Marshall Field & Company originated in 1852. It was the premier department store on the main shopping street in the Midwest, State Street in Chicago. Upscale shoppers came by train from throughout the region, patronizing nearby hotels. It grew to become a major chain before converting to the Macy's nameplate on 9 September 2006. Marshall Field's Served as a model for other departments stores in that it had exceptional customer service. Field's also brought with it the now famous Frango mints brand that became so closely identified with Marshall Field's and Chicago from the now defunct Frederick & Nelson Department store. Marshall Field's also had the firsts, among many innovations by Marshall Field's. Field's had the first European buying office, which was located in Manchester, England, and the first bridal registry. The company was the first to introduce the concept of the personal shopper, and that service was provided without charge in every Field's store, until the chain's last days under the Marshall Field's name. It was the first store to offer revolving credit and the first department store to use escalators. Marshall Field's book department in the State Street store was legendary; it pioneered the concept of the "book signing." Moreover, every year at Christmas, Marshall Field's downtown store windows were filled with animated displays as part of the downtown shopping district display; the "theme" window displays became famous for their ingenuity and beauty, and visiting the Marshall Field's windows at Christmas became a tradition for Chicagoans and visitors alike, as popular a local practice as visiting the Walnut Room with its equally famous Christmas tree or meeting "under the clock" on State Street.