Empire Today
| Company type | Private |
|---|---|
| Industry | Home improvement, Flooring |
| Predecessor | Empire Plastic Covers, Empire Home Services, Empire Carpets |
| Founded | 1959 in Chicago, United States |
| Founder | Seymour Cohen |
| Headquarters | Chicago , United States |
Area served | United States (more than 75 metropolitan areas) |
| Products | Installed flooring and carpet solutions |
| Owner | H.I.G. Capital |
Empire Today, LLC, previously operating under the names Empire Plastic Covers, Empire Home Services, and Empire Carpets, is a U.S.-based home improvement firm headquartered in Chicago that specializes in installed flooring and carpet solutions. Serving more than 75 metropolitan regions across the United States, Empire Today is widely known for its unique television commercials featuring a catchy jingle that highlights the company's contact number. It claims the distinction of being the largest flooring company conducting in-home sales throughout the nation.
History
Established in 1959 by businessman Seymour Cohen, the company originated as Empire Plastic Covers, a family-run enterprise located in Chicago. To meet growing customer needs, it broadened its offerings by introducing carpets and rebranded as Empire Home Services in 1965. Over the following decades, the business expanded its reach nationwide. In January 2003, following a change of ownership in December 2002, the company adopted the name Empire Today. Initially purchased by Mercury Capital LP, it was later acquired by private equity firm H.I.G. Capital in 2016. Pursuing continued expansion, Empire Today acquired Sitton Contract Flooring, a California-based company, in February 2022 to strengthen its footprint.
Carpet recycling
In an effort to enhance environmental responsibility, Empire Today initiated a carpet and padding recycling program in 2023. This project, developed in collaboration with Carpet America Recovery Effort (CARE) and Carpet Landfill Elimination and Recycling (CLEAR), focuses on reclaiming all removable padding from flooring installations. After a successful pilot phase early in 2023, the initiative now operates across more than 25 service locations. Since inception, it has diverted over eight million pounds of carpet and padding from landfills, aligning with the company’s sustainability objectives.
Advertisements
Empire Today sustains a prominent brand presence throughout key metropolitan markets in North America via television and digital advertising campaigns featuring the iconic "Empire Man" persona.
Empire Man
Introduced in 1977 initially as a live-action carpenter and subsequently portrayed through animation, the "Empire Man" has become a well-known figure particularly within the Chicago area. This character has played a significant role in boosting Empire Today's brand visibility, leading to collectible merchandise and even inspiring the Chicago Cubs to designate an official "Empire Day" at Wrigley Field in 2007.
Lynn Hauldren, a former advertising executive, embodied the live-action Empire Man role from 1977 until 2011 and continued lending his voice to the character until his passing. Since 2017, Ryan Salzwedel has taken over this role across various television advertisements, maintaining consistent brand recognition and supporting the company’s marketing efforts.
Advertising jingle
The company's advertising jingle, first aired in 1977, remains one of its most identifiable branding features. It includes a vocal ensemble singing the phone number "800-588-2300" alongside the company's name. Over time, modifications have been made such as adding "today" in 2003 and incorporating the "800" prefix beginning in 1995. Created and performed by Lynn Hauldren—also known as the Empire Man and a member of a barbershop quartet—the jingle was recorded with the a cappella group called the Fabulous 40s. This memorable tune has played a pivotal role in establishing Empire Today's phone number as one of the most easily recalled contact numbers within the industry.