In 1979, when Robert W. Crawford Jr. purchased the of Chicago assets of Broyhill Furniture Rental, his first task was to choose a new name for his new company. He wanted a name that was near to the front of the alphabet, was preferably one syllable, was easy to pronounce, and had positive connotations. Over a period of days, he literally read the entire dictionary and narrowed down the name to 3 good choices: Crown, Beacon, and Brook.
After reviewing the merits and benefits of these 3 good options, Mr. Crawford came to believe that Brook had great appeal due to its positive connotations and favorable imagery. The Brook name was shorter and it was a little softer and easier to say.
Today, we are very happy that he made the choice to call our company Brook Furniture Rental!
"I am happy to say I have a had a remarkable experience with Brook Furniture Rental. After some serious mix ups with our bedroom pieces, Jillian at concierge services took it upon herself to spend days correcting our situation even though it had not been her mistake. She really demonstrated the kind of customer service that is to be expected from only the best of the best. We are pleased with our decision to rent with BFR and will be recommending them to our co-workers and friends in the future. "
- Kalee F., Palo Alto