Modern Coatings had patented their tree trunk’s drill-hole angle, which allowed for branches of uniform length, as well as their easy-to-use paper sleeve that held the tree’s branches while it was in storage. Since Aluminum Specialty had greater aluminum manufacturing expertise and greater access to national markets than Modern Coatings, the two companies entered into a licensing agreement in the early 1960s.
Modern Coatings, Inc. aluminum Christmas tree, late 1950s (left), and Aluminum Specialty Company aluminum Christmas tree, 1959 (right).
In the photograph above, on the left is the type of tree that inspired the Aluminum Specialty Company of Manitowoc to get into the aluminum Christmas tree business. Made by Modern Coatings, Inc. of Chicago, its sale price was a little too high for mass market success. On the right is a tree made by the Aluminum Specialty Company in 1959. It was more economically produced than the tree made by Modern Coatings, Inc. and sold for less. Note that it is not yet branded as an “Evergleam.” Private collection