Throughout the mid 20th century, the store continued to grow exclusively at its downtown Hartford location. Against prevailing trends, Mrs. Auerbach believed that branch stores only detracted from the appeal of the flagship store. This was, in no small part, due to the failure of Foxmart, a farm equipment and supply "branch" of G. Fox in Connecticut's Tobacco Valley. Instead of creating branch locations and in an effort to reach out to her distant customers, Mrs. Auerbach had about one-third of the 11th floor Toy Department carved out and expanded the store's telephone-order facility. As part of this effort, the company added direct phone lines to every exchange in Connecticut and parts of Massachusetts and Rhode Island. In 1947, two years after World War II ended, G. Fox celebrated its 100th birthday.