By Elizabeth Efird | Photo by Beth Mann
“You are absolutely crazy.”
It was a sentiment that Richard Morgan often heard when he resigned from the Marine Corps in 1969 with the intention of opening an import store in Durham. That November, Richard rented the old Piggly Wiggly space at the corner of Main and Morgan streets to fulfill his vision.
Morgan Imports was ahead of its time. Richard chose downtown to open his store because he didn’t like large shopping malls and wanted to create something different. “He likes redoing old spaces and having a new conception of what it could look like,” says Jacqueline Morgan, Morgan Imports co-owner and Richard’s wife. During a time when commercial businesses were moving away from central Durham, Richard took a risk and opened his store. “We gave people a reason to want to come downtown,” Jacqueline says. The Morgans believe that the initial success of their store gave others the confidence to open other businesses nearby.
In the early 1970s, Richard moved the store into a 10,000-square-foot building down the street, but later lost it to a fire. After a series of moves and various store iterations, Morgan Imports moved to its current location in the old Durham Laundry in 1991. Richard was drawn to the interesting structure and huge vaulted ceilings. The 25,000-square-foot space was built in 1927 and provided laundry and dry cleaning services for the Durham community as well as students at Duke University. “It’s just a great architectural building,” Richard says. “That’s the reason I wanted to be here.”
Morgan Imports’ impact on the city reaches far beyond its commercial enterprises. “They have been such a wonderful source of largesse to the community, and there are so many nonprofit organizations that they have supported,” says Jane Goodridge, a loyal customer for the past 22 years. The business held major fundraisers each year and has raised more than $100,000 for Durham causes. Morgan Imports currently supports Senior PharmAssist along with other area nonprofits, worked with Preservation Durham for many years and also held fundraisers for the Ronald McDonald House of Durham & Wake, UNC Hospitals and Habitat for Humanity of Durham, among other organizations.
Diligent customer service and the charm of the space kept the doors of Morgan Imports, which was named a Readers’ Favorite Gift Shop and Home Furnishings & Accessories store in our recent Best of Durham issue, open during a time when many choose to shop virtually. “There are many customers who realize that when you shop local, you are putting money back into the community,” Jacqueline says. “They also realize that when you shop local you are getting more originality in the merchandise.” Morgan Imports reflects the personality, tastes and interests of its owners, a characteristic that big-box stores don’t have. Jacqueline notes that independent retailers tend to take more chances when selecting merchandise, which leads to a more diverse and interesting product range. “Some don’t sell, but some are dynamite,” she says.
“Whenever I’m looking for a special gift, I always go to Morgan Imports,” Jane says. “I just like to go there to browse. One of the best things about their merchandise is the variety of prices. If you’re looking for something inexpensive, it’s easy, and if you are looking for something really special, you can find that, too.”
Those devoted customers also derive from Morgan Imports’ beloved community-wide events. During the annual open house in November, Richard brings out his famous doughnut machine, a fan favorite. Last year, the Morgans celebrated the store’s 50th anniversary with a massive shindig, complete with song and dance. It’s a special memory, but Jacqueline says, “We don’t have time to think of all the good things, we just keep thinking about what we will do next.
“The future in general for retail is an interesting challenge for everyone, because the internet and [Amazon] Prime try and do everything,” Jacqueline says. With even more people shopping online during the pandemic, the Morgans told Durham Magazine in June that they were waiting to see how it all plays out. But after almost six months operating under limited hours and curbside pickup, the store shared on Aug. 21 that it was preparing for a huge “BYE BYE SALE” starting this Thursday, Aug. 27 at 10 a.m.
“You and your store family have given the community many memories, some we can see every holiday and recall every time we enter[ed] your store,” Vicki Hill said in response to its Facebook post announcing the news. “You are a staple here but deserving of retirement. [I’m] sure it was a hard decision”
