By Jeremy Parcels, Jeremy Parcels, CKBD,Principal Designer/Owner Parcels Design Studio and NKBA Global Connect Advisor 

North America offers huge potential for incoming Kitchen and Bath companies that want to gain a share of the 179 Billion Dollar market. Oftentimes how to approach displaying your products in the right location can be mishandled, making for a very costly misstep. The allure of major cities like Los Angeles, New York City, and Miami’s high fashion design centers is too bright for many to ignore. You must ask yourself if this is the right decision for our brand,  how will those markets perceive our products, and frankly, can I afford the investment in those high-rent districts?

Those major cities have many brands trying to break into the market in the same fashion and most won’t make it or won’t make it for very long. Begging the old question, “is it better to be a small fish in a big pond or is it better to be a big fish in a small pond.” 

Making your debut in a city like Manhattan will undoubtedly cost you nearly a million dollars. For that investment your company would have to see huge sales in order to reach a sustainable return on investment.

Often overlooked is the thought of “how will our products be perceived in that market”. Each state/region in North America represents their own culture, history, and preferred design aesthetic. Understanding this with the proper help can make all the difference. For instance if you offer classic looking bath fixtures, Miami is probably not a great fit for you. However, displaying them in a more traditional city like Philadelphia would be more cost effective and place your products in a market that is more willing to purchase them. Making for better sales, return on investment, and a solid start to your base of business in the states.

To learn more about the current NKBA North American Market Outlook regarding regions to consider for initial investment, listen here