We take that very seriously, and we have so much passion for it.". I dont think anyone in the furniture industry does advertising well. "We had a common agreement that we had the best furniture in Chicago," Tim says, "but not enough people knew about it.". The company made its website easier to use and more modern-looking. Walter E. Smithe, Jr. joined the business in the 1960s with his brothers Gary and Tomm, and began phasing out appliances to focus on custom upholstery. (Antonio Perez / Chicago Tribune). 1E, kneenandco.com) continues to add to its Robbe & Berking assortment with the new Martel Bar collection, which features bar cart staples like handmade silver tumblers and cocktail coupes as well as bottle openers and nutcrackers. "It was kind of a neat way to kick off our involvement in the business as a group.". I was probably in elementary school when I would come in to work in the warehouse sweeping for a nickel Colleen says. walter e smithe. between Scott Ave. and Tower Rd., Winnetka, shophwdd.com) hosts a First Friday event on the North Shore. Walter E. Smithe and Bill Shanahan founded the store anticipating a booming economy in the wake of World War II. Like their brothers, the four Smithe sisters were all in the business when they were in high school. They pointed out how affordable the pieces are. This initiative calls for all hands on deck. The new campaign, dubbed Smithe Family Makeovers, showcases Smithe furniture in the homes of actual clients, revealing the handiwork of the companys designers in HGTV-esque episodes. Smithe was born in 1936 to Margaret Slifka and Walter E. Smithe Sr., and grew up on the Northwest Side in Belmont Central. The company makes, sells, and repairs furniture, specializing in custom upholstery, and operates ten showrooms throughout the Chicago metropolitan area. Over the last 13 years, one by one, Walters daughters have been hired on at Smithe as the jobs became available. We learned so much from these relationships, Colleen says. So as long as strangers keep serenading them with the company jingle instead of pelting them with "Hardrock, Coco and Joe" DVDs, and as long as the business continues to grow, they'll keep doing the ads. Compare how recession-proof Walter E. Smithe Furniture is relative to the industry overall. Its nice to see when a family is ready to replace a well-loved piece that they come back to Smithe to do it. To date, there are 10 Smithe stores scattered throughout Chicago, and one in northwest Indiana. Today, they help oversee 10 showrooms, the warehouse and headquarters, working together (generally) perfectly. A few bucks later, the clunker is off to Victory's Bensenville lot. Explore. The new generation of Smithes are featured in the company's new advertising. Unlike their brothers, they chose other careers. Calkins says that by minimizing production costs and media costs and doing those quick turnarounds, Smithe gets a bigger bang for its advertising buck. The Smithe boys started out in a tiny ranch house in Des Plaines, the children of Walter Jr. and Florence. And yet, as they went off to college and moved into the next phase of life, they were never expected to someday return full time. No surprise why the quality is so crap. Meghan and Colleen spent several years working at advertising agencies 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". "It's been about reworking how we approach visually what we want to convey about the product that we're selling," Meghan said. With a 71-year history and 11 stores sprinkled throughout Chicago and the suburbs Walter E. Maureen in 2002 Meghan in 2014 Caitie in 2015 and Colleen in 2016. This rating has improved by 10% over the last 12 months. What she does: I use both sides of my brain: left for all the analytical spreadsheet stuff and right for the creative vision. There's a lot of blurred lines, and we have to learn when to defer to each other.". No outside agency required. Please enter valid email address to continue. 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 . The Smithe brothers have been described as "Chicago's most recognizable furniture purveyors", due to their ubiquitous television commercials starring themselves. Smithe guy Walt actually Walter Smithe III 45 is president and general manager of the. 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. Young. "We're not your parents' furniture company," Caitie said. There is no true balance for moms in our situation., We cant be everything all at once, Meghan says. They brought in real clients, worked with real designers and demonstrated each sister's essential role within the business. His four daughtersMaureen, Meghan, Caitie, and Colleenare now the new faces of this historic Chicago brand, a spot he and his brothers held for decades. I'm a brand manager and their commercials make the brand seem like a discount bin. It's pretty surprising they are still playing on these tired sexist tropes in this day and age. "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. They're not egomaniacs. portalId: "6766057", Favorite design style: Modern mixed with traditional. A matte black bathtub, vanity mirrors and hardware pop against the airy walls in this modern primary bathroom. - Lynn Hauldren: Who? The Walter E. Smithe + Jeff Lewis showcase certainly fits the bill. The commercial included the tagline "Change the Name, Change the Luck", a reference to the Cubs' decades-long struggle to reach the World Series. And it's not uncommon for their kids to make cameo appearances in advertisements or to help sort through fabric samples, "which would technically make it a five-generation business," Maureen says. The company offer of a free DVD generated a huge response, and more than 60,000 were given away.). "KFC dances to beat of familiar drummers". 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. While we still have traditional pieces, our showroom appeals to a number of different lifestyles. Walter E. Smithe also is changing up its ads. The company has become known over the years in particular for its quirky TV commercials Chicago TV viewers have long known the jingle, "Walter E. Smithe, you dream it we build it." It was like the empire jingle. Colleen, Caitie, Meghan and Maureen Smithe, all between the ages of 33 and 37, represent the fourth generation of the family business and are daughters of company President Walter Smithe, the grandson of the business's namesake. Draftfcb. Our dad always put an emphasis on hard work, and it stuck with us.. College was a turning point for the sisters, who now call one another their best friends. 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. Get Eric Clark's email address (e*****@smithe.com) and phone number at RocketReach. But when they finally decided to accept, they knew they needed to come up with a unique and effective way to introduce themselves to the Chicago market as the new faces of Walter E. Smithe. "And of course this summer's blockbuster is supposed to be `Charlie and the Chocolate Factory.' The Smithe sisters are working to expose the brand to a new customer base Photo credit: Robin Subar. A new collection at Holly Hunt, discounts at EuroFurniture, a First Friday event at Hubbard Woods Design District, and more. Dont burden yourself with the boredom of a matching wood set. Were really excited about this program, explains Meghan. 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. Bob's proudly proclaims that it sells cheap garbage, Walter E looks like they're trying to sell you viagra and Penny Mustard radio commercials are justweird.. The spot showed the brothers at a news conference announcing that they had purchased Wrigley Field, home of the Chicago Cubs, with plans to rename it Walter E. Smithe Field. "I was at Dulles Airport in Washington, waiting for a 9:30 flight at night," Mark says. Walter E. Smithe, Jr., founder of Walter E. Smithe Furniture & Design, has died at the age of 86, his family said. They got on each other's nerves and learned to talk quickly at the dinner table if they wanted to get a word in. Walter E. Smithe Jr. also earned a master's degree in Anthropology at Loyola University Chicago in 1980. 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. Updating your home theater? Primary Address. Sisters Take Smithe Spotlight, More High-End Barware, and a Sofa Sale, 2020 Chicago magazine / A Chicago Tribune Media Group website, map of participating First Friday locations, Design Controls - Facebook Instant Article. I was probably in elementary school when I would come in to work in the warehouse, sweeping for a nickel, Colleen says of the brand, which first opened in 1945. Smithe's three sons the Smithe brothers Mark, Tim, and Walter III became executives in the business and were regularly featured in the commercials. Subscribe for free today! And Amy is a singer and songwriter. Subscribe to one or more of our free e-mail newsletters to get instant updates on local news, events, and opportunities in Chicago. Along the way, they got married, had children (17 in all!) 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. "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. As the fourth generation to run their family-owned Chicago furniture store, Walter. Meghan is director of marketing, Caitie is a designer and stylist and Colleen is director of advertising. With a 71-year history and 11 stores sprinkled throughout Chicago and the suburbs, Walter E. Smithe is a local furniture icon. Bloomingdale Plaza. The commercials are created in-house. 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. One of the first opportunities to test their compatibility was through a partnership with interior designer and TV personality Jeff Lewis. They can really do great things. Edited to add: Looked them up and gee, it's one of the daughters managing the marketing. 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. An added factor in the commercials' success are the brothers, who come across as regular guys. Their camaraderie is genuine, and they can easily share ideas and bounce between conversations. Ellen is very serious about design and had a definite voice in what this modern-rustic-meets-farmhouse collection would be. and runners at CB2 (800 W. North Ave., cb2.com). The girls got the bedrooms; the three boys shared a room in the basement. But repeated airings of the ad have made him and his door legendary. In one of their most memorable ads, the four women get into a food fight -- spaghetti and red wine included -- and seemingly destroy a bright white couch, which is then scrubbed clean. As Caitie puts it, Theres no reason you cant use an entertainment console as a buffet in the dining room.. High School," Walter says. Anyone got a link to the current commercial? In the late '60s, the growing family -- there are also four sisters, Cindy, Margie and twins Hope and Amy, none of whom is involved in the family business -- moved to a slightly larger home in Park Ridge. Walter E. SMITHE corporate office is located in 1775 W Rand Rd, Arlington Heights, Illinois, 60004, United States and has 382 employees. getting a penny or nickel for every clearance tag we pulled," says Meghanthe four daughters of Walter Smithe III have . 443 were here. Or "Hardrock, Coco and Joe." Introduced to the family business at an early ageI can recall pigtails in my hair, getting a penny or nickel for every clearance tag we pulled, says Meghanthe four daughters of Walter Smithe III have embraced their own roles for the Itasca, Illinois-based company; Meghan is director of marketing, Colleen is director of advertising, Maureen is a buyer, and Caitie is a designer. Mark admonished Walt to keep his feet off the furniture. At-a-glance. Colleen loved being able to point out that her dad and uncles, Mark and Tim, brainstormed and executed the ideas themselves. It couldn't have gone more perfectly, Maureen said. They were each only a year apart, at one point covering all four grade levels at Barrington High School. "We're dreamers and we have big ideas," Meghan said. We simply never had that conversation, Meghan says. Am I the only one who just thinks he looks like Louis CK? About. Trendwise, Caitie says the color gurus at Pantone were right on when they selected a bright shade of green as Color of the Year. Falling asleep. Postpartum bladder leaks are common but there's help. Chicago, IL. Main Telephone (630) 285-8000. The Smithes had been encouraged to air their outtakes on television after Tim Smithe screened them at an interior design seminar and received a positive reaction from the crowd. 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. Contents. 74% of employees would recommend working at Walter E. Smithe Furniture and Design to a friend and 70% have a positive outlook for the business. Favorite design style: Clean and neutral. The Feldco guy creeps me out more. So I'm speaking, and they're half listening, you know. "There are still people who ask us, 'Where are the brothers? And in between the entertainment were his folksy commercials for Courtesy Motors -- his cars were "honeys" and "sweeties" -- which at one point was the world's largest Ford dealer. And they're not showbiz types. Darvin is always yelling about discounts. The original simple jingle and slogan was perfect. 22 miles. ", Instead they talk about the U2/iTunes takeoff, the brothers' version of "The Apprentice" or the Olympic parody from last year. walter e smithe furniture & design. The implication was that he was doing/looking at something inappropriate. Here, get to know this powerhouse quartet. Chicago's Best Furniture and Expert Design. But now a new generationsisters Meghan, Colleen, Maureen, and Caitie . Still, she never dreamed of working full time for Walter E. Smithe Furniture, even while growing up in Barrington with her three sisters, Maureen, Caitie and Colleen. 1428, hollyhunt.com) has expanded its Great Plains textile offering with the Foreign Affair collection, which has a mix of warm and cool neutrals. The campaign was inspired in part by a partnership with designer/house-flipper Jeff Lewis of the Bravo show Flipping Out. They hammer out a script, call in O'Neil and start filming. The sisters are making their official debut in a new campaign theyve recently launched called the Smithe Family Makeovers. Fielding countless applications, the Smithes choose a home where they redesign a space and showcase the full range of interior design services and furnishings Walter E. Smithe Furniture & Design offers. Read on to find out more about pelvic floor therapy and how it's growing in popularity among postpartum women. The daughters took over the company. Chicagoans came to know and appreciate the three Smithe brothers who starred for years in quirky TV commercials touting their family-run furniture company. The fourth generation of Smithe leadership is hoping that this young, fresh approach to advertising and marketing will resonate with a consumer base that hasnt yet shopped with Smithe before. Be sure to visit Sawbridge Studios, which will showcase sustainably harvested, live-edge furniture by David Stine. E. Smithe sisters Caitie, Colleen, Meghan and Maureen were introduced to the business at a young age. Who are the Walter E Smithe daughters? If you find the right furniture, it will last even through your kids, Colleen says. Only a year apart in age, the lively, fast-talking Smithe sisters consider one another best friends. Walter E. Smithe III, is the President of family owned and operated Walter E. Smithe Furniture + Design. Sometimes it does not pay to work with family. You may have noticed a change lately in those Walter E. Smithe (smithe.com) siblings-on-a-couch commercials. Caitie, Colleen, Maureen and Meghan Smithe represent the fourth generation helping run their Chicago-based family furniture store, Walter E. Smithe, and they're determined not to be the last. CHICAGO (WLS) -- Walter E. Smithe, Jr., founder of Walter E. Smithe Furniture & Design, has died at the age of 86, his family said. Create an account to follow your favorite communities and start taking part in conversations. The company's commercials were originally straightforward descriptions of their products and services, but in 2003, the brothers decided to include outtakes from past filmings, which showed the brothers stumbling over words and laughing at each other. But now a new generationsisters Meghan, Colleen, Maureen, and Caitie Smitheis shaking things up in a big way. The Smithe brothers are following in the footsteps of other memorable Chicago commercial icons: - Jim Moran: Starting in the late '40s, "The Courtesy Man" sponsored wrestling programs, late-night movies, a country-and-western music show and his own variety show. To the Smithe sisters, the company has always been a piece of their identity, an integral thread of their childhood. Find out where to go, what to eat, where to live, and more. The first order of business: ditch the longstanding, highly recognizable ad campaign featuring their father and two uncles. CHICAGO (CBS) -- Walter Edward Smithe Jr., the founder of Chicago's Walter E. Smithe Furniture & Design, has died at the age of 86. The Smithe boys started out in a tiny ranch house in Des Plaines, the children of Walter Jr. and Florence. "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. Check out the new collection. The Chicago native attended Fenwick High School and the University of Notre Dame. [7], Chicagoans have had mixed reactions to the Walter E. Smithe commercials. Walter E. Smithe wants to create a series of similar videos to give customers a behind-the-scenes look at their services and the company. Three generations are involved in the family-run Walter E. Smithe Furniture and Design, including Walter Smithe Jr. (far right); his sons Walter III (far left) and Mark; and his four granddaughters, from left, Maureen, Caitie, Colleen and Meghan. You can still be a fun premium brand (Virgin, for example) but this is Family Dollar-type schtick. The Smithe brothers used good-natured humor on countless TV commercials selling furniture. At that age, it was very exciting to come home and brag that we sold maybe hundreds or thousands of dollars in furniture, Meghan recalls. Assuming your a dude your not supposed to understand the commercials. Today. It's fun to be part of Chicago in that way.". She sounds annoyed that the spill isn't absorbing, like there's some insurance scheme that hinges on being able to stain this white couch. Further confused by the commercials now. However, Lewis Lazare, the Chicago Sun-Times' advertising critic, has defended the commercials. I love the one where they are drinking what looks like Tang out of wine glasses. "We're kind of strategically positioned in different departments," Meghan said. Get 5 free searches. The founder of well-known Chicago-area furniture company Walter E. Smithe has died, his family announced Wednesday. "We wanted to entertain people first, so then when we wanted to inform them they'd already be paying attention," Tim says of their advertising philosophy. Its no longer that way.. 2023 CBS Broadcasting Inc. All Rights Reserved. To see these serious, stuffy guys laughing and having fun someone yelled out, `You should use that as a commercial. And Mark, 40, is Smithe's general counsel; he and his partner live in Lincoln Park with Petey, a 4-year-old bulldog. "An hour and a half. (847) 933-1481. With a 71-year history and 11 stores sprinkled throughout Chicago and the suburbs, Walter E. Smithe is a local furniture icon. Who are these guys? Currently, there are 3 generations involved in the business: Walter Smithe Jr is retired, but regularly visits the showrooms. Over the past 76 years, the company has grown to include 10 Chicago area showrooms. Caitie Smithe, Designer and Stylist. It also featured an appearance by Dutchie Caray, wife of the late Cubs announcer Harry Caray. He NEVER blinks. It worked really well for a long time, but post-recession, we saw peoples sensibilities had changed, says Meghan. Reaching a younger demographic and expanding their clientele has required some creativity, the sisters said. How, they wondered, would longtime customers respond to four new female faces on their television screens? While their father and grandfather are still actively involved in the day-to-day, the women have taken over the companys marketing, design, advertising and buying effortsand immediately went about altering brand perceptions. Create Comparison. "They're having a lot of fun. The Itasca-based company has 10 locations across Chicagoland and Northwest Indiana, where the sisters ply their fourth-generation talents. The slogans "You dream it, we build it", or "That's Smithe, with an E" are commonly used. "We were kind of like dorks, geeks, growing up," Mark says. Caitie was a manufacturers' representative before becoming a stay-at-home mom. For example, Meghan had to miss her sons Valentines Day party at school this year, due to work responsibilities. '", "The business steadily increased since we started the commercials," Walt says. His line was, `If you can talk you can breathe.'". Favorite design style: Cozy and comfortableaka hygge ethos. Woven Roman shades, a jute rug and a blonde wood vanity usher texture and warmth into the otherwise minimalist design. His four daughtersMaureen, Meghan, Caitie, and Colleenare now the new faces of this historic Chicago brand, a spot he and his brothers held for decades. Or using a new high-tech application to keep couch fabric truly worry free from childrens spills, everything from spaghetti sauce to Kool-Aid. And I thought, `makeup and lighting. "People really did love seeing them on their TVs.". There's a preconceived notion that furniture stores are stuffy and tired, run by men in suits and catering to older generations. We all trickled back in, and it happened really organically, says Meghan of the industrious quartet, who collectively has 17 children. Walter Smithe, president of the furniture company named for his grandfather, is flanked by daughters, Maureen, left, and Caitie on March 21, 2017, as theywatch his other daughters Colleen, far left, and Meghan play pingpong at the Walter E. Smithe furniture store in Oak Brook. But the truth is, I love coming to the office. It stuck in your head. What she does: I make spaces beautiful for clients homes, our catalogs and showrooms, and play couples therapist for clients who cant agree on a sofa.. Dazzling Divas Glam Mansion Offers the Ultimate Diva Experience, Family Guide to Attending a Chicago Cubs Game at Wrigley Field, Pelvic Floor Therapy Growing in Popularity for Women, 10 Non-Candy Items for Your Kids Easter Basket. "And there's 10 televisions, all tuned to the same station. "That's F-A-M-E, with an E". Sometimes you have to act fast. They've been able to weather the unexpected storm of the coronavirus pandemic. She is a celebrity who is genuinely interested in how her furniture will do and be perceived, Maureen says. The sisters get together at least twice a week, traveling from their homes in Chicago, Barrington and Riverside, leaving behind their children, husbands and home duties. Spoken like the daughter of a true shop owner, as her father Walter E. Smithe III, president of the eponymous furniture retailer calls himself. Bargain-hunters, take note: Artistica (990 Green Bay Rd., Winnetka, artistica.com) has gotten a jumpstart on spring cleaning and updated its clearance selection to include more than 600 items (including custom-painted majolica backsplash panels) discounted by 50 percent. Walter was the first of the third generation to join the family business in 1981 . Most recently, she was at . What she does: Come up with ideas that get people off their couch and into our storesand put my sisters in awkward positions (see our commercials)., What she does: Whether were working or just hanging out, my Type A personality keeps us organized and on track.. https://en.wikipedia.org/wiki/Walter_E._Smithe. Walter Smithe III and Mark Smithe (the Smithe Brothers) are the sons of Walter Jr, and serve as President and VP/Legal Counsel, respectively. [1] The 4th generation (the Smithe Sisters), all daughters of Walter III, are Maureen Smithe (buyer), Meghan Smithe (director of marketing), Caitie Smithe (designer, design coordinator and stylist) and Colleen Smithe (director of advertising). It was a natural fit, she said. As mothers, theyve learned its not only possible, but preferable, to have a functional yet beautiful home. I think people felt sorry for me, assuming that I wasnt getting any sleep and having to come to work every day, says Maureen. Let's go Cubbies! His daughters were hesitant at first, questioning whether they were ready for such a responsibility. (He's now semi-retired, having turned the business over to his sons about 10 years ago.). During a stint in the Army, Smithe attained the rank of captain and became an expert in the field of computers. 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. You have this sense of passion and responsibility for it. We get that question all the time, and that was to be expected," Colleen said. 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. "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. I presented my ideas for this two weeks ago and it will be out on the floor in three weeks. Their dad, the company's president, continued filming his signature ads with his brother, Mark, for a short period of time, Colleen said. About Press Copyright Contact us Creators Advertise Developers Terms Privacy Policy & Safety How YouTube works Test new features Press Copyright Contact us Creators . We strive to bring our clients the best in home furnishings for every style, budget, and. Our learning curve has been steep and long, with a lot of challenges, says Colleen, flanked by her sisters at the familys Lincoln Park location, a 10,000-square-foot boutique store. '", "I was at a gym on a treadmill," Mark says of the first time he caught one of the commercials. Personally, I dont want to stare at ugly furniture for all those years, Meghan says.

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