Up for auction is a premium, highly desirable vintage Winchester Firearms point-of-sale dealer display felt counter mat.
Distributed to authorized sporting goods shops and firearms retailers during Winchester’s celebrated early 1900’s nostalgia and historical promotion campaigns, this beautiful piece replicates the iconic 1897 factory advertisement layout. The bold, stylized green typography prominently reads: "The Celebrated Winchester Repeating Rifles, Shotguns and Ammunition For Sale Here." Because it cross-promotes Winchester’s legendary long guns alongside their ammunition, this specific design is always a favorite among firearms historians and Winchester collectors.
Premium Construction: Unlike paper posters or metal tin reproductions, this piece is lithograph-printed directly onto a genuine, heavy organic wool felt fabric sheet. Measuring a symmetrical 12" x 12", it delivers an incredible, authentic vintage look that looks fantastic hanging in a gun room, hunting lodge, or man cave.
Condition & Preservation Report (Please Read Carefully): Moth Tracking: This piece has been exceptionally well preserved compared to most surviving 1900s wool dealer felts. It shows only very minor, localized surface moth trails/grazing—restricted to one small 0.5" x 0.75" patch near the center lettering and a light trace in the upper left corner. The rest of the pile, text, and rich green border are crisp, clean, and uncompromised.
Unbacked Fabric Status: Importantly, this piece consists entirely of the raw, unbacked original felt sheet. It has not been permanently glued, dry-mounted, or chemically adhered to cardboard or backing board, preserving its original tactile textile value.
Current Storage: For structural support, flat presentation, and total safety, the sign is currently laid flat and securely shrink-wrapped to a rigid foam core board. The airtight plastic barrier completely protects the vulnerable wool fibers from any future dust, humidity, or pests.
This is a beautiful, investment-grade example of a scarce Winchester retail display piece that is completely ready to be framed or dropped directly into a shadowbox.
