Another Old-Timer in West Orange's Business History

Since I've started writing about businesses in West Orange only a few months ago, I've found that there are many long-standing businesses in our town. And I don't mean just the businesses that lasted past their first 10 or 20 years or so. West Orange is home to more than a few small business old-timers.

Pals Cabin will be celebrating its 80th year next year; the West Orange Pharmacy started 64 years ago; Starlite Restaurant & Pizza has been in business for 50 years; Supreme Bakery has been here for 35 years; and even with a brief hiatus, Marty's Shoes comes in at 30-plus years. And those are just the businesses I've learn about so far.

This week, I've found another long-standing West Orange business: Helen Hirsh's Great Shapes at 457 Mt. Pleasant Ave. You may know it as Helen Hirsh, but for the last 10 years, it's been owned by Great Shapes, a Roslyn, New York-based retail swimwear company.

Great Shapes is a family business that started with one store in Roslyn a little over 30 years ago. Great Shapes has since opened three more stores in New York: in Woodbury, Merrick and Hartsdale. The Helen Hirsh store is their only presence in New Jersey.

I spoke with Jen Resnick, who oversees buying, marketing and store operations at all five stores, including the West Orange store. Resnick is a member of the family that started Great Shapes, joining the family business only a few years ago.

Resnick recounted the history of the acquisition. "Helen Hirsh was a family-run business for, probably 50 years or so." Joel Weinberg, founder and owner of Great Shapes, was a swimwear representative for many years, so he knew Al, the previous owner of Helen Hirsh.

"Joel and Al had a strong business relationship for many years," Resnick said. "So when Al was ready to retire, and Joel already had three stores in New York, Joel saw it as an opportunity and bought the store."

Resnick also reports that some of the original employees at Helen Hirsh are there to this day. "We didn't want to change the store at all," said Resnick. "The store had loyal customers and loyal employees, so they didn't merge it with the Great Shapes brand for the first eight years."

"About two years ago, we started to combine the brands," Resnick said. "We are slowly integrating the two brands together." They don't, however, want to change the store abruptly.

The Helen Hirsh's Great Shapes store sells specialty swimwear, lingerie, and caters to hard-to-fit customers. The store offers swimwear separates and has experienced "fit specialists" that offer personal attention.