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National Bellas Hess “60th Anniversary Bargains” catalog, 1948
Nothing lasts forever. Certainly not women's styles, and not even once-dominant retailers. National Bellas Hess was one of the big five general merchandise catalogs that thrived during the 20th century — the others were Sears Roebuck, Montgomery Ward, Alden’s, and Spiegel. Well, that's the word I found online. I don't recall any Bella Hess catalogs around our house growing up. But perhaps their style wasn't our family's.