New lines of merchandise became available to the mail-order shopper as the store itself expanded to accommodate them. By 1905, curtains, toys, silverware, trunks and valises, pictures and framing, sporting goods, sewing machines, electrical goods, and confectionery could all be obtained by mail order.

Morgan's offered a greatly expanded range of goods and services after establishing the Dominion Motor Car Company in 1906 and a factory in 1907. Created to maintain the store's transport fleet, the car division also painted and repaired clients' vehicles and built motorboats. The factory manufactured "all work required in the erection and furnishing of private and public buildings" and although mail-order customers could not make use of all of the available services, they were invited to place requests for flooring, electrical wiring and fixtures, plumbing, cabinetry, carpet cleaning, upholstery, and mattresses.

The staples of the dry goods business, such as ready-made women's and children's clothing and accessories that could be purchased "to greater advantage through the Mail Order Department," received the most attention in Morgan's catalogues. By 1910, the store published additional listings for motor boats, marine hardware, baseball equipment, sewing machines, Kodak cameras, baby carriages, china, camping equipment, and hardwood flooring, to assist the customer in buying more specialized items.
by Alan M. Stewart

© Canadian Museum of Civilization Corporation

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