Home Accents Today, August 1st, 2000
In 1977, retired apparel retailer Dan Schulman and errant law student Jeff Schulman sat in the offices of New York advertising firm Ogilvy & Mather. The father-and-son team came into the city on a quest for a name for their as-yet-unlaunched retail concept in New Jersey. Having considered and rejected many ideas generated internally, the two partners were now assembled before a persuasive art director. After much buildup -- speckled with words like "memorable" and "distinctive" -- the ad chief turned over the board: "Platypus."
The Schulmans promptly collapsed in laughter. They thought it w...
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