This began a long series of lighthearted television commercials, which became increasingly elaborate over the next few years. The Smithe sisters are working to expose the brand to a new customer base Photo credit: Robin Subar. It takes work and sacrifice.. 1251 W. Thorndale Ave. Itasca, IL 60143-1149. I presented my ideas for this two weeks ago and it will be out on the floor in three weeks. "It's never gone completely crazy -- no one can say that one commercial will bring customers in -- but we kind of thought it re-established us in the marketplace. They pointed out how affordable the pieces are. The brothers spend most of their time in the company's Itasca headquarters, which also serves as a warehouse, customer service center and point of departure for the fleet of Smithe trucks. They're going to be the ones buying furniture for the next 50 years, so we have to be ready to serve them the way they want to be served," said Walter Smithe, 57. Walter E. Smithe is a furniture company based in Itasca, Illinois. https://en.wikipedia.org/wiki/Walter_E._Smithe. They were each only a year apart, at one point covering all four grade levels at Barrington High School. Walter E. Smithe also is changing up its ads. I was probably in elementary school when I would come in to work in the warehouse sweeping for a nickel Colleen says. The commercial, Colleen's brainchild, aimed to show off the company's new "worry-free" performance fabrics that repel stains, a trend Maureen recognized at a major industry trade show and brought back to the Chicago market. Shop now. While they took breaks from the biz to make their own way after college, each came back when the right positions opened up. If you find the right furniture, it will last even through your kids, Colleen says. Shop the Sofa Sale. Newlyweds can now register for exclusive honeymoon stays and experiences at 23 of Auberge Resorts Collections luxury hotels and resorts worldwide More, With two movies out this winter, the actress and producer Salma Hayek Pinault is at the top of her game More, The star of A Beautiful Noise, which just opened at the Broadhurst Theatre, is a big Neil Diamond fan More, The writer and actor makes his Broadway debut in his just-opened play Aint No Mo More, After flying high in the hit sequel Top Gun: Maverick, Glen Powell stars in the new film Devotion, out now More, It's not enough to just be smart. Kneen & Co. (399 W. Fullerton Pkwy., Ste. The two renamed the store Smithe and Shanahan, but Bill Shanahan eventually sold his share to Smithe's brother Charlie. - Linn Burton: He started selling appliances in Polk Bros. ads in 1953, but the majority of his 35-year TV career was spent hawking cars -- Kaisers, Frazers, Joe Rizza's Pontiacs and, most famously, Bert Weinman's Fords. Growing up, she and her sisters held various roles at the furniture and design firm, earning their first paychecks and gaining job experience and exploring interests that would later launch their careers. But it wasn't long before he approached his youngest daughter with a proposition. Press question mark to learn the rest of the keyboard shortcuts. Industry: Home Furniture & Housewares Stores. Lewis Lazare. Read on to find out more about pelvic floor therapy and how it's growing in popularity among postpartum women. It's pretty surprising they are still playing on these tired sexist tropes in this day and age. The chemistry among this familial foursome is something parents can only hope for from their children. "And they've been able to personalize a retail chain through the use of the brothers. She had been a buyer for Abercrombie and Fitch for a few years after college when a job opened up in the Smithe merchandising office. ". It was like the empire jingle. For decades, the public faces of the privately owned company have been the sisters father, Walter E. Smithe IIIthe 59-year-old grandson of the businesss namesakeand the sisters uncles, Mark and Tim. One of the first opportunities to test their compatibility was through a partnership with interior designer and TV personality Jeff Lewis. College was a turning point for the sisters, who now call one another their best friends. portalId: "6766057", Let's go Cubbies! Smithe's wife of 64 years was by his side when he passed, and he . Were not trying to portray an image that working mothers can pull off everything without something falling through, Maureen says candidly. "Staying fresh, young . Walter E. Smithe told me they work with many designers but Jeff was really able to get a lot of value into the pieces in his collection and that its why . They've been able to weather the unexpected storm of the coronavirus pandemic. Haute Living is a network of luxury publications with bimonthly regional editions in New York, Los Angeles, Miami, and San Francisco. He attended the University of Notre Dame and earned a bachelor 's . My sisters and I represent the viewpoint of our younger clientele, Meghan says. A 2005 advertisement showed Mark and Tim Smithe dueling with CGI-enhanced lamps in an homage to the lightsaber duels of the Star Wars films. The sisters laughed at hearing this family adage, knowing that home furnishing has been woven into the tapestry of their lives. The announcement was merely an early April Fools' Day prank, although the Smithe brothers said they had received about one hundred emails from viewers who were not sure what to think. The Smithe brothers used good-natured humor on countless TV commercials selling furniture. "If we'd done that with a large agency, it would have been flying people in from New York and storyboards and approvals along the way," he says. "They took different career paths," Tim says. Since 1945, the company has established itself as a reliable family-run retailer, with the second- and third-generation Smithe men at the helm. "And there's 10 televisions, all tuned to the same station. The Smithe boys started out in a tiny ranch house in Des Plaines, the children of Walter Jr. and Florence. Getting the Smithes in front of the camera wasn't easy. Till your hair grows back."). You can still be a fun premium brand (Virgin, for example) but this is Family Dollar-type schtick. Business Profile for Walter E. Smithe Furn-Itasca. Walter Smithe, president of the furniture company, climbs the stairs March 21, 2017, at the Walter E. Smithe furniture store in Oak Brook, alongside his four daughters, Colleen, from left, Caitie . Subscribe to one or more of our free e-mail newsletters to get instant updates on local news, events, and opportunities in Chicago. You may also light a candle in honor of Walter E. Smithe Jr. or send a beautiful flower arrangement to the funeral . But the truth is, I love coming to the office. Last year there aas a commercial where the puppet quickly moved to close his laptop when someone came in the office. View info about Walter E. Smithe Furniture (smithe.com). Walter E. Smithe III, is the President of family owned and operated Walter E. Smithe Furniture + Design. Its unjust to think that women can somehow balance it all, Colleen adds. Tim offered Walt brotherly support after a just-completed scene. Also would somebody please feed them? Smithe brothers aim for 'Sex' appeal in latest quirky commercial, https://en.wikipedia.org/w/index.php?title=Walter_E._Smithe&oldid=1127865487, This page was last edited on 17 December 2022, at 02:33. I only hear them on the radio. Smithe was born in 1936 to Margaret Slifka and Walter E. Smithe Sr., and grew up in the Northwest Side's Belmont Central neighborhood. A new collection at Holly Hunt, discounts at EuroFurniture, a First Friday event at Hubbard Woods Design District, and more. Brothers Walt, Tim and Mark Smithe -- the faces of Walter E. Smithe Furniture -- seem to have hit on something with their ubiquitous ads. It turned out so well that Tim carried along a copy to a speaking engagement. Walter e smithe is a high end furniture store, no surprise their ads are geared towards middle aged women from high income households aka suburban moms. When autocomplete results are available use up and down arrows to review and enter to select. Walter E. Smithe Furniture is a company located in Itasca, Illinois, United States. . I always suggest going with whatever color or colors are most pleasing to you, but some big color trends this spring are oranges, pinks, sage green and pastel blue. The Feldco guy creeps me out more. "It was kind of ingrained in us," Caitie Smithe said. But shes quick to point out that the business is still very much a multigenerational effort, noting that their 81-year-old grandfather still regularly meets with clients. Like their brothers, the four Smithe sisters were all in the business when they were in high school. Main Telephone (630) 285-8000. The Smithe sisters have heard it all before, and they've set out to dispel those misperceptions. "With a strategy to continue Smithe parodies of relevant topics, really, the future is limitless," he says. What The Walter E. Smithe Daughters Do . And they represented Walter E. Smithe with a sense of drive and zeal that can only exude from the third-generation stakeholders of what has become a household name. Even if you weren't sure that Walt, Tim and Mark Smithe were brothers -- yep, those Smithe brothers, of "Walter E. Smithe, you dream it, we build it" fame -- their banter at a recent commercial shoot was a dead giveaway. This style is out there and we need to respond and get it on our floor. For decades, the public faces of the privately owned company have been the sisters' father, Walter E. Smithe IIIthe 59-year-old grandson of the business's namesakeand the sisters' uncles, Mark and Tim. We refer to Smithe.com as our 12th store, since many of our clients are doing their research online before coming to see us in person.. "We were kind of like dorks, geeks, growing up," Mark says. Smithe's three sons the Smithe brothers Mark, Tim, and Walter III became executives in the business and were regularly featured in the commercials. Since 1945 the company has . "We had a common agreement that we had the best furniture in Chicago," Tim says, "but not enough people knew about it.". If you grew up in Chicago, you can probably hum it. Mix together different, but complimentary, elements such as woods, metals and stonesand feel free to mix various metals together. "In what seems to be their unending and over-the-top zeal to self-promote, they just may be helping drive traffic," he wrote, adding, "If nothing else, the advertising suggests the chain has some suits with personality attached. He NEVER blinks. getting a penny or nickel for every clearance tag we pulled," says Meghanthe four daughters of Walter Smithe III have . Please enter valid email address to continue. Assuming your a dude your not supposed to understand the commercials. To the Smithe sisters, the company has always been a piece of their identity, an integral thread of their childhood. While it may not be usable 365 days a year, the days that your outdoor space are in fact usable should be embraced. We understand that customers see a certain look on, say, Instagram and they want it replicated in their own home, Colleen says. There are so many cool and unique materials being used to manufacture furniture these dayssuch as capiz shells, bone inlay, faux shagreen, concrete, rope and slate. '", "I was at a gym on a treadmill," Mark says of the first time he caught one of the commercials. "Smithes have fun at the old ballpark". Later, both Tim and Mark were night managers at competing convenience stores, Tim at a 7-Eleven in Niles and Mark at a Park Ridge White Hen. October 12, 2022 / 3:27 PM A matte black bathtub, vanity mirrors and hardware pop against the airy walls in this modern primary bathroom. The Bob's puppet is a far better actor than the Smithe girls though. One spot was modeled after Apple's weird commercials. And Mark, 40, is Smithe's general counsel; he and his partner live in Lincoln Park with Petey, a 4-year-old bulldog. The 3rd brother, Tim Smithe, retired in 2016. And they wanted a way to build the brand. No outside agency required. I gave up sleep and TV, Maureen jokes. The brothers are recognized on the street, in grocery stores and coffee shops ("I got a free Starbucks latte once," Tim says). "I was at Dulles Airport in Washington, waiting for a 9:30 flight at night," Mark says. They're not egomaniacs. When Smithe makes a furniture delivery, Its not uncommon for our crews to bring a 25-year-old sofa with a Smithe sticker on it back to this warehouse, Meghan says. He received a Bachelor of Philosophy in Commerce from the University of Notre Dame in 1958. It worked really well for a long time, but post-recession, we saw peoples sensibilities had changed, says Meghan. "The majority of what we run is informational and tells about the company, but those aren't the ones people are talking about at the water cooler. Then they brought in the wives. In family businesses, thats the only way to ensure a companys continued success. Today, Maureen is a buyer, Meghan is the director of marketing, Caitie is a designer and assists the merchandising team, and Colleen is the director of advertising. Smithe says that doing everything in-house allows them to be quick on their feet. View a map of participating First Friday locations. Meghan is director of marketing, Caitie is a designer and stylist and Colleen is director of advertising. '", "The business steadily increased since we started the commercials," Walt says. "I think it's time for us to get out of these TV commercials," Walter said. Ask how we can add diversity to your supply chain. We dont always agree on things, Colleen says. With 16 1/2 children among them (Colleen is due with her third baby this month), the sisters also find work as a time to be togethersans children. Multi Location Business. His daughters were hesitant at first, questioning whether they were ready for such a responsibility. Margie, who used to be a buyer for Smithe, moved to St. Louis with her husband, who worked for Anheuser-Busch's ad agency. I love incorporating an unexpected element into a room. Their advertising is creative, it's timely and it's interesting, so people remember it and they like it.". They've relaunched catalogs showcasing their furniture in fully designed spaces. Jamie Sotonoff. While we still have traditional pieces, our showroom appeals to a number of different lifestyles. It's fun to be part of Chicago in that way.". It also featured an appearance by Dutchie Caray, wife of the late Cubs announcer Harry Caray. Smithe was born in 1936 to Margaret Slifka and Walter E. Smithe Sr., and grew up on the Northwest Side in Belmont Central. And it's those commercials, always informative and usually silly, that have the Smithe brothers walking in the footsteps of Linn Burton and the Empire Carpet Guy as Chicago TV commercial icons. "He'd come up from behind and drop in it on us," Tim says. They've transitioned into the spotlight. Draftfcb. Born in the heart of Chicago, we're a family owned and operated local business since 1945, now four generations strong. Spoken like the daughter of a true "shop owner," as her father Walter E. Smithe III, president of the eponymous furniture retailer calls himself. Walter E. Smithe and Bill Shanahan founded the store anticipating a booming economy in the wake of World War II. Instead of starring third-generation brothers Walter III, Tim, and Mark, the new ones put the spotlight on fourth-generation sisters Caitie, Meghan, Maureen, and Colleen. "We're dreamers and we have big ideas," Meghan said. Building upon the Smithe family legacy is a big responsibility, the sisters said, one they've embraced with fervor. [4], Many of Walter E. Smithe's commercials have been pop culture parodies. We strive to bring our clients the best in home furnishings for every style, budget, and. The daughters took over the company. The Walter E. Smithe + Jeff Lewis showcase certainly fits the bill. The 86-year-old patriarch of the Smithe family, Walter Edward Smithe Jr., "died . I love the attention I get as a local celebrity," Mark says. walter e smithe furniture - inc. walter e smithe furniture. "The girls have all worked elsewhere before coming back to Smithe," says Walter of his daughters who have had careers ranging from merchandising to advertising. You have this sense of passion and responsibility for it. 1428, hollyhunt.com) has expanded its Great Plains textile offering with the Foreign Affair collection, which has a mix of warm and cool neutrals. CHICAGO (CBS) -- Walter Edward Smithe Jr., the founder of Chicago's Walter E. Smithe Furniture & Design, has died at the age of 86. He cites the U2 music video takeoff. The seven pieces featured in the Quincy Master Bedroom vignette below (chair, trunk . For example, Meghan had to miss her sons Valentines Day party at school this year, due to work responsibilities. Personally, I dont want to stare at ugly furniture for all those years, Meghan says. Meghan Smithe was on maternity leave when she began working part time in the family business, long known for its infectious jingle: You dream it, we build it.. The 4th generation (Walter III's daughters) join the business after careers in their respective fields; Maureen in 2002, Meghan in 2014, Caitie in 2015, and Colleen in 2016. Now, the fourth-generation leaders of Walter E. Smithe are learning to balance their busy personal lives with the big responsibility of carrying out the legacy of their family-run business. Be sure to visit Sawbridge Studios, which will showcase sustainably harvested, live-edge furniture by David Stine. But he soon returned to the family furniture business that his father first started in 1945, and pioneered the concept of custom-order furniture in the Chicago area. Tim, 41, is the vice president of sales; he and his wife have four kids and live in Winnetka. Edited to add: Looked them up and gee, it's one of the daughters managing the marketing. Spoken like the daughter of a true shop owner, as her father Walter E. Smithe III, president of the eponymous furniture retailer calls himself. CHICAGO (WLS) -- Walter E. Smithe, Jr., founder of Walter E. Smithe Furniture & Design, has died at the age of 86, his family said. So I'm speaking, and they're half listening, you know. The Smithe sisters - Walter III's daughters Maureen, Meghan, Caitie, and Colleen - are also now executives at Walter E. Smithe Furniture & Design and appear in the ads. This is not how you attract a premium buyer or build a premium brand. Darvin is always yelling about discounts. As mothers, theyve learned its not only possible, but preferable, to have a functional yet beautiful home. Who are the Walter E Smithe daughters? 70 reviews of Walter E. Smithe Furniture & Design "This is a really good store for when you hit age 40 or so and realize your house still resembles a college dorm. With a 71-year history and 11 stores sprinkled throughout Chicago and the suburbs, Walter E. Smithe is a local furniture icon. The girls have all worked elsewhere before they came to work here, says Walter of his daughters who have had careers ranging from merchandising to advertising. Walter E. Smithe Jr. Obituary. In fact, none of the sisters seriously considered having a career in the company, founded by their great-grandfather in 1945. Its a constant toggle between work and family talk, notes Colleen, but at the end of the day theyre focused on creating a furniture company that helps clients truly curate a home. In a new seven-minute "Smithe Family Makeover" video, you'll only see one Smithe brother and you'll only hear the new version of the familiar jingle if you watch all the way through to the credits. We've got the radar out for that," Tim Smithe says. Around the same time, Caitie was ready to return to the workforce as a designer and stylist, a skill she had honed early in her career. Instead, the Smithe sisters Colleen, director of advertising; Maureen, a buyer; Caitie, a designer; and Meghan, the marketing director help a Chicago couple with tastes that sometimes clash give their town home a new look before relatives show up for a visit. Zajdel was a driver for Victory when he made the commercial a quarter-century ago. Sometimes its the only quiet I get.. But I never forget that these are my sisters and I completely respect them. Walter E. Smithe Jr. died peacefully at age 86, his family said in a prepared statement. But repeated airings of the ad have made him and his door legendary. The company began in 1945 as Tone Appliances and Furniture, a single store on Belmont Avenue in Chicago. "[5] Of the commercials, Tim Smithe has said, "We wanted to entertain people first, so then when we wanted to inform them they'd already be paying attention". Now, there are 12, a 115,000-square-foot headquarters in Itasca and more than 550 employees, and this year Walter E. Smithe Furniture will do $100 million in sales. The boys' first ventures into the working world included Walt's daily paper route -- 70 Tribunes, three or four Sun-Times and a couple of Wall Street Journals -- that Tim helped him with ("I got 1 cent per paper, and I'd give Tim 10 cents for helping me"), and collecting beer cans that they resold at a Park Ridge flea market. walter e smithe. How, they wondered, would longtime customers respond to four new female faces on their television screens? Caitie was a manufacturers' representative before becoming a stay-at-home mom. (He's now semi-retired, having turned the business over to his sons about 10 years ago.). The Smithe boys started out in a tiny ranch house in Des Plaines, the children of Walter Jr. and Florence. Walter E. Smithe is a family business in every sense of the word, the sisters say. As the fourth generation to run their family-owned Chicago furniture store, Walter. They seem very pretentious I think. 1 Early life; 2 Television; 3 Personal Life; 4 References; . "If you think of furniture commercials, it's always just panning a showroom with obnoxious graphics," says O'Neil, who has directed all the Smithe commercials. Someone really needs a new marketing director/CMO/agency because they do not know what they are doing. Then when I plugged it in, the place went up for grabs. Still, the Smithes have had to weather various challenges since joining the company, including the retirement of their uncle, Tim. Like most mothers, whether theyre working or staying at home, we do what we can, she says. Updating your home theater? The Smithe sisters now serve as the face of the firm, offering a female perspective that better reflects the company, the industry and the country today. The Smithe family announced that their patriarch died this past Sunday with his wife of 64 years, Florence Flynn Smithe, by his side. Check out the new collection. I think people felt sorry for me, assuming that I wasnt getting any sleep and having to come to work every day, says Maureen. officially retires, although he still enjoys visiting showrooms and meeting clients. Chicagoans came to know and appreciate the three Smithe brothers who starred for years in quirky TV commercials touting their family-run furniture company. I also think, coming from a family business myself, to see how they interact with each other just gives you the feeling that they're good people, that you'd want to do business with those people.". Reaching a younger demographic and expanding their clientele has required some creativity, the sisters said. Their camaraderie is genuine, and they can easily share ideas and bounce between conversations. I can't breathe!' Tags: Design Controls - Facebook Instant Article, Home & Garden, Interior Design. One of my friends used to live near Fullerton and Western, and she would always tell people she lived near Tile Outlet. Ellen is very serious about design and had a definite voice in what this modern-rustic-meets-farmhouse collection would be. During a stint in the Army, Smithe attained the rank of captain and became an expert in the field of computers. They brought in real clients, worked with real designers and demonstrated each sister's essential role within the business. As teens, the four sisters worked only part time in their fathers showroom or outlet store, selling furniture and earning their first paychecks along with other eager, cash-strapped teens. Colleen loved being able to point out that her dad and uncles, Mark and Tim, brainstormed and executed the ideas themselves. But one by one, they followed Maureen's lead and rejoined the family business. E. Smithe sisters Caitie, Colleen, Meghan and Maureen were introduced to the business at a young age. She is a celebrity who is genuinely interested in how her furniture will do and be perceived, Maureen says. About Press Copyright Contact us Creators Advertise Developers Terms Privacy Policy & Safety How YouTube works Test new features Press Copyright Contact us Creators . For the most part, that relationship translates well in the business world, they say. We can be real nimble when we're this tight and this spread across the business.". How could they ensure the 75-year-old brand would be sustainable for decades to come? "They've done a wonderful job building a distinctive brand," says Tim Calkins, a professor of marketing at Northwestern University. That's a galaxy away from the current "Star Wars" parody. We are a 4th generation family-owned business, and our employees are an integral part of . The Smithe brothers used good-natured humor on countless TV commercials selling furniture. His signature line: "Linn Burton for certain!". Walter E. Smithe Furniture and Design has an overall rating of 4.0 out of 5, based on over 92 reviews left anonymously by employees. The campaign was inspired in part by a partnership with designer/house-flipper Jeff Lewis of the Bravo show Flipping Out. "We're not your parents' furniture company," Caitie said. Walter E. SMITHE corporate office is located in 1775 W Rand Rd, Arlington Heights, Illinois, 60004, United States and has 382 employees. When the boys took over from their father, there were about a half-dozen stores. "You think a huge corporation is going to have pencil pushers and button touchers," says Lynn Hamilton, vice president of the Shirley Hamilton Agency, a Chicago talent agency. 9's "Garfield Goose" and "Ray Rayner" shows. Whether bringing in color as an accent or making a big statement with a lot of color, your home will feel instantly transformed and personalized.
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