E. Way & Company was established as a department store in Pitt Street in 1891 and, together with David Jones, became a focus of early 20th century retail trade in central Sydney. It featured an elaborate façade, entertaining window display and a wide range of merchandise.

E. Way & Company issued a series of advertising medals. One suggests that customers 'kindly drop us a card or inspect our counters for what you require' (NU 20341). The company sold goods including ladies' and children's underclothing, mantles, costumes, millinery and general drapery. It claimed to be the 'cheapest draper in Sydney'.

NSW Heritage Office website http://www.heritage.nsw.gov.au/docs/A_Lot_In_Store_ch2.pdf, accessed 9/1/2004.

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