MICHAEL WILKOV, PRESIDENT
A Visionary Force in Modern Luxury Design For over 40 years, Cantoni has been a trailblazer in the luxury design industry, revolutionizing the way we think about furniture and living spaces. What started as a bold idea by a young entrepreneur in Dallas has evolved into a national brand that defines modern living. Behind Cantoni’s success is a commitment to quality, innovation, and a belief that great design is a way of life. Speaking with Victoria Shrader, VP of Design Direction and Virtual Integration at Cantoni, the company’s story comes alive with a sense of passion and purpose. "Cantoni was founded by our CEO, Michael Wilkov, in 1984," Shrader begins. "He had just immigrated from South Africa and, after visiting Italy, fell in love with their culture and furniture. He realized that there was a gap in the Texas market for contemporary design, which at the time was dominated by traditional dark woods. At just 26, he took a risk and opened the first Cantoni showroom in Dallas, and it really took off from there." The Cantoni Philosophy: Design as a Way of Life
From the beginning, Cantoni was more than just a furniture store—it was a design movement. The company’s tagline, “great design is a way of life”, reflects the philosophy that has guided Cantoni since its inception. "Michael was one of the first to hire design consultants instead of salespeople," Shrader explains. "The focus has always been on the design, not just the sale." This design-first approach is evident in every Cantoni showroom, where clients are surrounded by carefully curated spaces that reflect the company’s passion for aesthetics and function. "We partner with the best in the industry—vendors who innovate and bring beauty to every space," says Shrader.
“Whether it's a 60,000-square-foot flagship store or a more intimate space, when you walk into a Cantoni showroom, you're aware that we focus on the environment people live in." Innovation and Curated Collections: Staying Ahead of the Curve In an industry where trends come and go, Cantoni has always managed to stay ahead of the curve by partnering with top designers and brands from around the world.
"We’ve built relationships with factories in Italy, Europe, and the U.S. over the past 40 years, and that allows us to offer something unique," Shrader shares. "Most of our competitors offer fixed products, but we have the ability to create custom pieces for our clients. That’s where we really shine." Cantoni’s team of buyers, many of whom have been with the company since the early years, play a crucial role in curating these collections. "Our buyers have been with us for so long, and they know how to ensure that what we offer is the best of the best— unique, yet attainable," she explains. "We want our furniture to be beautiful, functional, and something our clients will want to have forever."
Milestones of Growth: From Showrooms to Virtual Studios
From its humble beginnings as a 4,500- square-foot showroom, Cantoni has expanded into a design powerhouse with 9 brick-and-mortar locations, a virtual studio, two Natuzzi Italia and one American Leather showroom. However, one of the most innovative steps in the company’s evolution has been the launch of virtual showrooms. "Our newest venture is our virtual studios," Shrader says. "We’ve recognized that shopping behaviors have changed. People don’t always want to travel to a showroom, and with the rise of online shopping, we saw an opportunity to serve clients where they are."
This new concept allows Cantoni to bring its design ethos to clients in cities that don’t have a physical showroom. "People want something that feels curated and unique to their lifestyle," she adds. "With our virtual studios, they still get a personalized designer who will come to their home, bring finishes and fabrics, and create a 3D design for them. It’s a way to offer the same high-touch service without needing a physical location." Two of the 10 Cantoni showrooms are exclusively To The Trade, offering a specialized experience for professionals in the industry. Additionally, Cantoni operates with over 145 vendors and has a 150,000- square-foot distribution center in Dallas.
VICTORIA SHRADER, VP OF DESIGN
which sports ready-to-ship inventory, ensuring that customers and trade partners alike have access to premium products when they need them. Design Partnerships and a Focus on Trade Relationships While Cantoni is known for its luxury showrooms and consumer-facing design services, the company has also cultivated strong relationships within the design trade.
"We’ve always been mindful of supporting our trade partners," Shrader explains.
"We offer services in our showrooms, but we realize that the trade plays a huge role in the future of our industry. Architects, designers, and builders are a big backbone of our company’s success." Cantoni takes great care to ensure that their trade partners feel valued. "We’ve created programs that are exclusive to them," Shrader says. "We understand that their timelines are important, and we prioritize them, whether it’s getting specifications, quotes, or samples. It’s about being responsive and supporting them as they work with their clients." The company has also launched a new series called Behind the Curtain, which highlights the work of their trade partners. "We create these beautiful videos that show their story, their design process, and their work as artisans," she shares. "We want to celebrate them, not compete with them." Challenges and Opportunities: Adapting to a Post- COVID World Like many in the luxury industry, Cantoni faced challenges during the COVID-19 pandemic, particularly in the retail space. "Luxury is often the first to go when people are in survival mode," Shrader reflects. "We definitely felt that pinch." However, Cantoni’s ability to adapt has been key to weathering the storm. "COVID changed shopping behaviors. People are more comfortable sourcing online, and they don’t necessarily need to see or touch the product.
That’s why our virtual studios have been so successful. We still provide that person-to-person connection, but in a way that meets the needs of today’s clients." Cantoni has also made significant investments in technology to enhance the client experience. "We adopted new 3D design software that allows our clients to really visualize their spaces," Shrader says. "It’s a big deal for us because we want to make sure our clients are confident in what the final result will look like." Expanding into New Markets and Projects As Cantoni looks to the future, the focus is on expanding into new markets and building on the company’s strengths. "We’re expanding into virtual territory, but we’re also positioning ourselves to be more competitive with larger projects— hospitality, high-rises, and working more closely with builders and contractors," Shrader says. "We’ve done a lot of these projects before, but now we’re putting more focus on them." Cantoni is also exploring new ways to engage with designers and clients through smaller resource rooms in key markets. "We’re planning to open resource rooms where designers can come in, see finishes, and meet with clients," she explains.
A Legacy of Innovation and Design
At its core, Cantoni remains true to the vision Michael Wilkov had when he founded the company in 1984—bringing great design to life. Through innovation, strong partnerships, and a relentless focus on quality, Cantoni has built a legacy that continues to shape the world of modern luxury design. As Shrader puts it, "We’ve been doing this for 40 years, and we’ve learned a lot. But we’re not done. We’re always thinking about what’s next, how we can keep pushing boundaries and offering something truly unique to our clients. That’s the heart of Cantoni." To learn more about Cantoni and their unique modern luxury furniture, please visit:
www.cantoni.com
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