The department store was destroyed in a massive fire on March 10, 1934, although the exterior of the annex survived.

The store reopened within a few weeks at a temporary location while a new Loveman's building was built on the site of the fire.

Loveman's opened its first suburban branch store in Montgomery's Normandale Shopping Center in 1954.

Branch stores followed at Fairfield's Western Hills Mall (1970) and Birmingham's Century Plaza (1976).

The downtown Loveman's building was added to the National Register of Historic Places on April 14, 1983.