Meghan was hired in 2013 and now serves as director of sales strategy. Edited to add: Looked them up and gee, it's one of the daughters managing the marketing. Walter E. Smithe Furniture, Inc. Marketing Contacts Contacts (5/9) Name Title State; Walter S. President & Chief Executive Officer . [4], In March, 2017, daughters of Walter E. Smithe III became the fourth generation of the Smithe family to be featured in the commercials.[8]. "There are still people who ask us, 'Where are the brothers? Walt (actually Walter Smithe III), 45, is president and general manager of the company; he and his wife have five kids and live in Barrington Hills. Jamie Sotonoff. This initiative calls for all hands on deck. 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. 22 miles. Chicago's Best Furniture and Expert Design. Additional partnerships with the likes of Cynthia Rowley and Ellen Degeneres have exposed the company to a new customer base. 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. "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. His daughters were hesitant at first, questioning whether they were ready for such a responsibility. 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. Most recently, she was at . Like their brothers, the four Smithe sisters were all in the business when they were in high school. For example - my favorite large upholstered dining chairs are under $200. I'm a brand manager and their commercials make the brand seem like a discount bin. 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. 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. "You think a huge corporation is going to have pencil pushers and button touchers," says Lynn Hamilton, vice president of the Shirley Hamilton Agency, a Chicago talent agency. walter e smithe furniture inc. Read the rest of the issue. Chicago magazine newsletters have you covered. Take dress up and glam up a notch with a self-care day at this luxurious spa for kids and tweens. "As needs within the business grew, positions opened up organically," Maureen said. The brothers spend most of their time in the company's Itasca headquarters, which also serves as a warehouse, customer service center and point of departure for the fleet of Smithe trucks. The Smithe boys started out in a tiny ranch house in Des Plaines, the children of Walter Jr. and Florence. USA. 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. A matte black bathtub, vanity mirrors and hardware pop against the airy walls in this modern primary bathroom. The company began in 1945 as Tone Appliances and Furniture, a single store on Belmont Avenue in Chicago. Lewis Lazare. There is nothing like a day spent soaking up the sun and a good book or an evening with friends and good food and drinks under the stars. Tags: Design Controls - Facebook Instant Article, Home & Garden, Interior Design. The two renamed the store Smithe and Shanahan, but Bill Shanahan eventually sold his share to Smithe's brother Charlie. Our lives can be overrun with technology, commitments and schedules. 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. Walter E. Smithe Furniture, Inc. is headquartered in Itasca, IL. Since 1945, the company has established itself as a reliable family-run retailer, with the second- and third-generation Smithe men at the helm. 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. When they get a topic, Smithe says, he tries to figure a way to blend it into an ad. If you find the right furniture, it will last even through your kids, Colleen says. This led to the development of Walter E. Smithe Furniture & Design. 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. While they took breaks from the biz to make their own way after college, each came back when the right positions opened up. "Staying fresh, young and relevant is how we're going to sustain the brand into the next 75 years," Meghan said. I can't breathe!' The company gained national exposure from Lewis' collection, and each sister was able to shine in her own specialty. "If our specialties fit those needs, then we were invited to have a conversation and explore the opportunity, but it was never a demand placed on us.". Only a year apart in age, the lively, fast-talking Smithe sisters consider one another best friends. Some have criticized the spots for underemphasizing Walter E. Smithe's actual furniture products. The company made its website easier to use and more modern-looking. The slogans "You dream it, we build it", or "That's Smithe, with an E" are commonly used. "That's F-A-M-E, with an E". Nothing is left unchanged, Meghan notes. Smithe's wife of 64 years was by his side when he passed, and he . 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. He began working in the . Pinterest. We understand that customers see a certain look on, say, Instagram and they want it replicated in their own home, Colleen says. - 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!". [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. The company offer of a free DVD generated a huge response, and more than 60,000 were given away.). "An hour and a half. Kneen & Co. (399 W. Fullerton Pkwy., Ste. Main Telephone (630) 285-8000. Walter E. Smithe Furniture is a company located in Itasca, Illinois, United States. The best commercial -- at least the one viewers relished -- featured this grating kid getting hit in the face with a pie. Now, the Itasca-based furniture and interior design company wants you to get to know the Smithe sisters. Anyone got a link to the current commercial? 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. "It almost feels like the business is, in a weird way, a member of the family. Be sure to visit Sawbridge Studios, which will showcase sustainably harvested, live-edge furniture by David Stine. Watch. Meghan and Colleen spent several years working at advertising agencies in Chicago. Their camaraderie is genuine, and they can easily share ideas and bounce between conversations. The Smithes: (L-R) Colleen, Meghan, Walter III, Walter Jr., Mark, Caitie, and Maureen. "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. The are the Smithe sisters, Meghan, Colleen, Maureen and Caitie. It was founded by Walter Edward Smithe and Bill Shanahan in 1945. Itasca, IL 60143. They seem very pretentious I think. 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. Others have been parodies of reality television shows, such as The Apprentice and The Bachelor. 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. But I never forget that these are my sisters and I completely respect them. A few bucks later, the clunker is off to Victory's Bensenville lot. The answer -- and the sisters' secret to success -- can be summed up in three key words: Fresh. You may also light a candle in honor of Walter E. Smithe Jr. or send a beautiful flower arrangement to the funeral . "They took different career paths," Tim says. "By being so close and meeting so regularly, we're all in the loop with what's happening in each other's sphere. Caitie was a manufacturers' representative before becoming a stay-at-home mom. Bringing new and various textures into a room can take it from plain and lacking in interest to exciting and memorable. ("Did you notice he used the wide-angle lens when he shot your [rear end]?"). The brothers are recognized on the street, in grocery stores and coffee shops ("I got a free Starbucks latte once," Tim says). It was a natural fit, she said. But it wasn't long before he approached his youngest daughter with a proposition. The campaign was inspired in part by a partnership with designer/house-flipper Jeff Lewis of the Bravo show Flipping Out. ("You should keep that hat on for about three weeks. Even their more than 250 employees are treated like family. With 10 years of advertising industry experience, Smithe Parker, daughter of President Walter E. Smithe III, has worked with high-profile advertising agencies in Chicago. That's a galaxy away from the current "Star Wars" parody. They're not egomaniacs. "That is the top priority for the four of us," Meghan Smithe said. This has been our priority since we first began serving the Chicago area back in 1945. The Walter E. Smithe + Jeff Lewis showcase certainly fits the bill. 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. Thats fast, but it shows what we can do. "That was the best part," she said. 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 new generation of Smithes are featured in the company's new advertising. The Smithe sisters have heard it all before, and they've set out to dispel those misperceptions. I only hear them on the radio. 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. The company makes, sells, and repairs furniture, specializing in custom upholstery, and operates ten showrooms throughout the Chicago metropolitan area. 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. They pointed out how affordable the pieces are. Her sisters had fallen into their own specialties and were pursuing different paths at the time. Tim, 41, is the vice president of sales; he and his wife have four kids and live in Winnetka. 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. 9615 Skokie Blvd, Skokie, IL 60077. Create Comparison. Smithe was born in 1936 to Margaret Slifka and Walter E. Smithe Sr., and grew up on the Northwest Side in Belmont Central. 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. After college, all three gravitated back to the family business, which was founded by their father. Edit: I have been informed that they are the daughters, not the wives. 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. 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. Walter E. Smithe is a furniture company based in Itasca, Illinois. It's fun to be part of Chicago in that way.". We had no grand plan.. Three years later, she recruited Colleen to become advertising director -- a position she accepted without hesitation. I love the attention I get as a local celebrity," Mark says. Subscribe to one or more of our free e-mail newsletters to get instant updates on local news, events, and opportunities in Chicago. How could the Itasca-based company break the mold and reach a new audience while still carrying its message into a fourth generation? Oct 2012 - Apr 20152 years 7 months. Contents. First published on October 12, 2022 / 3:27 PM. We all trickled back in, and it happened really organically, says Meghan of the industrious quartet, who collectively has 17 children. Find locations. 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." One of my friends used to live near Fullerton and Western, and she would always tell people she lived near Tile Outlet. 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. Smithe says that doing everything in-house allows them to be quick on their feet. between Scott Ave. and Tower Rd., Winnetka, shophwdd.com) hosts a First Friday event on the North Shore. My hope is to inspire people to slow down enough to talk with a designer and hopefully buy something.. Spoken like the daughter of a true shop owner, as her father Walter E. Smithe III, president of the eponymous furniture retailer calls himself. Personally, I dont want to stare at ugly furniture for all those years, Meghan says. walter e smithe. 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. Today, they help oversee 10 showrooms, the warehouse and headquarters, working together (generally) perfectly. "Staying fresh, young and relevant is how we're going to sustain the brand into the next 75 years. 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. "They go a long way with a limited budget through the use of creativity," he says. The Smithes stand out because they're doing silly things. We connect families with the best local resources, advice, stories, things to do with kids and much more. Industry: Home Furniture & Housewares Stores. We see this country chic trend currently happening as a design emergency, says Maureen. Favorite design style: Modern mixed with traditional. Check out the new collection. CHICAGO (WLS) -- Walter E. Smithe, Jr., founder of Walter E. Smithe Furniture & Design, has died at the age of 86, his family said. She had been a buyer for Abercrombie and Fitch for a few years after college when a job opened up in the Smithe merchandising office. "And there's 10 televisions, all tuned to the same station. Please enter valid email address to continue. Hauldren -- an advertising copywriter who created the character -- first appeared in the ads in 1973. Now, there are 12, a 115,000-square-foot headquarters in Itasca and more than 550 employees, and this year Walter E. Smithe Furniture will do $100 million in sales. Explore. "The brothers have no acting talent," Tim says. Caitie Smithe is aDesigner, Design Coordinator + Stylist atWalter E. Smithe Furniture + Design. People are buying a look, but they want it to feel curated and personal., Its up to Maureen and Caitie to monitor the market, make sure the showroom reflects current palettes, while staying a few steps ahead of what is currently trending. Its unnerving. 2022 CBS Broadcasting Inc. All Rights Reserved. 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. 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. "He'd come up from behind and drop in it on us," Tim says. Till your hair grows back."). To the Smithe sisters, the company has always been a piece of their identity, an integral thread of their childhood. 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. The new generation of Smithes are featured in the company's new advertising. There is no true balance for moms in our situation., We cant be everything all at once, Meghan says. And I thought, `makeup and lighting. Shop the label. "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. Walt and Tim mocked Mark's new haircut. For the most part, that relationship translates well in the business world, they say. Were really excited about this program, explains Meghan. 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. It's partnered with celebrity designers and broadened the mix of products carried in stores, online and in its resurrected catalog to include more current trends and a wider range of price points. Who are the Walter E Smithe daughters? "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. It turned out so well that Tim carried along a copy to a speaking engagement. 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. When autocomplete results are available use up and down arrows to review and enter to select. Dont burden yourself with the boredom of a matching wood set. Only a year apart in age, the lively, fast-talking Smithe sisters consider one another best friends. So, somewhat reluctantly, they let themselves become the public face of Walter E. Smithe Furniture. "[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". "Instead we did it on the turn of a dime. And they represented Walter E. Smithe with a sense of drive and zeal that can only exude from the third-generation stakeholders of what has become a household name. "Some dabbled and moved on and others just weren't interested.". Last year there aas a commercial where the puppet quickly moved to close his laptop when someone came in the office. Instead, the Smithe sisters Colleen, director of advertising; Maureen, a buyer; Caitie, a designer; and Meghan, the marketing director help a Chicago couple with tastes that sometimes clash give their town home a new look before relatives show up for a visit. This style is out there and we need to respond and get it on our floor. Haute Living is a network of luxury publications with bimonthly regional editions in New York, Los Angeles, Miami, and San Francisco. Compare how recession-proof Walter E Smithe Furniture is relative to the industry overall. Some ways to do this include mixing fabrics and leathers such as pairing linens with velvets, shag rugs, fur throws, organic elements such as rattan and bamboo even the reflective-ness of chrome can add texture to a room! "And I'd be yelling, `I can't breathe! 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. If you grew up in Chicago, you can probably hum it. With a 71-year history and 11 stores sprinkled throughout Chicago and the suburbs, Walter E. Smithe is a local furniture icon. "KFC dances to beat of familiar drummers". And then fate gently tapped them on their shoulder. 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.