Amidst the turmoil that has enveloped the country since March, it’s understandable that the travails of stationery companies wouldn’t receive much attention in the mainstream national press. Still, Crane & Co.’s decision to drastically reduce their workforce by 200+ individuals and close their North Adams, Massachusetts manufacturing facility is notable not only because it’s a cautionary tale for those stationery companies that fail to adapt to modern realities, but also because it marks yet another end of an iconic American stationery manufacturer with more than 200 years of history behind it.
Based on the limited media coverage and my own discussions with knowledgeable sources, the January bankruptcy and closure of retailer Papyrus - Crane’s largest distributor and retail footprint - threw the Company into a precarious financial situation from which it simply couldn’t recover once COVID-19 forced the shutdown of the North Adams facility in March. What followed was a series of apparently ham-handed efforts to manage the fallout, which saw the company get embroiled in a dispute with the local officials over their attempt to re-open as an “essential business” in alleged violation of local COVID-19 guidelines, followed by an announcement that the “reopening” would be temporary, and that 200+ Crane employees would be laid off on June 19, and the North Adams manufacturing facility closed.
Welcome back to Instagram. Sign in to check out what your friends, family & interests have been capturing & sharing around the world.
It’s unclear whether this is the end of Crane as a brand. Parent company Mohawk Fine Papers, Inc. has stated that they plan to relocate an unspecified (i.e., small) number of employees to their main facility in Cohoes, New York. Other sources say that all remaining employees will be laid off by September. As of now, the Crane website is still live, and their COVID-19 statement still emphasizes that “Crane products are exclusively produced in the Berkshires of Western Massachusetts and have been for 2019 years. We are inextricably connected to the wellbeing of our community, and its wellbeing will always be our top priority.” In my opinion, not the best look given everything that’s occurred, and one would think that clearer messaging might be in order. Then again, I’m not sure whether Crane’s “core consumer” cares as much about the history behind the company and American stationery traditions in the same way readers of this blog might.
Regardless of whether “Crane” stationery continues to technically exist, the end of a storied 200-year run of making stationery in the Berkshires will be sad to see. I have the Crane engraving plates for the personal stationery for three generations of my family, as do, I suspect, many in this community. I’ve not paid much attention to Crane outside their (well received) efforts a couple of years ago to expand their business beyond wedding invitations and formal stationery, but when I visited their setup at the National Stationery Show in January, the company seemed poised to branch out further with some new licensing deals and collaborations designed to appeal to a more modern consumer. I presume that going forward, Mohawk will continue to fulfill orders for wedding invitations and personal stationery via Crane’s existing retail footprint, but it will be interesting to see whether any effort is made to grow the brand further. They could continue to build on 200 years of tradition, or Crane could simply go the way of Eberhard-Faber and other former stationery “greats” and become just another label. This will likely be a story I continue to follow, so stay tuned….