Yvars 1950 Advertisement — A Change of Address, and the Makes the Wholesaler Stocks

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NOTEZ ce
CHANGEMENT D’ADRESSE
Les ÉTS YVARS
viennent de transférer
leurs bureaux et ateliers au
8, rue du Grand-Prieuré, PARIS (11e)
près place de la République, tél. ROQ. 52-34

MOYEU “EXCELTOO”

SELLE “PRYMA”

“DURAX”

GUIDON “LUX”
“CAMINARGENT”
“PHILIPPE”

PÉDALE “LYOTARD”

FREIN “LAM”

“HURET”

R.L. “MOYNE”

G.B “LEFOL”

JANTE “RIGIDA”

RAYON ETOILE “ROBERGEL”
” “LA ROUE”
” POMPE “RADIEUSE”
” “ZÉFAL”

“MISTRAL”
“AD – HOC”

TIMBRE “LE COQ”

“STRONGLIGHT”

DÉRAILLEUR “SIMPLEX” – ROUE LIBRE “PRÉFÉRENCE”
MOYEU “NEW-STAR” – MOYEU “VEDETTE” – SELLE “PEARL” – MOYEU “PÉLISSIER”

PÉDALE “BERNARDON” – FREIN “SANPANNE”
SELLE “BAURIAT” – PRODUCTION “STRONGLIGHT”

[Design: a wide, shallow advertisement running across the page in a heavy double frame. In the center a tilted white card with a black drop shadow carries the change-of-address notice, “CHANGEMENT D’ADRESSE” in condensed capitals set on a slant. Around it are line drawings of the products the firm stocks, each with its label: at the left a large-flange hub, a leather saddle whose side badge reads “PRYMA” (with small “N” and “C” either side and smaller lettering above), a drop handlebar labeled with three brand names, a rat-trap pedal and a side-pull caliper brake with lettering on its arm (partly legible, including “LAM”); at the top center a “DURAX” crank arm; at the right a Huret rear derailleur with its chain, a multiple freewheel (“R.L.” “MOYNE”), a mudguard (“G.B” “LEFOL”) and a rim (“JANTE” “RIGIDA”), a spoke, a frame pump labeled “MISTRAL” and “AD – HOC” and a dome bell (“TIMBRE” “LE COQ”); at the bottom center a cotterless crank lettered “STRONGLIGHT”. The ditto marks in the spoke-and-pump list repeat the words above them. Signed “CERKEL.” in small capitals at the upper left corner. No agency mark.]

[This advertisement shares page 30 of L’Officiel du cycle with advertisements for Saint-Étienne-Spécialités, Durex and PWB and Renov, each held here as its own record.]