Ah, the exquisite pleasure of settling into a sun-dappled office chair to peruse a freshly printed copy of J. Peterman’s autobiography, Peterman Rides Again (Prentice Hall Press, $25). Turning the crisp, ivory pages, we were drawn in to the tale of an equine-loving boy who went on to conquer the retail jungle with his heady mixture of unique merchandise (the Errol Flynn-inspired ”pirate shirt for men”), eloquent catalog copy, and fortuitous placement on Seinfeld.
Though the company’s spiral into bankruptcy is duly noted, the beleaguered CEO plans to continue selling his offerings online. Till then, Peterman’s globe-trotting exploits — crostini in Tuscany, rugs in Delhi, hunting coats in London — make for a soothing (bordering on somnolent) read, but the business tips are as dry as the Sahara at midday. B-