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While Sears was started in 1886 by Richard W. Sears and Alvah C. Roebuck, it was not until Julius Rosenberg took over management of the company in 1895 that Sears became the preeminent mail order company in the world. The growing infrastructure of the United States allowed Sears to expand both its catalog offerings and its reach into America.<ref>Vicki Howard, [https://www.smithsonianmag.com/history/rise-and-fall-sears-180964181/ The Rise and Fall of Sears], Smithsonianmag.com, July 25, 2017</ref>Instead of just selling things Americans needed in their homes, it sold 40,000 homes through its catalog from 1908-1945. <ref>Nancy Mitchell, "[https://www.apartmenttherapy.com/a-brief-history-of-sears-catalog-homes-233077 Built from a Kit: A Brief History of Sears Catalog Homes]," Apartment Therapy, Jan 18, 2017</ref>