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Its unjust to think that women can somehow balance it all, Colleen adds. I love incorporating an unexpected element into a room. 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. When they get a topic, Smithe says, he tries to figure a way to blend it into an ad. Walter was the first of the third generation to join the family business in 1981 . So, somewhat reluctantly, they let themselves become the public face of Walter E. Smithe Furniture. The original simple jingle and slogan was perfect. About. Sisters Colleen, Caitie, Maureen and Meghan Smithe, from left, are breaking the mold as fourth-generation leaders of the 75-year-old Walter E. Smithe Furniture and Design. Draftfcb. All three attended St. Mary's College in Winona, Minn. Walt got an MBA at Notre Dame, Tim got one at Northwestern, and Mark got a law degree at Loyola. The Smithe brothers used good-natured humor on countless TV commercials selling furniture. The process starts with Tim Smithe, Pam Thorson (the company's director of advertising) and director/editor Bill O'Neil of O'Neil Productions of Wilmette. 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. We are sad to announce that on October 9, 2022 we had to say goodbye to Walter E. Smithe Jr. of Chicago, Illinois. This is useful in estimating the financial strength and credit risk of the company. They've transitioned into the spotlight. [3], The company has become well known in the Chicago area for its television commercials, which for decades starred the three Smithe brothers, and now star the four Smithe sisters. Lewis Lazare. Touch device users, explore by touch or with swipe gestures. The Smithe sisters have always been close -- and growing up, it wasn't always by choice. Favorite design style: Clean and neutral. 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. - Nick Celozzi and Maury Ettleson: Starting in the early '70s, they waved fistfuls of cash at TV viewers and reminded everyone that Celozzi-Ettleson Chevrolet in Elmhurst was "Where you always save more money!". ("Did you notice he used the wide-angle lens when he shot your [rear end]?"). The journey from Point A to Point B started with an all-blooper and outtakes reel that O'Neil and Tim Smithe put together as a birthday gift for mom Florence. Last year there aas a commercial where the puppet quickly moved to close his laptop when someone came in the office. 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 are a 4th generation family-owned business, and our employees are an integral part of . 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. If you grew up in Chicago, you can probably hum it. Chicago magazine newsletters have you covered. "It's made us focus on what we do best, which is designing our clients' homes," he said. Then they tie in pop culture it shows that they're sort of a with-it furniture company. [4][5] In 2008, they filmed and edited a takeoff of the Sex and the City franchise, with the brothers sipping "Smithe-o-politans". Weird. Explore. Only a year apart in age, the lively, fast-talking Smithe sisters consider one another best friends. He began working in the . Mark admonished Walt to keep his feet off the furniture. "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. 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. He received a Bachelor of Philosophy in Commerce from the University of Notre Dame in 1958. Walter Smithe III and Mark Smithe (the Smithe Brothers) are the sons of Walter Jr, and serve as President and VP/Legal Counsel, respectively. Spoken like the daughter of a true shop owner, as her father Walter E. Smithe III, president of the eponymous furniture retailer calls himself. The seven pieces featured in the Quincy Master Bedroom vignette below (chair, trunk . I havent seen the Tile Outlet lady in a while!! 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. And I thought, `makeup and lighting. There's a lot of blurred lines, and we have to learn when to defer to each other.". The first order of business: ditch the longstanding, highly recognizable ad campaign featuring their father and two uncles. View info about Walter E. Smithe Furniture (smithe.com). The Smithe brothers commercials Chicagoans are used to were great for getting the Walter E. Smithe name out, but the new ads put the focus back on the furniture and design services, said Meghan Smithe. "Staying fresh, young . Walter E. Smithe is a furniture company based in Itasca, Illinois. Their advertising is creative, it's timely and it's interesting, so people remember it and they like it.". 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.. The new generation of Smithes are featured in the company's new advertising. Even their more than 250 employees are treated like family. The girls got the bedrooms; the three boys shared a room in the basement. But I never forget that these are my sisters and I completely respect them. It was a natural fit, she said. Our dad always put an emphasis on hard work, and it stuck with us.. "We're custom, so we can create everything, but we need to get the right mix out there to give people ideas," said Meghan Smithe, the company's director of marketing. Smithe then went into the computer industry working for General Electric and IBM in 1967, according to his obit. And Amy is a singer and songwriter. I love the attention I get as a local celebrity," Mark says. Thats fast, but it shows what we can do. (Antonio Perez / Chicago Tribune). 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. I can't breathe!' walter e smithe. Start shopping. Walter E. Smithe Furniture & Design advertising has featured everything from parodies of "The Price Is Right" to a 2013 classic in which the Smithe brothers got into a wrestling ring with Billy Corgan. Bloomingdale Plaza. The Empire Carpet Guy, of course. It's fun to be part of Chicago in that way.". Walt and Tim mocked Mark's new haircut. "As needs within the business grew, positions opened up organically," Maureen said. The Smithe brothers have been described as "Chicago's most recognizable furniture purveyors", due to their ubiquitous television commercials starring themselves. The chemistry among this familial foursome is something parents can only hope for from their children. Find employees, official website, emails, phone numbers, revenue, employee headcount, social accounts, and anything related to Walter E. Smithe Furniture. They got on each other's nerves and learned to talk quickly at the dinner table if they wanted to get a word in. That sentiment applies to their lively commercials, too, which frequently feature the sisters chatting on a stylish couch or gathering with family members in a beautifully staged home. Since 1945, the company has established itself as a reliable family-run retailer, with the second- and third-generation Smithe men at the helm. By last year, though, each had returned to the company their great-grandfather founded. While it may not be usable 365 days a year, the days that your outdoor space are in fact usable should be embraced. Bringing new and various textures into a room can take it from plain and lacking in interest to exciting and memorable. Shop now. We understand that customers see a certain look on, say, Instagram and they want it replicated in their own home, Colleen says. Margie, who used to be a buyer for Smithe, moved to St. Louis with her husband, who worked for Anheuser-Busch's ad agency. - Lynn Hauldren: Who? 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. In fact, none of the sisters seriously considered having a career in the company, founded by their great-grandfather in 1945. My sisters and I loved being a part of it.. Haute Living is a network of luxury publications with bimonthly regional editions in New York, Los Angeles, Miami, and San Francisco. Our lives can be overrun with technology, commitments and schedules. "Smithes have fun at the old ballpark". Compare how recession-proof Walter E Smithe Furniture is relative to the industry overall. The company made its website easier to use and more modern-looking. Were not trying to portray an image that working mothers can pull off everything without something falling through, Maureen says candidly. High School," Walter says. Last edited on 17 December 2022, at 02:33, https://incfact.com/company/walteresmithefurniture-itasca-il/, Walter E. Smithe gives royal treatment to Royal Manner. Then there's their father, a hardworking industry expert who leads by example and walks into any work setting saying, "We check our egos at the door.". But repeated airings of the ad have made him and his door legendary. 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. Create an account to follow your favorite communities and start taking part in conversations. Walter E. Smithe Furniture & Design (Old Orchard) 17 miles. 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. But they do have a business. Walter E. SMITHE corporate office is located in 1775 W Rand Rd, Arlington Heights, Illinois, 60004, United States and has 382 employees. Check out the new collection. Regarded as top performer within the account and the Agency, as a result of consistent over-delivery, passion to grow the business . 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. This is not how you attract a premium buyer or build a premium brand. In some of the footage, youll see my dad installing a dimmer or my uncle driving a truck. 443 were here. In recent years, Smithe enjoyed his time with extended family. At-a-glance. The Smithe sisters are working to expose the brand to a new customer base Photo credit: Robin Subar. Postpartum bladder leaks are common but there's help. We strive to bring our clients the best in home furnishings for every style, budget, and. Indian Trail, High Street intersection work approved in Aurora, Suspect in high-speed chase crashes into, kills veteran Indiana State Trooper trying to stop him: officials, Educators get peek at Paramount play about artificial intelligence which is set to tour schools, Do Not Sell/Share My Personal Information. The Smithe sisters now serve as the face . officially retires, although he still enjoys visiting showrooms and meeting clients. Timothy Smithe Jr. (m. 2013-2018) Kyla Lynn McCarthy (born October 8, 1986) is the daughter of politician and former Police Superintendent Garry McCarthy. Favorite design style: Cozy and comfortableaka hygge ethos. 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. They've been able to weather the unexpected storm of the coronavirus pandemic. If you find the right furniture, it will last even through your kids, Colleen says. The CBS Chicago team is a group of experienced journalists who bring you the content on CBSChicago.com. Jeff Lewis's collection of vignettes is available at Walter E. Smithe's 11 showrooms in Chicago, and online. [6], One of Walter E. Smithe's most discussed commercials aired in late March 2006. Feb 20, 2022 - The 4th generation of Walter E. Smithe family stops by to visit Bob and Marianne. 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. Is she OK? So is there a `Wally and the Sofa Factory' in our future?". Meghan and Colleen spent several years working at advertising agencies in Chicago. 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. Determine whether Walter E. Smithe Furniture grew or shrank during the last recession. She has a few ideas for how to add a little spring to your home. 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, Maureen and Meghan. Walter has been known to take furniture for test drives, says Meghan. No outside agency required. Hope, once a Smithe designer and store manager, now lives in Colorado with her husband. Primary Address. Calkins says that by minimizing production costs and media costs and doing those quick turnarounds, Smithe gets a bigger bang for its advertising buck. His daughters were hesitant at first, questioning whether they were ready for such a responsibility. I love the one where they are drinking what looks like Tang out of wine glasses. Building upon the Smithe family legacy is a big responsibility, the sisters said, one they've embraced with fervor. 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 Smithes: (L-R) Colleen, Meghan, Walter III, Walter Jr., Mark, Caitie, and Maureen. Woven Roman shades, a jute rug and a blonde wood vanity usher texture and warmth into the otherwise minimalist design. Ask how we can add diversity to your supply chain. "As furniture commercials go, what the Smithes are doing is great," he says. 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. Chicago's Best Furniture and Expert Design. We all trickled back in, and it happened really organically, says Meghan of the industrious quartet, who collectively has 17 children. Smithe says that doing everything in-house allows them to be quick on their feet. Reviews on Outlet Walter E Smithe in Glendale Heights, IL 60139 - Walter E. Smithe Furniture & Design, Toms Price Home, The Dump Furniture Outlet, Ashley HomeStore, The RoomPlace, Roy's Furniture, Domicile Who are the Walter E Smithe daughters? Since 1945, we have been Chicago's local source for quality furniture and expert design. You can still be a fun premium brand (Virgin, for example) but this is Family Dollar-type schtick. The company gained national exposure from Lewis' collection, and each sister was able to shine in her own specialty. Only a year apart in age, the lively, fast-talking Smithe sisters consider one another best friends. He NEVER blinks. Since 1945 the company has . Let's go Cubbies! As the oldest sibling, Maureen was the first to officially join Walter E. Smithe in a professional capacity in 2004. There is no true balance for moms in our situation., We cant be everything all at once, Meghan says. The slogans "You dream it, we build it", or "That's Smithe, with an E" are commonly used. Were now getting calls from all over the world., Under Colleen and Meghans direction, Smithe now has a beautiful new lookbook in its marketing toolbox and a stable full of breathtaking photography, as they become the exclusive distributor for Ellen DeGeneres new furniture collection from Thomasville. '", "The business steadily increased since we started the commercials," Walt says. 177 East Army Trail Road, Glendale Heights, IL 60139. walter e smithe furniture inc. Opening Day is March 30. But they still manage to get out to their stores about once a week, touching base with their employees, surprising customers or hosting events such as book signings or wine tastings. 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 . walter e smithe. Ellen is very serious about design and had a definite voice in what this modern-rustic-meets-farmhouse collection would be. What she does: I use both sides of my brain: left for all the analytical spreadsheet stuff and right for the creative vision. 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.. Meghan is director of marketing, Caitie is a designer and stylist and Colleen is director of advertising. We strive to bring our clients the best in home furnishings for every style, budget, and stage of life. During a stint in the Army, Smithe attained the rank of captain and became an expert in the field of computers. Tomorrow, Hubbard Woods Design District (Green Bay Rd. and runners at CB2 (800 W. North Ave., cb2.com). Reaching a younger demographic and expanding their clientele has required some creativity, the sisters said. William Hageman and Tribune staff reporter. When I first came on board, our industry was very much a good old boys club, says Maureen, who regularly travels to marketplaces around the country to buy merchandise. 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.. For instance, finding that perfect piece of decorative furniture that creatively doubles as a toy box for kids games, toys and video devices. Along the way, they got married, had children (17 in all!) The commercials were being shot at a studio in Northfield and would result in enough footage for dozens of TV ads to appear over the next six months. Walter E. Smithe is a family business in every sense of the word, the sisters say. "KFC dances to beat of familiar drummers". "We're not your parents' furniture company," Caitie said. Those early Smithe commercials were straight-forward affairs, with each brother talking about his area of expertise -- Walt discussed the merchandise, Tim the company's designers, and Mark Smithe's delivery system and customer satisfaction -- and, of course, the furniture. Find locations. Some have criticized the spots for underemphasizing Walter E. Smithe's actual furniture products. For the most part, that relationship translates well in the business world, they say. Who are these guys? Billy Corgan and Walter E. Smithe Wrestling. College was a turning point for the sisters, who now call one another their best friends. "[7] Maria Coons, a marketing teacher at Harper College, has also defended the advertisements, telling a Daily Herald reporter, "Some people who aren't in that [30 to 60 year old] demographic might consider them dorky, but for their target market, they're not. Dont burden yourself with the boredom of a matching wood set. 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. The transition took place over the span of 12 years as key positions became available in the company, starting with Maureen who became a merchandise buyer. And youll see each of my sisters doing what they do best.. Hell stand on things, jump on them, do his best to break dining chairs. Nearby is a mangled lamp that will never find its way to a Smithe showroom floor. Her sisters had fallen into their own specialties and were pursuing different paths at the time. They can really do great things. 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. 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. Meghan can recall her pigtails bouncing as she ran through the Walter E. Smithe warehouse as a young girl, pulling sales tags in exchange for a nickel or dime from her grandfather, Walter Smithe Jr. "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. But even as likable as the brothers are, do they run the risk of oversaturation or going to the well too often? with Maureen Smithe Brusznicki and Caitie Smithe Jisa at Walter E. Smithe Furniture & Design. First published on October 12, 2022 / 3:27 PM. 1251 W. Thorndale Ave. Itasca, IL 60143-1149. (Antonio Perez / Chicago Tribune). How could the Itasca-based company break the mold and reach a new audience while still carrying its message into a fourth generation? Its unnerving. They decided on an ad campaign that would, simply, pitch their product. Walter E. Smithe and Bill Shanahan founded the store anticipating a booming economy in the wake of World War II. She also sees more demand for curation: Rather than walking into a store and getting an entire matching bedroom or dining set, people are mixing and matching and getting a look thats uniquely theirs., The new ED Ellen DeGeneres furniture collection (now available at all 11 Walter E. Smithe showrooms) allows for just thatand it includes versatile pieces that transcend their typical use. As the fourth generation to run their family-owned Chicago furniture store, Walter. The company began in 1945 as Tone Appliances and Furniture, a single store on Belmont Avenue in Chicago. Brothers Walt, Tim and Mark Smithe -- the faces of Walter E. Smithe Furniture -- seem to have hit on something with their ubiquitous ads. The Smithe sisters have heard it all before, and they've set out to dispel those misperceptions. As their father, the company president, has told customers for decades, Life is too short to sit on uncomfortable furniture.. "There was some physical violence between the brothers," Walt says with that satisfied look of a big brother who got to dish it out. The Smithes stand out because they're doing silly things. And then fate gently tapped them on their shoulder. "There are still people who ask us, 'Where are the brothers? Caitie Smithe is aDesigner, Design Coordinator + Stylist atWalter E. Smithe Furniture + Design. 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. 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. From 5 to 8 p.m., select retailers will offer refreshments while highlighting unique designers. Now its only the wives and zero about the furniture. With a 71-year history and 11 stores sprinkled throughout Chicago and the suburbs, Walter E. Smithe is a local furniture icon. What The Walter E. Smithe Daughters Do . 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. walter e smithe furniture & design. Were really excited about this program, explains Meghan. "They're having a lot of fun. Nah, I know a few of them. With a 71-year history and 11 stores sprinkled throughout Chicago and the suburbs, Walter E. Smithe is a local furniture icon. 2023 Zoe Communications Group | 332 S. Michigan Ave., Suite #LL-M974, Chicago, IL 60604 | 708.386.5555 | Website by Web Publisher PRO, ParentEd Talks: Free Virtual Speaker Series, A Concerned Parents Guide to Gun Violence and Gun Safety. [4], Many of Walter E. Smithe's commercials have been pop culture parodies. While a new recession may strike a particular industry, measuring the industry and . Smithe was born in 1936 to Margaret Slifka and Walter E. Smithe Sr., and grew up in the Northwest Side's Belmont Central neighborhood. }); Chicago Parent is Chicagolands trusted parenting hub since 1984. Now, a lot more people know about us than knew a few years ago.". Chicago Parent, as a Zoe Communications Group company, is certified as a Womens Business Enterprise by the Womens Business Enterprise National Council (WBENC), the nations largest third-party certifier of businesses owned and operated by women.