On May 28, 1867, Morris Rich (1847-1928), a Jewish immigrant born Mauritius Reich in Kaschau, Hungary, started a dry-goods business at 36 Whitehall Street in Atlanta, Georgia, called M. Rich & Co. His brother Emanuel Rich (1849-1897) joined the business in 1877, and the brothers changed the store's name to M. Rich & Bro. Seven years later in 1884, the third brother, Daniel Rich (1844-1920), joined and they changed the name to M. Rich & Bros. In 1901, the business transitioned from a small, dry-goods store into a department store. In 1929, under the presidency of Walter H. Rich (1880-1947), the nephew of Morris Rich, the store was renamed once again to Rich's, Inc. Rich's moved several times on Whitehall Street, and finally ended up at the intersection of Broad and Alabama Streets. As the store grew and prospered during the presidencies of Frank H. Neely (1884-1979) and later, Richard H. Rich (1901-1975), branch stores opened up around the South. In 1954, the business grew once again when it encorporated S. H. George and Sons, Inc., and became George's-Rich's. The Rich's name was retired in 2005 when Macy's bought it out.