Jordan's Furniture

Jordan's Furniture is a furniture retailer in New England. There are currently seven locations - in Reading, Avon, Taunton, and Natick, Massachusetts; Nashua, New Hampshire; Warwick Mall in Warwick, Rhode Island; and New Haven, Connecticut. Jordan's opened their 7th store location at the Maine Mall in South Portland, Maine on July 19, 2020.

Jordan's Furniture
IndustryFurniture retailers
FoundedWaltham, Massachusetts in 1918; 104 years ago (1918)
Key people
Eliot Tatelman
Barry Tatelman
Samuel Tatelman
ProductsFurniture, Bedding, Mattresses
ParentBerkshire Hathaway


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 and opened the Nashua, New Hampshire location.

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 five years of planning and a $2.5 million investment. Over 1 million people have 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 conglomerate Berkshire Hathaway.[1] 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, a 3D IMAX movie theater, Fuddruckers, Richardson's Ice Cream, a water Show, and Beantown Candies. 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.

In 2015, Jordan's Furniture opened its doors in New Haven, Connecticut. The store features It!, billed as the "largest indoor ropes course in the world" with four levels of climbing, two ziplines that traverse the width of the building, and a fountain laser show.

Barry Tatelman left Jordan's Furniture in December 2006,[2] pursue other interests such as helping to produce a Broadway show Dirty Rotten Scoundrels, starring actor John Lithgow. . . . Besides Broadway, Barry Tatelman will dabble in Hollywood. He is a principal of a new film company called "Filmshop" and is working on a TV series, according to a Jordan's press release.

After Barry left for Hollywood, Eliot Tatelman remained the public face of the company. Recently, Tatelman has aligned himself as a sponsor of the Boston Red Sox and Boston Bruins radio and television broadcasts. For the past several baseball seasons, Tatelman's spiel has been to offer shoppers free furniture if the Red Sox perform improbable feats, such as sweeping the World Series in four games, or if a Sox batter hits a ball that strikes a dinner plate-sized baseball next to the Jordan's logo on the center field fence.

The origin of the company's name is uncertain; the brothers once speculated that their grandfather chose the name out of a hat.

The Jordan's Furniture at the Warwick Mall once featured a spectacular liquid fireworks show called Splash! Opened in December 2011, this show has thousands of nozzles shooting water up to the ceiling mixed with colorful laser lights to create an unforgettable experience for shoppers at the mall. The shows last 15 minutes long. Jordan's says there are 9,000 water nozzles, 15,000 watts of digital surround sound, 20,000 watts of light, and 16 watts of state of the art lasers for all of this to actually happen. Splash! closed on June 18, 2017, due to mechanical problems with this show.


Springtime in Boston finds Jordan's Furniture leveraging the annual start of the Red Sox baseball season to sell furniture.

Monster dealEdit

As a promotion in 2007, Jordan's offered full rebates on certain pieces of furniture bought between March 7 and April 16 - provided the Boston Red Sox won the World Series. To cover the potential liability, the store took out an insurance policy for approximately twenty million US dollars. On October 28, 2007, the Red Sox beat the Colorado Rockies to win the World Series, Jordan's Furniture wrote checks to an estimated 24,000 qualified customers. [3]

Joseph Frate of Medford, MA sued Jordan's Furniture claiming that the promotion was an illegal lottery. The case was thrown out by the Middlesex Superior Court and, upon appeal by Frate, by the state Appeals Court in July 2009. [4][5]

2008 Monster sweepEdit

In another promotion linked to the Red Sox, in 2008 Jordan's offered full rebates on certain pieces of furniture. Instead of just winning the World Series, the Red Sox would have to sweep the Series, winning four games in a row. There were no winners.

Monster hit, 2010 - 2012Edit

In 2010, the promotion launched on March 31, with anyone buying furniture between April 1 and May 2 getting that furniture for free if a Red Sox player hit a dinner plate-sized baseball on the Jordan's Furniture sign on the outfield wall at Fenway Park between July 15 and the end of the season on October 3. Jordan's offered 20% off coupons to customers if the image was not hit during the promotional period. No player hit the little baseball, and no free furniture was awarded.[6]

In the spring of 2011, Tatelman was back again, this time with a new "Monster Hit" promotion ("Hit or no hit... You Win!"). Clad in Red Sox garb, Tatelman was again a ubiquitous, white-ponytailed figure in print, television, and Internet banner ads. The gimmick was the same as that described above: if a Red Sox player hit a ball that struck a dinner plate-sized baseball next to the Jordan's logo in straightaway dead center field, the customer's Jordan's Furniture purchase price would be refunded. If no player struck the logo, all buyers would receive a 20% credit toward a future Jordan's purchase instead. The promotional purchase period ran throughout the spring, but the "timer" for the actual hitting of the sign did not begin until July 22, 2011, and continued until the end of the season.[7] The Red Sox season concluded on September 28, 2011, and for the second consecutive year, there were no winners.[7]

The Monster Hit returned for 2012, with the same deal as described above, but with additional advertising. The 2012 "timer" for the hitting of the dinner plate-sized baseball next to the Jordan's logo in straightaway dead center field began on July 16 and continued until the end of the season. The Red Sox home season concluded on September 26, 2012, and for the third consecutive year, no batter hit the little baseball, and again, The Monster Hit promotion produced no winners.

The Big CheckEdit

On September 30, 2011, two days after the Monster Hit promotion ended, Tatelman resurfaced with The Big Check promotion in conjunction with the Boston Bruins' 2011-2012 NHL season. Tatelman hit the television airwaves and Internet rollover/banner/pop-up ad circuit again, this time attired in full Bruins regalia (including ponytail and hat), promising to refund Jordan's customers the purchase price of their furniture if the Bruins won the Stanley Cup for a second consecutive season. The Big Check promotion is identical to the Monster deal, above, in which shoppers were offered the same deal if the Boston Red Sox won the 2007 World Series. The Bruins were eliminated from Stanley Cup contention in the first round of the playoffs, losing to the Washington Capitals in seven games, and once again Tatelman was not obligated to refund any money to Jordan's customers.

The Perfect GameEdit

On April 3, 2013, Tatelman reappeared with a new promotion - The Perfect Game - this time accompanied by new Red Sox "consultant" Pedro Martínez, a former star pitcher with the team. The gimmick this time was similar to The Monster Hit, except to win free furniture, a member of the Red Sox pitching staff had to pitch a perfect game during the last 72 games of the 2013 season.[8]

The Perfect Game promotion covered purchases made between April 3, 2013, and May 5, 2013. The 72 games eligible for a Perfect Game were those played between July 19, 2013, and September 29, 2013.[8] The 2013 Red Sox season ended without a perfect game being pitched, and once again, customers received no free furniture.

Again in 2018 Jordan's offered a similar promotion but for a no hitter. Should the Red Sox pitch a no-hitter in any of the 64 games scheduled for July 17 through Oct. 1, Jordan's Furniture will again be refunding purchases made between March 28 and May 20.[9][needs update]

Trapeze schoolEdit

The outlet in Reading once featured a trapeze school, which included a 30-foot tall, net-enclosed swing that anyone could sign up to use, along with seating for observers. This closed in late 2014 and was replaced with a ropes course called The BeanStalk. A little version of The BeanStalk is located directly under it, called BeanSprout, which is for little kids only.


See alsoEdit


  1. ^ "JORDAN'S FURNITURE SELLS TO BERKSHIRE HATHAWAY INC" (Press release). 1999-10-11. Retrieved 2013-02-12.
  2. ^ Reidy, Chris (December 21, 2006). "Barry Tatelman leaves Jordan's Furniture". Boston Globe. Archived from the original on 22 February 2014. Retrieved 25 February 2017.
  3. ^ "After Sox Win, Sofas Are Free".
  4. ^ "Suit alleges Jordan's, Alpha Omega promos were lotteries".
  5. ^ "Chalk up a win for Jordan's".
  6. ^ Diazy, Johnny (2010-03-31). "A long shot? Jordan's launches new Sox promotion". The Boston Globe. Archived from the original on 11 May 2011. Retrieved 2013-02-11.
  7. ^ a b "Jordan's Furniture brings back Monster Hit promo". The Boston Globe. 2011-03-16. Archived from the original on 21 March 2011. Retrieved 2013-02-11.
  8. ^ a b "Perfect Game". Jordan's Furniture. Archived from the original on 2013-04-07. Retrieved 2013-04-03.
  9. ^ "We ran the numbers on the Jordan's no-hitter promotion". The Boston Globe. April 13, 2018. Archived from the original on 2019-08-16. Retrieved August 16, 2019.
  10. ^ Bahr, Jeff (2009). Amazing and Unusual America. Chicago, Illinois, USA: Publications International. p. 21. ISBN 978-1-4127-1683-3.

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