HAMNER (HERMAN RICHIR, 1886-1942) DELHAIZE FRERES / AU BON MARCHÉ. 1896. 39 3/4x27 1/8 inches. Goffart, Brussels. Condition B+: minor overpainting along repaired tears and creases in margins and image; restored margins with overpainting; vertical and horizontal folds. The Delhaize Brothers began selling Colonial goods, wines and liqueur at their first store, which they opened in 1867. Soon they began manufacturing and selling their own canned foods, and by the turn-of-the-century they had over five hundred branches throughout Belgium. They were the first company to open a supermarket in Belgium and they now have branches all over the world. Like many successful entrepreneurs, the Delhaize Brothers had a strong belief in advertising. They commissioned a lot of posters from some of the best artists, including Léon Belloguet and Henri Cassiers. Herman Richir was an academic painter who was surprisingly able to adapt his style for poster designs. Here he shows a bourgeois woman and her maid in a sumptuously decorated room, preparing their order from Delhaize's catalogue. With fine, delicate drawing and soft tones, this image targets the well-to-do clients who were so integral to the initial success of the business. Belgian Poster 43, Made in Belgium p. 20.
