Thinking about entering the North American K+B Market? Veronika Miller, lead consultant for NKBA Global Connect, presents 5 key points to bear in mind.
The size, scale and diversity of the North American kitchen and bathroom market is daunting. This $173billion industry, while ripe for manufacturers offering new and innovative design solutions especially those from the UK and Europe, is complex. Understanding how to avoid pitfalls as well as defining the best course for success is the goal of the NKBA Global Connect business development initiative.
Here are 5 key steps to chart your journey:
1. Become a NKBA Global Connect Member and Learn
Successful entry into North America will take a minimum of 3-5 years. Through becoming a NKBA Global Connect Member, you can access advisors, consultants, NKBA market research and key events and programmes designed to help reduce your risk and craft a path forward.
The National Kitchen and Bath Association is the only all-industry kitchen and bathroom association in North America serving almost 50,000 members in the US and Canada. The association serves every aspect of the industry – designers, showrooms, retailers, distributors, manufacturers, dealers, independent sales agents and industry partners – in a variety of vertical categories including cabinetry/furniture, surfaces, appliances, decorative and functional plumbing fixtures and fittings, lighting, decorative and functional hardware, as well as other accessories and finishing products.
The NKBA Global Connect business development programme facilitates access to a full complement of NKBA members, all ready to assist with product portfolio reviews, pricing strategies, go-to-market strategies, merchandising and marketing considerations and more. Assessing your North American market readiness begins with NKBA Global Connect.
2. Visit KBIS
The largest North American kitchen and bath industry show (KBIS), owned by the NKBA, is held annually during the first quarter of the calendar year. The 2025 edition will take place 25th - 27th February, 2025 in Las Vegas. Ten years ago the National Association of Home Builders (NAHB), owners of the International Builders Show (IBS) , agreed to co-locate their event with KBIS. Together these events comprise Design & Construction Week (DCW) covering over 1,000,000sq ft (100,000sq m) of space, where over 1000 exhibitors present their products to over 110,000 attendees.
If you are considering expansion into the North American kitchen and bathroom market, attending this event is a must. The NKBA hosts an International Delegation Programme for any interested qualified trade professional. This VIP programme offers entry into several private events, preferred seating at various conference programmes and tickets to networking and social parties. Global Connect members receive special pricing consideration.
Should you be interested in having a presence at the event, the NKBA Global Connect team can advise on how best to move forward. Country Pavilions as well as the Global Connect Lounge and Kiosk spaces in addition to individual exhibitor stands are available for consideration.
3. Pick a region
North America is large. With close to 85million single family homes in the US alone, 80% of which are 20+ years old, homeowners are continuously remodeling. But where they live and why is an important factor in approaching the market.
During and immediately after Covid, America experienced ‘Urban Flight’ phenomena as did many other countries. Millennials and older Gen Zs especially moved out of expensive, compact living situations to suburban and even rural areas where they could reduce expenses, gain more space and improve their quality of life. Geographically, areas including Northern Virginia, Northern Maryland, Delaware, North and South Carolina, Northern Florida, Tennessee, Texas and Arizona became new population growth areas. With this migration came new design and style influences, life stage needs and ways of living. Understanding the diversity of these regions is key to determining the best entry market. Simply planting a showroom in NY or LA will not likely be the profitable solution.
4. Build a product portfolio
Americans love their kitchens and bathrooms. NKBA Design Trends data suggests North Americans have adopted an appreciation for more contemporary European and International styles – especially those products that offer great design with efficiency and functionality. Integrated lighting, functional hardware in furniture and cabinetry, modular components designed for movability, worktops and counters with built-in technology, induction cooking, touchless taps are just a few of the many product innovations being welcomed in America. Millennials and Gen Z customers generally prefer less clutter in favor of sleek lines, durable finishes and hidden storage.
Americans value products with a provenance and a story. Understanding the heritage of manufacturing, the source of raw materials, the history of how the product was developed adds value to its place as a functional object. Products designed, developed and/or made in the UK and/or Europe have a particular caché. When developing your product portfolio pay attention to its provenance where possible.
American design and construction professionals want imperial measures – not metric – and will want to adapt only slightly what has become known as European style. Keep in mind Americans are just now understanding the concept of European Kitchen Furniture as well as European drain systems and shower trays. American installers and other trade professionals will need training and product knowledge to deliver the best installed finished product.
5. Find a sales/marketing/distribution partner
Given the complexity of the American kitchen and bathroom market, it’s best to find a trusted partner with feet on the ground and in-depth knowledge of the market. The role they will play in servicing and supporting your presence will be invaluable. Americans are an impatient lot. Customer service and timely resolution are extremely important.
When assessing who best fits your needs, be sure you understand how important you will be to your partner – where you fit in the pecking order. Confirm their financial role in your success. Determine how involved you will need to be in co-selling, training, defining product assortments and supporting marketing and merchandising programmes. Be clear about who owns the brand and its investment plan. Be sure you’re clear about your seat at the table.
As a member of NKBA Global Connect you will be introduced to advisors who are actively involved in sales and distribution and will happily advise on these and other considerations.
The North American kitchen and bathroom market is ready for innovative, interesting and inspired kitchen and bathroom products. European and UK products have a panache that American designers and consumers embrace. If you’re looking to expand, North America can be a rewarding and profitable choice.
