There's a preconceived notion that furniture stores are stuffy and tired, run by men in suits and catering to older generations. As Caitie puts it, Theres no reason you cant use an entertainment console as a buffet in the dining room.. They've spruced up their styles, selling more contemporary pieces among their traditional designs. It takes work and sacrifice.. Reaching a younger demographic and expanding their clientele has required some creativity, the sisters said. 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. 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. The original simple jingle and slogan was perfect. "I was invited to speak to 300-some designers in Oak Brook," he says. With a 71-year history and 11 stores sprinkled throughout Chicago and the suburbs, Walter E. Smithe is a local furniture icon. Since 1945 the company has . Is she OK? First published on October 12, 2022 / 3:27 PM. Then when I plugged it in, the place went up for grabs. 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.. 2023 CBS Broadcasting Inc. All Rights Reserved. Courtesy of Walter E. Smithe Furniture and Design. '", "I was at a gym on a treadmill," Mark says of the first time he caught one of the commercials. The sisters left for college with a few prized furnishings and a work ethic that became a permanent fixture in their lives. 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. One by one, each sister began working in the family business. Updating your home theater? I dont think anyone in the furniture industry does advertising well. The Smithe brothers have been described as "Chicago's most recognizable furniture purveyors", due to their ubiquitous television commercials starring themselves. 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. 1 Early life; 2 Television; 3 Personal Life; 4 References; . The company made its website easier to use and more modern-looking. formId: "acc781a7-d0b4-433d-bc7f-c5bac12f3766" Getting the Smithes in front of the camera wasn't easy. Cindy went to college in Iowa and settled there after school. Tim recalls Walt trying to smother him -- repeatedly, apparently -- with a bean bag chair. Lewis teamed up with Smithes merchandising team to create in-store vignettes, and also featured the store on his show. 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. "[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". Walter E. Smithe Jr. died peacefully at age 86, his family said in a prepared statement. We had no grand plan.. This rating has improved by 10% over the last 12 months. But they do have a business. Weird. 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. Bringing new and various textures into a room can take it from plain and lacking in interest to exciting and memorable. He entertained the youngest generation of the family playing banjo and singing folk songs such as "The Rock Island Line," and telling stories of Tiny Tim and the Magic Gumball Machine, his obit said. They hammer out a script, call in O'Neil and start filming. She is a celebrity who is genuinely interested in how her furniture will do and be perceived, Maureen says. between Scott Ave. and Tower Rd., Winnetka, shophwdd.com) hosts a First Friday event on the North Shore. "We're kind of strategically positioned in different departments," Meghan said. Or "Hardrock, Coco and Joe." One of the first opportunities to test their compatibility was through a partnership with interior designer and TV personality Jeff Lewis. I was probably in elementary school when I would come in to work in the warehouse sweeping for a nickel Colleen says. 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. He was still spending weekends at Smithe furniture showrooms until recently and he volunteered for many years for Habitat for Humanity, building houses in the U.S. and Central America. 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. [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). 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. Over the last 13 years, one by one, Walters daughters have been hired on at Smithe as the jobs became available. 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. The founder of well-known Chicago-area furniture company Walter E. Smithe has died, his family announced Wednesday. For instance, finding that perfect piece of decorative furniture that creatively doubles as a toy box for kids games, toys and video devices. Compare how recession-proof Walter E. Smithe Furniture is relative to the industry overall. The campaign was inspired in part by a partnership with designer/house-flipper Jeff Lewis of the Bravo show Flipping Out. Born in the heart of Chicago, we're a family owned and operated local business since 1945, now four generations strong. Sip A Negroni While Exploring This Stunning New Home Boutique, Peruse Artisan-Crafted Collections At This Chicago Boutique, Fresh And Feminine Vibes Rule This Winnetka Boutique, Whats In Store At Chicagos New Must-See Surface Destination, 3 Things To Know About The Latest RH Gallery, Do Not Sell Or Share My Personal Information. walter e smithe. This article originally appeared in the April 2019 issue of Chicago Parent. 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. The Smithe boys started out in a tiny ranch house in Des Plaines, the children of Walter Jr. and Florence. Smithe's wife of 64 years was by his side when he passed, and he . "People really did love seeing them on their TVs.". "That's F-A-M-E, with an E". How could the Itasca-based company break the mold and reach a new audience while still carrying its message into a fourth generation? Thats fast, but it shows what we can do. I think people felt sorry for me, assuming that I wasnt getting any sleep and having to come to work every day, says Maureen. 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. 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. The brothers are recognized on the street, in grocery stores and coffee shops ("I got a free Starbucks latte once," Tim says). 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. / CBS Chicago. portalId: "6766057", 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. Smithe then went into the computer industry working for General Electric and IBM in 1967, according to his obit. 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. The new generation of Smithes are featured in the company's new advertising. "Smithes have fun at the old ballpark". Chicago's Best Furniture and Expert Design. Itasca, IL 60143. ("You should keep that hat on for about three weeks. (Antonio Perez / Chicago Tribune). His sons, Walter, Tim, and Mark, joined the company in the 1970s and 1980s. A few bucks later, the clunker is off to Victory's Bensenville lot. We learned so much from these relationships, Colleen says. The Smithes: (L-R) Colleen, Meghan, Walter III, Walter Jr., Mark, Caitie, and Maureen. Hope, once a Smithe designer and store manager, now lives in Colorado with her husband. The Bob's puppet is a far better actor than the Smithe girls though. That can help Walter E. Smithe differentiate itself from the growing number of lower-priced furniture retailers that have moved into the Chicago area in the past couple of years, Walter Smithe said. 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. However, Lewis Lazare, the Chicago Sun-Times' advertising critic, has defended the commercials. "And of course this summer's blockbuster is supposed to be `Charlie and the Chocolate Factory.' Three years later, she recruited Colleen to become advertising director -- a position she accepted without hesitation. Nothing will be worse than the commercials they ran the last time the Cicadas were in season. Meghan is director of marketing, Caitie is a designer and stylist and Colleen is director of advertising. There have been more than a thousand of them since, and thanks to the magic of cable TV he is now a national celebrity. Walter E. Smithe, Jr., founder of Walter E. Smithe Furniture & Design, has died at the age of 86, his family said. 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. There's a certain time and simplicity factor, so from the time of the idea to the time we shoot it can be as short as a week.". 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 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 . Kneen & Co. (399 W. Fullerton Pkwy., Ste. Start shopping. ", Says Tim Smithe, "Pop culture is always changing and so are we.". And Mark, 40, is Smithe's general counsel; he and his partner live in Lincoln Park with Petey, a 4-year-old bulldog. "The brothers have no acting talent," Tim says. "I said, `Let's get you guys on camera.'". For the most part, that relationship translates well in the business world, they say. They can really do great things. "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. How could they ensure the 75-year-old brand would be sustainable for decades to come? The implication was that he was doing/looking at something inappropriate. Sometimes its the only quiet I get.. (He's now semi-retired, having turned the business over to his sons about 10 years ago.). He received a Bachelor of Philosophy in Commerce from the University of Notre Dame in 1958. "It almost feels like the business is, in a weird way, a member of the family. Walter E. Smithe Jr's death was announced Thursday on the company's Facebook page. What she does: I use both sides of my brain: left for all the analytical spreadsheet stuff and right for the creative vision. 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. Warehouse workers go over every piece of inventory awaiting delivery with a fine-tooth comb, looking for things an untrained eye would never see. I presented my ideas for this two weeks ago and it will be out on the floor in three weeks. Assuming your a dude your not supposed to understand the commercials. - The Victory Auto Wreckers guy: Almost every night since 1981, on some channel, Bob Zajdel has barely escaped injury when the driver's door fell off his old Chevy. "We have wonderful clients who are my generation or older, but we have to figure out how we cater to this new generation that's setting up households now. Favorite design style: Clean and neutral. The sisters can measure the span of their careers by their childrens ages and development, so they clearly understand what its like to worry about furniture at the mercy of young, messy children. Walter E. Smithe and Bill Shanahan founded the store anticipating a booming economy in the wake of World War II. This led to the development of Walter E. Smithe Furniture & Design. 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 we did it on the turn of a dime. 22 miles. His signature line: "Linn Burton for certain!". Hauldren -- an advertising copywriter who created the character -- first appeared in the ads in 1973. In 2002 they brought in director Bill O'Neil to help them. For people who are in their 40s and have families, that's how brothers act around each other when they get together. officially retires, although he still enjoys visiting showrooms and meeting clients. Edit: I have been informed that they are the daughters, not the wives. They decided on an ad campaign that would, simply, pitch their product. Some have criticized the spots for underemphasizing Walter E. Smithe's actual furniture products. Walter Smithe III and Mark Smithe (the Smithe Brothers) are the sons of Walter Jr, and serve as President and VP/Legal Counsel, respectively. 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 E. Smithe also is changing up its ads. Still, the Smithes have had to weather various challenges since joining the company, including the retirement of their uncle, Tim. "But we've also gotten some really nice feedback from people who are happy to see four working women on their TV.". "And they've been able to personalize a retail chain through the use of the brothers. During a stint in the Army, Smithe attained the rank of captain and became an expert in the field of computers. 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 . [4], Many of Walter E. Smithe's commercials have been pop culture parodies. No surprise why the quality is so crap. The Smithe sisters have always been close -- and growing up, it wasn't always by choice. and runners at CB2 (800 W. North Ave., cb2.com). "They've done a wonderful job building a distinctive brand," says Tim Calkins, a professor of marketing at Northwestern University. 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.". 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.. It's all a part of an effort to hang on to the company's loyal customers while persuading younger shoppers that Walter E. Smithe isn't just their parent's go-to store. "We take that very seriously, and we have so much passion for it.". Oct 2012 - Apr 20152 years 7 months. We don't take that lightly.". They've relaunched catalogs showcasing their furniture in fully designed spaces. (Antonio Perez / Chicago Tribune). Who are the Walter E Smithe daughters? "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. The Smithe sisters are working to expose the brand to a new customer base Photo credit: Robin Subar. Then they brought in the wives. "And I'd be yelling, `I can't breathe! Through March 16, enjoy savings of up to 20 percent on select rugs (hopscotch, anyone?) 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 E. Smithe is a furniture company based in Itasca, Illinois. That cartoon of Bob has BDE and you can't deny it. The CBS Chicago team is a group of experienced journalists who bring you the content on CBSChicago.com. CHICAGO The founder of Walter E. Smithe Furniture and Design has died. Along the way, they got married, had children (17 in all!) But the sisters also know they can always turn to the leaders who came before them. "As needs within the business grew, positions opened up organically," Maureen said. They were each only a year apart, at one point covering all four grade levels at Barrington High School. Walt and Tim mocked Mark's new haircut. 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. This is not how you attract a premium buyer or build a premium brand. Feb 20, 2022 - The 4th generation of Walter E. Smithe family stops by to visit Bob and Marianne. Its unjust to think that women can somehow balance it all, Colleen adds. One spot was modeled after Apple's weird commercials. 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. Nah, I know a few of them. Subscribe to one or more of our free e-mail newsletters to get instant updates on local news, events, and opportunities in Chicago. His line was, `If you can talk you can breathe.'". "In a family business, everyone has to wear all hats at all times," Maureen said. 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. This began a long series of lighthearted television commercials, which became increasingly elaborate over the next few years. Let's go Cubbies! /r/Chicago is the place to discuss and stay updated on the daily happenings of Chicago, Illinois, USA. The 3rd brother, Tim Smithe, retired in 2016. Spoken like the daughter of a true shop owner, as her father Walter E. Smithe III, president of the eponymous furniture retailer calls himself. 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. As mothers, all of us have cleaned up a childs spill, or even their vomit, from our furniture, Colleen jokes. Haute Living is a network of luxury publications with bimonthly regional editions in New York, Los Angeles, Miami, and San Francisco. "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. "He'd come up from behind and drop in it on us," Tim says. 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. You may have noticed a change lately in those Walter E. Smithe (smithe.com) siblings-on-a-couch commercials. We've got the radar out for that," Tim Smithe says. Visit Website (opens in new window) Walter E. Smithe. He began working in the . Since 1945, we have been Chicago's local source for quality furniture and expert design. By last year, though, each had returned to the company their great-grandfather founded. 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.
Who Did Emma Sophocleous Play In Eastenders,
Legion Workforce Dollar General Login,
How To Get 100000 Coins On Freckle,
Articles W