Puritan Clothing Celebrates 100 Years On Main Street

CHATHAM – In Puritan Clothing’s early days, a major part of the business was providing uniforms to the Coast Guard. When founder Abraham Penn decided to open a second store on Cape Cod (the first was in Plymouth), he headed right to Chatham.

 “The reason he came here was the Coast Guard,” said James Penn, Abraham’s grandson and Puritan’s vice president. 

That was 100 years ago. On May 22, 1925, manager Ben Shufro opened the shop on Main Street, where Puritan has remained ever since.

The family-owned business will celebrate the centennial today (Thursday, May 22) through Saturday. More anniversary activities are planned throughout the year, including an event with the United Way in August. 

 “It’s a season of celebration,” said president Richard Penn. 

 Cousins Richard and James are the third generation of the Penn family to run Puritan Clothing. Their father and uncle, Milton and Howard, inherited the company from Abraham, and they’ve maintained the dedication to service that was the foundation of the company.

 “Abe always said ‘I’d rather make a friend than make a sale,’” noted Richard. “We’ve gone through a lot of changes, but the value of customer and community service are as strong today as then.” That ethos of service continues today with a fourth generation, Chatham store manager Megan Penn, James’ daughter, who is also president of the town’s chamber of commerce.

 “It was always Benny’s store,” she said with a laugh. “Now people know it as Megan’s store.”

 While the company’s philosophy hasn’t changed in the past century, the Chatham store has. It was originally confined to what is currently the front section; Shufro, who ran the store for 40 years and lived in an apartment on the second floor. In the 1970s an addition was built on the back of the store, which now houses the men’s department.

 And, of course, retail has changed considerably in the past century. Richard and James said they recognize that in order to compete today, they have to offer not only products that customers want but exceptional service as well.

 “People have to have a reason to go out to a retail store,” James said.

 “Average is over,” added Richard. “Everything needs to be exceptional for our customers, from the personalized service to the quality of the merchandise to the beauty of our stores. We’re continuously adapting and changing to stay relevant with our customers, including making major renovations to the Chatham building’s facade and interior over the last several years.”

 That carries through to the store’s staff, which James calls “our secret sauce.” There have only been a half dozen or so managers at the Chatham store, and many staff members stay for years.

 “Most of our staff have been working here longer than I’ve been alive,” noted Megan.

 Customers, too, tend to be loyal, with “generational” patrons — grandparents, parents, children, grandchildren — being common, said Megan.

 “To me that is the coolest thing,” she said. “When a grandmother, mother and granddaughter come in the store and all of them find something.”

 “Roots are important to people,” noted Richard.

 Puritan opened its third store in Hyannis, now the flagship, in 1939. A third outlet is at Mashpee Commons.

 Even though the store no longer provides uniforms to the Coast Guard, that historic connection remains. In 1952 Shufro was called on to provide dry clothing to the survivors of the Pendleton wreck, the famous Coast Guard rescue portrayed in the film “The Finest Hour.” The connection continues today with Puritan’s Chatham Chinos men’s collection, which was inspired by the “coastal casual” style.

 When the Chatham store opened, “souvenirs” of “pinks” (flowers) were given to women and cigars were handed out to men, according to advertisement from the May 21 edition of the Chatham Monitor. On Thursday, patrons can choose between a flower or chocolate cigar.

 “We’re going to make it fun for the year,” said Megan.