1926 Schoverling, Daly & Gales Catalog | ||
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Schoverling, Daly & Gales was one of the first American retailers to advertise and market the Model 1900 Luger in magazine and periodicals as early as May 1902. One such ad is shown in the May 1902 issue of the Shooting & Fishing Journal. The picture used was an engraving of an 1899 preproduction Borchardt-Luger, apparently that was only what was available.
The store was located in New York City on the same idea as Abercrombie & Fitch, (VL & A) Von Lengerke & Antoine, Chicago, (VL & D) Von Lengerke & Detmold, New York, etc. One other early 1912 Schoverling, Daly & Gales catalog is noted by the author. Based on the catalog numbers, about three to four catalogs a year were printed by Schoverling, Daly & Gales. Using this information, it is estimated that the first catalog was issued about 1892. The earliest of the authors’ collection is a 1926 catalog featured herein (shown above). Unfortunately there are no Lugers advertised, however there is a Luger holster ad and an ad for Luger ammunition.
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