NKBA’s international business development program presented thoughtful sessions designed to help global brands pursue opportunities in the North American Market.
The National Kitchen & Bath Association (NKBA), representing more than 55,000 North American kitchen and bath industry professionals and the owners of the Kitchen & Bath Industry Show (KBIS), offered critical guidance to international companies exploring a foray into the North American market during two Global Connect panel discussions at KBIS 2025.
NKBA’s Global Connect program is designed to help manufacturers understand business practices in the North American kitchen and bath sector, reduce risk, and prepare for successful entry into the market. KBIS, North America’s largest and most comprehensive expo dedicated to all aspects of kitchen, bath and interior design and remodeling, took place Feb. 25 to 27 at the Las Vegas Convention Center.
On Feb. 25, moderator Heather Shannon, NKBA SVP of Marketing and Communications, hosted “Building Your Brand in the North American Market.” This discussion included Erik Perez, a principal of Hello PR Group, one of the top ranked public relations, communications, and strategic brand development forms in the country, and, from M2 Consulting Group, Sherry Qualls, senior consultant, and Veronika Miller, CEO. M2 is an architect of the Global Connect program. The discussion focused on strategies for international brands that want to learn more about positioning and marketing themselves in North America.
“European brands can’t assume American consumers know who they are,” said Miller, advising that brands should approach the market “like a start-up, with marketing and storytelling. And be very conscious of pricing, because costs will be significantly higher, considering tariffs and shipping, in North America compared to their home countries. You might be a mid-market brand at home but become a higher-end brand here.”
Perez emphasized that education about the market is critical. “Learn who the audience is and where they are, and craft a story and the romance behind the brand that will appeal to them,” he said.
Impeccable communication is also crucial to expanding operations in North America. “A good website communicates that you’re serious about entering the market,” said Qualls. “Make sure it’s clear about who you are, what your products are, and is a tool to facilitate engagement with your audience — and realize that’s probably not the end consumer, it’s more likely a trade professional.”
More on this session can be found here.
On Feb. 26, Qualls hosted a panel of five Global Connect Advisors for a lively discussion about Distribution and Sales Options: Go-To-Market Strategies in North America.
The Advisors on the panel included:
- Greg Rohl, founder and principal of The Rohl Model, a luxury consultancy in the K&B industry, and a former owner and manager at premium plumbing manufacturer House of Rohl.
- Kate Bailey, Vice President of Category Management, Residential, at Ferguson Home.
- Craig Webb, founder and president of Webb Analytics, a Washington, DC-based consulting firm offering insights and strategies for the construction supply industry.
- Andrew Savant, president of Pinnacle Sales Group, a premium kitchen, outdoor, and plumbing distributor.
- Bruce Case, president of Case Architects and Remodelers, one of the country’s leading full-service remodeling firms.
In the wide-ranging session, Global Connect Advisors discussed strategies including engagement with trusted partners, involvement with buying groups, the differences between the European and American markets and how to adjust product and messaging, and justifying the time it takes to develop a brand partnership in a foreign market.
Among the key takeaways:
- Understand that the U.S. is not one market, it’s more like eight smaller, unique markets, and brands need to tailor product and messaging to each submarket.
- This is not the time for remote work. Be present in the market, and cultivate deep relationships with representatives in the market.
- Ensure that customer service is exceptional.
More on this session can be found here.
