Sentimental Journey

When J. C. (for James Cash) Penney started out in 1902 in the small mining town of Kemmerer, Wyo., he had one store, a $2,000 stake in it (most of it borrowed), and high hopes for his new, cash-on-the-barrelhead business. Last week 75-year-old Jim Penney, founder of the 1,612-store J. C. Penney Co. chain (TIME, June 20, 1949), third largest general merchandise retail business in the U.S., made a sentimental journey back to Wyoming for his first store's 49th anniversary.

After reminiscent greetings and handshakes, Jim Penney went right to work at his favorite act: selling. Kemmerer's Mayor Wilford Williams, his mind set on buying one white shirt, wilted under Penney's persuasion: "I'm a no-good of a salesman unless I can sell you two." He did. Penney made his way around the store, sat down to fit a shy young girl with a pair of shoes (no sale), happily spotted a miner wearing Penney overalls

("People say I can see a Penney label clear through a stone wall"). After two hours he called it a day, with $45.60 in sales to his credit. Said Founder Penney: "This is the place I dreamed my dream in. This is where it all started."

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