Charles C. Stieff handed the reins of the company to his son Gideon Stieff in 1914. Charles died in 1923 at his desk at the Stieff offices on Redwood Street. Gideon would head the company until his death in 1970. His three sons, Charles C., Rodney and Gideon Jr. would each enter into the family business. Rodney would become President and later Chairman. Charles C. Stieff became Vice President of Sales, while the youngest brother Gideon expanded the company's retail operations into the suburbs of Baltimore, post WWII. The three brothers remained with the company until 1990 when they sold it to Lenox.