About 45% of CEOs believe that their companies will fold within a decade if they do not reinvent themselves.
It’s understandable since the market is constantly evolving, and running a business that stays ahead of shifting trends is certainly not easy.
In fact, among the reasons those CEOs are not confident that their business would last 10 years include
- inefficient decision-making,
- struggling financial performance,
- and pressures and threats.
So how does a business address these challenges to ensure longevity?
We can take a page from Cantoni’s 40-in-the-market — and still thriving — playbook.
In this interview, Cantoni's founder and CEO Michael Wilkov discusses the brand's 40-year journey of adapting to shifting markets and how it stays ahead of consumer trends.
Who Is Michael Wilkov?
Michael, a then-26-year-old South African, founded Cantoni in Dallas, Texas after a trip to Italy, where he realized a major gap in the U.S. market for the modern designs he saw. He met with artisans, family factory owners, and iconic design houses, transporting their pieces and stories stateside from a modest 4,500-square-foot showroom. Michael’s innovative approach of hiring design consultants rather than salespeople set Cantoni apart in the interior design industry.
In 1984, Cantoni was born with the goal of bringing modern, luxury European furniture to the U.S. market, where access to such high-quality, cutting-edge pieces was lacking.
The brand has grown to be a national leader in modern furnishings and interior design, having expanded its reach to six showrooms and international projects from New York to Shanghai.
But building a brand that stands the test of time requires more than just great products — it demands resilience and the ability to adapt.
External shocks and uncertainty are the new normal for businesses. Today, companies face economic volatility, geopolitical instability, and post-pandemic repercussions.
Many aren’t prepared for this level of uncertainty, as 50% of McKinsey respondents indicated that their organizations are unprepared to anticipate and react to external shocks.
“Over the years, Cantoni has weathered significant challenges, particularly in times of economic downturn,” Michael says.
He recalls how the global financial crisis of 2008 posed a substantial threat to many businesses across the luxury goods sector. Despite this, Cantoni navigated through the storm by taking a proactive approach to restructuring its operations.
“We conducted a comprehensive review of our overhead structure and implemented necessary adjustments that allowed us to continue operating efficiently while maintaining profitability, even in a reduced revenue environment.
This experience highlighted our resilience and ability to adapt, ensuring that we could maintain our commitment to quality without compromising our financial health,” Michael explains.
For 40 years, Cantoni attended global events and major furniture exhibitions such as Salone del Mobile in Milan, and Michael says this allowed the brand to keep its “finger on the pulse” of the luxury furniture world, ensuring that its offerings remain fresh, relevant, and cutting-edge.
“This ongoing immersion in international design has informed our product selections, ensuring that we continuously offer modern, high-quality furniture that resonates with the American market,” he adds.
Consistent Growth and Brand Integrity
Michael believes that great design is timeless. So rather than chasing trends, Cantoni focuses on the enduring principles of style and quality.
"Our approach to predicting market changes is rooted in a deep understanding of what makes a design stand the test of time. This commitment to classic, well-crafted furniture allows us to remain relevant regardless of fleeting market fads.
That said, we are always attuned to the shifting desires of our clientele and remain flexible enough to introduce new products that complement our core offerings while staying true to our brand’s aesthetic," he reveals.
A hallmark of Cantoni’s unique offerings is its total-home-project-experience, in which it manages and executes design projects from start to finish for the whole home.
“This one-stop-shop model has been invaluable to our clients, particularly in today’s fast-paced world, where convenience is paramount. By offering a seamless, all-inclusive service, we’ve created a value proposition that few competitors can match," he says.
According to PwC, good customer experiences leave people feeling heard and appreciated. It minimizes friction, maximizes efficiency, and maintains a human element.
"As consumer lifestyles evolve, so does their desire for more personalized and tailored experiences," Michael says.
In May, Cantoni opened its newest location, Theodores by Cantoni, in Washington, D.C. The grand opening in September featured new designs, layouts, and products, aiming to blend Theodores' history with Cantoni's modern approach to create a unique and inviting space for customers.
Michael says the idea for the opening came about while he visited his daughter who studied in the area and fell in love with Georgetown and its potential for Cantoni.
"I stayed in contact with Janice Kanter (the CEO of Theodores) over the years and when she decided to retire, she reached out to me. The actual transaction was ultimately good for all parties, and it is wonderful when that happens."
The opening reflects Cantoni’s goal of creating a more personalized and tailored experience based on customer feedback, which Michael says has always been a driving force behind Cantoni's product selection and service enhancements.
"We listen closely to our clients’ needs, and this responsiveness has led us to expand our product offerings and seek out new brands to ensure we have a complete range of furniture that meets our clients' diverse tastes and requirements.
By staying adaptable to these requests, we have been able to consistently provide the luxury and customization our clients’ desire," he notes.
Core Values Driving Business Success
This purpose-driven branding has remained consistent across all Cantoni’s locations.
Michael says each new location or service offering is developed with the same level of care and attention that has defined the brand since day one, ensuring that the personalized service they’re known for continues to be a hallmark of their customer experience.
The intentional, controlled growth has enabled Cantoni to preserve the high standards its clients expect. The same consistency also plays a big role in quality and branding, which Michael says allows expansion without compromising core values.
“Branding has been essential to our growth, as it allows us to communicate our core values — luxury, innovation, and customer-centricity — consistently across all channels,” Michael shares.
He also explains that the brand is shaped on two guiding pillars, namely its Cantoni Customer Commitment (CCC) program and the 4 P principles (Product, People, Passion, and Presentation).
The CCC program reflects the brand’s dedication to delivering exceptional customer service at every store so that clients feel valued and understood, while the 4P principles comprise its operational philosophy that includes:
- To provide the best selection of products
- To hire the most talented and passionate people in the industry
- To ensure that every Cantoni store represents the brand’s products in the most visually compelling and engaging manner
Conversely, the team behind a brand plays an even larger role in ensuring success and agility. A strong team is the first step to reviewing how healthy an organization is.
Michael prefers an innovative approach — hiring design consultants rather than salespeople to create a unique blend of luxury furnishings and personalized design services.
In episode 15 of the DesignRush Podcast, Typeform co-founder and lead designer David Okuniev talks about keeping your team aligned while scaling your start-up:
For the past four decades, Cantoni invested heavily in building a diverse and dynamic team that covers all facets of the business.
“Our internal diversity has been crucial in ensuring that we remain agile and responsive to changing consumer tastes,” says Michael.
Ultimately, Michael's advice for any entrepreneur entering the luxury furniture market is simple:
- Remain true to your vision.
- Don’t stray from your core focus.
- Surround yourself with talented individuals who are as passionate about the business as you are.
- Set clear, achievable goals and consistently measure your performance against those benchmarks.
Invest in building a strong team, empowering them with the tools and autonomy they need to succeed.
“Growth doesn’t happen overnight, but with the right people and a strong vision, success will follow,” he says.
Cantoni not only survived but thrived for 40 years by focusing on timeless design principles, fostering a dynamic team and maintaining a strong commitment to customer experience.
It is clear that in order to stand the test of time, brands need to stay attuned to consumer needs and embrace change as an opportunity for growth.
