J. Peterman Company: J. Peterman Company Catalogs campaign

Anita Coryell

The J. Peterman Company, a mail-order catalog business, was founded in 1987 on a whim and quite by accident according to Donald Staley, owner of ad agency Staley, Fox, Inc., of New York.

J. Peterman Company: J. Peterman Company Catalogs campaign

Anita Coryell

Overview

The J. Peterman Company, a mail-order catalog business, was founded in 1987 on a whim and quite by accident according to Donald Staley, owner of ad agency Staley, Fox, Inc., of New York. Staley, who cofounded the company with John Peterman, was amazed that it grossed $65 million in 1998, just a decade later.

The J. Peterman Company offered hard-to-find products through its catalogs—slippers imported from Paris, rare photographs of maharajas from New Delhi, beaded gowns that looked as if they might have been worn by Rita Hayworth. However,...

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