My guess would be one of the catalog houses (Aldens or Spiegel maybe?) kind of like Gambles (Coronado) or Grants (Bradford).
Not to take this too far off topic, but how many brands were there which were private label for either buying services, department store chains, etc?
I can think of:
Duracrest (May Dept Stores)
AMC (Associated Dry Goods)
TempMaster (OTASCO)
Holiday (Lowes)
Ambassador (Allied Stores, I think)
Others...
(BTW, I stopped by the used appliance restoration place up in Clayton, GA--very interesting if you're in the area, they mostly do refrigeration and cooking. Asked about "why so many old brands of appliances" and gave me an interesting answer..."before the interstate highway system, it was too expensive to distribute appliances very far from a factory")