Gardner-White Signs On to Sponsor America’s Thanksgiving Day Parade

Gardner-White has stepped into the sponsor role for Detroit's traditional Thanksgiving Day parade.

One of America’s most recognizable and storied parades has a new partner. On Thursday, The Parade Company announced Gardner-White, a top furniture and mattress store, as the new presenting sponsor of America’s Thanksgiving Parade.

Gardner-White has stepped into the sponsor role for Detroit’s traditional Thanksgiving Day parade.

The Auburn Hills-based Gardner-White replaces Art Van furniture and accessories store, which stepped back from the partnership when Art Van declared bankruptcy in March 2020.

Nearing a century of tradition in Detroit and broadcast in more than 185 television markets across the country, the new official name of the event is America’s Thanksgiving Parade presented by Gardner-White. The event in its 94th year is produced by The Parade Company and WDIV Local 4 is the exclusive and longtime television partner.

“We are elated to welcome Gardner-White to The Parade Company family and are incredibly grateful to have a partner whose commitment signifies an exciting future for America’s Thanksgiving Parade presented by Gardner-White,” said Tony Michaels, President and CEO of The Parade Company.

The Gardner-White presenting sponsorship represents a three-year partnership with The Parade Company, and this is the first time the Michigan-based and family-owned furniture retailer has been a part of the Parade.

“As Michigan’s top furniture store, it is our responsibility to do more than march in the parade; we need to take the baton and lead,” said Gardner-White President Rachel Stewart. “As a family-owned business in Michigan for over 100 years, we are humbled to be a part of this treasured event that brings joy to generations of Gardner-White customers, employees and parade-lovers everywhere.”

Family-owned and operated for 108 years, Gardner-White has been a staple in metro Detroit. Irwin Kahn became the second-generation owner in the mid-1950s. Irwin’s daughter Barb Tronstein and son-in-law Steve are the third-generation owners and are still very active in the day-to-day operations of Gardner-White. Their daughter Rachel Stewart is now positioned to lead the organization into the future.

America’s Thanksgiving Parade presented by Gardner-White is recognized as the Best Holiday Parade by USA Today, two years running, 2018 and 2019.

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America’s Thanksgiving Parade presented by Gardner-White is featured annually on WDIV Local 4, including a one-hour syndicated national broadcast reaching more than 185 television markets across the country. News/Talk 760 WJR’s Paul W. Smith and Entercom’s WOMC 104.3 also broadcast parade shows. Detail of this year’s parade will be announced in the coming months. For more information, visit

Founded in 1984, The Parade Company is a not-for-profit organization governed by the Michigan Thanksgiving Parade Foundation whose board of directors is comprised of key civic and corporate leaders in the greater Detroit region.

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Karen Dybis
Karen is an editor and writer for Corp! Magazine. She graduated from the University of Michigan and has worked at The Mackinac Island Town Crier, The Kalamazoo Gazette, The (Adrian) Daily Telegram and The Oakland Press. Karen was a Detroit News business writer with stints in retail, workplace issues and personal finance. Dybis also was a blogger on Time magazine's "Assignment: Detroit" project. She is author of four Michigan history books, including "Secret Detroit" and "The Witch of Delray."