In 1913, Irvine J. Kittinger, George Colie's son-in-law, and his brother Ralph purchased the company from the Colie family and changed the company's name to the Kittinger Furniture Company. Under the Kittinger family's control, the company's primary focus was to craft the highest quality furniture possible with Irvine Kittinger saying "Our business is not primarily to turn furniture into money, but to produce something really worthwhile." By 1929, the company was grossing $1,000,000 annually. The Kittinger family controlled and remained involved with the company until they sold their interests in 1966.