Now led by the fourth generation, Penner’s of San Antonio defies all of the odds and offers so many lessons to other businesses that dream of reaching their own centennial business milestone. In an age of online retailing, Penner’s still does the bulk of its sales from its original bricks-and-mortar location on the west side of downtown San Antonio. Its secret sauce includes free on-site tailoring, custom-made products that are available nowhere else, and knowledgeable merchandisers and sales associates.

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