Corporations: Singer's New Seam

Few retail chains have lasted longer while changing less than the nationwide string of stores operated by the Singer Manufacturing Co. In the 111 years since Singer's founding, its stores have offered customers nothing but sewing machines, sewing accessories, sewing lessons—and, latterly, vacuum cleaners. Now, however, in 864 of its retail outlets, Singer is offering something new — a 770-page mailorder catalogue that lists more than 15,000 items ranging from lingerie to storm windows.

The Full Spectrum. By operating as mail-order centers, Singer stores hope to increase their volume sharply without much...

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