How to create a trading empire from a box of oranges (10 photos) Bashny.Net

Could the same family for 46 years in the 19th century Russia make $ 100 and a box of oranges chic Trading House with a capital of 8 000 000 rubles.
The son of a serf belonging to Count Sheremetyev, Peter Kasatkin proved that all this is even possible.

In 1914, his wife committed suicide Grigory Yeliseyev Maria Andreyevna, nee Durdin. This ended the history of the oldest in the Russian Trading House Eliseev brothers.



first of Eliseev was Elisha Kasatkin. It was under that name was listed in the register-tale serf of Count Sheremetev of the village Novoselki Rodionovskaya parish Yaroslavl district. And his son was in the house the book was written as the count gardener Peter Kasatkin. The same Peter Kasatkin son Elisha, who on Christmas Eve 1812 surprised princely guests present fresh wild strawberries. The story is so well known that telling her in detail it makes little sense. Well cultivated gardener in his teplichke strawberries, well regaled her guests to celebrate Christmas in the estate of Count, his wife Praskovya Zhemchugovoy Yes girlfriend Varya Dolgoruky. Well, said the master foolishly: "Were pleased! Ask for what you want! "As it turned out, 36-year-old Peter has long wanted one thing - freedom. For myself and for the family. What hastened to tell his master. And he did not dare to violate the word of a gentleman, given in the presence of witnesses. Already in early 1813 Peter himself and his family (wife, Maria Gavrilovna, and three sons - 12-year-old Sergei, 8-year-old Gregory and 6-year-old Stepan) received $ 100 free and hoisting. Then they went to the capital, rich in Petersburg.
Sitting permit from old friends, Peter the next morning bought a tray, the merchants bought a bag of oranges and filled tray unusual fruit left on Nevsky Prospect.
Oranges on Nevsky medium performs promenade aristocrats went to cheer. By the autumn managed to collect the amount necessary to remove the store in the house Katomina (Nevsky, 18) to trade "at the humble beginnings ... raw food hot belts of the Earth." And in 1814, Peter is so rich that bought the fortress of his brother Gregory.
Business went well, and by the end of the second decade of the XIX century brothers amassed capital sufficient for the merchant class. Recorded, noting the good memory of his father, Elisha Kasatkina as Eliseev.
At the beginning of the third decade of Petr Eliseev, in order to avoid paying unnecessary middlemen, he decided to go to those "hot zone" item. On the way his ship landed on the island of Madeira. Upload drinking water, food, mail and captured the "forgotten" on the island of Peter Yeliseyev. Tom liked it so much local wine that he decided to shift responsibilities to the purchase of Spanish fruit on the shoulders accompanied him steward, and he stayed in Madeira, wanting to get better acquainted with the winemaking process.
Introduction continued for several months. During this time, Peter Eliseevich friends with all stevedores, learned to distinguish between "early Madeira" from "Madeira precocious" walked almost all the island wineries, his legs squeezed more than one bucket of grape juice and return home aboard the ship was raised in a semi-conscious state. But the merchant remains merchant - with him on board were raised two dozen barrels of Madeira wine better.
Since Krämerbrücke warehouse brothers was small for a new product had to take on the St. Petersburg special customs warehouse. Champs "Madeira" came the capital of public taste, and to sign the brothers to the word "products" add "and wines." In the next two years, Peter Eliseevich made three expeditions: the French port of Bordeaux, Oporto Portuguese and Spanish Jerez. Soon the brothers' shop became the main wine trading center of St. Petersburg. Size of the room did not allow to fully meet the growing needs of clients, and in 1824 the brothers bought the first house of your own (Exchange line 10), which opened its first own store "colonial goods».



In 1825, after the death of Peter Eliseevich in his spiritual testament to the management of the company passed to the widow Maria Gavrilovna and eldest son Sergei, who introduced the tradition of his shop stewards evening eating fruit. According to him, in "brotherly" the company all products must be the most recent, and therefore before the fruit to put in the window, they carefully examined and any hint of marriage (speck The broken skin, green flank) laid aside. In the sale of such products has not gone under any circumstances. But it was impossible to throw them (God forbid, who will see that Elisevyh "Sport Products"). And the servants of his home did not give the same reason. And so after the closure of the store clerks, servants and porters came together and ate oranges, peaches, Maracay, papaya and other, other, other ...
In 1841 died Maria Gavrilovna, and took the reins of the company three brothers Sergei and Stepan Eliseev Grigory. However, equality was only on paper - all in the company led the eldest of the brothers, Sergei, who led the case on the "paternal method" and it was not going to amalgamate. Only after his death in 1858, Stepan and Gregory managed to turn in full. After a couple of months after Sergei Petrovich left this mortal world, the brothers established the "Trade House" Eliseev Brothers' "with capital nearly 8 000 000 rubles, and then bought a giant warehouse in St. Petersburg, Moscow and Kiev, as well as in wine parts of Europe, started its own fleet.
All this has allowed the brothers by the beginning of the 1860s, not just to buy wine in bulk, but the entire harvests. Nearly twenty years of consecutive full brothers bought the best grape harvests of the best European wine regions. As a consequence - the gold medals received Champs wines on the Vienna and London exhibitions. And in 1874, the company "for many years of useful work for the good of the Fatherland" was awarded the highest favor cited "suppliers of the court of His Imperial Majesty" and place on their signs and labels, signs state symbols of the Russian Empire. In addition to the high prestige of this privilege also gave good protection against counterfeiting. The fact is that if just for a fake someone else's products light-fingered merchant then the law is punishable by a fine, the illegal printing of the State Emblem was very real, deprived of all means and rights to go to prison.
In 1879, died Stepan Yeliseyev, and its place in the company took only son - Peter. However, it is a family affair porukovodit long: energetic and brash Uncle Grigory Petrovich quickly pushed him from affairs, and already in 1881, Peter S. officially left the company.



At Eliseev was the fresh goods. Before you put fruit on sale, shop assistants meticulously examined them, and if they found even slightly ruffled berry, immediately broke off her removed from the eyes of the buyer. In the evening, after the closing of the store, the owner forced employees to eat began to spoil the goods, but always in the shop, home wear overripe fruit was forbidden. But most importantly, in the Champs shops could buy the best wine. Muscovites and Petersburgers lure overseas bottle intricate shapes with strange names. During the life of Peter Eliseevich supply of wine had been established with the island of Madeira, Portugal, Spain, the south of France, purchased and German wine - Rhine, Moselle.



By the way, the brothers called the wine delivered to the Iberian Peninsula, "port wine", ie wine from Portugal. For fast delivery of goods to St. Petersburg Eliseev bought in Holland three ships: "Archangel Michael", "Saint Nicholas" and "Concordia". The company was trading for cash and had an excellent reputation abroad. Grigory Petrovich quickly established a direct relationship with the best trading houses in Europe and developed trade within the country, "the most important provincial" cities. Purchased Party red and white wines, after holding their own in the basement of St. Petersburg and bottling (the day was filled up to 15 000 units), Eliseev and sent abroad - in London, Paris and New York. In 1873 the company "Brothers Eliseev" participated in international exhibitions in Vienna and London, Gregory Petrovich, presents his collection of wines, received honorary diplomas, and in London - Gold Medal.



Even his son - Grigory - in 1900 at the Paris World Exhibition will present the collection out of the competition - «Retour Russie», for which he will be awarded the Order of the Legion of Honor - the highest award of France. Since 1830 Eliseevs awarded the highest mercy be named "Supplier of the Court of His Imperial Majesty." This year was delivered to the court of products and different wines in the amount of 82,177 rubles., The next - to 135,376 rubles., And already in 1838 - to 555,562 rubles. By placing on their signs and labels, signs state symbols of the Russian Empire, Eliseevs left competitors far behind, and most importantly, protect their goods from counterfeiting.



In 1879 he dies Stepan Petrovich Eliseev and his children out of the family business. All rights belong to the Trade House began Grigory Petrovich and his sons - Alexander and Gregory. After his father's death in 1892 between the brothers going tiff, after which Alexander departs from the company management, devoting himself to financing activities. The sole owner of the enterprise becomes Eliseev Grigory. Two years later, the new owner of the company has established a commercial partnership "Brothers Eliseev" on equal footing with a capital of 3 million rubles., He owned 479 shares G.G.Eliseev out of 500 possible.



In December 1937, the brothers were accused of counterrevolutionary activity and G. rasstrelyany.Nikolay after the revolution was in Paris, where he became a journalist exchange. Today, descendants of the Eliseev live in Russia, France, Switzerland, the USA.



A shop on Tverskaya remained Eliseevsky. Even in the official papers of Soviet times it was called "Deli number 1" Yeliseyev. '" Such was the strength of the brand, created by several generations of St. Petersburg merchants.





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