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Furniture Showroom Eliot Tate man still represents the public face of the company He and his brother Barry have become pop culture icons throughout New England due to their commercials spoofing major national or international advertising campaigns. The origins of the name of the company are uncertain; the brothers have speculated that their grandfather chose the name out of a hat.

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The company was started by Samuel Tatelman in 1918 in Waltham, Massachusetts. Samuel sold furniture out of the back of a truck until 1926. In the late 1930s, his son Edward joined the business. In 1973, Barry and Eliot Tatelman took over the business from their father, Edward. They stopped advertising on the back page of the Waltham paper and started on radio. In 1983, Barry and Eliot built the Nashua, New Hampshire location, and it was extremely successful. In 1987, they opened the Avon, Massachusetts location, creating the largest traffic jam ever recorded on Route 24.

 

Barry and Eliot had to go on the radio to beg people not to come. Customers stood in line for hours waiting for their turn to go into the showroom. On Mother's Day 1992, the Motion Odyssey Movie (MOM) opened in the Avon store, after 5 years of planning and a $2.5 million investment. Over 1 million people experienced MOM, raising more than $300,000 for non-profit organizations.

 

On April 17, 1998, Barry and Eliot opened the biggest Jordan's Furniture to date with 120,000 sq ft (11,000 m²). of showroom space and a Mardi Gras/Bourbon Street theme, the Natick, Massachusetts location introduced Jordan's to the MetroWest area. In October 1999, the Tatelman brothers sold the company to investment firm Berkshire Hathaway.

The sale was intended to increase the financial backing of Jordan's Furniture for future growth. To celebrate, each employee received a financial gift of 50 cents for every hour ever worked at Jordan's. Operationally, nothing changed. Barry and Eliot remained at the helm, still starring in all radio/tv commercials and as integral parts of the company.

 

On Thursday, August 22, 2002, the IMAX 3D Theater at Jordan's Furniture in Natick opened its doors to the public. This new venue offered a new level of "shoppertainment" in Jordan's Furniture history. The Waltham store closed in 2004, the day the new Reading, Massachusetts store opened, which was the largest of Jordan's locations.

 

 It includes a complete showroom, warehouse, and 3D IMAX movie theater. In addition, Jordan's opened a 750,000 sq ft (70,000 m²). Warehouse/Office complex in Taunton, Massachusetts. In 2005, the warehouse underneath the Avon store was converted into the Colossal Clearance Center, containing over 60,000 square feet (5,600 m²) of clearance merchandise.

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