Q&A: Morton's Changes With the Times

Over the course of 80 years, has adapted to changing times and tastes. This third-generation family business slowly evolved from a traditional army/navy store into a modern one-stop-shop for clothing, sporting goods, school supplies and more.

Owner Steve Silverman recently talked to Patch about some of these changes and the back-to-school season, one of the store's busiest times of year.

When did Morton's open?

My grandfather started it in 1931. Then it went to my father, and then myself. We started out in Far Rockaway, and then in 1973 we opened another store at Cedarhurst Avenue. About seven years ago, we moved to this location (533 Central Ave.).

What made your father choose to open the second store in the Five Towns?

He saw the opportunity here. A lot of our customers were moving here, and we saw Cedarhurst becoming more and more viable. In its heyday, Cedarhurst was “the place to go.”

Has the store changed over the years?

Originally, we carried everything for the blue-collar worker, like postal uniforms. We morphed over the years into an “active fashion” type of store.  But we still stay very true to the basics of an army/navy store, but not to the extent that we used to. We slowly shifted directions when we saw you couldn’t survive as just an army/navy store.

What other changes have been made?

Since the community became more Orthodox, we changed our direction a little bit. We started carrying more items that were important to them, because they became an important part of our clientele and are very loyal customers. We shifted our buying accordingly. For the kids that go to private school, we carried more slacks and khakis instead of jeans. Instead of t-shirts, we carry more collared shirts, because that’s what their uniform is for school. We also carry shirts.

What is the key to your success?

It’s our service and listening to our customers. We try to give them what they’re looking for and stay on top of everything. I don’t think there is another store in the Five Towns that carries the selection of merchandise that we carry.

How has back-to-school shopping been so far this season?

Most people do it last minute. A lot of people don’t buy in advance. It’s not like years ago when most people bought most of their winter wardrobe in August. Now, a lot of people buy things as they need them.

What is your biggest selling item this time of year?

Definitely backpacks. We have the most extensive selection of backpacks of just about anywhere. We carry all the most popular brands. Right now we’re also selling a lot of jeans, t-shirts, athletic pants and outerwear.

What makes your store stand out from the rest?

Our customers are always our main priority. We’ll always try our very best to carry the products that they’re looking for. We want to make it easy for them to shop. A lot of our customers like to shop local, and we want to give them a reason to stay local. What you see here, you’re not going to get at Walmart.