Last Burdines sign, in Miami Beach, to come down
By Suzy Valentine
After more than 100 years as Burdines, the retailer's last sign is coming down.
In the latest phase of a re-branding effort begun this month, Miami Beach city officials are to consider an application this week by Federated Stores to install Macy's signage at the Beach store.
On March 6, the retailer officially changed its name to Macy's after more than a year as Burdines-Macy's. Parent Federated Department Stores of Cincinnati announced its decision to drop the Burdines name six months ago and replaced nameplates at 56 stores across Florida in preparation. Only the Burdines signs at the Beach remain.
Though the Macy's lettering planned for the 1675 Meridian Ave. store is no larger than that of Burdines', code changes since the Burdines sign was installed have forced a hearing of the proposal April 1.
The planning department's board of adjustment is to consider five variances to code that allow for the replacement of lettering.
There is one concession to the historic signage - a tagline will stay.
"The store is to retain 'Sunshine Fashions,'" said Richard Lorber, the city's planning and zoning manager, "at our request."
"The lettering is larger than we'd normally allow under the code," said Mr. Lorber, "but no larger than the original."
William Burdine opened his first clothing store in Miami in 1898, two years after the city incorporated and Henry Flagler's railroad opened. The retailer became a department store in 1912, and the Miami Beach branch was opened in the 1920s.
Federated bought Burdines in 1956 and added the Macy's name in February 2004. It announced its decision to drop the Burdines name in September.