 The brand wasn't limited to one store, though, in New York City. One of Fitch's pet projects was the fact that he wanted the company to have broader appeal. So he had his employees create, and think about this, this is early 1900s, he had his employees create a 450-plus page catalog in 1909 to distribute around the world. And it wasn't the greatest financial decision the company could make because of the expense to produce it,