big B Drugs in 1993 and converted remaining Treasury Drug locations to Eckerd after acquiring that chain in 1997.
Carry a piece of American discount-store history on your travels with this The Treasury Luggage Tag. The story began in Milwaukee, where the Kritzik family founded General Merchandise Company in 1938. Its Treasure Island stores became known for a distinctive zigzag roof and the phrase “under the squiggly roof.” Later, the Treasury name marked a new chapter as the chain expanded across several states. This keepsake celebrates a retail name shaped by growth, change, and memorable stores.
The Treasury was a J.C. Penney-owned discount-store and hypermarket chain that grew from Treasure Island, the discount division of Milwaukee mail-order firm General Merchandise Company (GMC). David Kritzik and his sons Robert and Stanley founded GMC in Milwaukee in 1938. Treasure Island opened its first store in Appleton, Wisconsin, on November 24, 1961. Its large stores featured a distinctive zigzag design by Milwaukee architect Jordan A. Miller and promoted merchandise as being “under the squiggly roof.” J.C. Penney agreed to acquire GMC in December 1961; the $11 million acquisition was approved in February 1962. The chain expanded to the Atlanta area in 1968. In 1969, J.C. Penney announced the Treasury name as part of an effort to shift the chain’s image, although established Milwaukee and Atlanta stores kept the Treasure Island name. The first Treasury-named stores opened in California in 1970, followed by locations in Florida and Tennessee in 1971. After losses and store closures, the discount division ended in 1981. Some former Atlanta-area locations were leased to Home Depot. Treasury Drug Centers continued separately; J.C. Penney sold 45 Atlanta-area stores to Big B Drugs in 1993 and converted remaining Treasury Drug locations to Eckerd after acquiring that chain in 1997.
| 2.4'' × 4'' | |
| Width, in | 2.40 |
| Height, in | 4.00 |
| Depth, in | 0.20 |
Product features
- Durable 100% acrylic body with glossy printed front
- Adjustable black leather strap with buckle
- One-side high-definition print in vibrant colors
- Rear opening pocket for business card or contact info
- Compact size 2.4” × 4” (6 × 10 cm)
Care instructions
- Wipe with a damp cloth, air dry or use a soft, non-abrasive cloth
EU representative: HONSON VENTURES LIMITED, gpsr@honsonventures.com, 3, Gnaftis House flat 102, Limassol, Mesa Geitonia, 4003, CY
Product information: Generic brand, two year warranty in the EU and Northern Ireland
Care instructions: Wipe with a damp cloth, air dry or use a soft, non-abrasive cloth