The team revealed exclusive research and demonstrated practical application of the data at the show in Cologne, Germany.
By Dianne M. Pogoda
Germany’s interzum, a leading international trade fair for furniture production and interior design, hosted the National Kitchen & Bath Association’s Global Connect program at its recent show in Cologne, where NKBA shared exclusive research about North America and how international companies can use research insights to help them prepare for a successful entry into the competitive North American market.
NKBA Global Connect is the association’s highly successful international business development program. It is designed to bring the global kitchen and bath community together by exchanging market insights, information, and product development ideas. Through a network of expert advisors, access to proprietary research, and marketing support, the program shares go-to-market strategies to help international companies explore business opportunities in North America.
Veronika Miller, CEO of M2 Consulting Group, and Sherry Qualls, Strategic Consultant at M2, NKBA Global Connect partners, presented some of NKBA’s latest data and offered information about membership and benefits of the NKBA Global Connect program during the interzum expo, May 20 to 23.
Qualls shared detailed projections about the North American market gathered by NKBA’s research team. Among them, the residential kitchen and bath market is expected to reach $235 billion in 2025, reflecting growth of 0.8 percent. This growth follows two years of contraction. The data includes spending on remodeling projects as well as new construction, professional jobs as well as do-it-yourself homeowner projects, and the investment property sector.
Qualls drew distinctions about different roles in the industry, for example, how a kitchen and bath designer differs from a residential architect or from a design/build/remodeling contractor, as well as skilled trades professionals, technology integrators, and residential interior designers. She also explained the different retail channels and distribution models in the marketplace and what is appropriate for companies, depending on their size, investment, market niche, level of hands-on involvement, and more. These nuances are critical to understanding the roles different professionals play in the overarching design, building, and remodeling process, and how to navigate these trade and business channels in North America.
She also highlighted certain macroeconomic factors — like consumer demand, mortgage rates, the number of houses in their prime remodeling years, pricing patterns, and the strongest market segments driving growth — that are likely to impact performance across the industry.
Additionally, Qualls and Miller conducted a workshop in which they demonstrated how a designer in North America might use the research in real-life business situations.
The 2025 edition of interzum, which takes place every other year, attracted 60,000 trade visitors from 148 countries and showcased more than 1,600 exhibitors from 57 nations, supporting its position as a leading international trade fair for furniture production and interior design.
This year’s edition focused on “Rethinking Resources: Circular and Bio-based Solutions” — a theme that’s resonating strongly within the sector, and one that is reflected in the industry’s determination to transition toward a more sustainable future.
Koelnmesse GMBH, which organizes the fair, produces related fairs all over the world, including in China, Colombia, Italy, Japan, and Indonesia. The next edition of interzum in Cologne, Germany, will take place May 11 to 14, 2027. Learn more here.
