In 1866, as the sale of these machines began to grow, White relocated to Cleveland, Ohio, to be closer to his source of supply and his markets.  At the new site on Canal Street, White produced the New England sewing machine which sold for $10. Six inches in height and nine inches long, this machine was small enough to fit in the palm of a man's hand.

Ten years later, in 1876, White incorporated his business as the White Sewing Machine Co. and began manufacturing sewing machines bearing what was to become one of the most recognized names within the sewing industry.

 

During the last two decades of the 19th century, White began manufacturing timesaving attachments for ruffling, tucking, cording, and braiding.   Production of the hand sewing machine also took place at that time.  Available in an elegant bent wood cover and base, this machine heralded the birth of the portable sewing machine.

The first decades of the 20th century were years of growth and development.  In 1900, after three years of experimentation, the White Sewing Machine Co. perfected and introduced its hallmark, the full rotary mechanism.   In that same year they were credited with another precedent-setting achievement, the industry's first furniture-style cabinets.  In 1901, the White Steam Car was brought onto the market by White Sewing which also was marketing such diverse products as bicycles, roller skates, phonographs, kerosene lamps, automatic lathes and screw machines.   By 1906, production requirements of the steam car were so great a separate corporation, White Motor Company, was founded.  In 1910, sewing machine production also outgrew the old Canal Road plant.  As a result, White moved its plant to E. 79th and then moved again to Main and Elm streets in Cleveland's Flats.  This remained their headquarters for more than a quarter of a century.

The fast-paced lifestyle prevalent during the roaring '20s brought dynamic changes to the sewing machine industry.  To keep up with the times, new Whites came equipped with an electric motor that made sewing faster.  The new non-glare crinkle finish on the sewing machine head, a numbered tension dial and the Martha Washington furniture style cabinet, three more of White's many first, helped the company achieve a greater popularity than ever.  In 1923 White Sewing eliminated the manufacturing of other products and once again concentrated on sewing machines and accessories.  In that same year, White acquired Theodore Kundtz Furniture Factory, manufacturers of White sewing furniture, making it possible to produce a complete unit, the sewing cabinet and sewing head, under one roof.  White purchased the Domestic Sewing Machine Co. from Sears Roebuck & Co. a year later.  Also in 1924, the firm contracted to supply Sears with 20 percent of all White sewing machines manufactured for the next 12 years.   The newly acquired, wholly owned subsidiary, known today as Standard Sewing Equipment Corp., went on to pioneer the marketing of sewing machines through wholesale distributors and independent dealers of household appliances.  The last noteworthy accomplishment that took place in the roaring '20s was the beginning of sales to schools, which is still an integral part of White Sewing.

The depression years of the '30s renewed interest in home sewing.  During this decade White introduced its course "The Art of Sewing and Dress Creation".  Included at no extra charge with the purchase of a White Rotary Electric Sewing Machine, this class was taught by White home economists that traveled from region to region.  Through this course, the company set a standard toward the importance of educating sewers abut the benefits of White ownership, a standard still upheld today.  Toward the end of the '30s, White brought to the market the first sewing machine that was not the traditional black.  Manufactured of magnesium alloy, this lightweight, full-size sewing machine featured a green cast plus a built-in sewing light.  This portable new machine known as the "Featherweight" was only 18 pounds and remains popular within today's sewing market.  Also of significance during the depression era was the organization of a second subsidiary in 1929 when White Sewing Machine Products Limited was established in Canada.