Summers Over. Is It Time for a New Job?

Dear Stephen,

I’m in sales in the furniture industry. I sell high end residential. We sell a European manufactured line. Basically, what you would consider a #luxurybrand. This year, 2024, our business has been just okay. Not even “even,” just below what we did in 2023, so far. We are a family business.

My bosses are in Italy. And they’re still hungry for the surge of business that we had during the pandemic and it’s just not getting through to them that the pandemic boom in business was a unique situation, and our sales numbers may not ever duplicate that. Or, not for a while.

This is the third European company that I’ve worked for. What I’m seeing in management, and I always see the same thing, is that management in Europe is always breathing down the American salespeople’s necks for revenue while they’re completely removed from the American market and our customers altogether. I think it’s particularly rich that my bosses who are taking practically the entire month of August off of work for holiday are pressuring us for more business here in the United States.

Here’s why I’m writing. Summer is over – and I’m thinking it’s time for me to get a new job. This time, I’d like to work for an American brand. This is important to me because if the leadership is here in America, they’re going to understand our customers and how they think, as well as who we’re competing with today.

In my situation, it’s brands like #RH, #Arhaus and #RoomandBoard that hold a large portion of the American residential market that leadership in Europe just looks down on. It doesn’t matter that the product may not be of the same luxury or quality as the European brands, (and to be clear, I know they’re not) because the American consumer thinks that it’s luxury, and to the customer, perception is everything. My personal theory is that leadership needs to be in America. I think it’s just logical that they would know how to better market to the American consumer. Often, these European brands have a figurehead in America that they call a CEO. Where I’ve worked, they have plenty of responsibility but limited authority, while reporting to the decision maker in Europe.

So, what do you think, is it time for me to change jobs? And what do you think about my theory – when the company’s leadership is in Europe, will they ever understand the American customer? And how does that affect me as a salesperson and my income with the marketing support they’re providing me?

Signed,

Disenchanted with Europe

?

Dear Disenchanted,

It sounds like you should consider a job change, but you in particular may also want to consider an industry change. I really think you’re in the wrong industry. Did you just say you had three different jobs at European furniture companies? Really? Your letter doesn’t say whether you’ve quit these jobs or been fired or what kind of time frame we’re talking about, but still.

After Labor Day is one of the best times to look for a new job, no matter what industry you’re in. And, if interest rates change in September as predicted, there will be a big boom in the residential furniture business. So yes – now is a good time for everyone to explore their job options.

As far as your theory about luxury European companies seeking to grow sales in the United States, it’s true, they’re all hungry for more business. But what company isn’t?

What’s most significant, that you will have read in this space before, is that when a company from Europe has European leadership that does not understand the American customer, they’re making a big mistake. This has been happening over and over for many years and with many European companies. They invest in a big showroom in New York, Miami or Chicago designed by their European staff, and they relocate one of their managers to the U.S., (because often the salary is less expensive, and they speak the native language of the company), then they sit back and wait for the Americans to embrace their product… And, sure, Americans are intrigued because the product is beautiful, but these American brands are marketing themselves in a new way, that makes them seen to be “luxury.” So far, #RH has done this the best. The European companies are puzzled because they get lots of bills (rents, salaries and insurances) and not enough revenue to cover it.

It does not matter if the CEO is a European and lives in Europe, it matters that they stay in touch with the American market. It’s little things as simple as watching American TV, being on American social media and following trends with their American customers both in interior design and the consumer. They do not need to be American, that is ridiculous, they just need to be in touch with how American consumers and interiors designers makes choices.

You’re 100% correct in indicating that RH is a powerhouse in residential and now Arhaus is even taking part of their market share. I would not consider these to be luxury brands however, yet there are many rich American customers who do. That’s because leadership of these companies understands our consumer. Even interiors designers are pulling their hair out, but hey, their clients ask for it. It’s the marketing! And guess what? It’s working!

The biggest and best example, a company that is not a luxury brand but a powerhouse in the furniture world, without American executives and not headquartered in the United States, would be one other than #IKEA. So, I’m not sure I completely agree with your theory that all leadership needs to be in America or American. Again, that’s just nonsense.

As far as your personal situation, or for anyone else reading this column, finding a new job is not a seasonal activity. You should always have the foresight to be open to understanding what’s going on in the job market that’s specific to you.

In your case, I suspect you shouldn’t only be looking for a new job, but maybe a new industry as well.

Signed,

Stephen

Stephen Viscusi is the founder of the Viscusi Group, an executive search practice specializing in the interior industry located in New York City. Visit The Viscusi Group website at www.viscusigroup.com. Send your workplace questions to [email protected] and feel free to call at 212-979-5700 extension 101.