Born in the USA

In this day and age, it's rare to find a company founded in Amercia that is still manufacturing in America. Fenton Art Glass is one of those companies, and far from being a mom-and-pop operation working out of the family garage, Fenton is the largest manufacturer of handmade colored art glass in the U.S. The company was founded a century ago by Frank Fenton, who began his career working as a glass decorator for another company in the Ohio River Valley. Promoted to foreman by the age of 20, the ambitious young Fenton decided it was time to go out on his own.

Frank and his brother John decided to pool their funds to get the project underway. Frank contributed $280 and John, $4.86. The Fenton Art Glass Company opened its doors May 4, 1905.

Initially, the brothers rented space at a factory in Martin's Ferry, Ohio, but in early 1906 they broke ground for a place of their own on the other side of the river in Williamstown, West Virginia. (The company is still there today.) Skilled glassworkers were hired from other factories in the area, the furnaces were fired up in December, and on January 7, 1907, the first piece of Fenton art glass was made.

Shortly thereafter, a man found sleeping in a boxcar taught the Fentons the secret of making iridescent glass, now known as carnival glass, which soon became a popular Fenton collectible.

The history of Fenton Art Glass company is also the history of the Fenton family. In 1948, the second generation –— Frank M. Fenton and his brother, Bill — took over the reins of the company, and in the 1970s and 1980s seven members of the third generation joined the business. George W. E. Fenton, Frank M.'s son, became president in 1986. His wife, Nancy Gollinger Fenton, was named director of design. In the 1990s two members of the fourth generation, Lynn Fenton Erb and Scott Fenton, came on board. Now, ten members of the second, third, and fourth generations of the Fenton family work for the business. They are joined in their endeavors by some 450 employees.

One of the reasons for the company's longevity is that over the years, Fenton responded to changing trends in home decor. Decorations painted or etched on the glass after it has cooled (a mainstay of the early business) was phased out in the 1930s in favor of glass finishes and shapes that are created when the glass is still warm. Hobnail milk glass, for instance, became popular in the 1950s. But, since what goes around always comes around, decorated glass made a return in 1968.

What hasn't changed, however, are the handmade blown glass techniques used since the beginning.

“We still produce our product virtually the same way we did a hundred years ago,” explains Scott Fenton, the company's vice president of sales. “We still use ancient tools, though we've updated things a bit, ergonomically.” Still, it can take up to 20 people to produce one piece.

Today, Fenton's handmade and hand-painted glass is sold in more than 4,500 retail shops and on QVC. And for visitors to Williamstown, the Fenton factory tour is rated one of the top ten factory tours in a poll by the newspaper USA Today.

The tour does more than entertain, however. It's the centerpiece of a unique retailer education strategy that Scott Fenton cites as the key to the company's survival. “Retailer Day is one of the main reasons we haven't suffered the major decline a lot of our competitors have.”

Twice a year, in May and September, Fenton dealers new and old are invited for two days of hands-on education about the line. Reps also get involved, covering one night of hotel costs, while Fenton Art Glass picks up the tab for everything else but transportation.

During their stay, retailers learn every facet of Fenton, from the history to buying programs to how the company makes new introductions. They watch glass being made, and try out new activities: this year, for the first time, retailers will get to decorate glass themselves. About a hundred dealers attend, Scott Fenton says, and the company's never turned one away.

“I don't know that there's anything more important than training retailers. You want them to feel the same passion that the rep feels when they're selling into a store,” says Fenton. “People who come to see how it's done are sold forever.”

Supplementing Retailer Day is yearly rep training, which reps can pass along to their retailers.

“I'm putting a lot of emphasis on training reps, because they're scrambling too,” explains Fenton. The company also provides a DVD tour of the factory.

A new coffee table book of the very best Fenton pieces will also be issued to commemorate the anniversary. In addition, special 100th anniversary events have already started, and will continue throughout the year, including family signings, collector events, and a large celebration at the Fenton factory in Williamstown, July 29–August 2.