The J. Peterman Company
Encyclopedia
The J. Peterman Company is a retail company that sells clothing and fashion accessories primarily through catalogs
and the Internet
.
. It took up the travel and safari theme originated by Banana Republic that was abandoned by them soon after their acquisition by The Gap
in 1983. The company’s first product was an original horseman’s duster
, promoted with a small ad in The New Yorker
. The company grew by offering distinctive lifestyle merchandise (including reproductions of antique clothing and clothing worn in specific films) within catalogs that differed from other direct marketing at the time. The catalogs use long copy to explain the products, often recounting exotic stories
of how the catalog writer came across the product, with liberal use of literary embellishments. Also, products are illustrated with artwork as opposed to photographs.
From 1995 to 1998, the most popular television series at the time, Seinfeld
, parodied the owner and the company with a catalog-company businessman named J. Peterman, played by John O'Hurley
.
In 1997, the company raised private equity to expand. The company opened up 10 retail stores in several markets, including New York
, Detroit, and San Francisco. The stores were moderately successful but the growth was too fast for the company’s small operations. Despite $75 million in sales at its peak, the company was forced into bankruptcy in 1999.
The company was purchased by Paul Harris Stores in 1999, without the future participation of Peterman. Paul Harris Stores went bankrupt in 2000. In 2001, Peterman repurchased the name and restarted The J. Peterman Company, with O'Hurley as an investor. Tim Peterman, one of the founder’s sons, left E. W. Scripps
in 2008 to become president of the company. John Peterman became Chairman.
Mail order
Mail order is a term which describes the buying of goods or services by mail delivery. The buyer places an order for the desired products with the merchant through some remote method such as through a telephone call or web site. Then, the products are delivered to the customer...
and the Internet
Internet
The Internet is a global system of interconnected computer networks that use the standard Internet protocol suite to serve billions of users worldwide...
.
History
The J. Peterman Company was founded in 1987 by John PetermanJohn Peterman
John Peterman is a catalog and retail entrepreneur from Lexington, Kentucky, who operates The J. Peterman Company.Peterman graduated from the College of the Holy Cross in 1963 and played third base on Holy Cross baseball teams that went to the College World Series in 1962 and 1963...
. It took up the travel and safari theme originated by Banana Republic that was abandoned by them soon after their acquisition by The Gap
Gap (clothing retailer)
The Gap, Inc. is an American clothing and accessories retailer based in San Francisco, California, and founded in 1969 by Donald G. Fisher and Doris F. Fisher. The company has five primary brands: the namesake Gap banner, Banana Republic, Old Navy, Piperlime and Athleta. As of September 2008,...
in 1983. The company’s first product was an original horseman’s duster
Duster (clothing)
A duster is a light, loose-fitting long coat.The original dusters were full-length, light-colored canvas or linen coats worn by horsemen to protect their clothing from trail dust. These dusters were typically slit up the back to hip level for ease of wear on horseback and were the recommended...
, promoted with a small ad in The New Yorker
The New Yorker
The New Yorker is an American magazine of reportage, commentary, criticism, essays, fiction, satire, cartoons and poetry published by Condé Nast...
. The company grew by offering distinctive lifestyle merchandise (including reproductions of antique clothing and clothing worn in specific films) within catalogs that differed from other direct marketing at the time. The catalogs use long copy to explain the products, often recounting exotic stories
Puffery
Puffery as a legal term refers to promotional statements and claims that express subjective rather than objective views, which no "reasonable person" would take literally...
of how the catalog writer came across the product, with liberal use of literary embellishments. Also, products are illustrated with artwork as opposed to photographs.
From 1995 to 1998, the most popular television series at the time, Seinfeld
Seinfeld
Seinfeld is an American television sitcom that originally aired on NBC from July 5, 1989, to May 14, 1998, lasting nine seasons, and is now in syndication. It was created by Larry David and Jerry Seinfeld, the latter starring as a fictionalized version of himself...
, parodied the owner and the company with a catalog-company businessman named J. Peterman, played by John O'Hurley
John O'Hurley
John George O'Hurley is an American actor, voice actor, and television personality. He is known for the role of J. Peterman on the NBC sitcom Seinfeld and was the host of the game show Family Feud from 2006 to 2010.-Early life:...
.
In 1997, the company raised private equity to expand. The company opened up 10 retail stores in several markets, including New York
New York
New York is a state in the Northeastern region of the United States. It is the nation's third most populous state. New York is bordered by New Jersey and Pennsylvania to the south, and by Connecticut, Massachusetts and Vermont to the east...
, Detroit, and San Francisco. The stores were moderately successful but the growth was too fast for the company’s small operations. Despite $75 million in sales at its peak, the company was forced into bankruptcy in 1999.
The company was purchased by Paul Harris Stores in 1999, without the future participation of Peterman. Paul Harris Stores went bankrupt in 2000. In 2001, Peterman repurchased the name and restarted The J. Peterman Company, with O'Hurley as an investor. Tim Peterman, one of the founder’s sons, left E. W. Scripps
E. W. Scripps Company
The E. W. Scripps Company is an American media conglomerate founded by Edward W. Scripps on November 2, 1878. The company is headquartered inside the Scripps Center in Cincinnati, Ohio. Its corporate motto is "Give light and the people will find their own way."On October 16, 2007, the company...
in 2008 to become president of the company. John Peterman became Chairman.