Within a month of the failure, Henry Lindeman organized a new company at 23 East 14th street, which advertised as the "old Reliable" Lindeman & Sons, although Lindeman testified at proceedings that March that he was an employee of the firm and that neither he nor any other family member owned capital in it. The 1890 trademark registration lists its president as William E. Wheelock (Sept. 24, 1852-Feb. 14, 1922), of piano manufacturers Wheelock & Company of New York, "The Music Trade Review" reported the new firm had been organized with the backing of C. B. Lawson, a member of Wheelock and Stuyvesant, also of New York, and Luther W. P. Norris (b. June 3, 1861), "a young man of great ability and pleasing personality" who had been connected with Wheelock for eight years, and that "he artistic and musical character of the 'Lindeman' Piano has also gained largely, for Mr. Henry Lindeman, freed from business responsibility, has been able to devote himself to the improvement of the instrument with undivided interest." According to the figures based on serial numbers presented by piano historian Cyril Ehrlich in "The Piano: A History", the firm produced about 600 pianos a year; their own advertisements in New York city newspapers concentrated on sales of used pianos.