"I left Steelcase for RH and Never Looked Back; Is RH the Trader Joe's of Furniture?" - 09/12/20 Edition
Stephen Says Column

Dear Stephen,

 I started my career at Steelcase and loved every minute of it. Prestige, products, quality dealers and industry training like an Ivy League furniture education. They say all good things come to an end and my job did. I never thought I would find another opportunity like big blue – but I did.
 
 I answered an advertisement on LinkedIn, and I am now one of the commercial business development sales people at RH (formerly Restoration Hardware – a wise name change). Talk about your culture shock! But I love it. Like Steelcase, another strong company, but in my customers mind more hip and with “it,” and boy does RH understand branding!
 
 I guess I drank the Kool Aid because to me RH was the leader in reimagining workplaces that blend in with your personal taste and contract, so I sell products that feel office more equipment that’s also personal, better looking, and I bet that attracts and keeps, better workers. This concept is something, I think, Knoll and Herman Miller invented a while ago, then later Haworth tried to buy it’s way in by acquiring cool products rather than re-inventing themselves. RH is a Johnny-come-lately to contract/ commercial but our customers love us, and our stock prices speak to our success and my bright future.
 
 I only applied to RH after reading one of your columns in BoF over a year ago, pre-pandemic, on how contract salespeople could reinvent themselves while times are so tough. You mentioned RH electric title and action on residential, and I found the best city in the world to move to. And thank you for the advice and sharing my story.
 
 I hear about my former colleagues who have lost their jobs or good salespeople that just get bored or burnt out. I made the right move and finally find a middle ground like I did. I left one of the big and I’ve never looked back!
 Signed,

 Life After Steelcase
 

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Dear Life After,

 
 Thanks for sharing! I am glad I could inspire you to consider the job change, and you are right it is a big culture shock, but both are good. It sounds to me like you have had a double dose of the Kool-Aid but I applaud anyone’s enthusiasm who likes their job and their employer.
 
 Here is where we may not agree: All the companies you mentioned are unique and great places to work but the “cool factor” is not a criteria for every candidate and means something different to everyone. Great design does not have to be home grown, it can be acquired. You have to know great design to acquire it.
 
 I admire Haworth for acquiring some of the best global brands and designs from around the world. In many cases Haworth saved companies in financial distress through its partnerships while lending its global distribution to iconic designs. In my opinion what is missing from what you are now selling at RH is just that: iconic designs. You are selling a certain cool factor. I would describe it as curated cool combined with great branding, maybe some smoke and mirrors, throw in extra hip with restaurants in some RH locations and voila! You found a great new place to work, but so far, I doubt you will ever find a piece of RH furniture in MOMA.
 
 I think of RH as a sort of the Trader Joe’s of furniture. Before you take offense, just think about it. They have a lot in common, right? They curate or create clever, cool designs at RH then mostly have them manufactured by independent OEM vendors who private label them for RH. Just like TJ’s does with the clever food their designed and nowhere else. And you never go from wearing Steelecase attire to white for those cool people (ok with the Hawaiian shirts and maybe a tattoo or piercing) the locates that help me find the caramel coffee cashews, bacon wrapped prunes and countless delicious frozen food at TJ’s I cannot find anywhere else. I get it. Coolness can be contagious. It’s not a judgment, it is an observation.
 
 TJ and RH acquire mostly private label stuff and in some cases manufacture it themselves. At RH it’s all about the products and designs I think I cannot find elsewhere. People tell me they love RH’s outdoor furniture, carpeting and what you sell; the office and hospitality furniture that looks like it belongs at home. RH furniture in an office replaces the pool table companies used to put in their office. I get why it works. (Is it just me, or do you need a mansion to fit one of those upholstered sofas?).
 But to get back to your letter and your revelation and inspiration to other salespeople looking for an alternative job to traditional furniture manufacturers that distribute through dealers or just a new place to work, yes, I agree RH is a great option. So is Crate & Barrel, Room & Board, Wayoutnews (owned by RH), DWR or any retail store trying to break into the commercial arena.
 
 But do not sell yourself short; as great as the new job is, at commercial companies that have the cool stuff, a strong retail brand where people walk in the door and are now jumping on the contract bandwagon, need what you bring to the table. You bring commercial customers with you, and you know how to approach that customer as a person trained in outside sales. Your experience and skill set is distinctly different from a retail clerk. They need you because you have the customers and the relationships. That is why RH and companies like it are hiring so many people from the major manufacturers. And they need you to stay. They have the sofas and the sofas have the logo on the cushions, but sales relationships without the trained outside sales staff they have those cool cats and trainers do not have; you come in.
 
 Conclusion: Not all and not even a Gensler specification tool but a salesperson with an existing relationship many. Time will tell with the issue. Today and times things and continue to grow. Product and commercial world to be installed and the mandate. Can a retail contract dealer? Again, time will tell. For now you are in the right place at the right time! If all else fails, you can always fall back on Trader Joe’s!
 
 Stephen

 You can send your workplace questions to Stephen at StephenSays@bellow.press
 
 Questions selected to be answered, will appear in this column. Please use the Subject: Stephen Says for all correspondence. Stephen is a bestselling author, television personality, and CEO of The Viscusi Group, global executive recruiters located in New York. Follow Stephen on Twitter @stephenviscusi. LIKE Stephen on Facebook and follow him on LinkedIn.