NKBA Global Connect’s programs at KBIS 2025 proved to be a great way to test the waters for international brands exploring a North American venture.

By Dianne M. Pogoda

NKBA Global Connect, the association’s international business development program, welcomed global brands to KBIS 2025 as part of its mission to help manufacturers understand business practices in the North American kitchen and bath sector, reduce risk, and prepare for successful entry into the market. But exhibiting at KBIS can require a significant investment, so to help brands just starting to explore opportunities in the U.S. and Canada, NKBA offered several programs to give them a taste of the market without a tremendous outlay.

Through its International Delegation program, NKBA Global Connect hosted foreign guests with a VIP KBIS package including a curated show experience, access to exclusive events, roundtable luncheons to learn about the nuances of the market, and get a feel for the size, scope and dynamics of KBIS before committing to exhibit.

The Global Pavilions and Kiosks offer similar low-risk exhibition opportunities to brands, manufacturers, and distributors looking at opportunities for an initial foray or expansion in the market. Pavilions are sponsored by the various country governments and/or trade commissions and provide space for brands to tell their stories and display or demonstrate products with minimal investment. The independent Kiosks are intimate booth spaces offering a way for international brands and business entities to test the waters, learn about the show and the market, and make connections in North America while exploring business expansion opportunities.

KBIS 2025 featured international pavilions from the UK, Germany, Italy, and Brazil. Four Kiosks included SCHOTT AG, a German multinational glass company specializing in the manufacture of glass and glass-ceramics; Italy’s Expo SICAM, the International Exhibition of Components, Accessories and Semi-finished Products for the Furniture Industry and producer of one of the world’s largest international furniture fairs; Italy’s Falmec, one of Europe’s leading manufacturers of ventilation and extractor systems, and InstallerShow, the largest UK event supporting the British kitchen and bath industry. InstallerShow and SICAM are NKBA Global Connect Strategic Alliance Partners.

SCHOTT is no stranger to KBIS, having invented glass-top cooking more than a half-century ago, and its components are used in products all around the floor. 

“SCHOTT makes glass, but without its placement in a cooktop, fireplace, grill, switchable window, or something else, it isn’t always interesting to the KBIS audience,” explained Jennifer Zink, Marketing Manager at SCHOTT North America/Home Tech. “SCHOTT can already be found in dozens of our customers’ booths throughout the show. Much like an Intel or a Stainmaster, there is value in our component brand. So, the kiosk format allows us to limit our investment in time and dollars, support our customers, and be more inviting to KBIS attendees.”

She said it’s hard to justify investing the time and the B2C marketing dollars for a B2B business in a large-scale exhibition space. “The Kiosk allows us to share the SCHOTT story, but still allows our team to focus on learning emerging trends so that we can plan for what ways our glass can improve and innovate for future advancements. Also, as part of the Global Connect program, we’re able to leverage our status as a global business that is supported by U.S. production.”

The SCHOTT Kiosk was “self-serve,” so customers could walk up and learn without feeling pressured to talk to someone. Additionally, Zink said that SCHOTT’s presence supports its B2B customers by helping to educate their customers about the value of SCHOTT components. “While a customer may never go out and purchase a cooktop or range solely for the glass on the top, we can certainly help educate them that seeing the SCHOTT logo means durability, dependability, and technical innovation.”

Michael Dobson, sales director for Britain’s Grant Westfield, a maker of laminate wall panels for wet applications, showed within the British Pavilion. He said wide-ranging communication was a vital aspect of exhibiting at KBIS.

“Having the opportunity for direct conversations with designers and distributors and getting their feedback was great,” Dobson said. “We value their input to learn what product types are best suited to this market.”

He added that as a first-time exhibitor, the scale of the show was “remarkable.

“We have 45 percent of the market in the UK, so there’s a fair amount of risk if that market softens,” he said. “We are looking to the U.S. for expansion within the year, so we see this as a great opportunity. Our product is design-led, adds value, and is easy to install, so we think it will be great for this market.”

Part of the appeal of showing in a smaller space is the opportunity for immediate communication with show attendees. Mark Walker, North American rep for Thomas Crapper & C0. and Whitebirk Sink Co., plumbing fixtures of the U.K., which showed together in the British space, said there was a robust interaction with visitors.

“What struck me was the great mix of designers, builders, and showrooms drawn to the show,” he said. “Designers giving us ideas, builders telling us what we can do better. It was a great exchange. The U.S./Canadian industry is so vibrant right now, and what’s refreshing is how open everyone is. There’s a great spirit of collaboration.”

KBIS 2026 takes place in Orlando, Feb. 17 to 19. Go to NKBA Global Connect to learn about the program and the new opportunities to visit and exhibit at the show, or contact info@nkba.org for more details.