WWII brought Coleman lucrative contracts to develop parts for several heavy bombers, but once the war ended, these contracts ceased as well. It was considered by many an absolutely essential piece of wartime gear. This compact, three-pound stove could burn using almost any type of liquid fuel and could fit into a soldier’s pack with ease. Army landed in North Africa in late 1942 accompanied by several thousand Model 520 Coleman Military Burners, aka G.I. When American ground troops were first deployed in force in World War II, Coleman went with them. This willingness to try new arenas and then to back out rather than double down would inform the company for the next century. While most of the products they made were considered to be of fine quality, the sales were abysmal the brand could not elbow its way into new market sectors, and eventually abandoned their attempts. 40 Millionth Lanter – 1986, Photo Courtesy Coleman Image used with permission by copyright holder During that decade, the company began to branch out into multiple other product areas, making everything from waffle irons to coffee makers. and around the globe as a maker of fine lighting equipment. Missteps Pave the Wayīy the 1920s, Coleman was recognized across the U.S. The government distributed them to farmers as early as 1914 in an effort to help farms produce more crops that could be sent along to our allies fighting against the Triple Alliance powers. But long before American Doughboys were sent “over the top” in the trenches of Europe, Coleman lanterns were contributing to the war effort. It would take The Great War (aka World War I) to create a serious leap forward. Sales of the Coleman Arc Lamp were steady, but not stratospheric. The moment was transformative: The young salesman switched to gasoline lantern sales at once, and within a few years had acquired the rights to the lamps he sold and had made improvements on their design. The crisp white light allowed Coleman to see clearly despite his weak eyesight. After an abortive attempt at law school, Coleman would return to sales as a young man, this time selling typewriters.ĭuring a fateful sales trip, Coleman was reportedly walking down a sidewalk one evening when he was transfixed by the bright glow of a gasoline-burning lantern perched in a shop’s window. W.C.’s father died in 1881, prompting the youngster to begin selling small goods in an effort to make money for the family. His family settled in a small town in Kansas, the state which would remain Coleman’s home for the rest of his life. William Coffin (W.C.) Coleman was born in 1870 and moved to the Midwest within a year. Image courtesy of Wikimedia Commons Image courtesy of Wikimedia Commons And I’ve had more than enough field experience with products that fall short to know what that’s worth. In other words, I’m an admirer of the Coleman brand because I know firsthand that their products work. I own and regularly use the Roadtrip X-Cursion grill, a Steel-Belted cooler, a tent, a lantern, a camp stove, and more. Let me say this up front: no, I’m not on the Coleman payroll, but, yes, I have drank the proverbial Kool-Aid. In the arena of recreational outdoor gear, few company names enjoy the recognition or the trust engendered in consumers as that of Coleman, the 117-year-old maker of lanterns, camp stoves, tents, coolers, and a curated line of camping, cooking, and specialty lighting products. And Boar’s Head make many think of a damn fine sandwich. The name FedEx probably calls to mind swift and reliable deliveries. When you hear the name Mercedes, you likely think of a well-made automobile. Coleman U.S.A./FacebookA few select brand names serve as de facto stand-ins for quality.
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