5 Shocking Secrets Behind "This Is It Furniture": The Rise, The Free Onion Gimmick, And Big Mike's Current Empire

As of December 17, 2025, the story of This Is It Furniture is a fascinating, yet cautionary, tale of local retail, viral marketing, and eventual closure. This Champaign, Illinois-based company carved out a unique space in the Midwest furniture market, not just by selling modern and contemporary pieces, but by becoming a local legend thanks to its unforgettable, low-budget, and often bizarre television commercials featuring the charismatic owner, "Big Mike." The brand's identity was intrinsically linked to its slogan and the promise of a truly unique, if strange, giveaway: a free onion with every purchase. The company, formally known as This Is IT Furniture Discount, Inc., may no longer be operating under its original name, but its legacy—especially the unforgettable personality of Big Mike—continues to resonate with those who remember its aggressive, humorous, and deeply localized marketing strategy. The latest information confirms the original store is closed, but its central figure has transitioned into a new venture, proving that even in the face of a business closing, a strong personal brand can endure and evolve in the competitive retail home furnishing landscape.

The Legend of Big Mike Griffin and the "Free Onion" Gimmick

The enduring fame of This Is It Furniture is inseparable from the man at its center: Big Mike Griffin. He wasn't just the owner; he was the face, the voice, and the creative force behind the company's wildly successful local marketing campaign.

The Commercials That Defined a Brand

In an era before social media dominated advertising, This Is It Furniture mastered the art of the local television commercial. Their ads were low-budget, high-energy, and designed to be utterly unforgettable. They were a staple of local programming, often running late at night, and quickly achieved cult status. * The Big Mike Persona: Big Mike himself was the star, known for his direct, often yelling, and highly enthusiastic delivery. His persona projected a sense of urgency and unbeatable deals, making customers feel like they were getting an insider's bargain on quality furniture. * The "Free Onion" Slogan: The most bizarre and memorable element of the marketing was the company’s signature giveaway: "Where everyone gets a free onion!". This strange, non-sequitur promise became the brand's ultimate hook. It created a level of curiosity and word-of-mouth marketing that money couldn't buy, instantly distinguishing them from competitors like Ashley Furniture or local discount furniture stores. The sheer absurdity of a furniture store giving away a vegetable ensured the name "This Is It Furniture" stuck in the minds of potential customers across Illinois. * Topical Authority through Nostalgia: These commercials are now a piece of local cultural history, with compilations and discussions of the "best of" This Is It Furniture commercials still circulating online, demonstrating the lasting impact of Big Mike’s unique brand of retail showmanship. The marketing strategy was a masterclass in local branding, leveraging eccentricity to build immediate name recognition.

From Modern Sofas to Customer Complaints: The Product and Service Reality

While the marketing was a spectacle, the core business of This Is It Furniture was the sale of retail home furnishings. The store was known for offering a range of furniture, primarily focusing on modern and contemporary furniture pieces.

The Product Line and Target Market

Located at 245 N Mattis Ave in Champaign, IL, the store catered to local residents looking for stylish yet affordable options for their homes. The inventory typically included: * Living Room Sets: Sofas, sectionals, loveseats, and recliners. * Bedroom Furniture: Beds, dressers, nightstands, and mattresses. * Dining Room Sets: Tables and chairs suitable for both casual and formal settings. * Home Office Furniture: Desks and chairs designed for modern workspaces. The emphasis was on providing quality furnishings for various home needs, positioning the company as a key player in the local Champaign-Urbana retail landscape.

The Downfall: Service Issues and Store Closure

Despite the marketing success, the company faced significant challenges related to customer service and delivery, which ultimately contributed to its demise. * BBB Status and Complaints: Records indicate that This Is It Furniture Discount, Inc. was NOT a BBB Accredited Business. Furthermore, customer feedback, particularly toward the end of its operation, highlighted serious issues. * Delivery and Order Problems: A recurring theme in customer reviews and complaints was the problem with delayed or unfulfilled orders. Reports suggested that the company would hold customer money for months, with delivery dates constantly changing. This type of issue is a critical factor in the failure of many furniture retailers, leading to a loss of consumer trust and potential legal action. * The Illinois Retail Climate: The closure of This Is It Furniture was not an isolated event. The broader retail furniture sector in Illinois and surrounding states has seen multiple chains face bankruptcies and store closures in recent years, reflecting economic distress and shifts in consumer buying habits. The combination of internal operational issues and a tough economic environment proved too much for the independent retailer. The original location is now officially marked as "CLOSED".

The Legacy and Big Mike's Current Venture: A New Chapter

The story of This Is It Furniture is a testament to the power of a strong personal brand, even one built on a quirky, unconventional foundation. While the original business model ultimately failed, the most valuable asset—Big Mike's public recognition and trustworthiness—survived.

The Transition to Big Mike's Mattress and Furniture Warehouse

In a classic retail pivot, Big Mike Griffin successfully leveraged his local celebrity status to launch a new venture. The latest information confirms that Big Mike has transitioned to Big Mike's Mattress and Furniture Warehouse. This move demonstrates a clear understanding of brand equity and the importance of maintaining a presence in the local market. * Focus on Core Products: The new business likely focuses on high-volume, necessary items like mattresses, which offer a more stable retail model than high-end contemporary furniture. * Enduring Persona: By keeping his name and persona front and center, Big Mike maintains a connection with his established customer base, relying on the goodwill and nostalgia generated by his famous commercials. This is a powerful lesson in entrepreneurial resilience and the lasting impact of a unique personal brand in local business.

Key Entities and Topics for Topical Authority

The narrative of This Is It Furniture touches on several key industry entities and topics that provide topical authority: * Furniture Retail: The broader industry context, including competitors and economic pressures. * Local Advertising: The effectiveness of quirky, low-budget, high-impact commercials. * Customer Experience (CX): The critical failure point of poor order fulfillment and its impact on business viability. * Modern and Contemporary Furniture: The product niche the store occupied. * Big Box vs. Independent Retail: The struggle of local stores against national giants. * Brand Identity: The "free onion" gimmick as a successful, if eccentric, branding strategy. * Business Closure and Bankruptcy: The reality of retail failure in a competitive market. In conclusion, This Is It Furniture was more than just a store; it was a cultural icon in Central Illinois, a case study in effective, unconventional marketing, and a powerful example of how a charismatic personality can define a brand. While the original business closed its doors, the continuation of Big Mike's career in the furniture industry ensures the legacy of the man who promised a great deal on a sofa and, inexplicably, a free onion, lives on.