Current discount retail giants Walmart, K-Mart and Target, all founded in 1962, were well established when the concept for a new department store was developed. John Geisse, formerly with Target, and Dave Babcock, of May department stores met in 1968 and figured they had the experience to open their own stores, the aptly named "Venture". In 1970, the first store opened in St. Louis, Missouri and within a few years began expanding into Kansas City and Chicago. At that time, there were no Targets in those areas and Walmart only operated in smaller towns.
During the 1970's and 1980's, Venture stores dominated suburban strip malls, where their black and white diagonal striped signage and facade made a bold impact.
The KC Matchgirl recalls many shopping ventures into Venture, taking home her bargains (record albums for $2.99!) in those black and white striped sacks.
By 1990, Venture ventured into Texas, opening multiple stores at the same time. But by then Texas shoppers were loyal to K-Mart and Walmart, and the venture failed. Venture sold their Texas locations to K-Mart in 1996. While re-grouping to focus on their original stores, the straight, bold lines that had defined Venture for so many years were softened to wavy lines, like a U.S. flag in the wind, in 1997. But Kansas City shoppers never saw the new design, as Venture filed for Chapter 11 bankruptcy in January 1998 and all stores closed for good 4 months later.
Venture's adventure in discount retailing lasted less than 30 years.
Note: This front strike matchbook dates from 1970-1973. It is blank on the inside and would have been distributed at all locations.
