From 1908–1940 Sears, Roebuck and Co. sold about 70,000 – 75,000 homes by mail.
In the early 20th century, amidst the flourishing American Dream, the Sears Modern Homes Program played a pivotal role in reshaping the architectural landscape. Between 1908 and 1940, Sears, Roebuck and Co. revolutionized the housing market by offering more than 400 pre-designed, customizable house plans, complete with all necessary building materials. This innovative approach not only made homeownership accessible to the average American family but also transformed the way architects approached residential design.
Before Sears’ entry into the market, prospective homeowners typically commissioned architects to design custom homes, a process that was both time-consuming and expensive. With the advent of the Modern Homes program, a broader range of consumers could now access affordable, professionally designed homes. This led architects to reevaluate their roles and consider a more standardized approach to design. In response, they began to develop more cost-effective, modular concepts that could cater to a wider clientele. Ultimately, Sears’ Modern Homes program laid the groundwork for the emergence of prefabricated homes and modern suburban developments, reshaping the architectural profession in the process…
JWR
4/16/23