I love incorporating an unexpected element into a room. Courtesy of Walter E. Smithe Furniture and Design. The implication was that he was doing/looking at something inappropriate. I can't breathe!' 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.". 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. 2023 CBS Broadcasting Inc. All Rights Reserved. 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. 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. "An hour and a half. In the late '60s, the growing family -- there are also four sisters, Cindy, Margie and twins Hope and Amy, none of whom is involved in the family business -- moved to a slightly larger home in Park Ridge. 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. Home Cities Chicago Meet the Smithe Sisters, The new generation is shaking things up at furniture icon Walter E. Smithe. /r/Chicago is the place to discuss and stay updated on the daily happenings of Chicago, Illinois, USA. [7], Chicagoans have had mixed reactions to the Walter E. Smithe commercials. Kneen & Co. (399 W. Fullerton Pkwy., Ste. '", "I was at a gym on a treadmill," Mark says of the first time he caught one of the commercials. They seem very pretentious I think. They look hungry. She is a celebrity who is genuinely interested in how her furniture will do and be perceived, Maureen says. Their camaraderie is genuine, and they can easily share ideas and bounce between conversations. Be sure to visit Sawbridge Studios, which will showcase sustainably harvested, live-edge furniture by David Stine. What are they up to?' Walter E. Smithe, Jr., founder of Walter E. Smithe Furniture & Design, has died at the age of 86, his family said. (Antonio Perez / Chicago Tribune). 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. The new generation of Smithes are featured in the company's new advertising. The campaign was inspired in part by a partnership with designer/house-flipper Jeff Lewis of the Bravo show Flipping Out. 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. Over the past 76 years, the company has grown to include 10 Chicago area showrooms. Caitie Smithe, Designer and Stylist. Shop the clearance. Main Telephone (630) 285-8000. Jamie Sotonoff. / CBS Chicago. Regarded as top performer within the account and the Agency, as a result of consistent over-delivery, passion to grow the business . Edit: I have been informed that they are the daughters, not the wives. We all trickled back in, and it happened really organically, says Meghan of the industrious quartet, who collectively has 17 children. The commercial included the tagline "Change the Name, Change the Luck", a reference to the Cubs' decades-long struggle to reach the World Series. Sisters Colleen, Meghan, Maureen and Caitie Smithe, from left, say three key words have helped them carry their family-run furniture company into a fourth generation: fresh, young and relevant. "They go a long way with a limited budget through the use of creativity," he says. The slogans "You dream it, we build it", or "That's Smithe, with an E" are commonly used. In the late '60s, the growing family -- there are also four sisters, Cindy, Margie and . Its no longer that way.. He attended the University of Notre Dame and earned a bachelor 's . But even as likable as the brothers are, do they run the risk of oversaturation or going to the well too often? 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. Who are the Walter E Smithe daughters? 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. As the oldest sibling, Maureen was the first to officially join Walter E. Smithe in a professional capacity in 2004. Contents. Feb 20, 2022 - The 4th generation of Walter E. Smithe family stops by to visit Bob and Marianne. "It was kind of ingrained in us," Caitie Smithe said. View info about Walter E. Smithe Furniture (smithe.com). I'm a brand manager and their commercials make the brand seem like a discount bin. }); Chicago Parent is Chicagolands trusted parenting hub since 1984. and became working moms in different industries. Is she OK? For instance, finding that perfect piece of decorative furniture that creatively doubles as a toy box for kids games, toys and video devices. Bringing new and various textures into a room can take it from plain and lacking in interest to exciting and memorable. "Some dabbled and moved on and others just weren't interested.". 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. The new generation of Smithes are featured in the company's new advertising. At that age, it was very exciting to come home and brag that we sold maybe hundreds or thousands of dollars in furniture, Meghan recalls. Ellen is very serious about design and had a definite voice in what this modern-rustic-meets-farmhouse collection would be. One spot was modeled after Apple's weird commercials. "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. You may have noticed a change lately in those Walter E. Smithe (smithe.com) siblings-on-a-couch commercials. This style is out there and we need to respond and get it on our floor. It turned out so well that Tim carried along a copy to a speaking engagement. This is useful in estimating the financial strength and credit risk of the company. William Hageman and Tribune staff reporter. Here, get to know this powerhouse quartet. One of the first opportunities to test their compatibility was through a partnership with interior designer and TV personality Jeff Lewis. Walter was the first of the third generation to join the family business in 1981 . You can still be a fun premium brand (Virgin, for example) but this is Family Dollar-type schtick. portalId: "6766057", It was founded by Walter Edward Smithe and Bill Shanahan in 1945. I think people felt sorry for me, assuming that I wasnt getting any sleep and having to come to work every day, says Maureen. Tim offered Walt brotherly support after a just-completed scene. Only a year apart in age, the lively, fast-talking Smithe sisters consider one another best friends. Further confused by the commercials now. Smithe's three sons the Smithe brothers Mark, Tim, and Walter III became executives in the business and were regularly featured in the commercials. As mothers, theyve learned its not only possible, but preferable, to have a functional yet beautiful home. My hope is to inspire people to slow down enough to talk with a designer and hopefully buy something.. The Walter E. Smithe + Jeff Lewis showcase certainly fits the bill. During a stint in the Army, Smithe attained the rank of captain and became an expert in the field of computers. Then he and Thorson meet with his brothers and throw ideas around. Am I the only one who just thinks he looks like Louis CK? 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. They brought in real clients, worked with real designers and demonstrated each sister's essential role within the business. Since 1945 the company has . Were often building on what we see resonating in the market and what is interesting and beautiful at the moment., Walter E. Smithe Furniture & Design is coming off a successful year of strategic partnerships with Bravo TVs Jeff Lewis and interior designer Cynthia Rowley. "It's made us focus on what we do best, which is designing our clients' homes," he said. Their grandfather, who is in his 80s, remains active in the company, frequently visiting showrooms and making connections with clients. His four daughtersMaureen, Meghan, Caitie, and Colleenare now the new faces of this historic Chicago brand, a spot he and his brothers held for decades. The answer -- and the sisters' secret to success -- can be summed up in three key words: Fresh. A wake will be held at Ryan-Parke Funeral Home in Park Ridge on Friday, Oct. 21, and a funeral mass will follow on Saturday, Oct. 22, and St. Paul of the Cross Church in Park Ridge. But now a new generationsisters Meghan, Colleen, Maureen, and Caitie . An added factor in the commercials' success are the brothers, who come across as regular guys. Today, they help oversee 10 showrooms, the warehouse and headquarters, working together (generally) perfectly. Compare how recession-proof Walter E Smithe Furniture is relative to the industry overall. The company makes, sells, and repairs furniture, . I love the one where they are drinking what looks like Tang out of wine glasses. 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. The 86-year-old patriarch of the Smithe family, Walter Edward Smithe Jr., "died . You may have noticed a change lately in those Walter E. Smithe . Its a tough balance, but I like figuring out the retail puzzle.. Most recently, she was at . You may also light a candle in honor of Walter E. Smithe Jr. or send a beautiful flower arrangement to the funeral . And yet, as they went off to college and moved into the next phase of life, they were never expected to someday return full time. You want it to succeed and do well.". "We're kind of strategically positioned in different departments," Meghan said. The Smithes: (L-R) Colleen, Meghan, Walter III, Walter Jr., Mark, Caitie, and Maureen. Last year there aas a commercial where the puppet quickly moved to close his laptop when someone came in the office. "And of course this summer's blockbuster is supposed to be `Charlie and the Chocolate Factory.' Find locations. If you grew up in Chicago, you can probably hum it. To the Smithe sisters, the company has always been a piece of their identity, an integral thread of their childhood. Its very much in line with our desire to offer the most beautiful pieces that are of the highest quality. Courtesy of Walter E. Smithe Furniture and Design, - Courtesy of Walter E. Smithe Furniture and Design, Paddock Publications, Inc. is an Employee-Owned Company. Edited to add: Looked them up and gee, it's one of the daughters managing the marketing. 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.". How could they ensure the 75-year-old brand would be sustainable for decades to come? 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. How could the Itasca-based company break the mold and reach a new audience while still carrying its message into a fourth generation? Brothers Walt, Tim and Mark Smithe -- the faces of Walter E. Smithe Furniture -- seem to have hit on something with their ubiquitous ads. By last year, though, each had returned to the company their great-grandfather founded. Walter E. Smithe Furniture and Design has an overall rating of 4.0 out of 5, based on over 92 reviews left anonymously by employees. 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. 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.. And then fate gently tapped them on their shoulder. We don't take that lightly.". Then when I plugged it in, the place went up for grabs. Reaching a younger demographic and expanding their clientele has required some creativity, the sisters said. '", "The business steadily increased since we started the commercials," Walt says. Favorite design style: Cozy and comfortableaka hygge ethos. 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. Shop now. Billy Corgan and Walter E. Smithe Wrestling. My sisters and I loved being a part of it.. And they're not showbiz types. Or "Hardrock, Coco and Joe." Their dad, the company's president, continued filming his signature ads with his brother, Mark, for a short period of time, Colleen said. 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. They've been able to weather the unexpected storm of the coronavirus pandemic. 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 business's namesakeand the sisters' uncles, Mark and Tim. Today. To their delight, the reaction to that initial campaign was primarily positive, as has been the case for every commercial they've produced since. "That's F-A-M-E, with an E". Assuming your a dude your not supposed to understand the commercials. "KFC dances to beat of familiar drummers". 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. It was a natural fit, she said. In 2002 they brought in director Bill O'Neil to help them. We take that very seriously, and we have so much passion for it.". 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. 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 III and his brothers Mark and Tim helped make the furniture store a household name with clever commercials -- a tradition that's continued with Smithe III's four daughters, Colleen . 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! The founder of well-known Chicago-area furniture company Walter E. Smithe has died, his family announced Wednesday. Trendwise, Caitie says the color gurus at Pantone were right on when they selected a bright shade of green as Color of the Year. Till your hair grows back."). The Smithe sisters, all in their thirties, worked in the family business as teens but pursued different career paths in adulthood. But one by one, they followed Maureen's lead and rejoined the family business. That cartoon of Bob has BDE and you can't deny it. Jeff Lewis's collection of vignettes is available at Walter E. Smithe's 11 showrooms in Chicago, and online. (847) 933-1481. "People really did love seeing them on their TVs.". The company gained national exposure from Lewis' collection, and each sister was able to shine in her own specialty. Visit Website (opens in new window) Walter E. Smithe. 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 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. ("Did you notice he used the wide-angle lens when he shot your [rear end]?"). As the fourth generation to run their family-owned Chicago furniture store, Walter. "I was at Dulles Airport in Washington, waiting for a 9:30 flight at night," Mark says. Smithe says that doing everything in-house allows them to be quick on their feet. 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. Walter Smithe III and Mark Smithe (the Smithe Brothers) are the sons of Walter Jr, and serve as President and VP/Legal Counsel, respectively. As they grew into their teens, there were the usual summer jobs -- caddying, yard work, selling ice cream from a motorized three-wheeler. Take dress up and glam up a notch with a self-care day at this luxurious spa for kids and tweens. Sibling revelry; Their offbeat commercials have made the Smithe brothers cult heroes. Who are these guys? Then the commercial came on. Like most mothers, whether theyre working or staying at home, we do what we can, she says. Watch. If you find the right furniture, it will last even through your kids, Colleen says. 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. The girls have all worked elsewhere before they came to work here, says Walter of his daughters who have had careers ranging from merchandising to advertising. Tomorrow, Hubbard Woods Design District (Green Bay Rd. "We're dreamers and we have big ideas," Meghan said. For people who are in their 40s and have families, that's how brothers act around each other when they get together. Additional partnerships with the likes of Cynthia Rowley and Ellen Degeneres have exposed the company to a new customer base. "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. "If we'd done that with a large agency, it would have been flying people in from New York and storyboards and approvals along the way," he says. 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. Even with little ones underfoot, the Smithe sisters make balancing their family furniture business and their growing broods look effortless. "Pam, Bill and I are always on the watch for pop culture. Holly Hunt (222 W. Merchandise Mart Plaza, Ste. 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. We see this country chic trend currently happening as a design emergency, says Maureen. 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. He received a Bachelor of Philosophy in Commerce from the University of Notre Dame in 1958. 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. That collective experience comes in handy ahead of any major decisions. In some of the footage, youll see my dad installing a dimmer or my uncle driving a truck. Walter E. Smithe is a furniture company based in Itasca, Illinois. "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 inky accents create a sleek statement against the white walls and lend a streamlined look to the space. His signature line: "Linn Burton for certain!". ", Instead they talk about the U2/iTunes takeoff, the brothers' version of "The Apprentice" or the Olympic parody from last year. "Instead we did it on the turn of a dime. The brothers are recognized on the street, in grocery stores and coffee shops ("I got a free Starbucks latte once," Tim says). Through March 16, enjoy savings of up to 20 percent on select rugs (hopscotch, anyone?) 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 Explore. "He'd come up from behind and drop in it on us," Tim says. 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 . 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. 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. Calkins says that by minimizing production costs and media costs and doing those quick turnarounds, Smithe gets a bigger bang for its advertising buck. Dont burden yourself with the boredom of a matching wood set. It stuck in your head. But I never forget that these are my sisters and I completely respect them. "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.". "We take that very seriously, and we have so much passion for it.". What The Walter E. Smithe Daughters Do . The Smithe boys started out in a tiny ranch house in Des Plaines, the children of Walter Jr. and Florence. Meghan was hired in 2013 and now serves as director of sales strategy. Itasca, IL 60143. I gave up sleep and TV, Maureen jokes. I always suggest going with whatever color or colors are most pleasing to you, but some big color trends this spring are oranges, pinks, sage green and pastel blue. Their advertising is creative, it's timely and it's interesting, so people remember it and they like it.". Then they tie in pop culture it shows that they're sort of a with-it furniture company. Shop the Sofa Sale. Chicago's Best Furniture and Expert Design. Now its only the wives and zero about the furniture.