In the next instalment of our series of interviews with agents and reps across the furnishings industry, we spoke with Elinor Lewis who talks about the day-to-day, sustainability, travel and why being open-minded is key.
Meet Elinor at ercol
ercol is a heritage brand, established in 1920. The company headquarters and factory are in Princes Risborough, Buckinghamshire and ercol is still a family-owned business.
How long have you been an in the industry?
I have worked in the furniture industry for 10 years, starting in retail showrooms in London, selling to the public and trade customers; including interior designers, architects and procurement companies. I joined ercol in December 2022 with responsibility of the Southeast and London accounts from January 2024.
What drew you into the life of an agent/rep and what’s the day-to-day like?
I was keen to take on the agent role as I prefer selling B2B rather than directly to the consumer. In my current role, I sell the brand and the opportunity to collaborate with our partners. My day-to-day varies, from general sales calls and training to strategic meetings looking at future development.
What is the best part of your role?
I love the flexibility of my role. I design my own schedule.
What is the most difficult?
The travel can be challenging. I spend a lot of time driving, which I generally enjoy but there is nothing worse than being stuck in traffic on the M25, late for a meeting!
Do you have any particular highlights so far?
My biggest highlight of 2024 was seeing my hard work pay off. Change doesn’t happen quickly, so it takes several meetings, proposals and negotiations before you see positive action.
Visiting a store to see a new display looking fantastic and then witnessing a flood of new sales come in as a result is very gratifying.
What challenges do you think agents/reps currently face in the furnishing industry?
Historically, it has been a male-dominated industry. Sometimes it can be challenging to be taken seriously as a woman in my early 30s, it can also encourage me to work extra hard to gain trust and respect from our partners.
What would you like to see change?
I would like to see more young women join the industry. At ercol it’s a 50:50 split within the sales team which works well. We can all bring our unique perspectives to the table and learn from each other.
What would help agents/reps more?
I think it could be useful to have more agent-focused networking events. It is quite a solitary role, so the more opportunities offered to get together and share information would be helpful.
What would you say to someone considering becoming an agent/rep?
That it takes time to build a successful network. It’s important to be patient. If you keep working hard, it will come to fruition.
What is the most important attribute to have as an agent/rep and why?
Open-mindedness. You encounter clients with differing requirements while out on the road. It’s important to form your own judgments and create individual connections. Just because an account didn’t work for your predecessors, doesn’t mean it won’t work for you!
Can you share something that irritates you the most as an agent/rep?
It can be frustrating when clients go silent. Especially if you have a positive meeting and subsequently spend time putting together a proposal.
It is much better to hear a ‘no’ so you can park the project and come back to it later than to hear nothing at all. I don’t believe rejection to be a negative, it can occasionally redirect you to find the right opportunity.
Can you share an insight into your plans for the year ahead?
I plan to build on the growth created in 2024. I hope to focus on strengthening my relationships with existing retailers, rather than just opening more and more accounts. I believe in quality over quantity.
What’s the next big thing you are seeing in the industry and why?
I believe sustainability is the most important thing to focus on. At ercol, we are starting our sustainability journey. We are trying to reduce our carbon footprint by manufacturing more in our Princes Risborough Factory.
For a selected range, we are also using British grown timber again as part of our Grown in Britain campaign. It’s important that sustainable practices are built into the day-to-day operations of a brand, not just used as greenwashing marketing campaigns.
If there is anything else you would like to add as a final thought, please do so here.
Despite a challenging retail market there are lots of opportunities out there. I am excited for what 2025 has in store for ercol and my career development.
