In September 2024, we interviewed Christine Paulen, owner of Prouve and a nearly 40 year industry veteran. From international marketing in Europe to founding her own rep group in the US, we discussed what she loves about her work, the challenges of navigating industry shifts, and Prouve’s commitment to sustainability. Beyond her professional life, Christine is has a heartfelt dedication to philanthropy and love for traveling the world.
Prouve has been a longtime partner of Insidesource, working with us on multiple strategic accounts including Pinterest in Chicago and New York. All furniture photos shown below are lines represented by Prouve.
How did you get started?
Internships in Europe, I am originally from France. I was in finance for a while but decided that was not my thing.
I have a Masters in International Trade, I was exposed more to sales, doing market surveys for different companies. One came out which was Steelcase in Europe. After that internship, Steelcase hired me and I was responsible for international marketing for all of Europe except France, Germany, and the UK. I loved my job. I was responsible for all the newsletters, communications around new products, going to furniture fairs.
Then I got the opportunity to come to the US and transfer directly to Steelcase, San Francisco. That was in 1988-89, I was there for the 1989 earthquake – I was under a good ol’ Steelcase desk!
I went back to Europe for a few years, came back to the US in 1994, and then in 2000 started my rep group, which I’ve had now for 24 years. Furniture has been my life. It’s been wonderful in terms of our amazing community in the Bay Area. Especially as a woman, I feel like this is an industry where people are treated fairly.
What do you love most about your job?
I like European lines, so when I was building my rep package I was looking at different, unique Europe lines. Andreu World was a tiny little line of furniture from Spain, mostly focusing on hospitality. What’s nice is you make those companies like your partner, you’re able to tell them, “This is what we see working well.”
When I was curating my line package, I was looking at lines similar to Davis, lines from northern Europe, and Andreu World is more avant garde, working with designers like Phillipe Starke. When he came into the showroom, I invited some friends who care about design, we were like “Wow.” It was huge.
My heart is sold on more modern furniture and European trends, but also American lines. I still go to Paris to shop for clothes. Wearing the latest in French fashion compliments my personality.
Andreu World Adela Rex by Philippe Starck
We’ve seen a huge shift in towards more sustainable design. What is Prouve’s approach to sustainability?
Coming from Europe where the population is a lot more dense, there is not as much untouched nature like in the US. They have taken a much faster stance in making sustainability a priority. Being lined up with partners who care, that have policies in place, is something we are interested in. We don’t want furniture to end up in the landfill. Prouve can be the messenger. The US is still in its infancy stage in terms of sustainability.
When you develop a product like the Bolete with the slipcover and compostable material, you really think about how it’s going to be used in a space over time, let’s say instead of 10 years, you make it last 30 years. A client might say, “I don’t want this to go to the landfill, I’m going to change the slipcover or the base.” We are embracing and supporting the concept of sustainability, carrying the message, being the voice for many manufacturers.
Andreu World Bolete Lounge, designed by Patricia Urquiola
What’s been the biggest challenge you’ve faced professionally?
When you are representing different lines of furniture, it’s like being a mother to different children. You treat them all equally, you love them all and you care for them. Having my business for 24 years, I am a very stable representative. But it has not always been easy to navigate differences between manufacturers. I try to make sure they know I love them with all my heart and I will do everything to support them.
I’ve been through four recessions in my career. The economy and furniture industry are very connected. Having to be adaptable to market changes makes us more like a chameleon. We have to reinvent ourselves, focus on different vertical markets, or different markets within our markets.
Rug by Nanimarquina
Luckily, we have been working with amazing design firms in San Francisco like HOK, they’re very diversified, they do work with airports, stadiums, and in commercial. And then of course, all the business we do with commercial, like Insidesource, on global accounts. It’s about looking outside the box and being more proactive, not reactive.
Davis Vida Collection
Sandler Seating Geofanti by Lammhults
Sandler Seating Smirk
Martin Brattrud Del Amo
What’s your “favorite” furniture piece right now and why?
There are many favorites … what is the expression? “Stuck between a rock and a hard place?” Every year when the manufacturers come up with a new product, your head is full of those beautiful images of those products.
Since we are in this beautiful showroom, I am going to show you this chair that I love a lot, it’s called Casta. It’s a very beautiful lounge chair with wood detail on the back, it’s made with belt leather, it’s sort of a Spanish Castilian chair, inspired by what they put in castles. The way it’s manufactured, it can be reupholstered easily. It’s a gorgeous chair, beautiful details. I love this chair.
Andreu World Casta
Tell us a little about your hobbies and interests.
My professional mission is create beauty in the office environment. My mission statement personally would be similar, by looking for beauty in the outside world, in nature. I’ve been lucky to travel to the world and have had many amazing adventures. In the process I also was able to volunteer. I’ve been doing work in Tanzania, helping to get young girls educated who are otherwise forced into marriage and having children at a very young age.
I was also in Kathmandu, Nepal, where I was helping a French English school, helping to get kids out of poverty and giving them an education. The local teaching is very much based on sitting behind a desk, having one book, not having any breaks, and that’s it. But this school has been instrumental in changing the pattern, giving children the option to do to artwork and also sports.
Christine on her various travels, seen here in Iceland and Uganda
The third which has been dear to my heart, I created my own nonprofit with two other fantastic women, it’s called Mahereza (translating to “courage”), based in Madagascar. We are helping mothers and newborns, providing them food and teaching the mothers how to have a more balanced diet for their child to prevent them from being underweight.
I’ve been running the Paris Marathon and a lot of half marathons. I love skiing, preferably in Europe because I like the Après Ski. We’ve also been doing a lot of hiking, I just came back from Yosemite. We are also planning on going to the Azores in Portgual. And of course, spending time with family and loved ones, many of whom are in Europe.
What changes in commercial design do you hope to see in the future?
The number one thing – I look at San Francisco, only half the buildings are occupied. It feels like such a waste. You’re thinking about how to re-purpose those buildings to make them places people want to go to. Many are not able to accommodate infrastructure for plumbing let’s say, electrical and so forth. I understand this is impossible right now because of the cost. This could be something that would help San Francisco recover faster: designing smarter buildings to accommodate the housing need, to become more useful to everybody and the community.
Andreu World showroom, San Francisco
