Stocking up

The slogan of the Van Raalte company was “Because you love nice things,” a bit of commercial whimsy I found quite persuasive: “[I]t cuts straight to the chase; only L’Oreal’s ‘Because I’m worth it’ exceeds it for ego massage.”

A lot of their advertising proved to be (somewhat) collectible, as late as the middle 1960s:

Van Raalte ad from 1964

As always with these, you get a dollop of historical commentary, this time from the Van Raalte family themselves:

In the late 1920′s (1927?) the decision was made to sell the company to Goldman Sachs and Lehman Bros. There are several theories as to what prompted the decision to sell, but no definitive reason has survived the years. The Company was still a leading manufacturer in its field and its name and products were highly respected. The new owners kept the name, product lines, and slogans and it became a publically traded company with shares on the American Stock Exchange.

The company prospered through the years and was the first to produce stockings made with Dupont’s new “nylon” fiber in the late 1930′s. By 1965 the company had sales of over $70 Million. In 1970 VAN RAALTE was sold to the Cluett, Peabody & Co (the Arrow shirt company) and then again in 1977 to the Kellwood Company. In 1994 Warnaco acquired the Van Raalte trademark for apparel, and the following year sold Van Raalte bras and products exclusively through Sears stores. Production of Van Raalte products eventually ceased by the end of the century.

I admired this picture enough to make a CD jacket out of (some of) it.







2 comments

  1. Tatyana »

    9 January 2013 · 5:29 pm

    neat. did you use Photoshop?

  2. CGHill »

    9 January 2013 · 6:04 pm

    The stripped-down Elements version, which carries about 85 percent of the heft at about a quarter of the price. (I don’t do enough of this stuff to justify buying the industrial-strength package.)

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