Before the relentless click of online shopping, a different kind of thrill arrived on British doorsteps: the hefty, glossy mail-order catalogue. For generations growing up in the 70s, 80s, 90s, and noughties, these weighty tomes were portals to fantasy, offering endless hours of escapism.
Children and adults alike would spend hours poring over the hundreds of pages, meticulously circling dream birthday and Christmas gifts. These catalogues, often the size and weight of a small dog, were the ultimate wish-books, filled with everything from the latest fashion and must-have toys to new microwaves and homewares.
The Golden Age of Catalogue Giants
The decline of the printed catalogue was driven not just by the digital revolution but also by a growing public awareness of the environmental cost. The sheer volume of paper required to produce millions of copies annually led to a reckoning over deforestation. Even iconic catalogues like Argos, which ended its printed run in 2020, and IKEA, which followed suit in 2021, ultimately succumbed to the changing times.
Below, we revisit the legendary catalogue giants that once dominated British retail, some now defunct and others thriving solely online.
Freemans: A Century of Service
Founded in London in 1905, Freemans began with a modest 200-page catalogue featuring black-and-white illustrations. A made-to-measure suit could be had for less than 30 shillings. By the 1930s, it had become the UK's largest mail-order company, boasting over 30,000 agents.
While initially focused on fashion, it quickly expanded into household goods like vacuum cleaners and washing machines. Its pages were graced by celebrities from pop star Lulu in the 70s to Match of the Day presenter Des Lynam in the 90s. In 2023, Freemans announced it would cease printing its catalogue, as its online platform could showcase far more than the 55,000 products available in print.
Littlewoods and The Index
Littlewoods began in 1923 and published its first catalogue in 1932, featuring hand-drawn illustrations. At its peak, an astonishing 25 million Littlewoods catalogues were printed each year, with stars like Twiggy and George Best modelling the goods. The final catalogue was published in 2015, with sales moving entirely online.
In 1985, Littlewoods launched Index, a direct rival to Argos. While it initially thrived, it gained a reputation as a 'poor man's Argos' and ultimately closed in 2005.
Other Household Names
Great Universal Stores (known as the 'Glorious Gussies') started in Manchester in 1900. Its catalogue, promoted in the 90s as 'making your life easier', is understood to have ceased publication during the noughties.
Grattan, founded in Bradford in 1912, tempted readers with its 'best for quality and choice' claim. Burlington was another favourite, describing its 90s catalogue as 'a world of ideas in fashion and the home'.
Kays, founded in Worcester in 1889, flourished for much of the 20th century. It merged with Empire Stores and Great Universal in 2011 to form K&Co, before becoming part of Littlewoods in July 2015.
These catalogues were more than just shopping guides; they were cultural artefacts that captured the aspirations of a nation. Their pages hold a special place in the memory of anyone who ever dreamed with a biro in their hand.
