Archives West Finding Aid

Charles F. Berg Company was first established as Lennon's in Portland, Or. in 1907 when the San Francisco retailer by that name purchased John Allesina's Umbrella Store at 309 Morrison Street. Charles F. Berg joined the firm that same year and moved to Portland to manage the new store. Berg sold women's specialty items such as umbrellas, gloves, and hosiery at Lennon's until 1921, when he became sole owner of the Portland store and changed its name to Charles F. Berg. Shortly thereafter, he expanded the store to include moderately priced to better women's apparel and opened shops at other downtown locations. "Who's Your Hosier?" and "Glovingly Yours" became well-known advertising slogans for the stores.

Forrest Berg joined the staff in 1922 to manage the store's newly opened Ready-to-Wear Department. At a time when most stores catered to the "mature woman," he saw a market for younger fashions, and under his direction, Berg's became a leader in selling apparel in smaller sizes to younger women. The store formed the first college board in the Pacific Northwest in 1924 and, in the early 1940s, added high school boards. These students boards, which were representative of local colleges and high schools, were employed as sales clerks on alternate Saturdays throughout the year. Board members were also actively involved in sales promotions such as fashion shows and "Date with Dad" nights. The 1920s also saw the introduction of the "Chumley" label. Later the slogan "Chumley Young Fashions" was adopted.

In 1929 Charles Berg leased and significantly renovated in the art deco style Dolph Building at 614 S.W. Broadway, and in 1930, the store moved to that location. The building was added to the National Register of Historic Sites in 1983. In response to the growth of west suburban Portland, Charles F. Berg, Inc. purchased the Dark Horse store in Beaverton in 1960. Renamed The Charles F. Berg Dark Horse, the Beaverton store operated with the same merchandise and took part in the same promotions and employee activities as the downtown Portland store. Forrest T. Berg sold the company to Rusans, a Washington clothing chain, in 1975.

For additional historical background, such as explanations of special store promotions and staff activities, see Folder A in Box 1. Included there are descriptions of store activities provided by Doris Wills Setzer, formerly Vice President and Chief Executive Officer of Charles F. Berg, Inc. Ms. Setzer provided valuable assistance in organizing and identifying photographs in the collection.