SV - Housewares Salary Survey
Annual Salary Survey
Housewares / Homewares Suppliers - May 2024
Summary
As in previous years, salaries are affected by supply and demand within the labour pool and there have been some exceptional salaries offered to key people by businesses that choose to make a big investment to someone who is expected to make an exceptional contribution.
Sales Representatives have been hard hit in recent years as their sales revenue often looks small compared to the account managers that deal with major multiples. Most suppliers have reduced the number of regionally based Sales Representatives they employ and either asked the remainder to cover a larger area or employed self-employed sales agents in low turnover areas. In the last 2 years, we have seen a significant increase in the recruitment of sales reps – largely led by an increased consumer interest in the independents led by COVID.
Recruitment at Key Account Manager, National Account Manager & National Sales Manager level has been healthy with suppliers determined to realise sales opportunities for housewares and homewares right through the high street, department stores, on-line, DIY and garden centre multiples. In fact, most companies that are reporting significant growth suggest that internet retailers have delivered the majority.
This survey is focused on the UK housewares/homewares trade.
We can all understand the pinch felt by someone who sees no increase in basic income, targets that are difficult to attain and the cost of living increasing around them. It won’t surprise you to hear that this type of individual will be looking at job advertisements and calling recruitment consultants.
Trainees / Merchandisers:
(i.e. currently in retail or internal sales looking for step into field sales or field merchandisers on permanent or seasonal contracts).
Salaries offered were usually £22,000 to £28,000 but we made placements at £30,000 for more experienced Merchandisers / Trainees. A company car or van is usually provided and can be a significant benefit to those who have previously had to provide their own vehicle. Few other benefits are required.
Sales Representatives:
(Managing a sales territory as part of a sales team and generally report to a Sales Manager).
Sales Representatives were paid £35,000 - £50,000 with the average at £38,000. The extremes of this range reflects market conditions. The average being paid to Sales Representatives in the housewares trade is £38,000 but it is not always easy to attract sales people at this level because:
- A company may be willing to offer a little above the market rate but in reality an offer of £36,000 to a sales person currently earning £35,000, in isolation will not encourage a job move.
Key Account Managers / National Account Executives:
(Managing a portfolio of customers; generally department stores or regional key accounts or may support a National Account Manager).
The range we experienced was £40,000 - £48,000 with an average of £44,000 which is an increase on last year. The average bonus available was 10% of salary and was paid quarterly or annually. The lower end of this band has increased as several employers are tempting existing key account managers to move for improved pay.
National Account Managers:
(Managing a portfolio of national retail customers, usually reports to a Director).
National Account Managers generally earn £50,000 - £65,000 with an average of £55,000 and all have the potential to earn bonus of 10% to 30% of basic salary. The wide range of salaries is largely as a result of value, as NAMs can be responsible for £2m or £30m of sales depending on the situation. At a higher level you would expect a NAM to have a broad skills base to include supply chain management, trade marketing, terms negotiation and an extensive network behind their buyers.
We are also seeing higher salaries for those with experience of managing Amazon.
A NAM at a smaller organisation that is fighting for listings may otherwise be called a Business Development Manager and receive a basic salary of £48,000 with a larger commission incentive. As a generalisation, NAM’s seek to move upwards to improve the status of their customer portfolio or to a bigger brand or to create a better work / life balance (i.e. have a head office or customers that are closer to their home).
National Sales Managers:
(With responsibility for a national team of employed Representatives or self employed Sales Agents together with some national retail or wholesale customers. Usually reporting to a Director).
There has been an increase in recruitment in this area in the last year and our sample is twice the size of last year.
The salary range was £55,000 - £70,000 with a bonus of 15% - 20%. The average salary was £60,000.
Sales Directors:
(Fully accountable for UK and sometime international sales. P&L responsible and managing a national sales team, Account Managers and retaining high level contact with key customers. Reports to the Managing Director/Chief Executive Officer).
The survey revealed salaries in the range of £85,000 - £140,000. There have been few roles hired in the housewares trade at this level in the last year.
Marketing:
Depending on the size of company, Marketing Managers will either be solely responsible for the company’s marketing activities or in larger organisations be responsible for managing a team of marketers. Salaries usually vary from £50,000 - £75,000 depending on the level of responsibility as above.
Remuneration packages will often include company cars or allowances and have a bonus built in that reflects company performance and/or budget achievement. Marketing Directors can usually expect salaries in the range of £75,000 - £120,000+ with similar benefits and have Board responsibility for all marketing and product development.
Product Managers:
(Along with Product Development Managers has seen an increase as more UK companies develop their own lines).
They will be paid £38,000 - £58,500, depending on their level of experience, and will seldom receive a car. They may have a bonus built in that reflects company performance..