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. The brothers are recognized on the street, in grocery stores and coffee shops ("I got a free Starbucks latte once," Tim says). [7], Chicagoans have had mixed reactions to the Walter E. Smithe commercials. "We were kind of like dorks, geeks, growing up," Mark says. How, they wondered, would longtime customers respond to four new female faces on their television screens? "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. We feel like we can now speak to the multitude of generations who shop with us, she says. Getting the Smithes in front of the camera wasn't easy. I'm so annoyed that I won't buy anything from there. One spot was modeled after Apple's weird commercials. We not only respect this, we embrace it.. Cindy went to college in Iowa and settled there after school. Over the last 13 years, one by one, Walters daughters have been hired on at Smithe as the jobs became available. While it may not be usable 365 days a year, the days that your outdoor space are in fact usable should be embraced. Plus, they seem like nice guys. 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. 9615 Skokie Blvd, Skokie, IL 60077. Revenue: $100 to $500 million (USD) Competitors: Linly Designs, Rieke Office Interiors, 57st Design. He began working in the . 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. If you are ready to get grown-up furniture, this place has a very nice selection, with helpful staff who can guide you toward the proper colors, scale, and what looks nice together. 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.. The campaign was inspired in part by a partnership with designer/house-flipper Jeff Lewis of the Bravo show Flipping Out. "There are still people who ask us, 'Where are the brothers? Born in the heart of Chicago, we're a family owned and operated local business since 1945, now four generations strong. If you find the right furniture, it will last even through your kids, Colleen says. 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. 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. joined the business in the 1960s with his brothers Gary and Tomm, and began phasing out appliances to focus on custom upholstery. I love the one where they are drinking what looks like Tang out of wine glasses. Three years later, she recruited Colleen to become advertising director -- a position she accepted without hesitation. Is she OK? "An hour and a half. 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 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 . Walter E. Smithe Furniture & Design (Old Orchard) 17 miles. Courtesy of Walter E. Smithe Furniture and Design, - Courtesy of Walter E. Smithe Furniture and Design, Paddock Publications, Inc. is an Employee-Owned Company. "And of course this summer's blockbuster is supposed to be `Charlie and the Chocolate Factory.' "It almost feels like the business is, in a weird way, a member of the family. 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. In the late '60s, the growing family -- there are also four sisters, Cindy, Margie and . 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. "People really did love seeing them on their TVs.". 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. About Press Copyright Contact us Creators Advertise Developers Terms Privacy Policy & Safety How YouTube works Test new features Press Copyright Contact us Creators . 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. Meghan is director of marketing, Caitie is a designer and stylist and Colleen is director of advertising. They decided on an ad campaign that would, simply, pitch their product. High School," Walter says. Their grandfather, who is in his 80s, remains active in the company, frequently visiting showrooms and making connections with clients. But now a new generationsisters Meghan, Colleen, Maureen, and Caitie Smitheis shaking things up in a big way. 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.. 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 brothers used good-natured humor on countless TV commercials selling furniture. For instance, finding that perfect piece of decorative furniture that creatively doubles as a toy box for kids games, toys and video devices. Since 1945 the company has . Industry: Home Furniture & Housewares Stores. 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. They've relaunched catalogs showcasing their furniture in fully designed spaces. Walter E. Smithe III, is the President of family owned and operated Walter E. Smithe Furniture + Design. It took the mother of six children a few years to figure out how to juggle her demanding career and busy home life. '", "I was at a gym on a treadmill," Mark says of the first time he caught one of the commercials. The Walter E. Smithe furniture jingle "you dream it, we build it" has been a longtime fixture in the firm's television ads, just as the Smithe brothers themselves have been. Check out the new collection. walter e smithe. Smithe was born in 1936 to Margaret Slifka and Walter E. Smithe Sr., and grew up in the Northwest Side's Belmont Central neighborhood. and runners at CB2 (800 W. North Ave., cb2.com). The company gained national exposure from Lewis' collection, and each sister was able to shine in her own specialty. If you grew up in Chicago, you can probably hum it. 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. We simply never had that conversation, Meghan says. And youll see each of my sisters doing what they do best.. This initiative calls for all hands on deck. His four daughtersMaureen Megan Clarke Caitie Jisa and Colleen Parkerare now the new faces of this historic Chicago brand a spot he and his brothers held for decades. He received a Bachelor of Philosophy in Commerce from the University of Notre Dame in 1958. 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. Tim offered Walt brotherly support after a just-completed scene. This is not how you attract a premium buyer or build a premium brand. 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. Its no longer that way.. Today. (Antonio Perez / Chicago Tribune). Unlike their brothers, they chose other careers. "We're kind of strategically positioned in different departments," Meghan said. It's pretty surprising they are still playing on these tired sexist tropes in this day and age. But always start from a place where we love each other and enjoy working together., Between the ages of 10 and 18, former Barrington High School soccer, For Olympian Patrick Gasienica, ski jumping has been a part of his, Dr. Rekha S. Rajan has devoted her personal and professional life to, One of the most prestigious dance companies in the world, The Joffrey, Saint Anne Catholic Community Churchs Project Hope ministry, A night of sequin-studded disco fever, the 5th Annual Hoosier Ball was. And Mark, 40, is Smithe's general counsel; he and his partner live in Lincoln Park with Petey, a 4-year-old bulldog. "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. "Pam, Bill and I are always on the watch for pop culture. This is useful in estimating the financial strength and credit risk of the company. We take inspiration from the world of interior design to curate customized . Am I the only one who just thinks he looks like Louis CK? What she does: I use both sides of my brain: left for all the analytical spreadsheet stuff and right for the creative vision. Thats fast, but it shows what we can do. 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. 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. To the Smithe sisters, the company has always been a piece of their identity, an integral thread of their childhood. One of the first opportunities to test their compatibility was through a partnership with interior designer and TV personality Jeff Lewis. As mothers, theyve learned its not only possible, but preferable, to have a functional yet beautiful home. It was an organic transition for each of us, says Colleen, the youngest sister. I was probably in elementary school when I would come in to work in the warehouse sweeping for a nickel Colleen says. The first change I noticed was it became all about the sons. ", Says Tim Smithe, "Pop culture is always changing and so are we.". 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. 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. PHOTOGRAPHY BY ROBIN SUBAR, When Maureen Smithe returned from maternity leave after giving birth to identical twin daughters last August (children number five and six for those keeping count), she was puzzled by the pained looks she received from some of her colleagues. This style is out there and we need to respond and get it on our floor. Oct 2012 - Apr 20152 years 7 months. "They're having a lot of fun. "He'd come up from behind and drop in it on us," Tim says. The commercials are created in-house. Watch. Explore more of the publications in our portfolio here. 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. Relevant. There's a preconceived notion that furniture stores are stuffy and tired, run by men in suits and catering to older generations. To see these serious, stuffy guys laughing and having fun someone yelled out, `You should use that as a commercial. You may also light a candle in honor of Walter E. Smithe Jr. or send a beautiful flower arrangement to the funeral . Now its only the wives and zero about the furniture. "And a woman was there with her daughter, and she nudged her and I heard her say, 'That's the Walter E. Smithe guy.' We don't take that lightly.". 2022 CBS Broadcasting Inc. All Rights Reserved. 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. And Amy is a singer and songwriter. "They were loved," said Colleen Smithe, the youngest daughter of Walter Smithe III. Jamie Sotonoff. Till your hair grows back."). 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. For example - my favorite large upholstered dining chairs are under $200. 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. Dont burden yourself with the boredom of a matching wood set. Then the commercial came on. hbspt.forms.create({ Walter E. Smithe is a furniture company based in Itasca, Illinois. Visit . 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 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. As their father, the company president, has told customers for decades, Life is too short to sit on uncomfortable furniture.. 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. During a stint in the Army, Smithe attained the rank of captain and became an expert in the field of computers. It takes work and sacrifice.. 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. Walter E. Smithe Furniture, Inc. is headquartered in Itasca, IL. October 12, 2022 / 3:27 PM Give yourself time to just be in a comfortable and beautiful outdoor space. 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. Walter E. Smithe Furniture, Inc. Marketing Contacts Contacts (5/9) Name Title State; Walter S. President & Chief Executive Officer . I presented my ideas for this two weeks ago and it will be out on the floor in three weeks. - 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. 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 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. Assuming your a dude your not supposed to understand the commercials. "Case in point, I was just this morning sketching out my first ideas for The Three Tenors, featuring, of course, the Smithe brothers in a coliseum. For the most part, that relationship translates well in the business world, they say. 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. 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. Kneen & Co. (399 W. Fullerton Pkwy., Ste. Be sure to visit Sawbridge Studios, which will showcase sustainably harvested, live-edge furniture by David Stine. She has a few ideas for how to add a little spring to your home. Colleen Smithe, Director of Advertising and became working moms in different industries. There's a lot of blurred lines, and we have to learn when to defer to each other.". And now with the company's 75th anniversary approaching in August, they're ready to push forward plans to expand and evolve. Courtesy of Walter E. Smithe Furniture and Design. Shop the clearance. Its a tough balance, but I like figuring out the retail puzzle.. 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.. I dont think anyone in the furniture industry does advertising well. ("Did you notice he used the wide-angle lens when he shot your [rear end]?"). 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 Smithe sisters now serve as the face . ". For people who are in their 40s and have families, that's how brothers act around each other when they get together. Young. That's a galaxy away from the current "Star Wars" parody. Her sisters had fallen into their own specialties and were pursuing different paths at the time. They seem very pretentious I think. Favorite design style: Modern mixed with traditional. Jeff Lewis's collection of vignettes is available at Walter E. Smithe's 11 showrooms in Chicago, and online. I gave up sleep and TV, Maureen jokes. Tim recalls Walt trying to smother him -- repeatedly, apparently -- with a bean bag chair. But even as likable as the brothers are, do they run the risk of oversaturation or going to the well too often? I'm a brand manager and their commercials make the brand seem like a discount bin. 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. Walter E. Smithe is a family business in every sense of the word, the sisters say. Take dress up and glam up a notch with a self-care day at this luxurious spa for kids and tweens. The store, which has 10 locations in the Chicago area, has been open for nearly 75 years and has faced all the challenges of . It was founded by Walter Edward Smithe and Bill Shanahan in 1945. Walter E. Smithe Furniture & Design is a family-owned furniture retailer, founded right here in Chicago, back in 1945. I can't breathe!' We are sad to announce that on October 9, 2022 we had to say goodbye to Walter E. Smithe Jr. of Chicago, Illinois. 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. 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. While they took breaks from the biz to make their own way after college, each came back when the right positions opened up. 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 Jr's death was announced Thursday on the company's Facebook page. Since 1945, we have been Chicago's local source for quality furniture and expert design. "I was invited to speak to 300-some designers in Oak Brook," he says. Tags: Design Controls - Facebook Instant Article, Home & Garden, Interior Design. The business grew in popularity as they approached adulthood, at which point friends would regularly sing the jingle and colleagues would ask about the creative TV ads. Building upon the Smithe family legacy is a big responsibility, the sisters said, one they've embraced with fervor. 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. And they wanted a way to build the brand. 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.
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