Retail giant’s 17-year mission accomplished Published July 11, 2007 By Judd Anstey AAFES Media DALLAS -- Patriot. Leader. Mentor. These and other laudable words have all been used to describe Walter F. Loeb throughout his 82 years. Loeb's service to his country began at an early age; as a young Soldier serving in the Allied invasion of Europe, the German-born Loeb was able to translate a captured document which led to the Allies' capture of the Bridge at Remagen, a notable tactical victory at a critical point of World War II. After an honorable discharge in January 1946, Loeb embarked on an illustrious career in retail that spanned some five decades, but his support to America's military did not end on the battlefields of Europe. Over the past 17 years, Loeb has freely given time, energy and expertise as an unpaid consultant to the Dallas-based Army & Air Force Exchange Service (AAFES). To properly advise the Army and Air Force generals who have commanded AAFES, Loeb has been called on to regularly travel to Post and Base Exchanges throughout the continental United States, Europe and the Pacific. "His wise counsel has been invaluable to not only me, but also eight former AAFES commanders," said AAFES' Commander Maj. Gen. Bill Essex. "In constant demand by the commercial retail industry for his advice and guidance to the largest and most successful companies, he has unselfishly devoted countless days, free of charge, to AAFES. He has done so because of his love for our nation as well as its troops and their families. We will sorely miss Mr. Loeb's advice and companionship and will be forever in his debt." According to AAFES senior personnel, Loeb's extensive background in apparel trends, buying strategies and sales methods have been invaluable in charting the current and future direction of the Department of Defense's oldest and largest exchange service. "Walter Loeb is icon in the retail industry, his expertise and advice has greatly impacted AAFES' ability to pursue new product development, which resulted in increased sales and earnings," said AAFES' Senior Vice President of Sales Maggie Burgess. "Mr. Loeb's foresight in terms of fashion trends, especially his counsel on calling out trends and conviction buying, resulted in the development of 23 different AAFES private labels in apparel over the last decade. As a result, AAFES averaged nearly $100 million in private label apparel sales annually over the past 10 years." Sales are critical to AAFES' ability to fulfill its mission as 100 percent of earnings generated from the sale of goods and services are returned to Soldiers, Airmen, Sailors, Marines and their families. During Mr. Loeb's 17-year tenure as a consultant, AAFES has contributed in excess of $3 billion to military quality of life improvements, including: Youth Services, Armed Forces Recreation Centers, arts and crafts, aquatic centers, post functions and golf courses.