the company would expand to its first branch location in 1941, but the main building on fifth avenue continued to serve as lord & taylor's flagship store and headquarters. in november 1938, an atypically warm month for the city, the company was involved in a dispute with the fifth avenue association over a window display that did not display any merchandise, but instead depicted a blizzard with a sign stating "it's coming! sooner or later!". the display supposedly went against a ban on "cheap trinket shops", and the company took down the displays before later putting them back up.