Adler (first known as the Royal Typewriter Company) was first established in 1904 in Brooklyn and quickly grew to become one of the largest and most respected typewriters in the industry. The founders eventually gained recognizance as high quality manufacturers, and attracted interest from capital investors.
From there, the Royal Typewriter Company grew exponentially, with a keystone of their growth being new features at the time. For instance, typewriters that showed the letters as they were being typed were rare. Although Royal was late to the portable typewriter game, it eventually grew in market share due to aggressive advertising campaigns and word of mouth.
One of the more impressive feats was the method of marketing. As a stunt, an exec bought an airplane and delivered the typewriters in parachutes to dealers across the country in order to promote their durability. Its rapid expansion was soon slowed by the development of World War II as it converted its sprawling facilities in Connecticut into an arms plant.
In 1954 the first of a flurry of mergers was announced, leading to the eventual namesake Royal Adler. Royal (now Litton Industries) merged with Triumph Adler and became Royal Adler. This incarnation was eventually purchased by Olivetti in the early 1980s. The company became Royal again in 2004, and is now a privately held company with divisions including cash registers, point of sale devices and other office electronics.
Adler Royal Electronic Typewriters are world-renowned for the quality craftsmanship, low service and maintenance costs and intrinsic durability. The Adler company has three levels of typewriters available for the home or office, including the PowerWriter series, the Portable series and the Satellite series. These three lines range from entry level typewriters to top of the line. Adler sells its own line of accessories as well, from lift off correction tape to proprietary ribbons.
Over its 100 year plus history, the Adler name has produced tens of millions of typewriters, and still does to this day. Current models have specifications like spell check, word memory, line erase and font options. These newer models are able to compete for niche applications, even with the advent of personal computers.