Naper Settlement’s new exhibit, “Selling Kroehler,” explores the impact of Kroehler Manufacturing Company, once known as “the world’s largest upholstered furniture maker.”
On view through December 2025, “Selling Kroehler” dives into the company’s marketing strategies designed for the rapidly changing consumer culture of the 20th century. Many of the innovative tools and advertisements as well as furniture from the Kroehler collection and Kroehler miniature rooms used to market to consumers are on display in the exhibit.
Kroehler Manufacturing Company was headquartered in Naperville from 1893 until 1978. In an effort to appeal to women–the primary consumers of the “broad middle majority” of 20th-century America–Kroehler developed sophisticated marketing strategies that sought to educate consumers around good taste.
In the “Selling Kroehler” exhibit, visitors can learn about the innovative methods and strategies that Kroehler used to aid and educate retailers about how to sell to consumers.
Some of Kroehler’s more unique campaigns are also on display in the exhibit. Five of the original six rooms designed by EJ Kupjack, a miniature artist famous for his work on the Thorne Rooms at the Art Institute of Chicago, will be 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 can also 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.
