Mr Gustav BEER was born in Germany around 1875. In 1886, he opened a first fashion house specializing in fine lingerie, boulevard Poissonnière. In 1893, he moved his shop to 4 place de l'Opéra, exhibiting his models at 19 rue de la Paix. In 1900, abandoning fans, he moved to 7 place Vendôme, in the former Lebas de Montargis hotel, becoming the first fashion house to set up in this district. It is known from that time to be one of the great Parisian houses, its dresses are hailed by the specialized press. In 1908, the Beer house employed more than 200 employees and had several lavishly furnished lounges in the style of the 18th century. In 1904, a lawsuit opposed the Paquin and Beer houses for infringement, the first winning its appeal. It remains assumed that Gustave BEER died around the years 1910-1915, succeeded by a certain M. PAILLON. This German house gave rise to a series of controversies after 1914, as did the Drecoll house. The Beer house was very active after the war, often featured in Vogue magazine and the Gazette du bon ton. In 1928, under the leadership of businessman Georges Aubert, it merged with the Drecoll house. Ms. Germaine takes the lead. In 1931, Beer-Drecoll merged with the Agnès house and the brand disappeared during the 1930s.