Jeff Valles: If it's new, display it!
If a solid vendor releases a new product, put it on display. No debate. Get it on the floor ASAP!
It is not about your taste, your style or what you think is hot. How many times have you heard the phrase, “I cannot believe they bought that!”
There are fabulous tightly-focused luxury showrooms that are directly reflective of its owners’ style.
Roman and Williams Guild is directly derivative of the design style of the Robin Standefer and Stephen Aleshch. They curate the store’s collection of just about everything for the home with their style filter. This curation is also seen at stores such as Room & Board, Rejuvenation Hardware and Blu Dot Design.
They all have their design niche and stick to it. However, if you are to succeed in one or two home product groups, such as luxury plumbing and hardware, be known to have all the latest and greatest. How many times have I heard a showroom saying, “No one will buy that,” and it ends up being the hot look for the year. The truth is we do not have any idea what Mr. and Mrs. Smith will fancy, but it is up to us to make sure we can find it.
Sure, some of the new designs die ugly deaths, but that is not the point. If you think every brand always hits the right note, think again. I am not going to dig deep here, but I would postulate that if a designer or go-to vendor hits one out of four, they are in rarified air.
Our market is too small to only show Euro-modern or transitional. At Phylrich, the great Dolphin and Swan series only accounted for 2% of product sales, but 7% of dollar sales. We never know what look will ignite a passion in a client. Show the new as long as you can. If it is only a fabulous dust collector, then move on. But if it hits a certain cord, Wahoo.
If I am a successful distributor of a quality company and they invest all the money and time to create a new product line, I will put it on display. In fact, we had the rule with our good representatives that if this brand introduces a new product, get it on order. We wanted to be the first in town to display its new look.
P.S. vendors: If your good distributors follow this path, you should make sure they are supported in their willingness to get your new products on display. A DPH vendor’s best marketing is making sure the best salespeople in the best showrooms have its latest and greatest on display. Without the display, sales are tough.
Except for a few heavyweights, luxury DPH showrooms are poor marketers. Yell and scream all you want, but it is true. It’s not that we cannot market. We do not have the funds to do so. Five percent of $15 million is a lot less than 5% of $100 million. Heck, running a basic digital marketing package runs between $7,000 to $10,000 a month, not including website maintenance. To reach the design and building trade along with the interested homeowner takes coordination between factory and showroom. Both need to work tighter to get the word out.
Our strong calling card to our design and trade accounts is our function and deep product knowledge. If the Smiths want a faucet they saw in Domus magazine that is manufactured in Denmark and not yet available in North America, we get it.
If it is out there, we will find it and make sure it will work as specified.
If it is new, show it and share the story with anyone and everyone.