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Furniture Industry Archives
Advertising ➔ Catalog Advertisement, Carl Forslund Inc., The Double Yarn Holder
Identifier:
204494Description:
This image is reproduced from the 1979 "Timeless Furniture" catalog by Carl Forslund Inc. An advertisement sample from a furniture trade catalog. Furniture trade catalogs contained useful information for buyers including the name of the furniture piece, the dimensions, a purchase number, descriptive notes of the furniture, and company information. Today, trade catalogs are often used to identify the authenticity of antique furniture and serve as artifacts of late 19th and early 20th century America.Date:
1979Materials:
PaperDimensions:
10" h 8" wCurrent Location Status:
In StorageCollection Tier:
Tier 2Source:
Museum CollectionRelated Entity:
Brothers Forslund Company (depicts)Alternate names: Carl V. Forslund, Incorporated
Grand Rapids, Michigan
COMPANY HISTORY
1935: Carl Forslund Sr. quits as a salesman for Stickley Bros. to begin his own retail consignment store.
ca. 1948: Carl V. Forslund, Inc. adds catalog and mail order sales.*
1968: Brothers Forslund Company established to succeed Eaton Shops and Grand Rapids Custom Shop in manufacturing furniture for sale through Carl Forslund retail and mail order. Name is later reversed to Forslund Brothers.
1989: Forslund Brothers manufacturing division sold to Nucraft Furniture Company of Comstock Park.
1990: Carl Forslund retail division sold to Custer Office Environments of Grand Rapids.
1991: Manufacturing plant closed.
1992: Retail stores closed.
1993: Limited production of selected Forslund pieces is resumed for a short time through an arrangement with Swartzendruber Hardwood Creations of Goshen, Indiana.
PERSONNEL
The manufacturing, retailing, and mail-order divisions of Forslund were all established by Carl V. Forslund, Sr., who remained in charge of the company from its inception until his retirement in 1972. He was succeded by his sons, who joined the business in the 1940s and 1950s. Carl Forslund, Jr. headed the manufacturing operations, Jon Forslund the retail, and Blake Forslund the overall administrative and financial management of the companies.
PRODUCTS
Forslund specialized in the manufacture of cherry, oak, and walnut furniture, in revivals of various Victorian and Early American styles. The mail-order business adopted a “folksy” style of advertising, which influenced its product line, and had great appeal to its customers. Reproductions and adaptations were made from originals associated with colorful historical figures. Forslund catalogs were filled with pieces named for famous individuals and lively histories of their namesakes. Such pieces as the “Rip Van Lee Chair” and the “Aunt Lucy Ball’s Chair” were produced for decades and became popular favorites for local residents and devoted mail-order customers.
MARKS AND LABELS
Forslund adopted the silhouette of a Merry-Go-Round horse as its trademark and the phrase “Timeless Furniture” as its motto.
