Hillcrest Books, Catalogue of Old Catalogues and Paper Collectibles

Catalogue of Old Cataloguestm

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JC Penney Co.

     GENERAL MERCHANDISE CO, Milwaukee, WI was the predecessor of Penney's mail order operation. "David Kritzik founded GMC in 1938. In 1961 they had sales of $37 million with the help of new computerization. The big stores of the time, including Sears and Wards, were still processing orders by hand.  GMC came to the attention of J. C. Penney Company planners and On Feb. 21, 1962 Penney purchased GMC for $11 million. In September of 1962, seven Midwestern J. C. Penney stores in Illinois and Wisconsin opened catalogue sales desks. By the end of the year, 21 desks were operating. In 1963, the two companies merged completely. In August, the first J. C. Penney Fall/Winter catalogue was distributed.  This catalogue had 1,252 pages, one third of which were in color.  The first specialty catalogue was also printed, featuring toys. This was the precursor to the Holiday Book."1

     We can probably safely venture that GMC's lines had changed somewhat from 1938 to the time of Penney's acquisition. At least, GMC had developed a discount division, which was to become Penney's model for the ill-fated Treasury discount centers. We occasionally have these GMC catalogues but they are becoming rather scarce now.

1Our sincere thanks to JCPenney Archives folks for this historical information.


JC Penney Co.

General Catalogues

In date order.


07264-M0607ELOU - Catalogue- JC PENNEY, Summer Sale 1980. Clothing, lawn equipment, household decorating goods, tents and camping equipment, tools, more. Excellent condition. 8-3/8"x 11"x 119 pp. $18.00  Pictures


07265-M0607ELOU - Catalogue- JC PENNEY, Back-To-School Sale, 1980.  Clothing, household, baby's room, more. Excellent condition. 8-1/4"x 11"x 71pp. $12.00  Pictures


02467-M0494EEEE- Catalogue- JC PENNEY CO., F/W 1993 n.p. (They’re headquartered in Dallas now--since about 1988). Like new. 8-1/4" x 11" x 1,386pp. $25.00


06037-M0597ELEC- Catalogue- JC PENNEY CO., F/W 1994. Full lines. Excellent. 8-1/4"x 11"x 1,442pp. $25.00


07037-M1136EEEE- Catalogue- JC PENNEY CO., Milwaukee, WI. Fall 1996. Sizes 16W & Up womens fashions. Excellent condition. 8x 10-3/8x 54pp. $12.00  


07038-M1136EEEE- Catalogue- JC PENNEY CO., Milwaukee, WI. Fall 1996. Especially for Talls. Fashions for ladies. Excellent condition. 8x 10-3/8x 46pp. $12.00


06762-M0601EEEE- Catalogue- JC PENNEY CO., S/S 2001. Full lines. Near new condition. 8" x 10-1/2"x 1,398pp. $22.00


07248-M0207EEEE- Catalogue- JC PENNEY CO., no place given. F/W 2005. Full lines. Almost like new condition. 8x 10-3/8x 1,090pp. $15.00  Picture


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