Rosenau Brothers, Inc. (American, 1914-1970s)
The company Rosenau Brothers, Inc. (earlier was known as Rosenau Brothers Children‘s Dress Manufacturers) was founded in Philadelphia. At one time they were the largest girls dress manufacturers in the United States. It was famous for its succesful partnership with Shirley Temple.
Shirley Temple (1928–2014) was one of the biggest child stars Hollywood has ever known. A huge box office draw, during the 1930s she earned a sizable income from acting in films. But perhaps more valuable, Shirley Temple's wholesome image was merchandised widely lending her name and face to numerous licensing agreements, including lines of garments that emulated her on-screen style. Several companies were contracted to produce clothing and accessories under the Shirley Temple Brand. The most successful partnership was with the Rosenau Brothers of Philadelphia,
Her 1930s and ’40s retail dresses were designed like her movie costume dresses, in a toddler style even though she wasn’t a toddler. They were made by Nannette Manufacturing Co. of New York City, a division of Rosenau Brothers. The basic design was a skirt with soft pleats and contrasting collar. Fabrics were cotton, organdy and dotted Swiss in prints, plaids, checks and embroidery. There wasn’t much trimming, maybe a small bow, an appliqued figure or narrow lace edging. A 1936 newspaper advertised Shirley Temple dresses for $1.89 each. Dresses for older little girls - Shirley Temple Cinderella Frock line - were manufactured in the Rosenau Brothers Garment Factory in Lansford, Pennsylvania. According to The Morning Call, employment at the factory peaked at 500 in 1946. Cinderella dresses were designed to align with the wardrobe in Shirley’s latest film, and bore a hangtag that proudly announced the outfit to be “Just Like Mine.” According to The Morning Call, employment at the factory peaked at 500 in 1946. Though seventy years or more have passed, Shirley Temple Cinderella frocks appear regularly in vintage clothing sales.
Just as Shirley Temple outgrew her child-star appeal, the popularity of the Cinderella clothing line eventually faded. Shirley Temple retired from film roles in 1950. Rosenau Brothers encountered financial problems, and eventually went bankrupt in the 1970s. Former employees of the Lansford factory organized and resurrected the factory as "Kiddie Kloes" to manufacture woman's dresses and children's clothing in the 1980s, providing work to about 90 employees. Kiddie Kloes, whose name came from the way the early-20th century immigrants spelled "clothes," never saw the same level of success as celebrity-fueled Rosenau Brothers experienced in the 1930s and 40s. The factory was closed again in 1988.