 It was seen as better suited to take on competition with the strong T. Eaton Co. catalogue business and to use Sears marketing principles to expand into smaller Canadian rural and suburban markets.The Toronto Mail Order Building complex - which eventually came to be known by the less cumbersome name of "the Mutual Street Building", continued to serve the needs of Simpsons-Sears.In 1971, the complex was connected to the department store chain's new head office building at 222 Jarvis Street.