Antique & 19th Century Cameras

The 1901 Delmar model camera represented a new era in the Sears Photography department, which was established in 1895. Prior to the Turn-Of-The-Century, Sears had sold cameras from numerous manufacturers, in their yearly catalogs. Around 1900, Sears made the business decision to market their own name-brand of cameras. Some of their earliest models in 1901-02 included the "Delmar," "Kenwood," "Perfection," and "Edgemere." They were made for Sears, Roebuck & Company under a contract with the prominent Rochester Optical & Camera Company, located in Rochester, New York. Rather than carrying the Rochester name, these Sears cameras carried simple name tags which simply read, "Sears, Roebuck & Co., Chicago, Illinois."

 

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 through their yearly catalogs. This growth in sales however, soon threatened the majority market share of Kodak. In early 1902, George Eastman and Kodak arranged to purchase the Rochester Optical & Camera Company, who supplied cameras to Sears. Kodak then threatened to cut off camera sales to Sears if they didn't increase their prices.

 

Mr. Richard Sears, the president of Sears & Roebuck, refused to be intimidated. Rather than raise his prices, he contracted with another prominent manufacturer by the name of the Century Camera Company in late 1902. They were known in the camera industry for their beautiful wood cameras. It was also at this time that Sears developed an official name for their new line of cameras. The new camera Logo was "Seroco," which came from the Company Name of SEars, ROebuck COmpany.

 

However, this Sears contract for cameras would soon prove to be short lived. Later in 1903, Kodak purchased the Century Camera Company as well, and once again threatened Sears' camera supply, if they didn't double their prices. Sears was clearly at a crossroads. Rather than continue this marketplace battle with Kodak, Sears made the business decision in 1904 to build their own camera factory; thus, securing a permanent and reliable source of cameras and supplies.

 

After some deliberation, Sears & Roebuck decided to build their permanent camera factory in Rochester, Minnesota. The President, Richard Sears, had been raised nearby and was acquainted with the Conley brothers, who owned a small camera factory in the area. After forging a 50/50 partnership agreement with the Conley brothers, work began on building the larger Sears camera factory. While this was being built, Sears contracted with the Seneca Camera Company in Rochester, New York for cameras and photography supplies. They were known for being the largest independent camera manufacturer in the industry.

 

By 1905, the Sears factory was finished and ready for business. Sears & Roebuck was finally able to secure a permanent manufacturing source for their line of Seroco cameras. Although the Sears' name-brand of cameras would change from "Seroco" to "Conley" in 1908, Sears would continue to produce their own cameras until 1926, when the factory was refitted to build phonographs and other Sears' catalog merchandise.