Schuster's, officially E. Schuster & Co., now defunct, was a popular department store chain in Milwaukee, Wisconsin. The chain opted for neighborhood stores over a downtown location. It was bought in 1962 by Gimbels, which operated the old Schuster's stores for a while as Gimbels Schusters. Schuster's created the locally famous Billy the Brownie elf character in 1927 to promote their annual Christmas Parade in downtown Milwaukee.