Isidor and Nathan Straus transformed a tableware department into an iconic New York department store, making Macy’s a model of commercial modernity and innovation. However, the tragedy of the Titanic on the night of April 14–15, 1912, changed the fate of one of the two brothers…
Born in 1845 in Otterberg, in the kingdom of Bavaria in Germany, young Isidor Straus emigrated to the United States with his family at about 10 years old. The troupe first settled in Georgia and the little one grew up in a commercial environment, his family owning a store. His brother, Nathan, was born in 1848.
After the Civil War, Isidore moved to New York and worked as a civilian employee as a messenger for the Confederate forces, then in the family business specializing in the sale of dishes, porcelain, and household items. His brother Nathan and he, having followed a similar path, gradually develop an import and distribution network and become respected figures in the New York Jewish community.
At the same time, Isidor Straus became involved in civic and community activities before entering politics, where he was even elected to Congress in 1894 for a year. In the 1870s, the family obtained the concession of the porcelain department at Macy’s, quickly becoming very profitable. The adventure begins…
Commercial modernity and philanthropy
This success gradually leads to their entry into the store’s shareholding. The Straus brothers then went from simple dealers to official co-owners in 1896. Under their leadership, Macy’s transformed into an iconic New York department store, modern and attractive for the middle class and emerging bourgeoisie. Isidor is more focused on management and business strategy when Nathan focuses on financing, logistics and business development.
The brothers introduce innovative business practices: fixed prices displayed, seasonal sales and promotions to attract the middle class, guarantees and personalized customer service to retain customers… The department store becomes a pioneering address in terms of modernity. Together, they use their wealth to support social causes, further strengthening their notoriety.
1912: The tragedy of the Titanic strikes the Straus
In april 1912, Isidor and his wife Isa board a mythical ship: the Titanic. The continuation belongs to History. The couple is traveling first class when the boat hits an iceberg during the night of April 14 to 15. Despite the advantages of his rank, Isidor refuses to take a seat in a lifeboat until all women and children are saved. Ida, she, refuses to leave her husband. They were last seen on deck and were among the 1,496 passengers and crew members who perished in the shipwreck.
Isidor’s body is found; Ida’s is never. In the film by James Cameron, Titanic, the Straus are visible in a short scene, entwined in their bed surrounded by water. Today, four monuments pay tribute to Isidor and Ida Straus in their city and country of adoption, New York.
After the shipwreck, Nathan therefore takes charge of the continuation of the social works of the Straus family and the management of Macy’s, while facing the loss of his brother and sister-in-law. Thanks to Isidore’s investment, the structure of Macy’s was solid and diversified, which allowed activities to continue without major interruption. The store remains under family control and continues to thrive. The tragedy of the Titanic has strengthened the reputation and moral image of the family. This indirectly promoted the reputation of this flagship store in New York, which later went public and was owned by several shareholders.
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Featured photo : DR
