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Date: 4/13/2022
WARE — Charlie Lask recalls a time when downtown Ware was a shopping destination, jammed with cars and people browsing dozens of Main Street stores. It was 1948, a great time to start a business — and that’s exactly what Nat Falk did when he established the men’s clothing store that would bear his name for the last 86 years.
“Back in the day when [Falk] opened his busines, the main street of Ware was like the mall of the area. There were dozens and dozens of businesses down there that were very successful and people from all the surrounding towns came to Ware. It was like the shopping hub,” said Lask, who owns the business today.
It was several years after World War II and Americans were still basking in the glow of victory. Unemployment was low and payrolls were high as hundreds of people worked in local shoe and textile mills. There was plenty of money to go around, and much of ended up in Nat Falk’s cash register.
“Everyone was working, the mills were going full steam ahead. There were hundreds and hundreds of people that had charge accounts at the store and on their pay days they’d come in and put fifty cents or a dollar against their bills,” says Lask.
Nat Falk ran his business for several decades until his best friend, Joseph Lask, joined him and became a partner in the mid 1960s. After Falk’s passing in 1977, Joe took the reins when he bought the business. Through it all, Joe’s son Charlie watched from the sidelines.
At the time, Charlie Lask played the guitar and sang in a popular local rock band. He enjoyed playing to sell-out crowds in local bars, but his dad’s business is what really struck a chord with him. He began working for his dad when he was 23 and bought the business when he was 29.
“I really didn’t know what I wanted to do with my life and the store presented a great opportunity. There were times when we really struggled to keep the doors open. It wasn’t easy but I loved the business,” said Lask.
Lask said the business has remained a Main Street fixture because he offers a unique and complete line of men’s clothing — from suits and tuxedos, to casual attire, sportswear, work clothes and a Big and Tall line. The business also offers everything to complete a clothing ensemble, from shirts and ties to socks and shoes.
“I try to cover as many bases as I can, so people aren’t forced to go out of town. They can get everything they need in my store. We have hundreds of people who do all their shopping with us because they know they can get everything the need here,” he said.
There have been definite highs and lows along the way. Unemployment skyrocketed when the mills shut down, leaving hundreds of people with little money to spend downtown. A series of fires burned out several businesses — many never reopened. This affected Nat Falk because the store relied in part on customers from those burned-out businesses, and when they closed, customers stopped coming.
Nat Falk has prevailed, even prospered over 86 years while many other businesses have sputtered, even closed. Beyond variety, Lask said the key to keeping his business running is stellar customer service.
“People appreciate being treated well and not having to search the store for someone to help them or having sales associates that don’t know what they’re talking about. When people come here, they deal with people who know the products,” said Lask.
Nat Falk opened at a time when handing out flyers and placing signs in the window were considered mass marketing. Today Lask relies on social media to help get the word out.
“I don’t think there’s anything better. It’s people that are coming into your store and talking about the positive experience they had there and recommending you,” said Lask.
Lask is the third generation to own Nat Falk. But bloodline ownership may end there. Lask’s daughter has her own career, and his son isn’t interested in taking over the business. So, Lask plans to sell it to an outsider in three to five years.
“I’m not going to just sell to anyone,” said Lask. “They must like the business and care about people. That personal touch has helped keep us in business for 86 years.”