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The company began in 1918 as SW&Y Supply, a wholesale grocery-distributing business. In 1953, Douglas D. Brendle, the grandson of the company's founder, joined the business. He began stocking toys and houseware items, turning its Elkin warehouse into its first wholesale showroom. In 1957, Brendle began publishing the company's first catalog. [4]
Spiegel Spring/Summer 1958 Catalog. Spiegel was an American direct marketing retailer founded in 1865 by Joseph Spiegel.Spiegel published a catalog, like its competitors Sears, Aldens, and Montgomery Ward, which advertised various brands of apparel, accessories, and footwear, as well as housewares, toys, tools, firearms, and electronics.
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Delia's – founded in 1993 as a juniors' clothing catalog, Delia's (stylized as dELiA*s) expanded to more than 100 physical locations before cheaper competitors sent it to bankruptcy in 2014. [56] It was reopened in 2015 as an online retailer, but this was unsuccessful and has been licensed by online fashion company Dolls Kill since 2018.
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In 1947, the company was the fourth-largest mail-order distributor in the United States with $79.2 million in sales and changed its name to Aldens, Inc. [2] In 1957, sales were $102.4 million, they had 4,795 employees, and operated catalog telephone stores in 68 cities. [2]
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A month before the catalog's launch, Swiss Colony President John Baumann told United Press International the retailer might also resurrect the original Montgomery Ward's Signature and Powr-Kraft store brands. [26] Among the new store brands Wards started under Colony was a home and kitchen brand called Chef Tested. [27]
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