Howard Brothers Discount Stores

Howard Brothers Discount Stores was an American discount retail chain that operated primarily in the southeastern United States. It was founded in 1959 by brothers Alton Hardy Howard and W. L. "Jack" Howard. Jack Howard was also a five-term mayor of Monroe, Louisiana. The business began as an early franchisee of Gibson's Discount Center, but the Howards subsequently left the Gibson's franchise system and developed stores under their own name. The chain's retail model centered on broad assortments of merchandise sold at discount prices. Its store network expanded across the Howards' home state of Louisiana and into Alabama, Arkansas, Florida, Georgia, Kentucky, Mississippi, Oklahoma, Tennessee, and Texas. The company became sufficiently substantial to enter the public markets in 1969, making it one of the larger regional discount operators of its period. In March 1978, Howard Brothers began a modernization program intended to refresh the appearance and presentation of its stores. The program introduced a green-and-orange visual identity and accompanied a shift toward the name "Howard's BranDiscount," a branding formulation designed to underscore the chain's low-price proposition. By June 1978, the chain reportedly had 78 stores and was acquired by Gamble-Skogmo. Gamble-Skogmo later became associated with Wickes Companies through a merger, placing the Howard Brothers operation within a larger retail and corporate structure. The chain subsequently faced financial and competitive pressures. Howard Brothers management attempted a buyout in 1986, but the effort was unsuccessful. The stores operating under the Howard Brothers name were eventually liquidated. Afterward, the Howard brothers entered another retail format, opening wholesale warehouse stores under the Super Saver name. At least 21 Super Saver locations were opened before that business was sold to Wal-Mart. Howard Brothers Discount Stores is therefore best understood as a historically significant regional discount chain rather than an active contemporary brand.

Howard Brothers Discount Stores emerged in 1959 in the regional discount-store market of the southeastern United States. The company was established by Alton Hardy Howard and W. L. "Jack" Howard, Louisiana businessmen associated with Monroe. Jack Howard had also served five terms as Monroe's mayor. The founders initially operated as early franchisees of Gibson's Discount Center, a discount-retailing system that gave local operators access to an established format and identity. The Howards later separated from the Gibson's franchise arrangement and continued under their own banner. This change allowed the company to develop a distinct regional identity while retaining the broad, low-price merchandise approach characteristic of discount retailing. Howard Brothers expanded beyond Louisiana into neighboring and nearby states, eventually operating stores in Alabama, Arkansas, Florida, Georgia, Kentucky, Mississippi, Oklahoma, Tennessee, and Texas. By 1969, the business had grown enough to become publicly traded. The company continued operating as a regional chain during a period when discount retail was becoming increasingly competitive and larger operators were expanding their geographic reach. Its later history included a significant visual and merchandising refresh. In March 1978, Howard Brothers began modernizing its stores, adopting green and orange colors and increasingly presenting itself as Howard's BranDiscount. The revised name highlighted the chain's central value proposition: merchandise offered at discount prices. In June 1978, when the chain had 78 stores, Gamble-Skogmo acquired the business. Gamble-Skogmo later merged with Wickes Companies, connecting the Howard Brothers operation to a larger corporate group. The chain nevertheless did not remain a lasting independent regional competitor. Its management attempted a buyout in 1986, but the proposal failed. The stores trading under the Howard Brothers name were ultimately liquidated. The founders subsequently pursued a related warehouse-retail concept called Super Saver. At least 21 Super Saver stores were opened before the chain was sold to Wal-Mart. This later venture extended the Howards' involvement in discount and warehouse retail, but it was separate from the original Howard Brothers brand. The Howard Brothers chain itself is now defunct, with its significance resting on its early franchise origins, regional expansion, public-company phase, 1978 rebranding, and eventual absorption and liquidation.

• 1986

  Management buyout attempt fails

  [1]Howard Brothers Discount Storesen.wikipedia.org

  Howard Brothers management attempted to buy the business but did not complete the transaction.

• 1978

  Store modernization and BranDiscount identity

  [1]Howard Brothers Discount Storesen.wikipedia.org

  The chain introduced green-and-orange store styling and began emphasizing the Howard's BranDiscount name.

• 1978

  Acquisition by Gamble-Skogmo

  [1]Howard Brothers Discount Storesen.wikipedia.org

  Gamble-Skogmo acquired the chain when it had 78 stores.

• 1969

  The company becomes publicly traded

  [1]Howard Brothers Discount Storesen.wikipedia.org

  After expanding as a regional operator, Howard Brothers entered the public markets.

• 1959

  Howard Brothers Discount Stores is founded

  [1]Howard Brothers Discount Storesen.wikipedia.org

  Alton Hardy Howard and W. L. "Jack" Howard founded the discount-store chain in the southeastern United States.

• Howard Brothers stores are liquidated

  [1]Howard Brothers Discount Storesen.wikipedia.org

  The stores operating under the Howard Brothers name were eventually liquidated.

• Super Saver is sold to Wal-Mart

  [1]Howard Brothers Discount Storesen.wikipedia.org

  After opening at least 21 wholesale warehouse stores under the Super Saver name, the Howard brothers sold that chain to Wal-Mart.

Regional discount retail focused on low prices and broad general-merchandise assortments.

• Discount general merchandise retail · 1959

  Howard Brothers Discount Stores

  The core Howard Brothers format was a regional discount store carrying broad general-merchandise assortments. The business competed through low prices rather than a narrowly specialized product category. Its stores served consumers across Louisiana and several surrounding and southeastern states, making geographic reach and a recognizable regional name important parts of the operating model.

• Discount retail format and brand identity · 1978

  Howard's BranDiscount

  Howard's BranDiscount was the identity adopted during the chain's 1978 modernization effort. Green-and-orange visual elements accompanied the name, which was intended to communicate the stores' discount positioning more directly. It represented a refresh of the existing Howard Brothers retail format rather than a separately documented product line.

• Wholesale warehouse retail

  Super Saver

  Super Saver was a later wholesale warehouse-store chain started by the Howard brothers after the Howard Brothers stores had been liquidated. At least 21 locations were opened before the business was sold to Wal-Mart. It was a successor venture associated with the founders, not an operating continuation of the original Howard Brothers name.

• 1978Howard's BranDiscount modernization

  United States southeastern region

  The chain refreshed its stores with green-and-orange presentation and used the Howard's BranDiscount name to foreground its low-price positioning.

  Outcome. The rebranding occurred shortly before the chain was acquired by Gamble-Skogmo; no further campaign performance information is documented in the supplied sources.

  Source

• 1986

  Management buyout attemptM&A

  Background

  Howard Brothers management sought to regain control of the chain after its corporate ownership period.

  Action taken

  Management proposed a buyout, but the attempt was unsuccessful.

  Aftermath

  The stores under the Howard Brothers name were later liquidated.

  Source

• 1978

  Modernize stores and emphasize discount positioningStrategy

  Background

  The regional chain sought to refresh its stores and make its low-price identity more prominent.

  Action taken

  Management introduced green-and-orange store styling and began using the Howard's BranDiscount name.

  Aftermath

  The modernization preceded Gamble-Skogmo's acquisition of the 78-store chain later in 1978.

  Source

• 1978

  Gamble-Skogmo acquisitionM&A

  Background

  Howard Brothers had grown to a 78-store regional chain operating across multiple southeastern states.

  Action taken

  Gamble-Skogmo purchased the chain in June 1978.

  Aftermath

  Gamble-Skogmo later merged with Wickes Companies, placing the operation within a broader corporate group.

  Source

1. 1Howard Brothers Discount Storesen.wikipedia.org