Sharp Gain in Cabinet, Vanity Sales Reported Through April
WASHINGTON, DC — Major domestic kitchen cabinet and vanity manufacturers continued to post strong sales gains through April of 2021, according to the latest in a series of “Trend of Business Surveys” conducted by the Kitchen Cabinet Manufacturers Association.
The KCMA’s latest survey reflected a year-to-date sales increase of 18.8% through April, when compared to the same four-month period last year. Custom cabinet sales for the same time span are up 22.8% over last year, while semi-custom cabinet sales rose 22.7%, and stock cabinet sales gained 15.4%, the Reston, VA-based KCMA said.
Participating cabinet manufacturers reported an increase in overall cabinet sales of 46.8% for April compared to the same month in 2020. Custom cabinet sales for the month were up 65.8%, semi-custom cabinet sales rose 49.3%, and stock cabinet sales gained 41.8%, the KCMA said.
“The numbers skew high as they reflect the recovery from the height of the COVID-19 pandemic lockdown,” a KCMA spokesman said.
Survey participants include stock, semi-custom and custom companies whose combined sales represent approximately 75% of the U.S. kitchen cabinet market, according to the KCMA.
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Nemo Tile + Stone Acquires Modern Stone
NEW YORK, NY — Nemo Tile + Stone has acquired Modern Stone Consulting, the leading specialists in the sourcing, project management and quality control of natural stone, the company announced. Modern Stone Consulting is active in both Europe and the United States, with consultants in New York, Boston and Carrara, Italy, a city known for its natural stone production and concentration. The company’s founders, Robert McArdle and Alvaro Torrecilla, bring over 40 years of expertise in the natural stone industry and will develop a comprehensive education program to complement the current knowledge and expertise of Nemo Tile + Stone employees to ensure a skilled and custom approach to stone project management, the firm added.
“We are thrilled to join Nemo Tile + Stone, and together, expand Nemo’s stone division in the company’s 100th year and beyond,” says McArdle. “With decades of experience in natural stone procurement, our team at Modern Stone Consulting is ready to arm Nemo Tile + Stone’s sales force with the tools to offer their customers the most competitive pricing, quality and lead times for any size project. This acquisition will diversify and modernize Nemo’s approach to stone selection and distribution.”
Modern Stone Consulting specializes in evaluating materials at quarries, assessing the quality as it is related to the budget of a project, curating alternate solutions specific to each client, and selecting factories for the work. Following the integration with Nemo Tile + Stone, Modern Stone Consulting will bring natural stone education to all sales channels, with a sharp focus on “cut to size” stone projects.
“As we continue to expand the portfolio of Nemo Tile + Stone, we have identified natural stone project management as an important segment of the design market that has been historically underserved,” says Matt Karlin, president and third-generation CEO of Nemo Tile + Stone. “Modern Stone Consulting’s comprehensive management package, as well as their connections to a large network of factories and quarries, allow us to curate an experience for our customers that exceeds what is currently offered in the industry. In turn, we can pass this benefit on to the design community, as stone projects are seamlessly made more efficient from a project’s concept to completion.”
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Wren Kitchens Opens Long Island Showroom
Europe’s kitchen retail specialist Wren Kitchens has launched its third U.S. showroom, this one located in Levittown, NY, bringing its total number of branches to 108 across the U.S. and the U.K.
The kitchen remodeler opened the biggest ever kitchen showroom in Milford, CT last November and its expansion plans will continue with the opening of showrooms in Selden, NY and Lawrenceville, NJ in the coming months.
The brand-new Levittown showroom at 2993 Hempstead Turnpike has created a significant jobs boost to the local area, with 30 new roles in retail. In addition to this, it’s created a further 30 jobs across manufacturing and logistics at its state-of-the-art headquarters in Wilkes-Barre, PA, where all Wren kitchens are made to order for its U.S. customers.
All under one roof, the new 19,500-sq.-ft. showroom has 61 full-sized kitchens on display, as well as various cabinet styles, colors, appliances, storage solutions, countertops, sinks, faucets, accessories and much more.
“The state-of-the-art showroom is a one-stop shop for everything that kitchen remodelers need to transform their kitchen space,” notes James Langdon, Wren Kitchens Levittown design manager. “We pride ourselves in offering quality luxury kitchens at affordable prices, and all of our kitchens are designed and made by us in the USA.”
At the heart of the showroom are two virtual reality studios where customers can use VR headsets to view their kitchen in 3D. It also encompasses two dedicated interior design suites that are free to use for local designers and architects to work with clients. Sessions can be booked by calling or visiting the showroom.
There are 16 design desks where customers work with expert designers to create their dream kitchen. They have L-shaped sofas and a large screen for customers to watch their dream kitchens come to life in 3D.
A child-safe kitchen is on display at the showroom, and it features design tips to keep children safe, such as door safety catches and locks, appliances located out of reach, cool-to-touch induction hobs and storage ideas for cleaning products.
Wren has invested $15.4 million in its 252,000-sq.-ft. facility in Wilkes-Barre, PA, and is transforming its onsite headquarters to provide support for showrooms across the East coast. Wren has also invested in its own fleet of trucks for delivery across the country.
All of Wren’s showrooms are pet and child friendly with play zones, baby changing facilities, a stroller park and a relaxing coffee area.
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Oasis at Home
While the COVID-19 pandemic has brought about many unexpected results, the refocus on the home is among the most prominent. Spending so much time at home has sparked a resurgence in remodeling and “changing things up” that rivals the busiest of times.
The bath is a room that has garnered a great deal of attention from weary homeowners, who are craving an at-home oasis that rivals the finest spas. Similar colors, materials and finishes are being favored by people who are looking to remodel the bath, so that a favorite respite can be recreated at home.
Personalization, too, is key to the changes being seen in the bath. Having spent so much time at home, residents are craving spaces that reflect their own personal style. Thankfully, bath faucet manufacturers are answering the call for personalization in the bath.
Among the hottest trends in bath faucets right now are:
–While geometric shapes are still popular, they often sport softer, more sleek and smooth lines, with curves all the rage.
–With a nod toward wellness, hands-free and motion sensor faucets have made it into the bathroom, keeping germs at bay.
–Warm tones, especially muted golds, are in high demand.
–Options abound with regard to faucet handles and spout styles, allowing homeowners to customize their choices.
–Coordinating and matching finishes and styles has returned, and not just in the bath but throughout the home.
–Matte finishes, especially matte black, are in high demand right now, with black sometimes outselling the ever-popular chrome staple.
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Lowe’s, AARP Collaborate on Aging-in-Place Initiative
MOORESVILLE, NC — Lowe’s, the major nationwide chain of home-improvement stores, has announced a multi-year commitment to become “the leading retail destination for aging-in-place and life-change solutions.”
The launch of Lowe’s Livable Home “will offer expertise, services and affordable products, with a range of styles and budgets to meet any ability by creating a one-stop destination for universal design options,” Lowe’s officials said, adding that the Mooresville, NC-based company has developed a unique online and in-store collaboration in customer education with AARP.
“Nearly every family in America at some point faces the important and often intimidating responsibility of preparing a home for life’s changes,” said Marvin Ellison, Lowe’s chairman and CEO. “Lowe’s Livable Home is uniquely positioned to help address customers’ desire for a one-stop destination with trusted resources and affordable solutions they need throughout every step of the journey.”
According to AARP, less than 1% of U.S. homes have particular features needed to support aging in the home, while 77% of people aged 50 years and older would like to stay in their current home as long as possible. In addition, eight in 10 adults aged 50 years or older want to stay where they live, but many lack the expertise or resources to adapt their home.
By visiting Lowes.com/LivableHome visitors can access a virtual library of articles and videos that will be updated regularly. AARP will help create educational online content on the site, focusing on taking age-friendly design action, Lowe’s officials said, adding that AARP will also assist in the training of Lowe’s associates.
In-store enhancements are currently underway in nearly Lowe’s 500 stores, the company said.
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Textures in Tile
While cabinets, counters, fixtures and appliances often anchor a kitchen or bath, it’s the secondary items like tile and hardware that can add the true decorative flair. Tile can carry a neutral design and add calm to the space, or provide bold color and rugged texture to deliver the wow factor.
Stone, glass, porcelain and ceramic are among the myriad elements that can be used to create tile, and all add their own look and feel to a space. Whether the desire is for a nature-inspired look or a glossy, modern appeal, tile can provide just the right accent.
–Subway tile continues to trend, but the classic look is getting an update with an array of colors and smooth texture that looks handmade.
–Shapes go beyond squares and rectangles, encompassing everything from hexagons to triangles to arabesques to chevrons.
–Three-dimensional tiles continue to garner attention, delivering surfaces that feature irregular patterns and an organic look and feel.
–Cement tiles with painted patterns add drama to backsplashes and showers alike, providing a bold addition to overall designs.
–Pastels and neutrals yield a softer hue, while saturated jewel tones and earth-inspired shades add an organic touch to spaces.
–Matte tile surfaces and textures are currently garnering major attention, complementing weathered woods, raw and patinaed metals and matte finishes on faucets, appliances and hardware.
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U.S. Finds Evasion of AD/CVD Duties On Chinese Quartz Imports
LE SUEUR, MN — U.S. Customs and Border Protection has determined in a preliminary finding that two Chinese importers of quartz surfaces have allegedly evaded antidumping and countervailing duties imposed by U.S. trade officials, according to Cambria Company LLC.
The Le Sueur, MN-based Cambria, the leading domestic supplier of quartz surfaces, said that the pair of importers were found in violation of trade sanctions by misclassifying the products in question as “crushed glass,” which is outside the scope of the AD/CVD orders. U.S. Customs now has seven months to continue its investigation and determine appropriate penalties.
“This announcement by U.S. Customs confirms that there are U.S. importers who are falsely claiming that their quartz surfaces are not covered by the AD/CVD orders because they are “crushed glass” surfaces,” said Marty Davis, president and CEO of Cambria. “By making these false claims, unscrupulous importers continue to import Chinese merchandise without paying the applicable AD/CVD duties.”
Other importers evade the AD/CVD duties, Davis charged, through trans-
shipment of Chinese merchandise through third countries before entering the U.S. without payment of the duties.
“The industry should now know that U.S. Customs and Cambria are fully aware of the ways that importers are undermining the AD/CVD duties that were imposed to stop illegal trade violating U.S. trade law and level the playing field for American companies like Cambria,” Davis said.
“Additional research by Cambria has revealed that a significant portion of the merchandise being imported from China as ‘crushed glass’ surfaces is actually covered by the scope of the AD/CVD orders,” Davis said, vowing that Cambria “continues to work with U.S. Customs to identify and hold responsible any foreign exporters and U.S. importers that are evading the AD/CVD duties through this or any other evasion scheme.”
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Markets Respond as COVID Impact Lessens
The nation’s housing, residential remodeling and kitchen/bath markets each continued to respond to post-COVID realities as 2021 enters its final months and the impact of the global pandemic dissipates. Among the key statistics and forecasts released in recent weeks by government agencies, research firms and industry-related trade associations were the following:
HOUSING STARTS & NEW-HOME SALES
Continuing a trend from the beginning of 2020, low-density, low-cost markets continue to outperform other regional geographies with respect to home construction, according to the National Association of Home Builders. “With the shift to telework brought on by the COVID-19 pandemic, housing demand continues to show the strongest gains in lower-density markets as people have flexibility to live outside some metro areas,” said Chuck Fowke, chairman of the Washington, DC-based NAHB. “As workplaces increasingly adopt hybrid work models, renters and buyers will have increased (need) to minimize travel times and reduce both housing and transportation cost burdens,” noted NAHB Chief Economist Robert Dietz, adding that homebuilding is expanding most rapidly in locations with the shortest commuting times.
EXISTING-HOME SALES
Although housing supply continues to fall short of demand, additional inventory is expected to enter the market later this year as further COVID-19 vaccinations are administered and the number of homeowners in mortgage forbearance continues to decline, according to the National Association of Realtors. Although housing demand is still strong compared to one year ago, existing-home sales have lagged in recent months, the Washington, DC-based NAR reported, noting that total housing inventory was down more than 20% from a year ago. Despite the recent lag in sales, however, “the additional supply projected for the market should cool down the torrid pace of price appreciation later in the year,” NAR Chief Economist Lawrence Yun predicted. Total existing-home sales were pegged at a seasonally adjusted annual rate of 5.8 million units, up 44.6% from a year ago, according to the latest figures. “Home sales are now approaching pre-pandemic activity,” observed Yun. And although a lack of inventory continues to be the overwhelming factor holding back home sales, the outlook, Yun said, remains “encouraging.”
CABINET & VANITY SALES
Major domestic kitchen cabinet and vanity manufacturers continued to post strong sales gains through the first five months of 2021, as demand remains at record heights and the impact of COVID-19 continues to dissipate, according to the latest in a series of monthly surveys by the Kitchen Cabinet Manufacturers Association. The KCMA’s latest “Trend of Business Survey” reflected a year-to-date sales increase of 21.6% through May when compared to the same five-month period last year. Custom cabinet sales through the first five months of 2021 were up 23.5% over the same period last year, while semi-custom cabinet sales rose 21.3%, and stock cabinet sales gained 21.4%, the Reston, VA-based KCMA said, adding that overall May sales were up 32.9% compared to the same month last year. Survey participants include stock, semi-custom and custom companies whose combined sales represent approximately 75% of the U.S. kitchen cabinet and bath vanity market, according to the KCMA.
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Google’s Impact on Your Business
The successful digital marketing of your company is based on a seemingly endless list of criteria. I think of it as creating a flywheel, when all the spokes of the wheel are moving successfully in the right direction, and your business is firing on all cylinders. Your social media is getting great impressions, you have multiple funnels of leads coming in via phone calls and emails and your website is busy with visitors.
The marketing work behind the scenes that makes this happen is sometimes hard to articulate succinctly, as each component has its own complexities for success. Google is the champion of connecting businesses and customers, and has been for years. Customers search on items using keywords, and Google determines which websites show up in the results.
Google is now making the most comprehensive updates in its history, and business owners need to act to stay relevant, and improve their website placement.
Website Ranking Changes
You may have noticed your searches on Google are showing different results than in prior months. This is due to its June Core Update, which rolled out in June 2021 and rewards websites with quality content. Website content is graded for strong E-A-T – Expertise, Authoritativeness and Trustworthiness. Another overarching assessment is called Your Money Your Life (YMYL). Collectively, they rate the quality of the content and if the content can impact the life of the visitor positively. Core competencies websites should:
Contain quality content for your website visitors. Does your website contain written content that just scratches the surface of the subject matter on your website pages? Add content that educates and informs your visitors by delving deeper into the topic. This is good for brands that have products with unique and desirable features. For example, The Corian Endura website goes into details about the product Corian Endura. “It is highly UV resistant. Colors and patterns will not fade…It won’t burn or melt in temperatures up to 1000 degrees Fahrenheit, making it a smart choice for decorative fire surrounds.” This detailed explanation of a benefit is exactly what Google is encouraging.
Use related keywords that satisfy the intent of the visitor. It is not just about the search keyword, but why that keyword was chosen. A good example is the keyword “DIY.” A person searching on “DIY Cabinetry” wants to save money on cabinetry by “doing it yourself.” That person would also benefit from a video showing a step-by-step installation, how long the project may take to complete and an estimate of the money they can save by doing it themselves.
Be trustworthy. In addition to being a quality resource for expert information, your website needs to be safe. Make sure your website’s domain is secure by correctly implementing HTTPS (Security Certificate). It is very important to you and Google, and helps to ensure any data your users input won’t be compromised by an undesirable third party. Check your website URL to ensure it begins with “https.” If you have “http,” install a security certificate.
Eliminating Cookie Tracking
Third Party Cookies enable the advertisements that tend to follow you as you browse the internet. Cookies let websites remember you, your website logins, shopping carts and more. Google uses that tracking information to show visual advertisements. This is one type of Google advertising.
There are privacy laws being written that question the legality of this practice. In response, Google has developed “Privacy Sandbox,” an advertising method that still maintains your search history to use for advertising targeting. Google simply will no longer follow you around the internet in tandem. The Sandbox concept is that their advertising will become interest-based versus a focus on a particular product or subject. In 2022, Google will no longer be tracking your activity as you bounce from one website to the next, and then using that information to follow you around with advertisements.
If your marketing includes Third Party Cookie advertising, Google is testing a replacement via Federated Learning of Cohorts technology (FLoC). FLoC is a replacement for third-party cookies that gathers data based on the behavior of groups of internet users to generate relevant online ads, rather than tracking an individual’s browsing history.
Marketing TRENDS & New Guidelines
As technology advances, so do the expectations of your visitors on websites and social media. Here are some forward-thinking trends for 2022 that will not only satisfy your audience, but will also appease Google.
Interactive Social Media Posts and Web Pages. Think about information that adds value to your audience, and entices them to partake. Questionnaires and polls are great if the participant sees the resulting information as valuable to them. An appliance company can provide checklists for appliance maintenance, and informational videos on how to clean cooktops and keep vegetables fresh in your refrigerator, all with embedded clickable links to even more information. Create a list of the most common questions your customers have about caring for the item to start your video checklist.
Micro Influencer Marketing. A micro-influencer is someone who has between 1,000 to 100,000 followers on social media. Micro-influencers focus on a specific niche or area and are generally regarded as an industry expert or topic specialist. They are gaining attention because they tend to have stronger relationships with their followers than a Macro (500,000 to 1 million followers) or Mega influencer (1 million to 5 million followers). Micro influencers come with a smaller price tag and often convert (via more likes, increased followers or sales) a larger percentage of their followers over Macro Influencers.
Nostalgia Marketing. Nostalgia marketing recaptures your audience’s attention by sharing stories and images from your past. By taking a walk down memory lane, your growth and the humanity of your brand are shared. When we revamped Giorgi Kitchens website, they provided us with a photo album of their entire design history. We created a vintage page full of photographs that date back to the 1960s. It is one of their most talked about website pages.
If your website traffic had a noticeable reduction in visitors during May and June, the above items will improve your visibility. The recent changes made by Google are the most impactful changes made in their history. It may take time for the updates to be universally seen. If you have any questions, contact me at [email protected]. I am more than happy to help fellow Kitchen and Bath Design News readers navigate the new digital landscape. 
Denise Grothouse has an extensive background in international business, branding and marketing. She specializes in digital and social platforms and integrating them with traditional marketing and branding strategies. No stranger to the kitchen and bath industry, she is best known for her work as chief brand officer of Grothouse, Inc., and president of the marketing company Perfect Six.
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PRO Act Seen Impacting Independent Firms
WASHINGTON, DC — Union-friendly legislation aimed at expanding workers’ rights to organize and collectively bargain could have a potentially deleterious impact on independent designers, installers and other self-employed contractors who serve the kitchen and bath industry, critics of the proposed law say.
The Protecting the Right to Organize Act, widely known as the PRO Act, recently passed the U.S. House of Representatives and is currently awaiting Senate action, while drawing sharply mixed reviews. If enacted, the proposed legislation would advance the labor movement’s major legislative priority: providing protections for workers attempting to organize and bargain collectively. President Biden supports the measure, but it is unlikely to advance in the Senate as an entity unto itself without either Republican support or through reconciliation, but has recently been included in the Biden administration’s proposed infrastructure bill.
The PRO Act, among other objectives, would revise the definition of “employee,” “supervisor” and “employer” to broaden the scope of individuals covered by fair labor standards. It would also significantly increase the power of labor unions, including their ability to collect dues, pursue class-action litigation and injunctive relief, protect workers’ rights and wage strikes, among other things.
But the proposed legislation has spurred sharp debate among proponents and critics. Advocates claim the law would begin to level a playing field that they say is unfairly tilted toward big business and management, currently making union organizing drives and elections unreasonably difficult. However, business groups, including the U.S. Chamber of Commerce, have opposed the act, claiming it would undermine workers’ rights, lead to widespread uncertainty and litigation, ensnare employers in unrelated labor disputes, have major tax ramifications, and force workers to pay union dues regardless of their wishes.
The National Kitchen & Bath Association, which has a significant number of independent designers and allied professionals as members, declined comment on the proposed legislation, characterizing it, at the current time, as “nascent.”
A major point of contention, critics charge, is the fact that the PRO Act is closely tied to what is known as the “ABC Test,” a multi-phased determination of whether an individual holds the status of an employee or operates as an independent contractor.
Independent contractors in numerous and varied career fields with established businesses in California, including sole-proprietor LLCs with multiple clients, have been dramatically impacted by the ABC Test since the state’s AB5 went into effect in January 2020, according to PRO Act critic Jamie Gold, CKD, CAPS, MCCWC, a Bonita, CA-based kitchen design, wellness design consultant and Kitchen & Bath Design News contributing editor.
“While aimed at forcing companies to reclassify gig workers as employees, the ABC test forced many other independent contractors out of work (and) it has the potential to do the same on a national basis if the PRO Act becomes part of federal law,” Gold says, noting that the law, if enacted, would force many businesspeople currently classified as independent contractors to be reclassified as employees.
“The PRO Act, as it currently exists, can have tremendous impacts on the kitchen and bath industry,” says Gold, citing, as one example, a requirement that kitchen and bath showrooms would have to hire all of its designers as employees, rather than contract with professionals on an as-needed basis, significantly raising their labor costs.
“Independent installers and measurers who contract with kitchen and bath firms or installation companies would be impacted, as would independent kitchen designers – particularly those without showrooms or employees – who work on a project basis with large kitchen and bath firms or design-build firms,” Gold contends. “Product designers who contract with cabinet or appliance manufacturers, as well as rendering artists who contract with kitchen designers or design firms (would also be affected).”
“You can surely see the massive disruption to our industry if this legislation passes as is,” Gold observes. “Any law that can’t distinguish between someone who drives food to customers and a designer who creates food storage spaces or food preserving appliances is a bad law,” she adds.
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