"It's been about reworking how we approach visually what we want to convey about the product that we're selling," Meghan said. But now a new generationsisters Meghan, Colleen, Maureen, and Caitie . CHICAGO (CBS) -- Walter Edward Smithe Jr., the founder of Chicago's Walter E. Smithe Furniture & Design, has died at the age of 86. As they grew into their teens, there were the usual summer jobs -- caddying, yard work, selling ice cream from a motorized three-wheeler. 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. "We wanted to entertain people first, so then when we wanted to inform them they'd already be paying attention," Tim says of their advertising philosophy. After college, all three gravitated back to the family business, which was founded by their father. walter e smithe, furniture stores near me, ballinger vase buy, gold side end table, tall mirror, walter e smithe daughters, furniture . Smithe was born in 1936 to Margaret Slifka and Walter E. Smithe Sr., and grew up in the Northwest Side's Belmont Central neighborhood. Caitie Smithe, Designer and Stylist. The Smithe sisters have heard it all before, and they've set out to dispel those misperceptions. 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. 2023 CBS Broadcasting Inc. All Rights Reserved. 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. Plus, they seem like nice guys. 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. "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. "I was at Dulles Airport in Washington, waiting for a 9:30 flight at night," Mark says. But they do have a business. 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. 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. Tim recalls Walt trying to smother him -- repeatedly, apparently -- with a bean bag chair. 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. What The Walter E. Smithe Daughters Do . Calkins says that by minimizing production costs and media costs and doing those quick turnarounds, Smithe gets a bigger bang for its advertising buck. 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.. This began a long series of lighthearted television commercials, which became increasingly elaborate over the next few years. 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. 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. Darvin is always yelling about discounts. The two renamed the store Smithe and Shanahan, but Bill Shanahan eventually sold his share to Smithe's brother Charlie. Were really excited about this program, explains Meghan. "They've done a wonderful job building a distinctive brand," says Tim Calkins, a professor of marketing at Northwestern University. Customers were more concerned with what we were selling versus the people who were selling it, she adds. His line was, `If you can talk you can breathe.'". Reaching a younger demographic and expanding their clientele has required some creativity, the sisters said. 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. Timothy Smithe Jr. (m. 2013-2018) Kyla Lynn McCarthy (born October 8, 1986) is the daughter of politician and former Police Superintendent Garry McCarthy. Like their brothers, the four Smithe sisters were all in the business when they were in high school. When autocomplete results are available use up and down arrows to review and enter to select. And Amy is a singer and songwriter. Watch. They were each only a year apart, at one point covering all four grade levels at Barrington High School. Our lives can be overrun with technology, commitments and schedules. The girls got the bedrooms; the three boys shared a room in the basement. 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. October 12, 2022 / 3:27 PM But even as likable as the brothers are, do they run the risk of oversaturation or going to the well too often? Walter E. Smithe is a furniture company based in Itasca, Illinois. Nothing is left unchanged, Meghan notes. formId: "acc781a7-d0b4-433d-bc7f-c5bac12f3766" But repeated airings of the ad have made him and his door legendary. Now, the Itasca-based furniture and interior design company wants you to get to know the Smithe sisters. Updating your home theater? 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.. The Smithe sisters are working to expose the brand to a new customer base Photo credit: Robin Subar. How, they wondered, would longtime customers respond to four new female faces on their television screens? Read on to find out more about pelvic floor therapy and how it's growing in popularity among postpartum women. But one by one, they followed Maureen's lead and rejoined the family business. Young. "And there's 10 televisions, all tuned to the same station. 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. 9615 Skokie Blvd, Skokie, IL 60077. As the oldest sibling, Maureen was the first to officially join Walter E. Smithe in a professional capacity in 2004. So is there a `Wally and the Sofa Factory' in our future?". "People really did love seeing them on their TVs.". 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. [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). It took the mother of six children a few years to figure out how to juggle her demanding career and busy home life. Some have criticized the spots for underemphasizing Walter E. Smithe's actual furniture products. "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. Colleen Smithe, Director of Advertising In the 1970s Walter left Smithe and Shanahan (His brothers remained with the original company) to start his own company - Walter E. Smithe. Regarded as top performer within the account and the Agency, as a result of consistent over-delivery, passion to grow the business . 1428, hollyhunt.com) has expanded its Great Plains textile offering with the Foreign Affair collection, which has a mix of warm and cool neutrals. The Smithes: (L-R) Colleen, Meghan, Walter III, Walter Jr., Mark, Caitie, and Maureen. Who are the Walter E Smithe daughters? 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.". 177 East Army Trail Road, Glendale Heights, IL 60139. They've transitioned into the spotlight. Is she OK? First published on October 12, 2022 / 3:27 PM. The inky accents create a sleek statement against the white walls and lend a streamlined look to the space. "With a strategy to continue Smithe parodies of relevant topics, really, the future is limitless," he says. 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. Relevant. We feel like we can now speak to the multitude of generations who shop with us, she says. Warehouse workers go over every piece of inventory awaiting delivery with a fine-tooth comb, looking for things an untrained eye would never see. In 2002 they brought in director Bill O'Neil to help them. 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. Chicago Parent, as a Zoe Communications Group company, is certified as a Womens Business Enterprise by the Womens Business Enterprise National Council (WBENC), the nations largest third-party certifier of businesses owned and operated by women. Woven Roman shades, a jute rug and a blonde wood vanity usher texture and warmth into the otherwise minimalist design. That's why when she and her three sisters -- Maureen, Meghan and Caitie -- were asked a few years ago to transition into the role their father and uncles held for so long, they weren't immediately receptive. We take inspiration from the world of interior design to curate customized . An added factor in the commercials' success are the brothers, who come across as regular guys. (Antonio Perez / Chicago Tribune). There's a preconceived notion that furniture stores are stuffy and tired, run by men in suits and catering to older generations. He NEVER blinks. "They were loved," said Colleen Smithe, the youngest daughter of Walter Smithe III. The implication was that he was doing/looking at something inappropriate. Smithe says that doing everything in-house allows them to be quick on their feet. Then the commercial came on. and became working moms in different industries. Lewis teamed up with Smithes merchandising team to create in-store vignettes, and also featured the store on his show. "That was the best part," she said. Walter E. Smithe Furniture & Design is a family-owned furniture retailer, founded right here in Chicago, back in 1945. 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. Its unnerving. Smithe was born in 1936 to Margaret Slifka and Walter E. Smithe Sr., and grew up on the Northwest Side in Belmont Central. What are they up to?' Primary Address. "An hour and a half. Personally, I dont want to stare at ugly furniture for all those years, Meghan says. I'm so annoyed that I won't buy anything from there. The company makes, sells, and repairs furniture, specializing in custom upholstery, and operates ten showrooms throughout the Chicago metropolitan area. Hauldren -- an advertising copywriter who created the character -- first appeared in the ads in 1973. walter e smithe. 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! In some of the footage, youll see my dad installing a dimmer or my uncle driving a truck. 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. They seem very pretentious I think. They're nice folks. We refer to Smithe.com as our 12th store, since many of our clients are doing their research online before coming to see us in person.. Compare how recession-proof Walter E. Smithe Furniture is relative to the industry overall. And I thought, `makeup and lighting. 9's "Garfield Goose" and "Ray Rayner" shows. He received a Bachelor of Philosophy in Commerce from the University of Notre Dame in 1958. 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. 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. We are sad to announce that on October 9, 2022 we had to say goodbye to Walter E. Smithe Jr. of Chicago, Illinois. Find locations. Now, a lot more people know about us than knew a few years ago.". The first order of business: ditch the longstanding, highly recognizable ad campaign featuring their father and two uncles. 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. [7], Chicagoans have had mixed reactions to the Walter E. Smithe 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. 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. officially retires, although he still enjoys visiting showrooms and meeting clients. 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. We had no grand plan.. 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. "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 chemistry among this familial foursome is something parents can only hope for from their children. It worked really well for a long time, but post-recession, we saw peoples sensibilities had changed, says Meghan. That's a galaxy away from the current "Star Wars" parody. 70 reviews of Walter E. Smithe Furniture & Design "This is a really good store for when you hit age 40 or so and realize your house still resembles a college dorm. Brothers Walt, Tim and Mark Smithe -- the faces of Walter E. Smithe Furniture -- seem to have hit on something with their ubiquitous ads. The company offer of a free DVD generated a huge response, and more than 60,000 were given away.). Zajdel was a driver for Victory when he made the commercial a quarter-century ago. walter e smithe furniture & design. Get Eric Clark's email address (e*****@smithe.com) and phone number at RocketReach. We don't take that lightly.". We've got the radar out for that," Tim Smithe says. 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. How could the Itasca-based company break the mold and reach a new audience while still carrying its message into a fourth generation? 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. "There are still people who ask us, 'Where are the brothers? They pointed out how affordable the pieces are. How could they ensure the 75-year-old brand would be sustainable for decades to come? Walter was the first of the third generation to join the family business in 1981 . Give yourself time to just be in a comfortable and beautiful outdoor space. While they took breaks from the biz to make their own way after college, each came back when the right positions opened up. Building upon the Smithe family legacy is a big responsibility, the sisters said, one they've embraced with fervor. 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. Tags: Design Controls - Facebook Instant Article, Home & Garden, Interior Design. William Hageman and Tribune staff reporter. 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. 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. In the late '60s, the growing family -- there are also four sisters, Cindy, Margie and . Walter E. Smithe is a family business in every sense of the word, the sisters say. 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 III and Mark Smithe (the Smithe Brothers) are the sons of Walter Jr, and serve as President and VP/Legal Counsel, respectively. 1251 W. Thorndale Ave. Itasca, IL 60143-1149. (He's now semi-retired, having turned the business over to his sons about 10 years ago.). 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. Its unjust to think that women can somehow balance it all, Colleen adds. Spoken like the daughter of a true shop owner, as her father Walter E. Smithe III, president of the eponymous furniture retailer calls himself. The best commercial -- at least the one viewers relished -- featured this grating kid getting hit in the face with a pie. Her sisters had fallen into their own specialties and were pursuing different paths at the time. That cartoon of Bob has BDE and you can't deny it. There is no true balance for moms in our situation., We cant be everything all at once, Meghan says. The Smithe sisters, all in their thirties, worked in the family business as teens but pursued different career paths in adulthood. '", "The business steadily increased since we started the commercials," Walt says. And then fate gently tapped them on their shoulder. 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. Three years later, she recruited Colleen to become advertising director -- a position she accepted without hesitation. "And of course this summer's blockbuster is supposed to be `Charlie and the Chocolate Factory.' (Last year, Walter E. Smithe resurrected the 1950s-era cartoon that was a holiday staple on WGN-Ch. Nothing will be worse than the commercials they ran the last time the Cicadas were in season. Sometimes it does not pay to work with family. Walter E. SMITHE corporate office is located in 1775 W Rand Rd, Arlington Heights, Illinois, 60004, United States and has 382 employees. 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. Walter E. Smithe Jr. died peacefully at age 86, his family said in a prepared statement. "We're all rolling up our sleeves and getting dirty. Only a year apart in age, the lively, fast-talking Smithe sisters consider one another best friends. We connect families with the best local resources, advice, stories, things to do with kids and much more. Kneen & Co. (399 W. Fullerton Pkwy., Ste. Walter has been known to take furniture for test drives, says Meghan. Then when I plugged it in, the place went up for grabs. "There was some physical violence between the brothers," Walt says with that satisfied look of a big brother who got to dish it out. Favorite design style: Modern mixed with traditional. So much misogyny in these comments, their commercials have always been cheesy and annoying. 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. "I was invited to speak to 300-some designers in Oak Brook," he says. "I think it's time for us to get out of these TV commercials," Walter said. The Smithe boys started out in a tiny ranch house in Des Plaines, the children of Walter Jr. and Florence. For instance, finding that perfect piece of decorative furniture that creatively doubles as a toy box for kids games, toys and video devices. College was a turning point for the sisters, who now call one another their best friends. Today, they help oversee 10 showrooms, the warehouse and headquarters, working together (generally) perfectly. Were now getting calls from all over the world., Under Colleen and Meghans direction, Smithe now has a beautiful new lookbook in its marketing toolbox and a stable full of breathtaking photography, as they become the exclusive distributor for Ellen DeGeneres new furniture collection from Thomasville. "KFC dances to beat of familiar drummers". It was a natural fit, she said. You can send your sympathy in the guestbook provided and share it with the family. However, Lewis Lazare, the Chicago Sun-Times' advertising critic, has defended the commercials. 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. 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. Chicago's Best Furniture and Expert Design. "It's made us focus on what we do best, which is designing our clients' homes," he said. Our dad always put an emphasis on hard work, and it stuck with us.. Get browser notifications for breaking news, live events, and exclusive reporting. 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.". 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. My hope is to inspire people to slow down enough to talk with a designer and hopefully buy something.. As Caitie puts it, Theres no reason you cant use an entertainment console as a buffet in the dining room.. Whoever said brick-and-mortar is dead hasn't met the Smithe sisters. "What about you and your sisters?". 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.. The Walter E. Smithe + Jeff Lewis showcase certainly fits the bill. Even their more than 250 employees are treated like family. The brothers are recognized on the street, in grocery stores and coffee shops ("I got a free Starbucks latte once," Tim says). Thats fast, but it shows what we can do. The process starts with Tim Smithe, Pam Thorson (the company's director of advertising) and director/editor Bill O'Neil of O'Neil Productions of Wilmette. Born in the heart of Chicago, we're a family owned and operated local business since 1945, now four generations strong. 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. One of the first opportunities to test their compatibility was through a partnership with interior designer and TV personality Jeff Lewis. We strive to bring our clients the best in home furnishings for every style, budget, and. [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. I presented my ideas for this two weeks ago and it will be out on the floor in three weeks. "The majority of what we run is informational and tells about the company, but those aren't the ones people are talking about at the water cooler. You want it to succeed and do well.". 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. 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. So, somewhat reluctantly, they let themselves become the public face of Walter E. Smithe Furniture. portalId: "6766057", The CBS Chicago team is a group of experienced journalists who bring you the content on CBSChicago.com. Then they brought in the wives. The Smithe brothers have been described as "Chicago's most recognizable furniture purveyors", due to their ubiquitous television commercials starring themselves. Till your hair grows back."). The seven pieces featured in the Quincy Master Bedroom vignette below (chair, trunk . Be sure to visit Sawbridge Studios, which will showcase sustainably harvested, live-edge furniture by David Stine. That collective experience comes in handy ahead of any major decisions. For example, Meghan had to miss her sons Valentines Day party at school this year, due to work responsibilities. The transition took place over the span of 12 years as key positions became available in the company, starting with Maureen who became a merchandise buyer. I can't breathe!' Contents. "But we've also gotten some really nice feedback from people who are happy to see four working women on their TV.". ("Did you notice he used the wide-angle lens when he shot your [rear end]?"). "And I'd be yelling, `I can't breathe! 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. No surprise why the quality is so crap. 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 campaign was inspired in part by a partnership with designer/house-flipper Jeff Lewis of the Bravo show Flipping Out. "It's a big responsibility. As mothers, theyve learned its not only possible, but preferable, to have a functional yet beautiful home. "We're kind of strategically positioned in different departments," Meghan said. CHICAGO (WLS) -- Walter E. Smithe, Jr., founder of Walter E. Smithe Furniture & Design, has died at the age of 86, his family said. Edit: I have been informed that they are the daughters, not the wives. Their interactions were zany, their dialogue lighthearted, their catchy jingle -- "you dream it, we build it" -- recognizable throughout the region. Am I the only one who just thinks he looks like Louis CK? "As furniture commercials go, what the Smithes are doing is great," he says. "We had a common agreement that we had the best furniture in Chicago," Tim says, "but not enough people knew about it.". (Antonio Perez / Chicago Tribune). My wife and I were just talking about this yesterday, we truly hate the Walter E Smithe commercials with the daughters. As the fourth generation to run their family-owned Chicago furniture store, Walter. The company's commercials were originally straightforward descriptions of their products and services, but in 2003, the brothers decided to include outtakes from past filmings, which showed the brothers stumbling over words and laughing at each other.