Collection documents Lillian Vernon, entrepreneur who started a catalog business on her kitchen table. Materials include video and audio cassettes, awards, certificates, clippings, and sales catalogs.
Scope and Contents:
This collection consists of 12 cubic feet of material relating to Lillian Vernon, entrepreneur, who started her catalog business at her kitchen table. Materials include video and audio cassettes, awards, certificates, clippings, and sales catalogs, 1987-2008.
Arrangement:
Collection is arranged in three series.
Series 1: Lillian Vernon Bound Catalogs, 1987-2007
Series 2: Biographical Material, 1989-2004
Series 3: Audio Visual Materials, undated
Biographical / Historical:
Lillian Vernon, born Lilli Menasche (1927-2015), immigrated with her family to the United States from Germany after escaping the Nazi regime of the 1930s. Vernon inherited her family's entrepreneurial spirit and in 1951 when pregnant with her first child, she searched for a way to stay home and yet augment the family budget. Using her combined wedding gifts, Vernon invested $2,000 in the business and placed her first advertisement in Seventeen for monogrammed accessories for teenagers. She received an overwhelming response and her business was launched. In the early years, the size of the business was limited to Vernon and her kitchen table, where she sorted and filled orders.
Vernon grew her enterprise into one of the nation's most successful mail-order catalogs and a major corporation. The Lillian Vernon Catalog, which the company launched in 1956, became an iconic shopping resource for American women. Produced monthly, the catalog was typically 120 pages and usually featured 750 items. In response to a catalog and shopping mall boom in the United States in the 1980s, the company produced a number of specialty catalogs in order to broaden its market, including ones targeted for children and homemakers.
In 1987, Vernon's company became the first business founded by a woman to be publicly listed on the New York Stock Exchange. Responding to the increasingly important online market in the early 1990s, the Lillian Vernon Corporation opened a storefront on AOL in 1995 and followed with an online catalog and website. However, by the end of the 1990s, the company began to struggle to meet online needs, especially after the collapse of the dot-com bubble. Vernon sold the company to Zelnick Media in 2003, but retained the symbolic title of non-executive chairman.
Related Materials:
Materials at the National Museum of American History
The Division of Work and Industry holds related objects: engravo-graph machine, engraving blocks, kitchen table, wood sign, purse, and belt. See accession 2019.0306.
Provenance:
Collection donated by Fred P. Hochberg and David Hochberg, 2019.
Restrictions:
Collection is open for research.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
The W. Atlee Burpee & Company records, dated circa 1873-1986, document the firm's business activities developing plant varieties and marketing and selling seeds. They include accounting records, seed trial records, seed contracts, sales records, inventories, office correspondence, seed catalogs, promotional and instructional materials, advertisements and advertising reports, contest letters, daybooks, photographs, reference materials, and other items relating to the company and some of its competitors.
Scope and Contents:
This collection documents W. Atlee Burpee & Co., a mail-order seed company based in Philadelphia, from its early beginnings in 1876 when its founder, W. Atlee Burpee, started in the agricultural business, to the 1970s when his son, David Burpee, sold the family's then-global company. The collection also includes personal papers of the Burpee family dating back to the mid-nineteenth century.
Business-related content in the collection consists of crop propagation and management records; company correspondence; administrative and personnel records; advertising files; legal papers; property records and plans; reports, studies, and technical data; notes and drafts; files on professional outreach activities and events; trade literature (published by both the Burpee company and a number of its competitors); and awards and certificates received by the company. Significant topics documented in these files include the development of notable flower and vegetable novelties introduced by the company; the impact of World Wars I and II on gardening and the global seed trade; advertising strategies, technology, and innovation; and David Burpee's involvement in the national floral emblem congressional debate.
The Burpee family papers consist of personal files unrelated to the company's business operations. This includes records generated by W. Atlee's father (David Burpee, 1827-1882) and grandfather (Washington L. Atlee, 1808-1878), as well as W. Atlee's wife, Blanche (1863-1948); David Burpee (1893-1980) and his wife, Lois (1912-1984); and W. Atlee Burpee II (1894-1966). There are genealogical surveys conducted on both the Atlee and Burpee families as well as clippings about family members. W. Atlee and David Burpee's series are the most extensive and cover their involvement with numerous clubs and societies such as the Canadian Society of Philadelphia, the Union League of Philadelphia, and, for David Burpee, his involvement with Pearl S. Buck's Welcome House charity. The series include personal correspondence; financial, accounting, and tax records; files generated during vacations; reference material; and will and estate papers.
The Burpee collection also has a large number of images related to the Burpee business and family in a variety of formats including photographs, film and glass plate negatives, and advertisement mock-ups. Other formats include architectural and site plans, original artwork for advertisements, films, cassettes, audio tapes, and ephemera.
Arrangement:
Collection is arranged into six series:
Series 1: Plant/Farm Related Material
Series 2: Business Records
Series 3: Material Published About the Burpee Company
Series 4: Awards and Certificates
Series 5: Photographic and A/V Materials
Series 6: Burpee Family Papers
Biographical / Historical:
Washington Atlee Burpee (1858-1915) began a mail-order poultry and livestock business in 1876 in Philadelpia, which he soon expanded to include corn seed for chicken feed. In 1878, he founded W. Atlee Burpee & Co., the primary focus of which was to sell vegetable, fruit, and flower seeds through the mail. This company would go on to become one of the most notable seed distributors in the United States.
By 1888, Burpee's family home, Fordhook Farms, in Doylestown, Pennsylvania, was established as an experimental farm to test and evaluate new varieties of vegetables and flowers, and to produce seeds. Burpee spent many summers traveling throughout the United States and Europe, visiting farms and searching for the best flowers and vegetables; certain plants he found were shipped to Fordhook Farms for testing. Plants that survived were bred with healthier specimens to produce heartier hybrids that were more resistant to disease. Other Burpee trial gardens were established in Lompoc, California and near Swedesboro, New Jersey.
Burpee's son David took over the family business upon his father's death in 1915. At that time, the Burpee Company had 300 employees and was the largest mail order seed company in the world. It distributed over one million catalogs a year and received as many as 10,000 orders a day. In response to food shortages caused by World War I, the Burpee Company helped promote a "war gardens" campaign that evolved into a "victory gardens" campaign during World War II. Both were aimed at city dwellers and instructed them on how to grow vegetables for their own consumption to aid in the war effort.
Sometime in the 1930s, the Burpee Company entered into a business relationship with the James Vick's Company of Rochester, New York. In 1947, Burpee purchased the assets of and rights to the use of the name of the Wm. Henry Maule Co. In 1970, Burpee was sold to General Foods; the corporate headquarters moved from Philadelphia to Warminster, Pennsylvania in 1974. David Burpee remained a consultant for the company until his death in 1981. In 1991, the Burpee Company was acquired by George J. Ball, Inc.
Related Materials:
Burpee seed catalogs donated to the Smithsonian in 1982 by the W. Atlee Burpee Co. can be found in the Smithsonian Libraries and Archives' Trade Literature Collection at the National Museum of American History.
The Farm Security Administration - Office of War Information Photograph Collection in the Library of Congress Prints and Photographs Division includes a series of images of Burpee company operations taken in 1943.
The Black Gold Cooperative Library System's Asian/Pacific - Americans on the Central Coast Collection includes images dated 1933-1939 of Japanese employees of the Burpee Co. working at Floradale Farms in Lompoc, California.
Restrictions:
Access to original archival materials by appointment only. Researcher must submit request for appointment in writing. Certain items may be restricted and not available to researchers. Please direct reference inquiries to the Archives of American Gardens: aag@si.edu.
Rights:
Archives of American Gardens encourages the use of its archival materials for non-commercial, educational and personal use under the fair use provision of U.S. copyright law. Use or copyright restrictions may exist. It is incumbent upon the researcher to ascertain copyright status and assume responsibility for usage. All requests for duplication and use must be submitted in writing and approved by Archives of American Gardens. Please direct reference inquiries to the Archives of American Gardens: aag@si.edu.
3.21 Cubic feet (consisting of 7 boxes, 3 oversize folders.)
Type:
Collection descriptions
Archival materials
Advertising
Advertisements
Catalogues
Advertising fliers
Advertising mail
Sales letters
Print advertising
Invoices
Ephemera
Commercial catalogs
Printed materials
Printed ephemera
Publications
Sales catalogs
Photographs
Business records
Advertising cards
Sales records
Mail order catalogs
Business letters
Printed material
Reports
Commercial correspondence
Correspondence
Trade cards
Business ephemera
Catalogs
Business cards
Trade literature
Letterheads
Trade catalogs
Receipts
Periodicals
Manufacturers' catalogs
Illustrations
Date:
1833-1975
Summary:
A New York bookseller, Warshaw assembled this collection over nearly fifty years. The Warshaw Collection of Business Americana: Office Equipment forms part of the Warshaw Collection of Business Americana, Subseries 1.1: Subject Categories. The Subject Categories subseries is divided into 470 subject categories based on those created by Mr. Warshaw. These subject categories include topical subjects, types or forms of material, people, organizations, historical events, and other categories. An overview to the entire Warshaw collection is available here: Warshaw Collection of Business Americana
Scope and Contents:
The collection includes devices and systems such as typewriters, calculation machines, mimeographs and copiers, punches and canceling machines, coin counters, telephonics, addressing and indexing systems, recording and message transmission, stamping, perforating, records storage and files, and also some consumable products like fasteners, ledgers, erasures. A few product samples are present.
Some product information contains suggestions and information on good business business practices or increasing efficiency and accuracy in the office or workplace environment.
A small amount of material related to furnishings, such as desks, bookcases, lockers, and trade show displays is present.
Arrangement:
The collection is arranged into three subseries.
Business Records and Marketing Materials
Genre
Subject
Brand Name Index:
The following is a list of brand names for various office equipment and related names that appear on this list is a compilation of those found on materials in the vertical document boxes. It is not a complete list of all the brand names for office equipment. The list is intended to assist researchers locate desired materials when only the brand name is known.
Brand Name Index
Efficiency -- Watson Mfg. Co.
Flatpakit -- American
Multigraph -- American Multigraph Sales Co.
Portland -- Southworth Machine Co.
Wiz -- American Sales Book Co.
Y & E -- Yawman & Eube Mfg. Co.
Forms Part Of:
Forms part of the Warshaw Collection of Business Americana.
Missing Title
Series 1: Business Ephemera
Series 2: Other Collection Divisions
Series 3: Isadore Warshaw Personal Papers
Series 4: Photographic Reference Material
Provenance:
Office Equipment is a portion of the Business Ephemera Series of the Warshaw Collection of Business Americana, Accession AC0060 purchased from Isadore Warshaw in 1967. Warshaw continued to accumulate similar material until his death, which was donated in 1971 by his widow, Augusta. For a period after acquisition, related materials from other sources (of mixed provenance) were added to the collection so there may be content produced or published after Warshaw's death in 1969. This practice has since ceased.
Restrictions:
Collection is open for research. Some items may be restricted due to fragile condition.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Warshaw Collection of Business Americana Subject Categories: Office Equipment, Archives Center, National Museum of American History, Smithsonian Institution
Sponsor:
Funding for partial processing of the collection was supported by a grant from the Smithsonian Institution's Collections Care and Preservation Fund (CCPF).
The W. Atlee Burpee & Company records - Accretion 1, dated circa 1882-1980, document the firm's business activities developing plant varieties and marketing and selling seeds. They include seed trial records, administrative files, seed catalogs, promotional and instructional materials, awards, reference materials, and other items relating to the company and some of its competitors.
Scope and Contents:
This accretion to the W. Atlee Burpee & Co. records documents aspects of the W. Atlee Burpee & Co., a mail-order seed company based in Philadelphia that was founded in 1876 by W. Atlee Burpee. It includes seed trial records; administrative and personnel records; trade literature (published by both the Burpee company and a few of its competitors); awards and certificates received by the company; and a few personal papers of David Burpee, W. Atlee's son and business successor.
Arrangement:
Collection is arranged into four series:
Series 1: Plant/Farm Related Material
Series 2: Business Records
Series 3: Awards and Certificates
Series 4: Burpee Family Papers
Biographical / Historical:
Washington Atlee Burpee (1858-1915) began a mail-order poultry and livestock business in 1876 in Philadelphia, which he soon expanded to include corn seed for chicken feed. In 1878, he founded W. Atlee Burpee & Co. to sell livestock and vegetable, fruit, and flower seeds through the mail. His company went on to become one of the most notable seed distributors in the world.
In 1888, W. Atlee bought a tract of land named Fordhook Farms in Doylestown, Pennsylvania. It was initially established as an experimental farm to test and evaluate new varieties of vegetables and flowers and to produce seeds for the mail-order market. Burpee spent many summers traveling throughout the United States and Europe visiting farms and searching for the best flowers and vegetables. Certain plants he found were shipped back to the firm for testing and propagation; other seeds were obtained through contracts with growers throughout the U.S., a practice common in the seed industry at that time. Promising varieties were bred with healthier specimens to produce hardier hybrids that were more resistant to disease. Other Burpee trial grounds were later established at Sunnybrook Farm near Swedesboro, New Jersey, and at Floradale Farm in Lompoc, California (1909/1910). The company went on to purchase more land for farming in California, and established sales branch headquarters in Sanford, Florida (c. 1930s), Clinton, Iowa (1942), and Riverside, California (1949).
W. Atlee Burpee married Blanche Simons (1863-1948) in 1892. They had three sons: David (1893-1980); W. Atlee Jr. ("Junior") (1894-1966); and Stuart Alexander (1901-1934). Both David and Junior attended the Blight School in Philadelphia for elementary school and Culver Military Academy in Culver, Indiana for preparatory school. While they both attended Cornell University as undergraduates, they left before graduating due to W. Atlee's poor health. Junior married Jeanetta Lee (1893-1981) in November 1916, and they had two children: W. Atlee III (1917-1971) and Jeanette (1919-2002). David married Lois Torrance (1912-1984) in 1938, and they had two children: Johnathan (b. 1941) and Blanche (b. 1943). Stuart Alexander was apparently born with a disability; according to census records he worked on farms during his lifetime.
David Burpee took over the family business upon his father's death in 1915; Junior served as treasurer of the firm once he returned from military service. At that time, the Burpee company had 300 employees and was the largest mail-order seed company in the world. It distributed over one million catalogs a year and received on average 10,000 orders a day. Under David's tutelage, the company adapted to contemporaneous shifts in business and advertising methods, advancements in plant science, ever-changing consumer demands, and two World Wars. In response to food shortages experienced during World War I, the Burpee company helped promote a "war gardens" campaign that evolved into a "victory gardens" campaign during World War II.
Both W. Atlee and David used their position as head of a major seed house to lobby congressional debates in regard to two topics: postage rates (W. Atlee) and the designation of a national floral emblem for the United States (David). Additionally, both men belonged to the Union Club of Philadelphia and The Canadian Society of Philadelphia (which W. Atlee helped found), and served on the boards of directors for hospitals and other charitable organizations. Both father and son were politically aligned with the Republican Party.
The firm reorganized its governing structure in 1917 at which time it changed its name from W. Atlee Burpee & Co. to W. Atlee Burpee Co. Burpee's acquired three seed companies between 1878 and 1970: Luther Burbank Seed Company, James Vick's Seeds, Inc., and the William Henry Maule Company. David Burpee sold the company to the General Foods Corporation in 1970 and served as a consultant for the business until 1973. The Burpee brand was bought by its current owner, George J. Ball, Inc., in 1991.
Related Materials:
Burpee seed catalogs donated to the Smithsonian in 1982 by the W. Atlee Burpee Co. can be found in the Smithsonian Libraries and Archives' Trade Literature Collection at the National Museum of American History.
The Farm Security Administration - Office of War Information Photograph Collection in the Library of Congress Prints and Photographs Division includes a series of images of Burpee company operations taken in 1943.
The Black Gold Cooperative Library System's Asian/Pacific - Americans on the Central Coast Collection includes images dated 1933-1939 of Japanese employees of the Burpee Co. working at Floradale Farms in Lompoc, California.
Restrictions:
Access to original archival materials by appointment only. Researcher must submit request for appointment in writing. Certain items may be restricted and not available to researchers. Please direct reference inquiries to the Archives of American Gardens: aag@si.edu.
Rights:
Archives of American Gardens encourages the use of its archival materials for non-commercial, educational and personal use under the fair use provision of U.S. copyright law. Use or copyright restrictions may exist. It is incumbent upon the researcher to ascertain copyright status and assume responsibility for usage. All requests for duplication and use must be submitted in writing and approved by Archives of American Gardens. Please direct reference inquiries to the Archives of American Gardens: aag@si.edu.
Collection of the Smithsonian National Museum of African American History and Culture, Gift of Linda Crichlow White in honor of her aunt, Edna Stevens McIntyre
