Storkline. Infant and Juvenile Furniture. Baby Carriages. Catalog No 32. 1940.
“Life Begins with Storkline”—trade catalog of nursery furnishings
Twenty-fifth anniversary catalog of the Storkline Furniture Corporation of Chicago selling baby cribs, high chairs, chifforobes, bathing and changing tables, “play yards” (playpens), potty chairs, lamps, baby carriages, etc.
Storkline—who had show rooms in Chicago and New York—also sold furniture for young children including beds, chests, a bed step, a toy chest, etc. The furniture was available in a variety of painted finishes (ivory, pink, blue, white) or a natural wood finish. The catalog is heavily illustrated including displays of furniture in isolation and in in room settings.
The company’s marketing efforts included the clever catch phrase “Life Begins with Storkline” and a logotype showing a flying stork delivering a baby. In addition, the compnay used cute, child-like names to identify the suites of baby and juvenile furniture they sold. For example, the baby line included “April Showers,” “Garden Pals,” “Little Boy Blue,” “Duck ‘n Bunny,” “Twin Puppies,” and “Teddies on Parade.” Juvenile furniture suite names include “Circus Tme,” “Whoa, Lamb,” and “Snowflake.” These names were typically telegraphed by illustration decals used to adorn various furniture panel elements.
A Walt Disney-themed line of furniture for babies is also seen. Used exclusively by Storkline, this line of furniture featured decals of characters from the film Pinocchio. A seven-page section of baby carriages—including de luxe range of “Aristo-Carts”—concludes the catalog.
Interesting pre-Second World War trade catalog of nursery furnishings, just five years in advance of the “Baby Boom.”
Description: Storkline. Infant and Juvenile Furniture. Baby Carriages. Catalog No 32. 1940.
Chicago: Storkline Furniture Corporation, 1940. 72pp. Trade Catalog. Approx. 8½ x 12 inches. Illustrated stiff paper covers; plastic comb binding. Half tone illustrations. Near fine.
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