That sense of discovery is intentional. In an era when customers can browse thousands of products online with a few clicks, DJ Bath Plus understands that a showroom must offer something more than inventory. The goal isn't just to display products; that isn’t enough anymore. What matters now is creating an experience.

For many visitors, the process of selecting plumbing fixtures can be overwhelming. Kitchen and bath projects often involve hundreds of decisions, multiple stakeholders and significant financial investments. Rather than creating a high-pressure sales environment, the DJ Bath Plus team focuses on making customers feel comfortable, informed and supported.

"We want people to see the showroom as exciting and full of possibilities, but not overwhelming or intimidating," said showroom director Kate Brady.

That philosophy is exactly what helped transform DJ Bath Plus into one of Northern California's premier luxury plumbing showrooms, and earned it recognition as Supply House Times' 2026 Showroom of the Year. While the showroom features an extensive selection of premium products, its success is rooted in something less tangible: a commitment to authentic customer relationships, personalized service and a belief that the showroom experience still matters.

Jeff MacDowell, executive director at Luxury Products Group, said when discussing the very best showrooms in North America, General Plumbing Supply, DJ Bath Plus’ parent company, consistently rises to the top of the list. 

“Their commitment to customer experience, design excellence, employee development, and industry leadership makes them a deserving recipient of Showroom of the Year recognition … It reflects a culture of excellence, professionalism, and leadership that has been cultivated over many years,” MacDowell said. 

Building a Luxury Showroom Brand

The story of DJ Bath Plus is not one of rapid expansion or a single defining moment. Instead, it’s the result of decades of deliberate growth, evolving customer expectations and a willingness to adapt while always staying true to the values that have guided General Plumbing Supply since its founding in 1965.

Founded by Richard and Evelyn Amaro in Walnut Creek, California, General Plumbing Supply began as a family-owned plumbing distributor. As the business grew, so did its understanding of the role showrooms could play in helping customers make informed purchasing decisions. The company's first showroom opened in Walnut Creek in the late 1980s, at a time when decorative plumbing displays were becoming increasingly important to the customer experience.

A significant step came in the early 1990s when General Plumbing Supply opened a branch focused on decorative plumbing distribution. According to showroom director Kate Brady, that decision helped expand the company's product offering and shaped the direction of its future showroom strategy. Rather than focusing solely on functional plumbing products, the company began embracing a broader range of design-oriented brands and luxury fixtures.

The next major evolution arrived in 2017 with the launch of DJ Bath Plus, the company's first standalone showroom. Unlike traditional plumbing supply locations, DJ Bath Plus was designed exclusively as a showroom experience. The move reflected the company's growing investment in the luxury plumbing market and its desire to create a destination where designers, architects, contractors and homeowners could explore products in a thoughtfully curated environment.

For Matt Hooper, account executive for professional accounts, one of the most important turning points was the decision to enter the San Francisco market.

"Up until that point, that wasn't really part of what we did," Hooper said. "When the opportunity presented itself, we moved into San Francisco. Deciding to be successful in that market, especially selling to the trade, was a big turning point."

Today, DJ Bath Plus serves as the luxury showroom arm of a company that has grown to 14 locations across distribution, wholesale, electrical and showroom operations. Yet, despite that growth, the showroom's success remains rooted in the same philosophy that shaped its evolution over the years: steady improvement, thoughtful curation and a commitment to serving customers at a higher level.

What Matters Most: Customer Experience 

Walk into DJ Bath Plus, and you'll find plenty of luxury products: designer faucets, statement tubs, premium shower systems and carefully curated displays. But ask the team what truly sets the showroom apart, and the conversation quickly shifts away from products and toward people.

In an era when customers can compare prices online, scroll through endless inspiration on Pinterest and purchase fixtures with a few clicks, the team believes the showroom's greatest advantage isn't what it sells, it's how it serves.

"We want people to see the showroom as exciting and full of possibilities, but not overwhelming or intimidating," said showroom director Kate Brady.

That balance is especially important, because many customers arrive in the middle of a major life event. Whether they're building a custom home, renovating a kitchen or remodeling multiple bathrooms, they are often faced with hundreds of decisions, unfamiliar terminology and significant financial investments.

For Matt Hooper, that means the role of the showroom consultant extends far beyond product selection.

"I try to remember what it feels like to walk into another business," Hooper said. "Do I get eye contact? Do they put me at ease? Do I feel like I'm being sold to, or do I feel like I'm working with a consultant?"

That distinction is absolutely central to the showroom's philosophy. Rather than acting as salespeople, the team sees itself as guides, helping customers navigate a complex process one decision at a time. The goal is not to overwhelm visitors with options, but to simplify the experience and help them feel confident in their choices.

Creating that environment starts immediately.

"It's customer experience from the moment someone steps in the door," said showroom manager Tim Odom. "I encourage the team to stand up, greet people, meet them at their level, show them around and then give them time to absorb the space."

The approach is rooted in authenticity.

"We want anyone who walks through the door to feel like they're having an authentic experience," said Amber Slankard. "We want them to feel like we genuinely care about whatever brought them in."

Perhaps the best illustration of that trust comes from a question customers frequently ask: "Don't show me anything you wouldn't put in your own home."

According to Hooper, that's exactly how the showroom operates. Every brand on display is one the team believes in and stands behind. In many ways, that philosophy captures the essence of DJ Bath Plus.

Relationships Over Transactions 

In many showrooms, success is measured by sales volume. At DJ Bath Plus, the team takes a different view. While product knowledge, displays and pricing all matter, the showroom's growth strategy is built on something less tangible and far more difficult to replicate: relationships.

The majority of the showroom's business comes from professional customers, including interior designers, architects, contractors and design-build firms. As a result, the team invests significant time in creating opportunities to strengthen those connections outside of traditional sales meetings.

One of the most successful examples has been partnering with manufacturers on educational events and destination experiences. These range from local training events and dinners to trips that take designers behind the scenes at manufacturing facilities or to major design events such as the International Contemporary Furniture Fair (ICFF) in New York City.

According to Kate Brady, those experiences allow the team to spend meaningful time with a smaller group of customers and develop a deeper understanding of their businesses and project needs. The goal isn't simply exposure to products — it's building trust.

For client relationship manager Amber Slankard, that's where many companies get it wrong.

"Everything is great when you're hosting a trip to New York or attending a design event," Slankard said. "But, when something goes wrong on a job site — the wrong valve arrives, an extension is needed, a finish doesn't match — that's when the relationship matters."

Those moments, she said, are what ultimately determine whether or not a customer becomes a long-term partner.

If a designer can trust that someone will answer the phone, solve a problem and advocate on their behalf when issues arise, the relationship moves beyond a transaction. It becomes a partnership.

That philosophy shapes everything from customer outreach to event planning. The team evaluates opportunities not by how many people attend, but by the quality of the interactions they create. As Slankard put it, the showroom would rather have a handful of meaningful touchpoints than cast a wide net with little follow-up.

"Our growth strategy is remembering this is a relationship-based interaction before it's a sales transaction," she said.

That commitment to quality over quantity has helped DJ Bath Plus build a loyal customer base and a reputation that extends far beyond the products displayed on its showroom floor. In many ways, the showroom's success is rooted in a simple idea: trust is earned over time, and the strongest business relationships are built long before a purchase order is ever written, and continue to be nurtured long after. 

Interior designer Andi Yablonski from Studio Yablonska said that commitment to partnership is one of the reasons she has continued working with DJ Bath Plus for years. Managing multiple projects at once requires reliable vendor relationships, she explained, and showroom consultant Matt Hooper has become an extension of her team.

"He reviews orders thoroughly, helps identify anything that may be missing, and provides information quickly and accurately," Yablonski said. "That level of attention and expertise gives me confidence that my projects are properly specified and helps prevent costly mistakes."

For Yablonski, that support extends beyond product selection. She credits the showroom's educational events, manufacturer visits and hands-on product experiences with helping her stay current on industry innovations and make more informed recommendations to clients.

Staying Relevant in a Changing Market 

For as long as Kate Brady has been in the industry, change has been the most constant part of it. 

"When I started in this industry 35 years ago, the new competitor shaking up the market was Home Depot," Brady said. "Customers were just starting to find out they could buy a range of plumbing products themselves instead of going through a plumber."

Since then, the industry has weathered the rise of big-box retailers, e-commerce, online price comparisons and now, artificial intelligence. Rather than seeing these developments as threats, DJ Bath Plus sees them as part of an evolving landscape that requires continuous adaptation.

The challenge is particularly evident when it comes to pricing. Many of the products sold in the showroom can be easily searched online by model number, allowing customers to compare prices in seconds.

"Customers may ask why something is $70 less somewhere else," said Matt Hooper. "You have to be ready for that conversation and explain the value of the service we provide."

But one thing is certain: that value extends far beyond the initial sale. Customers are paying for product knowledge, project support, technical expertise, problem-solving and after-sale service — benefits that often aren't reflected in an online shopping cart.

The team is also paying close attention to AI and digital tools. Brady believes AI will have a significant impact on the industry, but not necessarily in the way some predict.

"I don't think it will eliminate the jobs of designers and salespeople," she said. "I do think the ones that succeed will be the ones who embrace AI and figure out how to make it work for them."

Inside the showroom, adaptation takes a physical form as well. Tim Odom regularly refreshes displays, rearranges vignettes and updates featured products to keep the showroom feeling current, relevant and fresh. 

"If the showroom looks the same every time someone comes in, there's less motivation to come back," Odom said.

The philosophy is simple: embrace change where it makes sense, but never lose sight of what customers value most — personal service, and genuine expertise.

Culture, Team and the Future

While the beautiful displays and premium products help attract customers, the team at DJ Bath Plus believes people are ultimately what define the showroom's success. That philosophy shapes the way the company hires, develops and retains talent.

"You have to be open to people from different sales backgrounds," said Amber Slankard. "Plumbing knowledge can be taught. But true customer service instincts are harder to teach."

Brady agrees. "People who care and are interested in people are critical," she said. "If you don't have that, it's not going to work."

The family-owned culture at General Plumbing Supply also plays a significant role in creating that environment. According to Hooper, employees benefit from having direct access to leadership while also enjoying the support systems of a growing organization.

"The company being family-owned matters," Hooper said. "Leadership is reachable, and that helps retain good people."

Looking ahead, the team sees plenty of opportunities for continued growth. Some goals are practical. Others are a bit more ambitious.

"World domination," Slankard joked when asked about the showroom's future. Brady quickly followed with her own wish: "Find more parking!"

Beneath the humor is a serious commitment to continuous improvement. The team regularly brainstorms new ways to strengthen customer relationships, expand outreach efforts and support the sales staff.