Roger Holler, Sr. with Sears, Roebuck & Company Fleet of Trucks


Dublin Core


Roger Holler, Sr. with Sears, Roebuck & Company Fleet of Trucks

Alternative Title

Sears & Roebuck Trucks


Orlando (Fla.)
Sears, Roebuck and Company
Department stores--Florida
Trucks--United States


Roger Holler, Sr. originally worked for General Motors when he migrated to Orlando, Florida. Soon after relocating, Holler opened his own dealership with Chevrolet. In this photograph, Holler is seen wearing a cowboy hat with a fleet of Sears, Roebuck & Company trucks, possibly because he supplied the Sears store with the delivery trucks.

The Sears store was located at 111-113 North Orange Avenue in Downtown Orlando, Florida. Sears moved into the first floor of Philips Apartments in 1931. Before Sears arrived, the building, as well as the city of Orlando, was experiencing economic decline. However, Sears proved so successful that the building had to expand and the property value of the entire building increased by 25 percent. In 1939, F. Monroe Alleman and Kenneth Kraft bought the Sears building for $300,000. Twenty years later, Alleman sold the building for $1.1 million, but Sears was kept open with 12 years left on its lease.

In 1962, land on East Colonial Drive was bought to open a freestanding Sears store and a year later construction started. In 1973, the Sears on Colonial was incorporated with the Fashion Square Mall and it remains open today. On May 4, 1974, due to the expanding city and regional malls, the downtown Sears store closed its doors. Ten years later, the building was renovated and became what it is today, a bronze-colored glass tower nicknamed the Copper Whopper.


Original black and white photograph: Orlando Remembered Exhibit, Regions Bank, Orlando, Florida.

Date Created

ca. 1931-1979


Daily, Patricia F.

Is Format Of

Digital reproduction of original black and white photograph.

Is Part Of

Orlando Remembered Exhibit, Regions Bank, Orlando, Florida.
Orlando Remembered Collection, Orlando Collection, Orange County Collection. RICHES of Central Florida.




117 KB


1 black and white photograph




Still Image


Sears, Roebuck & Company, Downtown Orlando, Florida

Accrual Method



History Teacher
Economics Teacher
Geography Teacher


Donated to Orlando Remembered by Patricia F. Daily.

Rights Holder

Copyright to this resource is held by the Orange County Regional History Center and is provided here by RICHES of Central Florida for educational purposes only.

Contributing Project


Williams, Rachel
Cepero, Laura

Digital Collection

Source Repository

Orlando Remembered

External Reference

Bacon, Eve. Orlando: A Centennial History. Chuluota, Fla: Mickler House, 1975.
"Sears." Sears.
"About Sears Roebuck, and Co." Sears Holding Corporation.
"A Narrative History of Sears." Sears Archives.


Sears, Roebuck & Co. Window Display
From Patricia F. Daily

Roger Holler, Sr. (in cowboy hat)
with Sears, Roebuck & Co. fleet of trucks
From Patricia F. Daily

Still Image Item Type Metadata

Original Format

1 black and white photograph


“Roger Holler, Sr. with Sears, Roebuck & Company Fleet of Trucks,” RICHES, accessed July 14, 2024,