The design for the new store was carried out by Hertzka and Knowles of San Francisco in 1936, and construction by contractors Moore and Roberts started on January 19, 1937.

After modernizing the three-story store it was merged in 1966 with Aldens Inc., a Chicago-based mail order and retail sales subsidiary of Gambel-Skogmo.

Under terms of the agreement, McNeany stayed on as a consultant and his son, William, became vice president and general manager of Rosenberg's.

[2][4] The city government approved demolition of the store in 1994, but it was subsequently saved when bookstore chain Barnes & Noble leased the space.

A fin or "blade sign" rises from the top of the window to about 10 feet (3.0 m) above the roof, where it originally carried neon lettering advertising the store.