At Daleys BrandSource Home Furnishings in Fredericton, N.B., 20-year-old Duncan Briand is only six months into his first retail sales role. He’s young, ambitious and learning as he goes, but he also has something the home furnishings industry seeks — passion, people skills and a willingness to learn.
“I’ve always been very good with people,” says Briand. “I enjoy talking to people and establishing connections. That’s really what drew me to sales — the ability to talk to people for a job.”
For Briand, the showroom feels comfortable.
“It can be slow at times but, all in all, it feels natural. I don’t end up going home with a bad day,” he says.
Briand’s story illustrates what happens when a fresh face who is eager to learn is given the right environment: the makings of a career professional. For an industry grappling with labour shortages and high turnover, his mindset is a green flag — a reminder that with the right structure, retail can be more than just a job.
Discovering the Path
Like many young people, Briand didn’t plan on working in retail. His path meandered through engineering aspirations and even a stint in restaurant kitchens.
“I was going to go to culinary school but after a year and a half of working in a kitchen, I realized it ruined cooking for me,” he says. “So, I had to figure out where to go from there.”
Sales clicked because it matched his natural strengths.
“I’ve always enjoyed meeting people, talking to people, establishing connections,” he says. “That’s what really drew me to it.”
The home furnishings industry often struggles to retain young hires and convince them that retail can be a career. Briand reflects both sides of that reality: While he values his start on the sales floor, he ultimately aspires to transition into a role as a manufacturing sales agent.
“My goal is to end up as an on-the-road salesman, ideally for a distribution company or a furniture or appliance brand,” he says. “I want to make connections with the people selling the product.”
The appeal toward this career trajectory is due to its autonomy — being able to set your own schedule and not being “stuck behind a counter.” Not to mention, the opportunity to grow connections, take on multiple lines of goods and increase one’s overall earning potential.
Briand’s also intrigued by in-home consulting roles that mix product knowledge, design and mobility.
“Anything where I’m more on the move, seeing different people, that might do it for me,” he says. “I like variety. I like things happening.”
That mindset should give the industry pause.
How can you make the showroom floor more exciting for energetic young salespeople?
Engaging your team
Sometimes, with financial restrictions, promotion is beyond the scope. However, incentivizing via projects and events can be a great way to energize your team.
Tasking individuals on the floor with event planning and social media production as well as providing opportunities for in-home consultations and merchandising efforts can go a long way in engaging and retaining a team.
And when their efforts are successful that’s empowering.
Additionally, the ability to visit other retail locations or participate in industry events can substantiate a culture of growth, build institutional knowledge and affirm legitimacy to a career in retail sales.
Training for Success
When Briand started, training came in many forms: mentoring from experienced co-workers, two focused hours with a 30-year appliance manager, online brand modules, and, crucially, face-to-face demonstrations from manufacturer representatives.
“Anything where I’m talking to a person is the best way for me to learn,” he says. “If I do train online, I always walk down to the appliance section afterward and look at the products. I go over the features in my head. That’s when it sticks.”
Hands-on training has proven the most powerful for Briand.
“The day after a rep showed me the craftsmanship on a mattress, a customer asked me about it. I flipped it over the same way, explained what I’d been shown and it closed the sale,” he says.
That moment crystallizes the opportunity: Invest in real, tactile training and knowledge becomes confidence. Confidence becomes sales. Sales build careers.
The role of feedback
Briand also thrives on feedback. One recent example stands out.
“A mattress rep was in while I was talking with a customer. Afterward he told me, ‘It sounded great — you caught everything.’ That feedback gave me confidence,” he says. “It proved I knew what I was talking about and it made it easier to do it again.”
For new hires, feedback isn’t optional — it’s fuel. Validation for effort builds assurance and encourages skill enhancement. Without it, retail sales associates can become apathetic. With it, they gain momentum and confidence.
The industry's opportunity
Briand is candid about what would help young associates like him thrive: accessible training, an engaging environment and opportunities for career growth.
“It’s hard to find somewhere that will take you on without experience,” he says. “So, having easy access to information — what jobs are out there, what people are looking for — would make a big difference.”
His words underscore the gap between potential and profession. Too often, retail is framed as an interim job. But with structured training, mentorship and career ladders, it can become a recognized career path — one that doesn’t require tens of thousands in tuition debt.
Fresh faces, lasting careers
When asked what advice he’d give to other young people starting out, Briand’s answer is simple but telling.
“Keep applying. Find somewhere that will take you in and teach you everything you need to know and be willing to learn.”
That statement sums up the two-way contract the industry must embrace. Fresh faces bring energy, adaptability and a clean slate. Employers must provide the education, mentorship and opportunity to shape them into professionals.
As Briand sees it, “There are options within sales. It’s more than just a job in a store. For someone who likes to learn and likes to talk, it can be really rewarding.”
Only six months in and he is already a reminder of what’s possible. With passion, trainability and the right support, fresh hires like Briand can become the next generation of sales leaders.
It’s up to the industry to take the clean slate and draw a future worth staying for.
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Retail Pulse™ digs deep to uncover and share what’s happening throughout the Canadian home furnishings industry. Corrie-Ann Knell has served the industry in various capacities for more than 17 years, and provides her reflections on the many challenges faced by today’s leading retailers.
Note: this article was originally published on the Home Goods Online website.