Stephen Silver | JTA
Crazy Eddie was a consumer electronics empire built on hype. Entrepreneur Eddie Antar grew his chain of discounts stores in the New York of the 1970s with unforgettably loud TV commercials, a reputation for low prices and a compelling story about an underdog family of Syrian Jews who had fled persecution and built a successful business.
It was also, alas, a business built on fraud.
The complete story of the rise and downfall of Eddie Antar and the Crazy Eddie chain is told in a new book called “Retail Gangster: The INSANE, Real-Life Story of Crazy Eddie,” written by veteran investigative journalist Gary Weiss.
The Crazy Eddie chain, which closed in 1989, didn’t just execute one big scam, it ran dozens of them at once. The company, for several years, pocketed sales taxes. There were multiple varieties of accounting fraud, warranty scams, used products sold as new and questionable reporting of financial results. All along, there was plentiful nehkdi — Syrian slang for cash-only transactions — by the people running the business.
It all ended with the chain dead and multiple executives behind bars.
“It’s such a huge story. I mean, it’s got so many tentacles,” Weiss said. “It’s a family story, it’s a business story, it’s a retailing story, it’s a fraud story. And it’s also a story of New York in the 1970s and ’80s…. It took awhile for me to sort of bring it all together in a coherent narrative.”
Weiss, who is Jewish and a New Yorker, said that he spoke to members of the Antar family and other sources, while also fishing through “voluminous” public records from various indictments, investigations, lawsuits and trials.
Not everyone involved in the story agreed to talk to Weiss, he said, and Eddie Antar died in 2016, before the author had a chance to try to interview him. But for many of the people involved, Weiss said, “I had something better than an interview: I had their sworn statements that were almost contemporaneous…. I basically had the story from their own lips, not too long after the events in question.”
While he mostly avoided the press and was rarely photographed, Eddie Antar left behind a story full of wild details, even beyond his many crimes. Both his first and second wives were named Debbie, referred to by those close to him as “Debbie I” and “Debbie II.” It was commercial pitchman Jerry Carroll, not Antar, who delivered the famous “His prices are insane” line on the television commercials, to the point where many New Yorkers thought Carroll was Crazy Eddie.
Very important to the rise of Crazy Eddie was that the Antar family hailed from New York’s Syrian Jewish community, known as “SYs.” Eddie’s grandparents fled Aleppo, then part of the Ottoman Empire, in the early 20th century, landing in Brooklyn. It was a close-knit community, one that shunned intermarriage even with Ashkenazi Jews, and which used community and family ties to succeed in the clothing and electronics trades. Another defunct New York-based electronics store chain, The Wiz, was also founded by a Syrian Jewish family. (“Seinfeld” fans sometimes confuse the two chains, thanks to an episode in which Carroll’s antics as Crazy Eddie were combined with the real-life slogan “Nobody beats The Wiz.” Jerry Seinfeld’s real-life mother, in fact, came from the Syrian-Jewish community.)
Being from that community, Weiss said, “shaped [Eddie Antar] in the sense that he was the product of a very insular community, an immigrant community, that had been persecuted by the Ottomans, and by the Arabs, for hundreds, perhaps thousands of years. The history of persecution, as a result of which, [they] developed certain business habits involving cash, mistrust of the government.”
He added, however, that “it’s a mistake to view Eddie as a sort of Jewish character, or a Syrian Jewish character. He was a criminal.” Weiss said that Eddie Antar would, in some interviews later in his life, blame “the culture” for his fate.
“But the Syrian Jewish culture was not a culture of criminality. It was a culture that came out of persecution,” Weiss said. “Maybe you’re not so anxious to give money to the sultan. Maybe you deal in cash a great deal. But the culture of the Syrian Jewish community… was one of survival in the face of a hostile government. I think people should be careful not to view Eddie as an epitome of the Syrian Jewish culture. He absolutely was not.”