Maison Blanche Department Stores

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The narrative chronicles the establishment of New Orleans' first department store, Maison Blanche, founded in 1897 by S.J. Shwartz, Gus Schullhoefer, and Hartwig D. Newman. With financial support from banker Isidore Newman, they transformed a dry goods store into a retail landmark. The 1908 MB Building, once the city's tallest, housed the store and became iconic. Emile Alline, a key employee, introduced the beloved Christmas character "Mr. Bingle" in 1947, enchanting generations. Today, the historic site is home to the Ritz-Carlton Hotel.