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1661 Botelho Drive, Ste 180
Walnut Creek, CA 94596

Open Tuesday - Saturday 9-5
Questions? 925-937-7575

Singer, Viking, Pfaff... why don't we sell them?

Singer, Viking, Pfaff... why don't we sell them?


Singer, Pfaff, and Husqvarna Viking. With the kind of brand recognition that these three companies carry, you would think we would be eager to sell them at The Sewing Machine Shop. But we don't. Why?

Simply put, these companies do not exist anymore -- not as they once were. All three have been bought out and acquired by a private equity firm: Singer in 1999, then Pfaff and Husqvarna Viking in 2006. These days, all three are lumped under the same umbrella called SVP Worldwide. They are no longer the unique, dependable machines we came to know and love many years ago. A new Singer is a Singer in name only. The same goes for Pfaff and Viking.

Interestingly enough, the genesis of our store can be traced back to the heyday of these companies. Back in the 1950's Ramon Schoenberg (Dan's father) owned and operated a factory in Buenos Aires, Argentina that manufactured sewing machine parts for Husqvarna Viking. Marty Schoenberg (Dan's brother and SMS co-founder) got started in the sewing machine industry by operating a travelling repair business, often fixing old Pfaff, Singer, and Viking machines. Even more recently in the early 2000's, The Sewing Machine Shop was one of the top Pfaff dealerships in the country, until 2006 when product quality fell off a cliff after the buyout, and Dan decided to go another direction.

These days Dan strictly does business with companies that manufacture their own machines, such as Janome, Bernina, Juki, Babylock, and Brother. Because these companies have their finger on the pulse of the manufacturing process, their products meet our standard for quality. Singer, Pfaff, and Viking simply do not.

As always, if you have any questions or would like more information, please feel free to give us a call at (925)937-7575

* We occasionally sell vintage machines from Pfaff and Singer that still meet our standard of quality.