Empire Carpet, now known as Empire Today, has become a household name in American home improvement. For those curious about where Empire Carpet started and how it evolved into a national flooring giant, this article provides a concise yet comprehensive look at its founding, growth, and sustained industry impact. Discover the roots and reasons behind Empire Carpet’s enduring presence in American homes.
Summary Table: Key Facts About Where Empire Carpet Started
| Fact | Details |
|---|---|
| Founding Year | 1959 |
| Original Name | Empire Carpet |
| Founder | Seymour Cohen |
| Original City | Chicago, Illinois |
| Initial Business Model | Carpet Sales and Installation |
| Current Name | Empire Today |
| National Expansion | 1990s – 2000s |
Empire Carpet’s Foundation: Chicago’s Roots
Empire Carpet began its journey in Chicago, Illinois, in 1959. The founder, Seymour Cohen, identified a growing need for convenient, affordable carpet installation in urban households. Chicago, as a bustling metropolis with a vibrant housing market, proved an ideal testing ground for the company’s innovative approach. The city’s dynamic economy and population density allowed Empire Carpet to tailor its services to busy families and professionals seeking in-home convenience.
Seymour Cohen: The Visionary Behind Empire Carpet
Seymour Cohen’s entrepreneurial vision shaped Empire Carpet’s customer-focused strategy. Recognizing that consumers valued both quality and convenience, he developed a business model where customers could shop from home with expert guidance. Cohen’s decision to focus on in-home consultations revolutionized the local flooring industry, paving the way for Empire Carpet’s rapid early growth.
Innovative Business Model: In-Home Carpet Shopping
The company’s founding innovation was its mobile showroom concept. Trained sales representatives visited customers’ homes with samples, enabling them to see and feel products in their own environment. This direct-sales method eliminated the need for expensive retail spaces and streamlined the purchasing process. It also allowed Empire Carpet to offer competitive pricing, speedy installations, and personalized recommendations, quickly setting the brand apart from traditional carpet retailers.
Chicago’s Influence On Empire Carpet’s Growth
Chicago’s diverse neighborhoods and housing stock provided a wide customer base. From downtown apartments to suburban homes, Empire Carpet adapted to a range of flooring needs. The city’s seasonal climate—hot summers and icy winters—meant durable, high-value carpeting solutions were in constant demand. Early success in Chicago gave Empire Carpet the financial and operational foundation required for expansion.
Advertising And Brand Recognition: The Empire Man
Empire Carpet made a name for itself with compelling local advertising. The “Empire Man,” played by Lynn Hauldren, became an iconic TV figure throughout Chicago in the 1970s and 80s. His friendly demeanor, combined with the catchy jingle (“800-588-2300… Empire!”), cemented the brand in the minds of millions. These memorable ads contributed heavily to early and continued success in its home city and beyond.
The Shift From Empire Carpet To Empire Today
In the early 2000s, Empire Carpet rebranded as Empire Today. This change reflected a broader product offering, including hardwood, laminate, tile, and vinyl flooring. While its roots were firmly in carpeting, the company used the Empire Today name to signify a one-stop solution for varied flooring needs. However, many customers colloquially continue to refer to the brand by its original Empire Carpet moniker.
Empire Carpet’s Expansion Beyond Chicago
Success in Chicago enabled Empire Carpet to expand regionally and nationally. Throughout the late 1980s and 1990s, the company moved into major cities across the Midwest and, eventually, the entire United States. The replicable model of in-home consultation and rapid installation translated effectively to diverse markets, allowing Empire Carpet to reach customers coast-to-coast.
Key Markets During Expansion
- Midwest: Detroit, Cleveland, St. Louis
- East Coast: New York, Boston, Philadelphia
- South: Atlanta, Dallas, Houston
- West Coast: Los Angeles, San Francisco, Seattle
How Empire Carpet Differentiated Itself From Competitors
Empire Carpet set itself apart with direct-to-home business practices. While many flooring companies relied on brick-and-mortar locations, Empire’s mobile showroom and same-day or next-day installation became its central value propositions. This operational nimbleness enabled faster, more customized service, helping the brand outpace local competitors and scale nationally.
Adapting To the Digital Age
Empire Carpet embraced digital marketing and online scheduling early, further simplifying the shopping experience for modern consumers. As online research and e-commerce became more prevalent, Empire Today expanded its website, added customer reviews, product galleries, and digital booking tools, maintaining its reputation for convenience and responsiveness in a digital landscape.
Employment And Local Economic Impact
Empire Carpet’s Chicago headquarters became a significant local employer. At its height, the company provided hundreds of jobs in sales, installation, customer service, and administration. The rapid growth of the company also spurred job creation in dozens of cities nationwide as it expanded, fueling local economies while strengthening the company’s national brand identity.
Product Offerings Then And Now
| Original Offerings | Current Offerings |
|---|---|
| Carpet Only |
|
The Longevity Of The Empire Man And Brand Identity
The “Empire Man” and the company’s famous jingle remain in use, retaining local nostalgia and national recognition. Even as the business diversified and rebranded as Empire Today, the marketing elements that began in Chicago decades ago continue to drive brand loyalty and awareness across generations of homeowners.
Empire Carpet’s Lasting Influence On Flooring Sales
The innovations pioneered by Empire Carpet changed how Americans shop for flooring. Today, many flooring retailers offer in-home consultations, but Empire was among the first to adopt this approach on a large scale. The blend of direct sales, rapid installation, and memorable marketing has become a blueprint for success in the home improvement sector.
Challenges And Adaptations Over Time
Empire Carpet navigated industry shifts and economic turbulence by staying agile. Recessions, evolving consumer tastes, and increased competition challenged the company, but its core strengths—convenience, affordability, and service—allowed it to remain an industry leader. Strategic investments in technology, product diversification, and ongoing staff training further ensured sustained relevance.
Frequently Asked Questions About Empire Carpet’s Origins
- Why Was Chicago Chosen As The Starting City?
The city’s size, economic diversity, and demand for home services made it attractive for testing Empire Carpet’s unique business model. - When Did Empire Carpet Become Empire Today?
The company rebranded in 2002 to reflect its expanded range of flooring and home improvement products. - Is Empire Carpet Still Based In Chicago?
Yes, the company’s headquarters remain in the Chicago metropolitan area, even as its operations serve customers nationwide.
Legacy And Impact On American Home Improvement
From a single storefront in Chicago to a nationwide powerhouse, Empire Carpet has shaped American home improvement. Its commitment to bringing affordable, in-home shopping directly to consumers marked a pivotal shift in retail flooring. The brand’s continued prominence highlights the lasting value of customer convenience, trusted marketing, and local beginnings in building national success.
Empire Carpet’s Role In Community Engagement
Empire Carpet fostered strong ties to its Chicago roots through community outreach. Supporting local charities, educational initiatives, and nonprofit causes over the years, the company reinforced its commitment not only to business growth but also to social responsibility. This engagement helped deepen customer loyalty, especially in its original marketplace.
Key Takeaways On Where Empire Carpet Started
- Empire Carpet was founded in Chicago, Illinois, in 1959.
- The founder, Seymour Cohen, pioneered the in-home sales and installation model.
- Iconic local advertising, especially the “Empire Man,” cemented the brand’s popularity.
- Success in Chicago fueled national expansion, eventually rebranded as Empire Today.
How Empire Carpet’s Beginnings Still Shape Its Operations
The original principles of quality, convenience, and customer service remain central to Empire Today. The Chicago-based strategies developed over 60 years ago—direct sales, fast installation, and memorable branding—continue to inform the company’s operations in cities across America. As home improvement trends evolve, Empire Carpet’s Chicago origins persist as a cornerstone of its national identity.