Carsley’s ~ Canada’s First Mail Order Catalogue ~ Delivered To Your Nearest Railroad Station

In 1871 Samuel Carsley opened a dry goods store on Notre Dame Street in Montreal. Following that, the S. Carsley Co. Limited established Canada’s first mail order catalogue in 1882. They are credited with pioneering Canada’s retail mail order catalogue as an innovative shopping experience.

Within two years Carsley’s was shipping hundreds of products, with any order over $5.00 shipped at no charge to the nearest railroad station, up to a radius of six hundred miles.

The top shown in this blog post is labelled Desideratum S. Carsley Co. and has a most interesting and foundational history in the Montreal fashion district. The label on this Edwardian era top, is printed on the protective underarm inserts – of all places.

In 1909 Carsley’s was sold to A.E. Rea and Co. and was soon referred to simply as Rea’s. In 1911 Rea’s was sold to W.H. Goodwin. It became known as Goodwin’s of Montreal. The only known antique mail order catalogue left, is a Goodwin catalogue from the Fall-Winter of 1911-1912.

Goodwin’s was sold to T. Eaton’s in 1925 and underwent extensive and posh renovations, providing six stories of shopping intrigue. Another three stories were added in 1931. Eaton’s increased its visibility with the elegant store on St. Catherine’s Street in Montreal, and introduced a French catalogue in 1928.

This cotton and lace top with pin-tucking and rigid boning, is in very good shape considering it’s age. There is some yellowing on the lace on the upper arms. The waist is very tiny at twenty-two inches, which would have been worn with a tightly cinched corset.

It is a pleasure to present this treasure of bygone days – especially since Montreal is such a gem when it comes to the richness of Canadian fashion, arts and culture.

With it’s princess waist and time frame, it might be called a French-dart-line-top. This shapely emphasis on the waist was a signature of the famous designer Charles Worth. By the late 1870’s to 1880’s this was a most popular form. Given the sizing on the label and type of lace, this top was likely ordered from France. Carsley’s carried many high end imported garments and home decor.

For more information: https://www.historymuseum.ca/cmc/exhibitions/cpm/catalog/cat2411e.html