Catalogue of Old Cataloguestm
How to Order
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
1Our sincere thanks to JCPenney Archives folks for this historical
JC Penney Co.
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. (Theyre 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 women’s fashions. Excellent condition. 8”x 10-3/8”x 54pp. $12.00
07038-M1136EEEE- Catalogue- JC PENNEY CO., Milwaukee, WI. Fall 1996. Especially for Talls. Fashions for ladies. Excellent condition. 8”x 10-3/8”x 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. 8”x 10-3/8”x 1,090pp. $15.00 Picture
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