with Maureen Smithe Brusznicki and Caitie Smithe Jisa at Walter E. Smithe Furniture & Design. We get that question all the time, and that was to be expected," Colleen said. It was a natural fit, she said. You may have noticed a change lately in those Walter E. Smithe (smithe.com) siblings-on-a-couch commercials. 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. "An hour and a half. 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. His line was, `If you can talk you can breathe.'". USA. Sometimes its the only quiet I get.. 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. "They go a long way with a limited budget through the use of creativity," he says. One spot was modeled after Apple's weird commercials. Young. "We take that very seriously, and we have so much passion for it.". The sisters get together at least twice a week, traveling from their homes in Chicago, Barrington and Riverside, leaving behind their children, husbands and home duties. Smithe's wife of 64 years was by his side when he passed, and he . But it wasn't long before he approached his youngest daughter with a proposition. Compare how recession-proof Walter E Smithe Furniture is relative to the industry overall. Nothing is left unchanged, Meghan notes. 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. In recent years, Smithe enjoyed his time with extended family. He began working in the . 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. We've got the radar out for that," Tim Smithe says. Jeff Lewis's collection of vignettes is available at Walter E. Smithe's 11 showrooms in Chicago, and online. We learned so much from these relationships, Colleen says. Our dad always put an emphasis on hard work, and it stuck with us.. No surprise why the quality is so crap. 9615 Skokie Blvd, Skokie, IL 60077. Calkins says that by minimizing production costs and media costs and doing those quick turnarounds, Smithe gets a bigger bang for its advertising buck. "Some dabbled and moved on and others just weren't interested.". Whoever said brick-and-mortar is dead hasn't met the Smithe sisters. You can still be a fun premium brand (Virgin, for example) but this is Family Dollar-type schtick. 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. The Smithe family announced that their patriarch died this past Sunday with his wife of 64 years, Florence Flynn Smithe, by his side. The Walter E. Smithe + Jeff Lewis showcase certainly fits the bill. Ellen is very serious about design and had a definite voice in what this modern-rustic-meets-farmhouse collection would be. The four women have been taking on bigger roles at the company and star in its new ad. It turned out so well that Tim carried along a copy to a speaking engagement. "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 is no true balance for moms in our situation., We cant be everything all at once, Meghan says. "I think it's time for us to get out of these TV commercials," Walter said. The Smithe sisters, all in their thirties, worked in the family business as teens but pursued different career paths in adulthood. 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. Those early Smithe commercials were straight-forward affairs, with each brother talking about his area of expertise -- Walt discussed the merchandise, Tim the company's designers, and Mark Smithe's delivery system and customer satisfaction -- and, of course, the furniture. "There was some physical violence between the brothers," Walt says with that satisfied look of a big brother who got to dish it out. Smithe says that doing everything in-house allows them to be quick on their feet. In some of the footage, youll see my dad installing a dimmer or my uncle driving a truck. Then the commercial came on. I presented my ideas for this two weeks ago and it will be out on the floor in three weeks. Tomorrow, Hubbard Woods Design District (Green Bay Rd. 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.". In the 1970s Walter left Smithe and Shanahan (His brothers remained with the original company) to start his own company - Walter E. Smithe. For instance, finding that perfect piece of decorative furniture that creatively doubles as a toy box for kids games, toys and video devices. "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. For people who are in their 40s and have families, that's how brothers act around each other when they get together. The best commercial -- at least the one viewers relished -- featured this grating kid getting hit in the face with a pie. and became working moms in different industries. "In a family business, everyone has to wear all hats at all times," Maureen said. Meghan is director of marketing, Caitie is a designer and stylist and Colleen is director of 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. [7], Chicagoans have had mixed reactions to the Walter E. Smithe commercials. One of the first opportunities to test their compatibility was through a partnership with interior designer and TV personality Jeff Lewis. I can't breathe!' But even as likable as the brothers are, do they run the risk of oversaturation or going to the well too often? Lewis Lazare. (Antonio Perez / Chicago Tribune). And Mark, 40, is Smithe's general counsel; he and his partner live in Lincoln Park with Petey, a 4-year-old bulldog. Like their brothers, the four Smithe sisters were all in the business when they were in high school. 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. Walter E. Smithe Jr. died peacefully at age 86, his family said in a prepared statement. Its a constant toggle between work and family talk, notes Colleen, but at the end of the day theyre focused on creating a furniture company that helps clients truly curate a home. She also sees more demand for curation: Rather than walking into a store and getting an entire matching bedroom or dining set, people are mixing and matching and getting a look thats uniquely theirs., The new ED Ellen DeGeneres furniture collection (now available at all 11 Walter E. Smithe showrooms) allows for just thatand it includes versatile pieces that transcend their typical use. 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. 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. Walter E. Smithe told me they work with many designers but Jeff was really able to get a lot of value into the pieces in his collection and that its why . View info about Walter E. Smithe Furniture (smithe.com). There's a preconceived notion that furniture stores are stuffy and tired, run by men in suits and catering to older generations. 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. She is a celebrity who is genuinely interested in how her furniture will do and be perceived, Maureen says. "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. 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. Walter E. Smithe Furniture & Design is a family-owned furniture retailer, founded right here in Chicago, back in 1945. Walter E. Smithe, Jr., founder of Walter E. Smithe Furniture & Design, has died at the age of 86, his family 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. The two renamed the store Smithe and Shanahan, but Bill Shanahan eventually sold his share to Smithe's brother Charlie. The 4th generation (Walter III's daughters) join the business after careers in their respective fields; Maureen in 2002, Meghan in 2014, Caitie in 2015, and Colleen in 2016. Hotel Mousai Puerto Vallarta, Room Request: Four Seasons Hotel Bogota Casa Medina, New Restaurants and Bars in New York City, Clare V., Mulberry and More New Retail Openings in NYC, Tony Robbins Challenge to Provide 1 Billion Meals Nears its Goal, Get behind-the-scenes pictures on Instagram. Industry: Home Furniture & Housewares Stores. 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. Their interactions were zany, their dialogue lighthearted, their catchy jingle -- "you dream it, we build it" -- recognizable throughout the region. The company began in 1945 as Tone Appliances and Furniture, a single store on Belmont Avenue in Chicago. 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. Create Comparison. But the truth is, I love coming to the office. "Pam, Bill and I are always on the watch for pop culture. Contents. I think people felt sorry for me, assuming that I wasnt getting any sleep and having to come to work every day, says Maureen. 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.. They hammer out a script, call in O'Neil and start filming. And it's not uncommon for their kids to make cameo appearances in advertisements or to help sort through fabric samples, "which would technically make it a five-generation business," Maureen says. "Smithes have fun at the old ballpark". Find out where to go, what to eat, where to live, and more. Favorite design style: Modern mixed with traditional. Watch. 9's "Garfield Goose" and "Ray Rayner" shows. The store, which has 10 locations in the Chicago area, has been open for nearly 75 years and has faced all the challenges of .