J Peterman
Peterman Company is a retail company that sells clothing and fashion accessories primarily through catalogs and the Internet. The company recently launched Peterman's Eye, their first advertising-supported content site.
History
The J.
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 within catalogs that differed from other direct marketing at the time.
The catalogs used long copy to explain the products, and illustrated these products with artwork as opposed to photographs. Pop culture became fascinated by this brand, its founder and the unique merchandise it offered.
In 1995, one of the most popular television series at the time, Seinfeld, began to parody the owner, John Peterman, and the company by creating a fictitious humorous persona named Jacopo Peterman (i.e.
This character was played by John O'Hurley.
In 1997, the company raised private equity to execute a national retail expansion. In a period of less than a year, the company opened up retail stores in 8 major markets, including New York, Detroit, and San Francisco.
The company was purchased by Paul Harris Stores in 1999, without the future participation of its owner, John Peterman.
In 2000, John Peterman published a retrospective book, entitled, Peterman Rides Again. John Peterman has moved to the role of Chairman (but still active).
John Peterman and his wife are the two principal buyers a caller to the company has been told.
References in Popular Culture
In 1987, The New Yorker ad
In 1992, Oprah claims catalog as "One of her favorites"
In 1992, Recognized by Tom Peters for "Excellence and Passion"
In 1995, Seinfeld introduces Jacopo Peterman (aka J.
Peterman) to the series.
In 1996, John Peterman awarded "Direct Marketer of the Year" by Target Marketing magazine
In 1998, Playboy magazine featured, "20 Questions with John Peterman" by Warren Kalbacker
In 2000, John Peterman publishes book, Peterman Rides Again
In 2001, featured in Time magazine, "Peterman Reboots"
In 2008, Peterman's Eye is launched
In 2008, Tim Peterman becomes president of Company - Press Release
In 2008, book Accidental Branding by David Vinjamuri features The J.