Frank Winfield Woolworth Frank Winfield Woolworth Frank Winfield Woolworth (April 13, 1852 – April 8, 1919) was an American entrepreneur and the founder of F. W. Woolworth Company and the operator of variety stores known as "Five-and-Dimes" (5- and 10-cent stores) or dimestores, which featured a low-priced selection of merchandise. He pioneered the now-common practices of buying merchandise directly from manufacturers and fixing the selling prices on items, rather than haggling. He was also the first to use self-service display cases, so customers could examine what they wanted to buy without the help of a sales clerk. Frank Woolworth was born in Rodman,
Cliff's Variety Store Castro a block east of its present-day location. It was "mostly a one-man operation." The concept of the variety store originated in the late 1800s with "nickel and dime" store offering a wide assortment of inexpensive items for personal and household use. The originator of the concept is the Woolworth Brothers whose F. W. Woolworth Company experimented with goods people could touch. Before this, clerks had to work with each customer individually, handing them goods from cases or shelves. This required more clerks, with greater knowledge, and so cost more. Inflation eventually dictated that the stores were no longer able