Former Pony Express rider and ferryboat operator William Ashton brought his family to Vernal in 1879. His sons and grandsons, all engaged in retail trade, consolidated their businesses in 1922 and opened Ashton Brothers Mercantile Company across the street. Ashton Brothers became the largest and finest department store in Vernal's history and eventually expanded to cover two-thirds of the city block. The store had nine departments and carried everything from groceries to greasers, or overalls. Its remarkable success rested on customer service, as it frequently extended credit during Ashley Valley's lean times or when families faced hardships, and loyal customers later repaid the store when they sold livestock, wool, or other produce.