Word: necchi
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Every U.S. housewife who ever tried to make a dress on an old-fashioned sewing machine knows how much trouble it was to finish it by hand, i.e., sew on buttons, work buttonholes, etc. It was not until Italy's Necchi Sewing Machine Co. invaded the U.S. market in 1948 that these problems were solved. Necchi made all these tricks possible-without special attachments-by a needle that zigzagged as it sewed. As a result, Necchi (rhymes with Becky) sold its machines so fast that the company now has more than 5% of the U.S. market...
Last week Necchi served notice that it is bidding for an even bigger share of the sewing-machine business. It announced that it will produce, for marketing in mid-1955, a new zigzag model with 56 half-dollar-sized, molded disks that can be slipped in to turn out hundreds of embroidery patterns. By such ingenuity and attention to the housewife's convenience, Necchi has already become one of the biggest dollar-earners for Italy. But Necchi has done something even more important; it has proved to skeptical Italians that U.S. production methods will work as well in Italy...
...Italy, one each in Spain and Scotland). His products, used in dozens of countries, are so handsomely designed that they have been displayed at Manhattan's Museum of Modern Art. In 1953, Olivetti machines earned Italy more dollars ($2,400,000 ) than any other mechanical export except Necchi sewing machines, and demand for his famed Lettera 22 portable typewriter still outstrips production...
Working 16 hours a day in a small rented shop, he made a modest living repairing and selling secondhand machines. As his business increased, he borrowed $2,000 from the United Service for New Americans and imported four sewing machines from Italy's Necchi (rhymes with Becky) Sewing Machine Co., with which he had done business in Poland. The machines could make buttonholes, sew on buttons, embroider, etc. without any attachments, tricks most other machines could...
...Necchi caught on fast, though it costs from $25 to $60 more than a Singer. To get more capital, Jolson took in two partners and expanded his sales all over the U.S. By last week the company owned a twelve-story New York building, was advertising to the tune of a million dollars a year, and had 1,630 U.S. dealers and a subsidiary in Canada. By the end of this year it expects to sell more than 50,000 Necchi machines, gross $10 million and have a firm grip on 10% of the sewing-machine market...