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. Zajdel was a driver for Victory when he made the commercial a quarter-century ago. Not as long as they keep the commercials clever and topical, O'Neil says. That's a galaxy away from the current "Star Wars" parody. The commercials are created in-house. Spoken like the daughter of a true shop owner, as her father Walter E. Smithe III, president of the eponymous furniture retailer calls himself. Explore more of the publications in our portfolio here. The company gained national exposure from Lewis' collection, and each sister was able to shine in her own specialty. "We were kind of like dorks, geeks, growing up," Mark 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 . "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. "So that drove us, I think, to be successes.". "As needs within the business grew, positions opened up organically," Maureen said. 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. 22 miles. [4][5] In 2008, they filmed and edited a takeoff of the Sex and the City franchise, with the brothers sipping "Smithe-o-politans". A new collection at Holly Hunt, discounts at EuroFurniture, a First Friday event at Hubbard Woods Design District, and more. "I was invited to speak to 300-some designers in Oak Brook," he says. "And I'd be yelling, `I can't breathe! One of the first opportunities to test their compatibility was through a partnership with interior designer and TV personality Jeff Lewis. The are the Smithe sisters, Meghan, Colleen, Maureen and Caitie. Courtesy of Walter E. Smithe Furniture and Design, - Courtesy of Walter E. Smithe Furniture and Design, Paddock Publications, Inc. is an Employee-Owned Company. "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 Walter E. Smithe + Jeff Lewis showcase certainly fits the bill. How, they wondered, would longtime customers respond to four new female faces on their television screens? It turned out so well that Tim carried along a copy to a speaking engagement. Cindy went to college in Iowa and settled there after school. "Pam, Bill and I are always on the watch for pop culture. "That's F-A-M-E, with an E". Check out the new collection. Walter E. Smithe and Bill Shanahan founded the store anticipating a booming economy in the wake of World War II. Oct 2012 - Apr 20152 years 7 months. And now with the company's 75th anniversary approaching in August, they're ready to push forward plans to expand and evolve. Reaching a younger demographic and expanding their clientele has required some creativity, the sisters said. "As furniture commercials go, what the Smithes are doing is great," he says. 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. Touch device users, explore by touch or with swipe gestures. 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. The fourth generation of Smithe leadership is hoping that this young, fresh approach to advertising and marketing will resonate with a consumer base that hasnt yet shopped with Smithe before. '", "I was at a gym on a treadmill," Mark says of the first time he caught one of the commercials. This is useful in estimating the financial strength and credit risk of the company. portalId: "6766057", Business Profile for Walter E. Smithe Furn-Itasca. October 12, 2022 / 3:27 PM I presented my ideas for this two weeks ago and it will be out on the floor in three weeks. They've relaunched catalogs showcasing their furniture in fully designed spaces. We get that question all the time, and that was to be expected," Colleen said. We all trickled back in, and it happened really organically, says Meghan of the industrious quartet, who collectively has 17 children. "And of course this summer's blockbuster is supposed to be `Charlie and the Chocolate Factory.' As the oldest sibling, Maureen was the first to officially join Walter E. Smithe in a professional capacity in 2004. Nothing will be worse than the commercials they ran the last time the Cicadas were in season. And Amy is a singer and songwriter. Home Cities Chicago Meet the Smithe Sisters, The new generation is shaking things up at furniture icon Walter E. Smithe. Unlike their brothers, they chose other careers. Caitie was a manufacturers' representative before becoming a stay-at-home mom. William Hageman and Tribune staff reporter. An added factor in the commercials' success are the brothers, who come across as regular guys. I havent seen the Tile Outlet lady in a while!! "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. The Smithe brothers have been described as "Chicago's most recognizable furniture purveyors", due to their ubiquitous television commercials starring themselves. The best commercial -- at least the one viewers relished -- featured this grating kid getting hit in the face with a pie. Walter E. Smithe is a family business in every sense of the word, the sisters say. Haute Living is a network of luxury publications with bimonthly regional editions in New York, Los Angeles, Miami, and San Francisco. But learning how to work together while also juggling their busy personal lives -- they have 18 kids among the four of them -- can be a delicate balance. At-a-glance. "It's a big responsibility. To their delight, the reaction to that initial campaign was primarily positive, as has been the case for every commercial they've produced since. 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. Caitie Smithe is aDesigner, Design Coordinator + Stylist atWalter E. Smithe Furniture + Design. "I think it's time for us to get out of these TV commercials," Walter said. 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. However, Lewis Lazare, the Chicago Sun-Times' advertising critic, has defended the commercials. Walter E. Smithe Jr. Obituary. Sibling revelry; Their offbeat commercials have made the Smithe brothers cult heroes. After college, all three gravitated back to the family business, which was founded by their father. 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. The company makes, sells, and repairs furniture, specializing in custom upholstery, and operates ten showrooms throughout the Chicago metropolitan area. The Smithe family announced that their patriarch died this past Sunday with his wife of 64 years, Florence Flynn Smithe, by his side. I love incorporating an unexpected element into a room. Through March 7, EuroFurniture (2145 W. Grand Ave., eurofurniture.com) is offering 15 percent off BDI media cabinets and consoles available in-store, online, and by phone. How could the Itasca-based company break the mold and reach a new audience while still carrying its message into a fourth generation? Since 1945 the company has . Three generations are involved in the family-run Walter E. Smithe Furniture and Design, including Walter Smithe Jr. (far right); his sons Walter III (far left) and Mark; and his four granddaughters, from left, Maureen, Caitie, Colleen and Meghan. You may also light a candle in honor of Walter E. Smithe Jr. or send a beautiful flower arrangement to the funeral . When the boys took over from their father, there were about a half-dozen stores. Ask how we can add diversity to your supply chain. And I thought, `makeup and lighting. About Press Copyright Contact us Creators Advertise Developers Terms Privacy Policy & Safety How YouTube works Test new features Press Copyright Contact us Creators . What she does: "I make spaces beautiful for clients' homes, our catalogs and showrooms, and play couples' therapist for clients who can't agree on a sofa." Favorite design style: Modern mixed with traditional. What she does: I use both sides of my brain: left for all the analytical spreadsheet stuff and right for the creative vision. Someone really needs a new marketing director/CMO/agency because they do not know what they are doing. High School," Walter says. The Smithe sisters now serve as the face . Press J to jump to the feed. 177 East Army Trail Road, Glendale Heights, IL 60139. Walter E. SMITHE corporate office is located in 1775 W Rand Rd, Arlington Heights, Illinois, 60004, United States and has 382 employees. Holly Hunt (222 W. Merchandise Mart Plaza, Ste. - 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. "It's made us focus on what we do best, which is designing our clients' homes," he 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. "People really did love seeing them on their TVs.". I gave up sleep and TV, Maureen jokes. I'm a brand manager and their commercials make the brand seem like a discount bin. "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.". "But we've also gotten some really nice feedback from people who are happy to see four working women on their TV.". Chicagoans came to know and appreciate the three Smithe brothers who starred for years in quirky TV commercials touting their family-run furniture company. 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. 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. About. Woven Roman shades, a jute rug and a blonde wood vanity usher texture and warmth into the otherwise minimalist design. Lewis Lazare. Feb 20, 2022 - The 4th generation of Walter E. Smithe family stops by to visit Bob and Marianne. Then they brought in the wives. [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). The Empire Carpet Guy, of course. Over the past 76 years, the company has grown to include 10 Chicago area showrooms. 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." You can send your sympathy in the guestbook provided and share it with the family. View a map of participating First Friday locations. Or using a new high-tech application to keep couch fabric truly worry free from childrens spills, everything from spaghetti sauce to Kool-Aid. It took the mother of six children a few years to figure out how to juggle her demanding career and busy home life. Walter has been known to take furniture for test drives, says Meghan. 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. 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. 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. 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. We understand that customers see a certain look on, say, Instagram and they want it replicated in their own home, Colleen says. 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. "That was the best part," she said. Like most mothers, whether theyre working or staying at home, we do what we can, she says. That was the extent of his pitchman career. He received a Bachelor of Philosophy in Commerce from the University of Notre Dame in 1958. Meghan and Colleen spent several years working at advertising agencies in Chicago. 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 business steadily increased since we started the commercials," Walt says. between Scott Ave. and Tower Rd., Winnetka, shophwdd.com) hosts a First Friday event on the North Shore. The CBS Chicago team is a group of experienced journalists who bring you the content on CBSChicago.com. Walter E. Smithe is a furniture company based in Itasca, Illinois. "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. Our lives can be overrun with technology, commitments and schedules. /r/Chicago is the place to discuss and stay updated on the daily happenings of Chicago, Illinois, USA. 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. The company offer of a free DVD generated a huge response, and more than 60,000 were given away.). "They've done a wonderful job building a distinctive brand," says Tim Calkins, a professor of marketing at Northwestern University. The founder of well-known Chicago-area furniture company Walter E. Smithe has died, his family announced Wednesday. https://en.wikipedia.org/wiki/Walter_E._Smithe. That cartoon of Bob has BDE and you can't deny it. . Read on to find out more about pelvic floor therapy and how it's growing in popularity among postpartum women. We feel like we can now speak to the multitude of generations who shop with us, she says. The campaign was inspired in part by a partnership with designer/house-flipper Jeff Lewis of the Bravo show Flipping Out. 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. ", Says Tim Smithe, "Pop culture is always changing and so are we.". You may have noticed a change lately in those Walter E. Smithe . 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. It couldn't have gone more perfectly, Maureen said. 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.
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