From the humble beginnings of a small machine shop on East Church Street in Marshalltown to a corporation with 700 employees and nearly one million square feet of operations is the story of MARSHALLTOWN.

Jon Vance, marketing director at MARSHALLTOWN, shared the history of the 134-year-old company Tuesday night at the Mowry-Irvine Mansion before a diverse group of attendees that occupied every chair on the mansion’s first floor.

The event was hosted by the Historical Society of Marshall County (HSMC) as part of its “History on Second Tuesday” historical programs.

MARSHALLTOWN was founded by E. Lester and Jessie Williams.

Vance, of Marshalltown, said the company’s compelling story is the American Dream — featuring business acumen, determination and surviving challenges — the Great Depression being one.

Expert craftsman, entrepreneur and inventor Dave Lennox — of Lennox Manufacturing and Lennox Furnace fame — played a leading role in MARSHALLTOWNs development by mentoring the Williams brothers in business and manufacturing practices. Lennox, a Detroit, Mich. native who learned his trade in the Chicago area before settling in Marshalltown – took the Williams brothers – born and raised in Marshalltown – under his wing after the brothers’ father died.

He employed them in his numerous businesses and later at Lennox Furnace Co. A cement mason working at the Marshall County Courthouse – then under construction – asked Lennox and the Williams – due to their reputation as inventors and craftsmen – to make him a trowel. Word of the trowel’s quality spread and more orders came in.

The Wiliams moved from East Church Street to the 100 block of South 8th Avenue. The brothers soon developed more tools for brick and concrete tradesmen.

Later, exemplary salesman and promoter Albert Diggins joined the company. His hiring would prove to be a pivotal moment in the company’s growth and future development.

Diggins, in his REO SpeedWagon vehicle, promoted the company’s products throughout the Midwest and western United States, Vance said. Diggins once invited 300 plasterers to a dinner at the legendary Palmer House hotel in Chicago as part of a grand marketing promotion.

In exchange for the dinner and other amenities – the plasters were tasked with personally visiting three hardware stores each in Chicago and requesting a Marshalltown trowel.

Vance said the dinner and related expenses cost the company $40,000 to $50,000.

“I have never had an expense report rejected,” said Vance. “But I would imagine the cost of that event caused a good deal of concern at the company.”

From 1910 to 1929, the company’s reputation grew, resulting in significant sales. However, the Great Depression from 1929-1939 wrecked economic havoc in the U.S. international markets, resulting in company sales plummeting.

In 1918 sales were $130,000, and in 1925, sales were $150,000. By 1933, they had plummeted to $66,000.

Vance said the company eventually recovered, but only after family members pooled their financial resources and applied years of business skills to outlast the Great Depression.

By 1945, sales rebounded to $200,000. Sadly, E. Lester passed that same year.

Other significant milestones were reached in 1982, when the company expanded operations to Fayetteville, Ark. In 1998, Iowa State University graduate Joe Carter was made president, a position he still holds.

Carter succeeded Larry McCumber, who was known for his frugal approach to expenses and steady leadership skills. McCumber continued to serve the company until his retirement in 2004.

Under Carter and his management team’s leadership, the company has acquired other companies that sold products to professional drywallers, floor installers and do-it-yourselfers.

It also expanded Marshalltown operations to 200,000 square feet.

“Our mission is to make quality tools made in America,” Vance said. “All of our hundreds of products from five locations are made in America.”

“We were extremely pleased with tonight’s turnout,” said Julie Lang of Marshalltown, a HSMC board member who coordinates the “History on Second Tuesday” events. “Jon was extremely thorough and professional in his presentation.”

The next “History on Second Tuesday” is set for Sept. 10 at 6:30 p.m. at the Mowry-Irvine Mansion at 503 W. Main St., and will feature Aimee Deimerly-Snyder, owner-operator of Lillie Mae’s Chocolates of Marshalltown.

Chocolates and wine will be served. Reservations are required. Contact Lang at 641-750-4532.

HSMC was established in 1908. It is an IRS-certified 501(c)(3) not for profit organization which does not receive financial support from the city of Marshalltown or Marshall county. For more information, contact 641-752-6664 or info@hsmcia.org.