The bike shop I worked at was Wheel Goods in Minneapolis. If that is the catalog I think you are citing, the shop I worked at produced and sold stuff from that catalog. The owner of the store also had a number of distribution contracts with European manufacturers. If you bought a Raleigh in Iowa or a Gitane in Indiana, the owner of our shop made money. It was a big operation.

That was half a century ago so I do not remember much in detail, but I think wheel building was reserved for about three mechanics that were keepers of the secret arts. Everybody trued wheels, but with the shortage of truing stands, most of use just used the bike frame or fork and rim brake pads as our truing stands. To this day I do not own or use a truing stand. The catalog did not have any spoke wrenches in it, but it had a wide variety of nipple grippers.