Figure 1.--This Rogers, Peet ad was dated by a library as to 1930. This is likely an estimate rather than a definitive date. Notice the British look of the clothing, including a peaked school cap. |
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Rogers, Peet & Co. was founded as a result of a 1874 merger of the clothing firms of Marvin N. Rogers and Charles Bostwick Peet (1837-1902). Both men were wholesale clothiers who operated stores n Broadway in downtown New York during the 1860s. The first Rogers, Peet store was located at 487 Broadway on the southwest corner of Broome St. and Broadway. The company gradually expanded. The company at the peak of operations had 12 stores in New York. A store at 16 E. 42nd and at 479-481 5th Ave. was opened in 1915. This proved to be the last surviving Rogers, Peet store, which finally closed in the mid-1980s. Rogers, Peet was respmsible for several important innocatuons in the menswear industry. They began attaching tags to garments informers their clientelle of the fabric composition. This was not required by the Government, but a decision the compsny took on it own. They introduced price tags which were placed on each item. The common practice at the time was for clerks and buyers to haggle over price. They gave buyers a money back guarantee. Rogers, Peet specialized in men's and boys' wear (suits, coats, jackets, pants, shirts, hats, neckties, underwear, gloves, socks,and belts. Later in the 20th century they added women's apparel (coats, slacks, sweaters). The boys' wear ads we have seen suggest clothes with a strong British look. This would suggest a toney, affluent clientelle.
Rogers, Peet & Co. was founded as a result of a 1874 merger of the clothing firms of Marvin N. Rogers and Charles Bostwick Peet (1837-1902). Both men were wholesale clothiers who operated stores n Broadway in downtown New York during the 1860s. Rogers died (about 1877). Peet shifted his interest to the insurance business (1888). He became the first president of the United States Mutual Accident Association and later one of the vice presidents of the United States Casualty Company. Rogers, Peet as it was originally established was composed not only of Rogers and Peet, but two other individuals not on the letterhead--William R. H. Martin, and Frank R. Chambers. Although Rodgers and Peet left the business, Martin and Chambers retained the name. William R. H. Martin (1842-1912) was born in St. Louis, Missouri, but grew up in Brooklyn. He learning the New York clothing trade early. He worked with his fsatherr, John T. Martin. The Martins, with Marvin N. Rogers, formed the Marvin N. Rogers & Co. (1860s). Martin became head of Rogers, Peet without Rodgers and Peet (1877,). He subsequently became involved in Manhattan real estate, gradually withdrawing from active involvement. He passed away (1912). Frank R. Chambers (1850-1940) beginning in the 1890s became the primary force behind Rodgers, Peet. Chambers was born in Mobile, Alabama (1850). He came north to New York as a teenager (1866). He was employed by Marvin N. Rogers & Co., a clothing manufacturing company (1871). When Rogers, Peet was formed Chambers became a director (1874). He would remain with the company for 65 years until he passed away at the age of 89 (1940).
The first Rogers, Peet store was located at 487 Broadway on the southwest corner of Broome St. and Broadway.
The company gradually expanded. By 1890, there were stores located at 258, 569 and 1260 Broadway at Warren St., Prince St. and 32nd St. the Warren St. store was replaced by a store at Leonard St (about 1899). The Prince St. store was replaced by a store at Broadway and 13th St. (1904). The 32nd St. store moved to 34th St (1909).
The company at the peak of operations had 12 stores in New York. A store at 16 E. 42nd and at 479-481 5th Ave.
was opened in 1915. This proved to be the last surviving Rogers, Peet store, which finally closed in the mid-1980s.
The new company proved to be a sucessful one. The company treated its 300 employees to dinner at the Metropolitan Hotel. The company issued each employee a kind of dividend check for their role in making the company successful. The check was computed at 3.5 percent of their annual salary (1887).
Rogers, Peet was respmsible for several important innocatuons in the menswear industry. They began attaching tags to garments informers their clientelle of the fabric composition. This was not required by the Government, but a decision the compsny took on it own. They introduced price tags which were placed on each item. The common practice at the time was for clerks and buyers to haggle over price. They gave buyers a money back guarantee if they were not satisfied. They began using illustrations of specific merchandise in their print advertising. They also began using cartoons in their advertisements which was not at all common. Frank Chambers for a time personally wrote the advertising copy. And interestingly John Barrymore, who would become a Hollywood star, as a young artist drew cartoons meant to be funny for the advertising.
Rogers, Peet specialized in men's and boys' wear (suits, coats, jackets, pants, shirts, hats, neckties, underwear, gloves, socks,and belts. Later in the 20th century they added women's apparel (coats, slacks, sweaters). The boys' wear ads we have seen suggest clothes with a strong British look. This would suggest a toney, affluent clientelle.
Martin, Wm. R. H. Obituary for William R. H. Martin, New York Times (January 31, 1912), p. 11.
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