Business

New Naper Settlement exhibit explores marketing strategies of Kroehler Manufacturing Co.

Posted May 07, 2025 8:25 am

Daily Herald report

Naper Settlement’s new exhibit, “Selling Kroehler,” explores the impact of Kroehler Manufacturing Company, once known as “the world’s largest upholstered furniture maker.” Courtesy of Naper Settlement

Naper Settlement’s new exhibit, “Selling Kroehler,” explores the impact of Kroehler Manufacturing Company, once known as “the world’s largest upholstered furniture maker.”

Now through December, the “Selling Kroehler” exhibit examines the company’s marketing strategies designed for the changing consumer culture of the 20th century.

Kroehler Manufacturing Company was headquartered in Naperville from 1893 until 1978. In an effort to appeal to women, Kroehler developed sophisticated marketing strategies to educate consumers about good taste. In the exhibit, visitors can learn about the innovative methods and strategies the company used to aid and educate retailers about how to sell to consumers.

Some of Kroehler’s unique campaigns also are on display as part of the exhibit. Five of the original six rooms designed by EJ Kupjack, a miniature artist known for his work on the Thorne Rooms at the Art Institute of Chicago, are on display. A classroom kit featuring artwork of Fredi Leaf reveals how Kroehler used a captive audience of teenage girls in home economics classes to create the next generation of furniture buyers.

Visitors also can try a modern version of the Kroehler color harmonizer to mix colors in their living rooms.

“The exhibit focuses on Kroehler Manufacturing Company’s marketing strategies, which were highly targeted toward women,” said Christine McNulty, chief curator at Naper Settlement. “Featuring interactives as well as objects from the world’s largest Kroehler Manufacturing collection, ‘Selling Kroehler’ highlights the company’s appreciation for effective advertising and promotion.”

“Selling Kroehler” is included in general museum admission. For more information about the exhibit and to purchase admission tickets, visit NaperSettlement.org/SellingKroehler.

For more information, visit napersettlement.org or call (630) 420-6010.

Now through December, the “Selling Kroehler” exhibit examines the company’s marketing strategies designed for the changing consumer culture of the 20th century. Courtesy of Naper Settlement

Kroehler Manufacturing Company was headquartered in Naperville from 1893 until 1978. In a new exhibit at Naper Settlement, visitors can learn about the innovative methods and strategies the company used to aid and educate retailers about how to sell to consumers. Courtesy of Naper Settlement

Now through December, the “Selling Kroehler” exhibit examines the company’s marketing strategies designed for the changing consumer culture of the 20th century. Courtesy of Naper Settlement

Many of the tools and advertisements, as well as furniture from the Kroehler collection and Kroehler miniature rooms used to market to consumers, are on display as part of a new exhibit at Naper Settlement. Courtesy of Naper Settlement

Visitors can try a modern version of the Kroehler color harmonizer to mix colors in their living rooms as part of a new exhibit at the Naper Settlement. Courtesy of Naper Settlement

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