Steve Ambeau named president of Palliser brand

WINNIPEG, Manitoba — Palliser has named Steve Ambeau president of the Palliser brand.

He fills a position previously held by President and CEO Peter Tielmann, who remains chief executive officer of Palliser Furniture Group, which includes the Palliser brand and retail brand EQ3.

Ambeau has been with the company since June 2021, serving as chief marketing officer for both Palliser and EQ3. His new role as president of the Palliser brand took effect earlier this month.

Steve Ambeau

In his new position, he will oversee sales, development of the Studio gallery program, product and merchandising, R&D, quality, information technology, marketing and customer care. He reports to Tielmann.

“Steve joined Palliser in June of 2021 as group CMO of both Palliser and EQ3,” Tielmann said. “Since that time, he has been an integral part of our executive leadership team, driving the continuing evolution of our brand and ideation that has led to positive change throughout our organization. I am both excited and optimistic about what the future will hold under Steve’s direction.”

Before joining Palliser, he was chief marketing officer of digital communications company Rapid RTC. Before that, he was head of marketing communications for BMW of North America and was previously global head of digital marketing for the BMW Group, where he also held other roles including brand communications manager and digital marketing and communications manager.

He was also previously director of digital media for Gel Communications and before that was marketing/education specialist for Zurich North America.

“Ambeau has worked extensively with tier one brands, leaning on his deep expertise in areas such as customer insights, performance marketing, digital platforms and strategies, and cultural transformation to build brands and companies for long-term success,” Palliser said in announcing his promotion.

Ambeau said that he is “both humbled and excited by the opportunity to work alongside the wonderful people of Palliser and to lead the brand into our next chapter. It’s special to be a part of a brand rooted in family values, with an 80-year heritage. That is a unique story and one that should be celebrated and told to the new generation of buyers.”

“As a Canadian company we tend to bring an apologetic approach to our persona, at times shying away from talking about ourselves,” he added. “While I have no desire to change the approachable aspect of our brand, I am anxious to expand our voice where we can. As Palliser is named after the intrepid explorer John Palliser, we must continue to approach our customer with a great deal of curiosity and to uncover what it is they need. From there, we must react and react fast.”

Thomas Russell

Home News Now Editor-in-Chief Thomas Russell has covered the furniture industry for 25 years at various daily and weekly consumer and trade publications. He can be reached at and at 336-508-4616.

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