Brand History 

WearEver history told by Wendy 

 

During the time my grandmother was raising children in the early 1900's, the progress of the industrial revolution had not yet made it into the American kitchen. Her experience in the kitchen was hard work with heavy cast iron skillets and constant feeding of the wood-burning stove.

Grandmother always talked about the thrill of advancements at the turn of the century. Alongside the Wright brothers’ first flight and Henry Ford's automobile, in 1903 the WearEver brand was introduced offering cookware made of an innovative metal called aluminum. The revolutionary cookware changed the American kitchen forever because of its resistance to rusting; remarkable weight advantage and that it would seemingly wear-for-ever. In fact, the aluminum WearEver cookware was so extraordinary, that in 1909, Admiral Robert Perry took the cookware on an expedition to the North Pole.

In 1913, my grandfather was a recent college graduate and his first job was as a salesman for WearEver. He and 20,000 young men went door-to-door and the WearEver brand quickly became one of the most recognized aluminum cookware brands. Grandfather always told me that the cookware was so revolutionary that it practically sold itself.

In 1941, my mother was a newlywed building a home of her own. By then, four out of five homemakers preferred WearEver cookware and it accounted for more than 40 percent of the aluminum cookware business in the United States. It was a natural fit for her kitchen. However, the bombing of Pearl Harbor and onset of World War ll had a profound effect on the nation’s priorities. It was a necessary sacrifice, but WearEver shifted production from aluminum cookware to items supporting the United States military. Meanwhile Arthur Miller created an ingenious program that allowed households to prepay for cookware that would be delivered shortly after the end of the war. This bold business strategy provided WearEver a competitive advantage in the post war era.

The end of World War II brought thousands of young servicemen back home with a rejuvenated focus on family, owning a house, and the American dream. In 1950, WearEver introduced NAD (New Anodized Design) heavy weight pans with anodized covers and smooth welded lamp wedge-lock handles. It was a breakthrough in cookware, and the innovation of choice for the baby boom generation.

When it was my mother’s turn to pass on the household knowledge to me, America was embracing a cultural transformation of the1960’s. WearEver continued to lead the way with the development of the first clad cookware. The polished aluminum exteriors, stainless steel interiors, and copper color anodized lids made her kitchen functional and convenient with a modern, stylish look.

WearEver’s continuous advancements in ergonomics, coatings and attention to fine detail have made my recipes come to life.  The handles are defined meticulously while the durable nonstick surfaces make cooking and cleaning a breeze.  The hustle and bustle of school activities and sporting events has always given way to the smell of a home cooked meal.

Today my daughter has beautiful children of her own.  She looks forward to making delicious home cooked meals for her family. From Saturday morning pancakes to Thanksgiving dinner, WearEver cookware makes time in the kitchen less work and more enjoyable.

Since 1903, WearEver has been trusted in providing innovation, premium construction, contemporary design and value in cookware. From generation to generation, WearEver products are guaranteed for wherever life takes you.