I recently visited a kitchen showroom that buys some of its products from us. There was new slatwall with a single plumbing line on it. It was a major line that I sell in my showroom. I also recently saw that same line in an appliance store showcased as its only plumbing line.

I then went across the street to a larger bath showroom with old displays. They had the same displays that I saw years earlier, but in even worse shape. More than half of the displays were in shambles or incomplete. The store seemed to have a lot of lines, which is fine by me, until I ran across some high-end lines that I also carry. They were displayed so poorly that they were simply out of place for this showroom. To be honest, I thought the line was more exclusive or was shooting for a better image than what was represented at this store.

“What’s going on here?” I thought to myself.

If I wrote my personal mission statement, it would be similar to a lot of business mission statements throughout the decorative plumbing and hardware industry. It would include something about creating a niche by providing unique high-end products to discerning consumers.

I’ve always operated this way, but lately, I sometimes wonder, am I still that guy, or am I just the guy who has the same stuff everyone else has but at a higher price? Or put another way: Has our industry lost focus or has it grown up a bit?

Brand Identity

I recently read an article in Kitchen & Bath Design News that indicated consumers earning an annual income of $200k or more are twice as likely to agree with the statement, “I believe that the brands I buy somehow reflect on me” than those who make less.

This is good to know.

Now I wonder if all of the vendors who have their $1,000+ faucets in warehouse-type, run-down showrooms think that this is helpful in achieving the brand identity they are seeking.

It’s hard to stay focused on bringing unique, high-end and often expensive products to our markets when we are continually tempted to sell to the masses. The line is not so clear anymore between the typical DPH store and what you find at the plumbing supply house or on the Internet.

And selling service as the differentiating factor is a hard sell. A big chunk of customers buy products, perceived value and status ahead of customer service.

In the past, I’ve judged products and vendors by a simple question: Is this a company I could grow with?