The 1901 Delmar model camera represented a new era in the Sears Photography Department, which had been established in 1895. Prior to the Turn-Of-The-Century, Sears had sold cameras from numerous manufacturers. Around 1900, Sears made the business decision to develop their own line of cameras. Some of these included the "Delmar," "Perfection," "Kenwood," and the "Edgemere."  Most of these cameras were made for Sears, Roebuck & Company under contract with a well-known manufacturer in Rochester, New York, known as the Rochester Camera Company.

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Due to their rapid growth in sales, Sears soon became a major force in the camera market. This was due to the fact that they were able to sell to the American consumer at discount prices. This growth in sales however, soon threatened the market share of Kodak. In early 1902, George Eastman and Kodak arranged to purchase the Rochester Optical group of companies who supplied cameras to Sears. Kodak threatened to cut off sales to Sears if they didn't increase their prices.

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Mr. Sears, the President of Sears, refused to be intimidated. Rather than raise his prices, he contracted with another prominent manufacturer by the name of the Century Camera Company. They were also known for their beautiful mahogany cameras with burgundy bellows and polished brass trim. However, this Sears contract for cameras would prove to be short lived. In 1903, Kodak purchased this Company as well and once again threatened Sears supply of cameras if they didn't double their prices. 

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Sears, Roebuck & Company was at a cross-roads. Rather than continue this marketplace battle with Kodak, Sears made the business decision in 1904 to build their own factory in Rochester, Minnesota. This was done in cooperation with the two Conley brothers, who already owned a small camera factory in that area. While the new Sears-Conley factory was being built, Sears temporarily contracted with the Seneca Camera Company in Rochester, New York for cameras and photography supplies. Seneca was well known as being the largest Independent camera manufacturer in the industry.

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By 1905, Sears & Roebuck was manufacturing and selling their own line of cameras under the "Seroco" logo. This was derived from the Company name of SEars, ROebuck & COmpany. Although the company brand of cameras would change from "Seroco" to "Conley" in 1908, Sears would continue to run their camera factory until 1926, when it was deemed no longer profitable to produce their own cameras.