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June 1942 Location:

Peerless Handbag Co., Inc.
312 5th Avenue
NY
LA 4-8635-6

Factory: Dover, NJ

Location February 1961:

Peerless Handbag Co.
22 west 32nd St.
New York

February 1942 Luggage & Leather Goods, Page 52 and April 1942, page 48

This letter to the editor from Don Langer of Peerless was published on page 56 of the same issue.

"To the Editor,
Luggage & Leather Goods,
New York, N. Y.

Dear Sir:

We are at war . . . much to think about . . . much to ponder . . . many policies to change . . . much to plan and adjust to the times. But honestly, are we passing the buck?

Is it simpler to shrug our shoulders and blame the war for a bad day over the counter? Is it easier to disregard the worried faces of factory workers forced out of employment because their executives decided to retrench? Shall we apply the same discouraging factors to the war situation today that prolonged the recent depression?

We emphatically say no; We don't believe, however, that there will be business as usual. But then, business never was usual. These are times when the ingenuity and initiative of the manufacturer, buyer and merchandiser will come to the fore. Isn't it better to search our brains for better methods of presenting our merchandise? After our declaration of war, we sounded out some of the important figures in the merchandising world. They have all reacted in the same light, "we have experienced a period of wild buying, and a few days of slack after the historic news. We feel that shortly the public will return to the thought of personal needs. However, in the days and years ahead, it will be up to the individual store to evolve newer merchandising."

Let us concentrate more on the matters that are keeping us in business, than the details that we have placed in the hands of our Government. Our federal administrators are striving to maintain civilian morale by aiding industry and business.

In our own particular field, we have had many obstacles to hurdle. Every item that goes into the manufacture of handbags, has directly been affected by the world situation. They are being met every day by the same methods that guide our war effort. We are paying more for our raw materials and still making better looking handbags. There is no priority rating on "style" or the application of it. There will be new methods of manufacture in the next few years. There will be many new products used in our merchandise. It is an opportunity to the manufacturer to make the best use of them. It is up to the buyer to merchandise them. Let us then find the best method to battle the common enemy . . . fear!
Let us keep in mind the principle that we are in a style business, that the consuming public wants an article of beauty, pleasing to the eye and representative of current values . . . dollar for dollar! We shall maintain that policy. We shall not become panicky. We shall have faith in America.

There will always be a handbag for the smart American woman!

Sincerely,
Don Langer, Peerless Handbag Co."

June 1942 Luggage & Leather Goods, page 49

Display ad August 1942 "Luggage & Leather Goods," page 45.

Display ad Handbags Illustrated for July 1947, page 51.

The same August 1942 "Luggage & Leather Goods" features a Peerless Bag in the Back to School story on page 41. It was style 5314, wholesaled for $35.65 per dozen and came in saddle finished leather in a variety of colors.

"The smartly tailored miss will go for this saddle finish bag with squared lines and its easy-to-carry handle. By Peerless Handbag Company."

Display ad "Handbag Buyer" June 1949, page 45

What's New In Handbags on page 53 of the same issue includes this Peerless Handbag. The bag retailed for a hefty $5.00, that's $38 in 2006 inflation adjusted dollars.

"Soft supple calfskin handsomely styled after a suitcase has upright double handles and brilliantly polished lock and frame corners. Bright red quality leather lining and change purse, inside zipper section and mirror uniquely enclosed in separate leather case."

More Peerless news appeared later in the column "Handbag Buyer" June 1949, page 58. These leather bags retailed for $4.95.

Marble Finish Leather Bags

"A back-to-school promotion in marble-finished leather is being offered at a popular price. Styles are varied and many. There are adjustable shoulder straps, boxes, satchels and envelope types. These come in all fall shades and stress a series of browns.
This house also features plain and embossed saddle finished leather in a wide variety of roomy models."


The 1950s

Half page ad February 1950 issue of "Handbags and Fashion Accessories," page 24

MAKE 1950 YOUR BIG YEAR!!

Peerless has the most GLAMOROUS $5 and $7.95 LEATHER HANDBAGS. See our beautiful style scoops for spring and summer! NATURAL SADDLE FINISH LEATHERS—FINE MADAGASCAR STRAWS—EMBOSSED LEATHERS — ALL ADJUSTABLE SHOULDER STRAPS—$35.65 doz. Something NEW—TOP GRAIN SADDLE COWHIDE—$57 dozen

Burt Rothschild Joins Lesco

"Burt Rothschild has been appointed exclusive representative for Lesco handbags LescoLtd, including their Bond Street small leather goods line, in the South and Southwest. He was formerly with Peerless Handbags."
HANDBAGS column of the February 1950 issue of "Handbags and Fashion Accessories"

January 1955 Handbags & Accessories, page 39

Bags for Spring 1956 were presented on January 3, 1956 by agreement as a member of the National Authority for the Ladies Handbag Industry. 1956NationalAuthorityMembers


The 1960s

Details of the 1961 Spring line from the "Handbag Briefs" column are featured on page 41 of the same issue.

"Soft grained cowhides which are

soft in styling, rounded and pouchy, and sport linen linings, oval frames and whale openings is just one of the outstanding groups in the new spring line at Peerless, 22 W. 32nd St. Some frameless styles are also shown such as a melon shaped pouch and a top-closed flat tote. Saddle stitching trims many of the bags, around the edge or on outside pockets. In the fabric group an orange or violet toned stripe is trimmed with spindrift, wicker or white shades leather. The casual colors (which include many neutral fashion shades) run very close to the tailored leather shades. The tailored bags are sleekly styled with the frame collar being about the most important detailing. Patents and straw cloths are available as well as "Peerlon". Gold and white are the key colors which are shown in a group of clear vinyls."


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