FROM WINDOW SASHES TO SUBMARINES: 148 YEARS OF INNOVATION.

Products that began as innovations which the average American could barely conceive of, have become necessities of modern living. In the process, our very lifestyles have been transformed.

A History of Firsts
Hammacher Schlemmer's penchant for progressive retailing is apparent throughout its long history. It was one of the first business establishments in the country to install electric lighting. And, in 1878, the store was listed among the initial 271 subscribers in the first New York City telephone directory. In 1881, the company became a catalog merchandiser, making today's catalog the longest continuously published in America. Several of the firm's catalogs in the early 1900's contained more than a thousand pages.

It was in these pages that the consumer public first saw the steam iron, the telephone answering machine, the battery-operated toothbrush, the microwave oven, and the pop-up toaster?all destined to become products integral to daily life.

How it Began
Hammacher Schlemmer was established in 1848 when William Tollner opened a small hardware business in lower Manhattan, better known as The Bowery. Five years later his nephew, William Schlemmer, arrived in New York City as a penniless immigrant from Germany. The 12-year-old was given a job selling tools in front of the store. Alfred Hammacher, an acquaintance of Schlemmer, joined the store in 1859 after investing $5,000 in the business. As time went on, Hammacher and the younger Schlemmer gradually bought out Tollner, and in 1883, the store became Hammacher Schlemmer & Company.

In 1848 America was a nation under construction, and the necessary building supplies were decidedly different than today's. Whether it was for a contractor constructing the first Manhattan commercial buildings or a homesteader on the frontier in want of a nail, Hammacher Schlemmer had it. In fact the store became known as the place to go for things hard to find.

By the turn of the century, Hammacher Schlemmer was acting as a supplier to what was fast becoming a nation of inventors and builders. But as customer's needs evolved from building supplies like swages, saw bummers, plumb nobs and pin punches, Hammacher Schlemmer began adding household devices and luxury items to fulfill customers' growing desires for the finer things. The store was to become an outlet for the wonderful new products that were to make America the envy of the world.

The store was the first to offer automotive parts for the new horseless carriages filling the Manhattan streets and for many years was the largest supplier of piano replacement parts.

After several moves to larger quarters, in 1926 the store opened its doors at 147 E. 57th Street, where it remains today. Schlemmer guided the successful operation through the roaring twenties, increasing overall elegance of the place to keep pace with the times. Back then every customer was greeted by a doorman donned in tailcoat, and was attended to by a staff dressed in dark suits and starch collars.

Other Firsts
This dedication to service teamed with a commitment to offer only the newest and most unique products paved the way for Hammacher Schlemmer to introduce the first electric can opener, the first electronic pencil sharpener, the first blender, the first food processor, the first automatic coffee maker ... and the list goes on. No other store in the world can equal its record for bringing customers the most innovative products available.

From its hardware store beginnings 148 years ago, Hammacher Schlemmer has evolved into an American institution committed to continuing its historic role of offering items which are the "only ones that do what they do."

And, from the pages of recent catalogs, customers will find The First Flat Panel Television, The First Hand-Held Paperless Fax Viewer, The First Electronic Crossword Puzzle, The Only Breathing Observation Bubble, and The World's Smallest Digital Camcorder.

The Challenge? To determine which of these or other products introduced in the pages of the Hammacher Schlemmer catalogs will become lifestyle necessities in the future.