Lane Bryant - Mail Order Catalog

Mail Order Catalog

To bypass exclusion from the newspapers, the Malsins created the first mail order catalog for maternity wear. The mail order business was developed for the women preferring privacy about their "condition". By 1917, revenues from the catalog exceeded one million dollars. By 1919, their "stout catalog" had 52 pages and the "maternity catalog" had 76 pages.

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