With nearly 700 exhibitors, attending the Kitchen & Bath Industry Show (KBIS) is a must if you're considering entering the North American market – Emma Hedges reveals the top 6 valuable lessons she learned at KBIS 2025.
1. KBIS is the largest kitchen and bathroom trade show in North America. Owned by the National Kitchen & Bath Association (NKBA), it takes place alongside the International Builders' Show (IBS), and together they form Design & Construction Week. This year, as always, the halls and aisles at the Las Vegas Convention Center were packed, and the atmosphere was buzzing, but the size of KBIS is not just down to the sheer volume of visitors. It covers over 500,000 net sq ft of exhibition space, with Design & Construction Week as a whole covering a colossal 1.2 million net sq ft of show space.
That's a lot of distance to cover – I personally racked up over 50,000 steps across the 3 days – and makes strategic advance planning just as crucial as comfy shoes. This year it was attended by over 43,000 registered visitors, so architects, designers, retailers, specifiers, installers and manufacturers rubbed shoulders with interiors specialists and influencers looking for their next nugget of inspo. There were also 270 international exhibitors – a mix of brands who have already made it in the States, and those who are hoping to do so.
2. To visit KBIS from the UK is a considerable investment that makes sense if you have plans to take your business to the next level and enter the North American market – and if you do, it is money very well spent. It is actually key to visit the show before you even think about exhibiting at it. For a start, it offers the opportunity to meet international brands who are thriving in the States and talk to them about their journeys. In addition, NKBA Global Connect runs a must-attend talks programme that presents a goldmine of information to help make the journey smoother. You get to hear from an array of legendary industry names at the top of their game, offering up valuable insights. These talks are incredibly well attended, so it's worth getting there early to make sure you get a spot.
3. There are countless key differences between the US and UK markets so learning about sales, distribution, and showroom partner strategies is vital if you are going to succeed. A panel discussion entitled 'Distribution and Sales Options: Go-to-Market Strategies in North America' shone a spotlight on just some of the areas that need meticulous research and planning. Finding the right distribution partner for your brand is all-important. It's also advisable to be ready to live up to local expectations. Customer service is an area that Americans excel at, and as a consequence, they expect it to be seamless – if something goes wrong, your processes need to be in place to put it right quickly. In addition, having a 'presence' in the States is essential – you need a US base so customers know where you are and a '.com' website so your brand can easily be found.
4. There are also differences in the way we communicate, so being sensitive to this is a must. In a Brand Spotlight presentation, Mark Walker of Thomas Crapper, which was exhibiting in the British Pavilion, revealed how the company had responded to retailer feedback, and adjusted the company name to TC & Company for the US market as the word 'crapper' didn't have the desired connotations. But it could be something smaller that you need to consider for your marketing material, that could nevertheless result in a lost customer – for example, the word 'frameless' doesn't resonate in the US at all.
5. North America is vast and it's pointless going after the continent as a whole, so it's advisable to pick a region. This requires research as not only can climates in each state vary dramatically, but so can building regulations, local styles and current kitchen and bathroom trends. Veronika Miller, lead consultant for NKBA Global Connect, highlighted how important it is to know who your target customer is and where they're based, so you can adapt your product if necessary and be sure it appeals. In addition, you need to educate your customer about your brand – which is where your '.com' website will come in – and highlight elements that are attractive to US consumers. For example, if yours is a family business with an engaging back story – tell it.
6. Becoming a member of the NKBA is a crucial first step if you're serious about making a go of it in the US. At KBIS, the NKBA hosts an International Delegation Programme for any interested qualified trade professionals. 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. As a member of NKBA Global Connect you will also be introduced to advisors who are actively involved in sales and distribution and can offer useful advice.
However, NKBA membership extends beyond KBIS and gives you access to respected industry experts, proprietary NKBA market data, valuable North American design and construction insights, invitations to VIP events and networking programmes – and overall, unique visibility into the market before you commit to launching. Successful entry into North America will take a minimum of 3-5 years, but in the NKBA, there is a whole team of people at the ready who want to help you prosper.
