Eliot Tatelman, the face of the Jordan's Furniture brand, is retiring

The president and public face of a well-known New England company is stepping aside. Jordan's Furniture announced Thursday that Eliot Tatelman "is retiring from daily operations after decades as the face of the brand."

Jordan's says this is a "natural evolution in its leadership," as Tatelman's sons will be taking over. Josh and Michael Tatelman have been co-CEOs for the past five years. 

"Jordan's remains proudly family-run, with Josh and Michael continuing the legacy Eliot has built," the company said in a statement. "This transition ensures continued focus on innovation, customer experience, and community impact."

Eliot Tatelman's history at Jordan's Furniture

According to a profile in the American Home Furnishings Hall of Fame, Eliot Tatelman and his brother Barry took over the family business in the 1970s when it had just five employees. They became a ubiquitous presence on TV and radio commercials, and the company went beyond just selling furniture by adding IMAX theaters, an Enchanted Village and other attractions to its stores.

The brothers sold Jordan's Furniture to Warren Buffett's Berkshire Hathaway conglomerate in 1999, and rewarded store employees with a trip to Bermuda and 50 cents for every hour that they had been with the company. They continued to run Jordan's together until Barry stepped away in 2006 to start a Broadway production company.

In one of the company's more famous promotions, Jordan's gave away more than $30 million worth of free furniture in 2007 when the Boston Red Sox won the World Series. Jordan's also supports numerous local charities in New England, and has helped hundreds of foster children find adoptive families. 

"Time to let go"

In an interview with WBZ-TV, Tatelman said he's been "really running pretty much everything for a long time" at Jordan's. But he said the sudden death of his wife June last year made him realize that life is short.

"It's time to let go and do some other things, help some other people," Tatelman said. 

Even though he's stepping down as president, Tatelman said New Englanders shouldn't be surprised if he continues to pop up in TV commercials as the face everyone associates with the Jordan's brand.

"Unfortunately you're still going to see me," he said.

Jordan's locations can be found in Avon, Natick, and Reading, Massachusetts, as well as New Hampshire, Rhode Island, Connecticut and Maine.