The Story Begins
In 1888, there was a significant gap in the commercial transportation industry. With products being shipped by boat or rail, there was no established means for transporting the goods into town once they arrived. Bill and Charlie Coakley recognized this demand, and with horse drawn carriages, began delivering products throughout Milwaukee. Thus, creating Coakley Brothers and beginning a historic journey.
Entrepreneurial Spirit Takes Hold
Seeking to maximize the potential and utilization of flatbed trucks, the brothers launched weekend sightseeing tours along Lake Drive. During the week they used the vehicles for commercial deliveries. On weekends, they transformed the truck beds by adding seats for tourists.
Expanding Operations
In 1933, Coakley Brothers became an agent of Allied Van Lines, one of the largest van lines in America. This new partnership paved the way for a full-service, long-distance moving operation for the company.
A few years later, following Charlie’s buyout of his brother’s shares, he passed on the company to his nephews, George and Charlie Coakley. The 2nd Generation would run the company until 1952.
The Next Generation of Coakley’s
The founders worked tirelessly to ensure the long-term stability of Coakley Brothers and put a plan in place for the company to reach a third generation. In 1952, the company was handed down to Charlie’s children (5) and their sister Georgia’s children (6). Of the 11 children with ownership rights, two of them would buy out the rest of the family’s company stock: Neil and Chuck. They were the third generation of Coakley Brothers to run the business.
For more than 25 years, Neil and Chuck Coakley built up the Coakley Brothers brand. They expanded offerings, obtained some of the largest companies in the city as clients, and positioned a legacy of customer service that continues today.
Era of Innovation
In 1978, Neil bought Chuck’s stock and became the sole owner of Coakley Brothers. Later that year, Neil designed the first “porta-rack,” an invention universally used in the moving industry, to this day, that eliminates the need for cartons. Throughout the 1980s, Coakley Brothers continued to grow the business, serving titans of the day like Globe-Union, Briggs & Stratton, J.C. Penny, A.O. Smith, Miller Brewery, and the Marine Bank. Continuing to refine the moving process to support large and small projects, Coakley Brothers was known to coordinate moves with the precision of a Swiss clock.
Diversifying the Brand
Peggy Coakley, Neil’s daughter, was named President and CEO of Coakley Brothers in 1999. Peggy represents the 4th generation of Coakleys and first female to lead the company.
Coakley Brothers has more than doubled in size since Peggy took the reins. She was the driver in broadening service offerings to include facilities management, logistics, furniture installation, self-storage (Stadium Self Storage), and furniture construction & design (Brothers Business Interiors). Peggy further revolutionized Coakley Brothers, and the industry at large, as one of the 4 founding members of the Office Moving Alliance (OMA). Now, it’s recognized as a best-in-class leader in the moving industry. With over 80 partner organizations around the world, OMA continues to grow and enhance the way companies manage their projects and global real estate footprint.
Bringing Brothers Interiors to Life
Under the direction and leadership of Ben Juech, Brothers Interiors was launched to leverage and enhance the facility-focused work that Coakley Brothers had specialized in for over a century. Focusing on the transformation of interior environments, Brothers Interiors serves as a comprehensive partner for interior design services, construction, and furniture specification.
Enhancing this offering is the Coakley Brothers’ service model. All products designed and specified by Brothers Interiors are received, warehoused, installed, and managed by Coakley Brothers field professionals. This model provides a full-service approach unrivaled in the commercial furniture & construction industry.
A Bright Future
Coakley Brothers has been located in the heart of Milwaukee since its founding in 1888. With Walker’s Point serving as the company headquarters since 1995, Peggy Coakley made the strategic decision to re-invest in the Milwaukee community that has given so much to the company for over 100 years.
Starting in 2016, the headquarters at 400 S. 5th street was transformed into the Coakley Brothers Water Tower Building. The building is a dynamic new home for the company and a revolutionized landmark in the heart of Milwaukee. The literal and figurative cherry-on-top of this project was a special art installation added to the roof of the Coakley building. Merging steel and stained glass, American Sculptor, Tom Fruin, created the colorful water tower sculpture as a symbol of light and hope in the community.
The Water Tower Building was dedicated in 2017 as a thank you to the Milwaukee community. It is now an iconic landmark in the Milwaukee skyline and the latest representation of the Coakley brand. As Peggy stated at the unveiling of the Water Tower, it is a bright future full of promise.
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For more information on interior design, move management, construction, or facility management services, contact us today.