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Alfred Marshall, 94; opened Beverly department store that became Marshalls chain

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Alfred Marshall opened his first department store in Beverly in 1956, luring customers with discount merchandise from boutiques and with coupons for 5-cent ice cream sandwiches made by his children.

His “brand names for less” strategy mushroomed, and his business grew into one of the leading discount chains in the country. He and his partners sold the stores in 1976, but his name remains synonymous with bargains at 904 Marshalls stores now owned by TJX Cos.

Mr. Marshall, a former resident of Beverly and the Caribbean island of Saint Maarten, died of pneumonia Dec. 28 at a rehabilitation facility in Boca Raton, Fla., several weeks after being hospitalized for a heart ailment, his family said. He was 94.

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