“First we must clear up any misunderstanding that the Elsevier of 1927 was the same house that had existed in the seventeenth century and which had gained fame largely thanks to the cousins Bonaventura and Abraham Elzevier, printers for the Academy in Leiden. The last business of this legendary publishing family was wound up in the beginning of the eighteenth century. But the name remained. As no one could lay claim to it, when Jacob Robbers opened his bookshop and publishing house in 1880, on the Boompjes in Rotterdam, he considered it opportune for developing the business. A while later, he thought it would be even more opportune to establish himself in Amsterdam, the centre of the Dutch book trade”.
from page 53, Chapter 4, “Elsevier’s Venture”, in “Dutch Messengers, A History of Science Publishing, 1930-1980″ by Cornelius D. Andriesse, (2008).