Newsleak August 2007 Clean

Jeff Burton Presents Legacy Lecture at
Florida Regional Meeting
Volume 6 No. 5
August 1, 2007
1
Jeff Burton’s Legacy Lecture
Supreme Court Decides
Minimum Pricing May Be OK
3
President’s Message
4-5
Board and Sponsors
Wood Heads DPHA Slate
9
A Rebuttal to Who Makes
the Market
10
20 Comply with Data Standard
14
2007 Conference Program
16
Gold Circle Profile: Linkasink
20-21
DPHA Product Showcase
New Products at Showcase
24-25
Awards Profile: EWS
Florida Tour Recap
28
DPHA Nears 500 Members
32
DPHA HD Pavilion a Go
34
New Members
DPHA Past President and Fellow Jeff Burton (The Bath and Beyond) never stops
contributing to his industry. He gave unselfishly of his time and expertise to present the legacy lecture at DPHA’s July 26
South Florida Regional Meeting. His
humor, wit, intellect and insight kept 100
attendees captivated and hungering for
more when the remarks ended.
The purpose of the Regional Meeting
Legacy Lectures is to tap the experience of
DPHA’s Council of Fellows. DPHA asks
our industry’s most distinguished leaders to
relate the lessons that experience teaches
and provide ideas that can help provide
other DPHA members with competitive
advantages. Jeff Burton did not disappoint. He began his remarks by describing
that today’s economic environment pres-
ents challenges but
it is part of a cyclical process that
also creates opportunities. “The
next couple of
years will be extremely hard,” he
said. “It is remiJeff Burton
niscent of 1980 and
1981 and 1990 and 1991. There will be
the temptation to ‘buy’ jobs with little
profit to generate cash flow. You will
begin to see competitors increasing their
discounts, forcing everyone to make business decisions. The good news is that there
also is opportunity to make money in this
type of economy and excel when times get
better.”
continued on page 12
Supreme Court Decision on Minimum Pricing May
Have Long-Term Impact on DPH Industry
The following article is the focus of the
DPHA Perspectives Column that will
appear in the September issue of Kitchen
& Bath Design News. DPHA Past President Jamie Gregg, Esq. (Colonial Bronze)
bylined the article.
The U.S. Supreme Court, on June 28, overturned a nearly century-old anti-trust
precedent that may – and may is the operative word – permit manufacturers of decorative plumbing and hardware to set
minimum pricing for their products.
Leegin Creative Leather Products, Inc. is a
manufacturer of high-end purses and
leather goods that produced products
under the brand name of “Brighton.” Its
approach to retail is not dissimilar to
many manufacturers of
decorative plumbing
and hardware. Leegin
depends exclusively
upon the independent
channel for its distribution.
Jamie Gregg
Company President Jerry Kohl believes
that his best chance for success is to partner with specialty retailers whose staffs
have superior knowledge and whose ownership are committed to providing exceptional service. Kohl believes that
independent specialty retailers treat customers better and provide a superior shopping experience than do large multi-branch
retailers or national department stores.
After attending a series of workshops at
continued on page 6
Proud Member of
DECORATIVE PLUMBING &
HARDWARE ASSOCIATION
architectural commercial specification
Now stocking:
Julien, Laufen, Panasonic, Seura and Wet
Representing the industry’s most innovative,
prestigious and original manufacturers is
more than our mission; it’s our passion.
16760 Stagg Street, Suite 201 Van Nuys, CA 91406
t : 8 1 8 . 3 0 4 . 7 3 0 0 f : 8 1 8 . 3 0 4 . 7 3 0 1 w w w. a c s s p e c s . c o m
President’s
Message
A Harbinger of
Things to Come
mer limousine sponsored by THG,
Baci, Sonia, Kallista and High
Point…what a day!
DPHA President Jeff Robboy
If the attendance and passion at the
Florida Regional Meeting are any indication of what we can expect at
DPHA’s Sixth Annual Conference
and Product Showcase, we are going
to set Bean Town on its ear! The
Florida regional meeting exceeded
all of our expectations. There were
100 attendees, representing dealers,
manufacturers, representatives and
prospective members. Jeff Burton
dazzled the audience with a brilliant
legacy lecture that related many of
the lessons that he has learned in his
stellar career in the decorative
plumbing and hardware industry.
The networking and educational activities were complimented by three
showroom tours and a visit to the
Baci by Remcraft manufacturing facility in Miami. DPHA extends its
heartfelt thanks to Debbie Miller
(Millers Decorative Plumbing and
Hardware), Vicki Findley (Miller’s
Fine Decorative Plumbing and Hardware) and Ada Aldana (Designer’s
Plumbing & Hardware) for opening
their showrooms to their peers and
providing the type of hospitality that
has become a DPHA hallmark. Because of the success of the showroom tours in South Florida,
showroom tours are likely to become a staple of all future regional
programs. I also can’t help but mention that our transportation for the
showroom tour was a stretch HumAUGUST 1, 2007
The success of South Florida’s meeting is immeasurable. Prospective
members that attended the South
Florida regional meeting now understand why KBDN Editor Eliot Sefrin
referred to DPHA as “the essence of
a trade association.” For DPHA
members in the region, the organization offered a new deliverable, providing staff with an opportunity to
connect with their peers and realize
that they are part of a vibrant, dynamic and professional industry.
For representatives, the regional
meeting offered a unique forum to
meet other local reps in a relaxed
and amiable atmosphere. Manufacturers also were able to meet face-toface with showroom owners and
reps to discuss projects, business climate and to capitalize on the opportunity to reinforce relationships.
Education, networking, competitive
advantages. They were all present at
the South Florida Regional Meeting.
Additional thanks go to Membership
Committee Co –Chairs Melissa
Allen (Cobblestone Court) and Al
Rykus (Watermark Designs) for
helping to organize the event.
We are starting to feel excitement
build for the Annual Conference and
Product Showcase. Already, more
than 300 DPHA members have
made reservations to be at the Seaport Hotel in Boston. We have every
reason to believe that DPHA will set
another attendance record this year.
Our conference begins with Jack
Mitchell, our keynote presenter and
author of Hug Your Customers.
Mitchell will set the tone for the
conference by describing how to create a customer service culture that
permeates an entire organization.
His two clothing stores in Westport
and Greenwich total no more than
8,000 combined square feet, yet they
generate $65 million in annual sales
and have among the highest margins
in the industry. Mitchell’s address
will be divided into two
presentations. The first describes
how to hug your customers, e.g. develop a customer service culture.
The second examines how to train
staff to execute a customer service
plan.
Boston’s breakout sessions include
programs on how to develop a
merchandising plan presented by
Hank Darlington, how to make your
showroom a destination business
presented by Jon Schallert and how
to develop a marketing plan presented by Jack Harmes. For reps,
guidance will be offered in a unique
roundtable for growing an agency
business presented by Ken Avery,
John Stehr and Jim Schroeder.
It should not come as a surprise that
the 2007 Product Showcase sold out
in record time. The DPHA Showcase formula creates value for the
three main links in the supply chain.
The Showcase is designed to spotlight new products (some of which
are highlighted in this issue of
Newsleak) while allowing dealers,
manufacturers and representatives to
discuss strategies for building
stronger relationships among the
three principal partners in the supply
chain. Our Showcase, first and foremost, is about education and it remains a key component that is
continued on page 10
NEWSLEAK 3
DPHA Board of Directors
President: Jeff Robboy, Baci by
Remcraft (Opa-Locka, FL)
President-Elect: Debbie Miller, Millers
Decorative Hardware (Dania, FL)
Secretary: Faye Norton, Designer Hardware
by Faye (Oklahoma City, OK)
Treasurer: Jonathan Wood, Brasstech (Santa
Ana, CA)
Immediate Past President: Jim Babbitt,
Hot2Cold (Northfield, IL)
Directors
Melissa Allen (Cobblestone Court)
Larry Brodey (Jaclo Industries)
Jeff Burton (The Bath and Beyond)
Chuck Butch (Altmans)
Tony Carter (Carter Hardware, Inc.)
David Crossley (Durvait, USA)
Caspar DeJong (Legacy Brass, Inc.)
Rene DeRose (DeRose Designs)
*Jack Fase (Alno, Inc.)
Bill Fiddler (Fiddler’s, Inc.)
Barry Goldberg (Union Hardware)
Jamie Gregg (Colonial Bronze)
Marilyn Hermance
(Westheimer Plumbing & Hardware)
Dick Isaacs (Mariner America)
Sarah Jenkinson (Barber Wilsons & Co./
Black Country Heritage)
Larry Kaluzna (Waterware)
Mary Labowitz (Premier Marketing)
*Bob Lando (Community Home Supply)
Lloyd LeBlanc (Julien)
Joe Long (J. Long & Associates)
Tim Murphy (Klaff’s)
Tony Musso (Italbrass)
Anthony Palmer (Brassworks, Ltd.)
Ron Raffel (Raffel Sales)
Jim Rennolds (Neptune International)
Mark Rohl (Rohl, LLC)
Jody Rosenberg (Sonia America)
Al Rykus (Watermark Designs)
Steve Shedden (Shedden Sales Company)
Jon Spector (Dornbracht)
*Debby Stehr (Stehr Enterprises)
Stuart Stern (S&H Hardware of NJ)
Jim Tomafsky
(Mountain Plumbing Products)
Steve Weinberg (The Glassmith Shop)
* Executive Committee Members
A Publication of the Decorative
Plumbing & Hardware Association
Volume 6 No. 5
DPHA’s mission is to provide competitive advantages to
manufacturers, representative agencies, and independent
dealers of decorative plumbing and hardware.
2007 Gold Circle Sponsors
Alno Inc.
Baci by Remcraft
BainUltra
Brasstech
Colonial Bronze
de la Frontera
Dornbracht, Americas
Forte Buying Group
Ginger Company
Graff
Jado
Jaclo Industries
Julien, Inc.
Kallista
KWC America, Inc.
Lacava Designs
Legacy Brass
LinkaSink
Methven USA, Inc.
Mountain Plumbing
Products
Native Trails
Neptune International
Omnia Industries, Inc.
Porcher
ROHL, LLC
Sonia America
Toto USA, Inc.
Victoria & Albert Bath
Von Morris Corp.
Patrons
American Faucets &
Coatings Corporation
Blanco America
Kimball & Young
Laufen Bathrooms
Partners
Americh Corp.
Aquabrass
International Corp.
Barber Wilsons &
Co./Black Country
Heritage
Bates & Bates
Berenson/R.
Christensen
Hardware
Brass Elegans
Forms + Fixtures
Hot2Cold
Union Hardware
Sponsors
Danze Faucets
Jensen Industries
Water Decor
Newsleak is published 8 times a year by DPHA, 7900 Wisconsin
Avenue, Suite 305, Bethesda, MD 20814; 1-888-411-8477; 301907-9326 (f); [email protected]; www.dpha.net.
4 NEWSLEAK
AUGUST 1, 2007
Wood Heads Slate
The Nominating Committee’s proposed slate of Directors and Officers to serve on the 2008 Board of
Directors is as follows:
Officers
President-Elect: Jonathan Wood (Brasstech)
Secretary: Steve Weinberg (The Glass Smith Shop)
Treasurer: Barry Goldberg (Union Hardware)
Jonathan Wood
Debbie Miller (Millers Decorative Plumbing and Hardware) automatically accedes to the Presidency. Jeff
Robboy (Baci by Remcraft) assumes the position of Immediate Past President.
Enclosed with this issue of Newsleak is a proxy ballot. Members are encouraged to return the proxy even
if they plan to attend the October 5-7 Annual Conference. The election will take place at the Annual
Awards Luncheon, Saturday, October 6. Members that want their proxy returned, can obtain it at that
time.
Directors
Melissa Allen (Cobblestone Court)
Jim Babbitt (Hot2Cold)
Jeff Burton (The Bath and Beyond)
Chuck Butch (Altmans)
David Crossley (Duravit, USA)
Tony Carter (Carter Hardware, Inc.)
Caspar De Young (Legacy Brass, Inc.)
Jack Fase (Alno)
Bill Fiddler (Fiddler’s)
Kimberly Frechette (BainUltra)
Jamie Gregg (Colonial Bronze)
Marilyn Hermance (Westheimer Plumbing &
Hardware)
Dick Isaacs (Mariner America)
Sarah Jenkinson (Barber Wilsons & Co.)
Larry Kaluzna (Waterware)
Mary Labowitz (Premier Marketing)
Bob Lando (Community Home Supply)
Joe Long (J. Long & Associates)
Tim Murphy (Klaffs)
Tony Musso (Italbrass)
Ron Raffel (Raffel Sales, Inc.)
Jim Rennolds (Neptune International)
Mark Rohl (Rohl, LLC)
Jody Rosenberg (Sonia America)
Al Rykus (Watermark Designs)
Steve Shedden (Shedden Sales Company)
Debby Stehr (Stehr Enterprises)
Stuart Stern (S&H Hardware of New Jersey)
Jim Tomafsky (Mountain Plumbing Products)
AUGUST 1, 2007
NEWSLEAK 5
Supreme Court Decision continued from page 1
Harvard University, Kohl realized that in order to
differentiate Leegin from the competition he had to
reinvent his operation to provide the type of customer service and product lines that were unavailable from any other source. His goal was to create
products and deliver on services that would garner
customer loyalty and eliminate any reasons for customers to buy from competitors.
By the mid 1990s, Leegin expanded the Brighton
line to include handbags and other accessories.
One of Leegin’s 5,000 boutiques was PSKS, Inc.
that operated a retail store by the name of Kay’s
Kloset in Lewisville, TX. Kay’s Kloset first purchased products from Leegin in 1995 and did very
well with the line. The store promoted Brighton
products in its ads and held special events revolving
around Brighton products in the store. The company claimed that Brighton was its most important
brand, responsible for 40 to 50% of its profits at
one point in time.
In 1997, Leegin sent Brighton retailers the
“Brighton Retail Pricing and Promotion Policy,”
that set suggested retail prices for its products and
indicated that Leegin would not provide products
to any one that sold below the minimum pricing
levels it established. The only exception was for
products that were not selling on the retail floor.
Leegin wrote to its customers, “In this age of mega
stores like Macy’s, Bloomingdales, May Co. and
others, consumers are perplexed by the promises of
product quality and support of product which we
believe is lacking in these large stores. Consumers
are further confused by the ever popular sale, sale,
sale, etc.
“We at Leegin, choose to break away from the
pack by selling [at] specialty stores; specialty stores
that offer the customer great quality merchandise,
superb service, and support the Brighton product
365 days a year on a consistent basis.
“We realize that half the equation is Leegin producing great Brighton products and the other half is
you, our retailer, creating great looking stores selling our products in a quality manner.”
In 1998, Leegin created its Heart Store Program,
providing incentives to retailers that would support
Brighton products and agree to sell at Leegin’s suggested retail pricing. The stated purpose for the
minimum pricing policy was to enhance the brand’s
6 NEWSLEAK
image and reputation by ensuring that its retailers
would have sufficient margins to provide superior
customer service. Kay’s Kloset became an initial
Heart Store participant but lost its status after a
Leegin sales person visited the store and concluded
that it did not meet Leegin’s standards. Despite
losing its Heart Store status, Kay’s Kloset continued
to successfully sell Brighton products and increase
its sales volume.
In December 2002, Leegin discovered that Kay’s
Kloset had discounted the entire Brighton line by
20%. Kay stated that its discounting practices were
a matter of survival because other retailers in the
area also were discounting Brighton products
below Leegin’s suggested minimum pricing. Leegin
requested that Kay discontinue its discounting
practices. When Kay refused, Leegin suspended all
shipments of its products to Kay’s Kloset. Kay responded by filing an action under Section 1 of the
Sherman Anti-Trust Act, arguing that Leegin had
coerced retailers into illegal agreements to fix pricing.
Kay’s Kloset received a $1.2 million damage award
that was automatically trebled to $3.6 million. The
company also received damages for legal fees that
brought the judgment to nearly $4 million.
Leegin unsuccessfully appealed the ruling to the
Fifth Circuit Court. The Supreme Court of the
United States granted certiorari and decided to hear
the case even though there was no requirement to
do so.
The granting of certiorari in this instance was the
first indication that the Supreme Court was interested in reviewing a precedent that dated back
nearly 100 years. Many commentators took the
granting of certiorari as an indication that the
Court might dramatically change the existing law.
Those commentators were correct. In a five to four
decision, the Supreme Court ruled in favor of Leegin’s appeal and in doing so overturned a 1911
anti-trust precedent established in the case of Dr.
Miles Medical Company v. John D. Park & Sons
Co. The Dr. Miles case established the rule that it
is a per se violation of the Sherman Anti-Trust Act
for a manufacturer to set the price a distributor can
charge for a manufacturer’s goods. The per se rule
means that a plaintiff suing for damages under the
continued on page 7
AUGUST 1, 2007
Supreme Court Decision continued from page 6
Sherman Act need only prove that the manufacturer had a policy establishing a minimum resale
price and that the plaintiff was damaged as a result
of that policy. There is no defense against a per se
illegality.
In overturning the Dr. Miles decision, the Supreme
Court stated that agreements establishing minimum
prices for which goods can be sold must now be
considered under the “rule of reason.” Under the
rule of reason standard, the fact finder must weigh
all of the circumstances in deciding whether a restrictive practice imposes an unreasonable restraint
on competition. The issue to be decided is not
whether the practice of setting minimum pricing is
restrictive, but if the practice is so restrictive as to
impose an unreasonable restraint on competition.
As a consequence, a plaintiff attempting to sue
under the Sherman Act must bear a considerably
heavier burden of proof than before.
In its justification why the rule of reason should
apply to resale price maintenance policies the Court
used as an example how some discount retailers get
a “free ride” on the efforts of other, non-discounting retailers. Justice Kennedy who wrote the major-
AUGUST 1, 2007
ity opinion presumably takes a shot at Internet retailers who benefit from brick and mortar showrooms. Kennedy wrote, “Consumers might learn,
for example, about the benefits of a manufacturer’s
product from a retailer that invests in fine showrooms, offers product demonstrations, or hires and
trains knowledgeable employees…If the consumer
can then buy the product from a retailer that discounts because it has not spent capital providing
services or developing a quality reputation, the
high-service retailer will lose sales to the discounter,
forcing it to cut back on its services to a lower level
than consumers would otherwise prefer. Minimum
resale price maintenance alleviates the problem because it prevents the discounter from undercutting
the service provider.”
Justice Kennedy’s words are music to the independent decorative plumbing and hardware channel.
Permitting manufacturers to set minimum pricing
provides incentives to motivate dealers to invest in
their showroom and commit to staff education and
training. Doing so allows the dealer to be more
competitive without the fear of customers being edcontinued on page 8
NEWSLEAK 7
Supreme Court Decision continued from page 7
ucated in the showroom only to turn around and buy
products on the Internet or from a wholesale discounter or buying club. The majority decision also
found that providing manufacturers the ability to set
minimum pricing promotes new products in the marketplace because retailers will be willing to sell those
products if they know they don’t have to compete
with discounters.
The ruling is not a slam-dunk for minimum pricing,
however. The Court pointed out that minimum pricing could have anticompetitive consequences if:
•
•
•
Numerous manufacturers in a given industry
adopt minimum pricing policies with their
retailers;
A cartel of dealers is the impetus for
manufacturers to establish minimum pricing
policies;
Manufacturers and/or dealers are of sufficient
size to have significant influence over the market.
The immediate impact on the decorative plumbing
and hardware industry most likely will be minimal.
There will likely be a handful of specialty manufacturers committed to limited distribution that will impose minimum pricing polices. Others that would
consider doing so are likely to adopt a wait and see
approach because they do not have the resources to
sustain a protracted legal battle. There are not many
in our industry that will test the waters. Then again,
the DPH industry may not have to. Other industries,
appliances and electronics in particular, are more
likely to set minimum pricing because those industries appear to have considerable price support mechanisms already in place.
Even if some manufacturers elect to set minimum
pricing policies, the likelihood that their actions will
result in an antitrust claim is small. There is a strong
argument that there is no one manufacturer or dealer
or group that has the market strength to have an adverse effect on the consuming public if they were to
impose and/or require minimum pricing.
attempt to provide proof as to the effect that a minimum pricing policy has on competition. As a consequence, many potential plaintiffs will be dissuaded
from bringing claims based on minimum pricing policies because the expense of doing so will be prohibitive.
The change in the law also refocuses the spotlight on
manufacturer-dealer relationships. Dealers that do
invest in their showrooms, staff and merchandise will
look to forge stronger partnerships with manufacturers that are willing to establish minimum pricing
policies. Kate Brady from Gorman Company claims,
the Leegin decision “does level the playing field and
down the road may result in some products disappearing from showrooms. Why give floor space to a
product line that continues to be sold cheaply?”
Likewise, dealers need to recognize that minimum
pricing policies are a two-way street. Dealers that
want manufacturers to establish minimum pricing
need to commit to manufacturers by supporting the
lines that are supporting them. For a true partnership to work, dealers and manufacturers need to
equally focus on each others’ needs. Why should a
manufacturer establish minimum pricing if a dealer
will carry five, six or seven other similar or competing lines from manufacturers that don’t make similar
commitments? The response from the dealer that the
price point alone is determining the sale isn’t an answer. As Bill Fiddler stated in a recent DPHA web
site posting, “Research data shows that 8.4% of purchasing decisions are made on price. That means that
91.6% of purchases are decided on other factors.”
Jamie Gregg is the CEO of Colonial Bronze, a 80
year-old manufacturer of decorative accessories headquartered in Torrington, CT. Colonial Bronze is a
charter member of the Decorative Plumbing &
Hardware Association. Mr. Gregg served as the organization’s second president and continues to serve
on the DPHA Board of Directors. Prior to joining
Colonial Bronze, Mr. Gregg served as an Assistant
US Attorney in Manhattan and is a member of the
New York and Connecticut bars.
Practically speaking, the elimination of the per se violation rule of resale price maintenance policies imposes a heavier burden on both plaintiffs and the
courts in determining whether a pricing practice is
anticompetitive. As part of the dissent, Justice Beyer
recognized that these cases will be extremely difficult
(and therefore expensive) to adjudicate. They will be
a boon for attorneys and expert witnesses who will
8 NEWSLEAK
AUGUST 1, 2007
A Rebuttal to Who Makes the Market
The following article was prepared by Al Rykus, Watermark Designs, who disagrees with Ken Goren’s
position that showrooms make the market in his article that appeared in the June 15 Newsleak.
As a manufacturer, I am willing to spend my company’s money on marketing programs that will solicit
a response from all parties in the distribution chain
and to get the homeowner to buy from our industry.
Branding decorative plumbing and hardware products is a multi-faceted exercise that in the long run
supports the whole industry. Collectively, we are
change agents. The goal is to remind, re-educate and
respond to the consumer’s demand for new, exciting
innovations that make their lives easier and/or reflect
architectural elements for their home projects.
How we buy is a science that we have been exploring
inside DPHA since our inception. Why we buy, I
believe is based on relationships, especially in our
industry.
If it takes a village to raise a child, it takes all of us to
keep our industry alive.
Over the thirty five years in this business, I have
found that bridging all parties – dealers, manufacturers and representatives – will collectively expand our
industry. One segment is not enough to do the job
properly. And no segment is more important than
the other. Our main focus is to get Mrs. Gotrocks to
spend her valuable time, money and energy on her
greatest asset, her home versus on that Mercedes or
that world cruise.
When I develop print advertisements, I have learned
to accept a 1% of a 1% response from the consumer.
While this is sobering, it is a reality. I read closely
the media kits from every magazine so I can apply
my percentages. The first 1% is the group that reacts
to the ad by saying, hmmm I think I should upgrade
or remodel my bathroom. The second 1% will actually respond to the ad. They will tear it out and take
it to the local showroom in their area, or apply the
information to their building plans.
The end user and local designer are basically the
same type of consumer. They look for design and
innovation. They will rely on our industry experts to
provide proper knowledge. They want and desire a
continued on page 32
AUGUST 1, 2007
NEWSLEAK 9
20 Comply with Data Standard
The DPHA Data Standard may be the most important development for the decorative plumbing and
hardware industry since the introduction of the
thermostatic valve. An exaggeration? Maybe.
However, there is a strong argument to support the
claim.
The DPHA Data Standard provides a uniform
framework to transmit pricing information that can
be used by almost every point of sale, inventory, accounting, project management and ordering software system. The standard creates a common data
format that enables everyone in the industry to use
the same information in the same way. Compliance
with the standard permits different computer systems to look at the same spot for the same information. The DPHA voluntary standard asks
manufacturers to place specific data in specific
fields, some of which are required and some are
not. As time goes on and compliance spreads
across the industry, more required fields will be
added. It is important to emphasize that this standard does not mandate what information is placed
within specific fields, the format of the information
within a field or how to number finishes. It does
ask that all finish information be placed in the
same column. If you look at an Excel spreadsheet,
Technology Committee
Electronic Product Data Format Standard
Below are the fields for the DPHA Electronic Product Data Standard (PDS). The PDS will apply to all Excel (xls) and
comma delimited (csv) files used for the purpose of product data input to point of sale, inventory, accounting, product
management and ordering systems.
This document provides multiple versions of the data standard so MFGs may participate at a basic level, while
allowing them time to develop their data for the next level of compliance. Once the next level has been met, DPHA
will acknowledge that participation with the appropriate compliance logo.
While compliance with this standard is voluntary, DPHA strongly encourages manufacturers to follow these guidelines
for the betterment, and advancement of the industry.
Field Name
Position
Length Format Required Version
1.0
2.0
2.1
20
Char
Y
Y
Y
11
Char
Y
Y
Y
20
Char
•
•
•
60
Char
Y
Y
Y
10
Num
Y
Y
Y
10
Num
Item Number / SKU
Finish Designation
Finish Description
Product Description
Retail Price - USD
Net Price - USD
1 (A)
2 (B)
3 (C)
4 (D)
5 (E)
6 (F)
Status
7 (G)
2
Num
Y
Y
Y
Unit of Measurement
UPC#
Product Series
Category
8 (H)
9 (I)
10 (J)
11 (K)
2
14
35
11
Num
Num
Char
Char
•
•
•
•
•
•
•
•
•
•
•
•
Cartons Per Unit
12 (L)
2
Num
•
•
•
Carton Cubic Feet
13 (M)
4
Num
•
•
•
Packaged Weight
Units of Weight
14 (N)
15 (O)
7
1
Num
Num
•
•
•
•
•
•
Freight Flag
16 (P)
1
Char
•
•
Y
Lead Time in weeks
Small Image Address
Large Image Address
Specification Address
Installation Address
Parts Address
Code Approvals
17 (Q)
18 (R)
19 (S)
20 (T)
21 (U)
22 (V)
23 (W)
2
100
100
100
100
100
200
Num
Char
Char
Char
Char
Char
Char
•
•
•
•
•
•
•
•
Y
Y
Y
Y
N
•
•
Y
Y
Y
•
Field Explanation
Item or SKU #
Finish Code
Finish Description
What is product called
MSRP
Net Price
1=New,
2=Current,
10=Planned termination,
15=Future Release,
20=Discontinued when Out
21=Obsolete/Discontinued
Increments that the item
must be purchased in
(1=Each, 2=Pair 3=3)
Includes Check digit
Collection or Group Name
Type of item
Number of cartons shipped
for unit
Expressed in Cubic Feet
total of all Cartons
Complete Item packaged
weight
1=lbs, 2=kg
Y=ships as freight
N=ships as parcel (default)
Number of weeks before
item is generally expected
to ship (0=Normally In
Stock, ships immediately)
URL of Small Picture
URL of Large Picture
URL of Spec Sheet
URL of Installation Sheet
URL of Parts Sheet
Listing of approvals
Example
26.1234
US26D
Satin Chrome
Edwardian 8" Lav Faucet
1311.59
2
1
12345678901234
Jefferson
15.20.10.05
1
0.87
4.5
1
Y
4
http://www.mfg.com/small.jpg
http://www.mfg.com/large.jpg
http://www.mfg.com/specs.pdf
http://www.mfg.com/instal.pdf
http://www.mfg.com/parts.pdf
21*15*88*92
continued on page 11
President’s Message continued from page 3
responsible for the tremendous success of the DPHA
Annual Conference.
DPHA continues to make a positive impact in the industry as we expand our reach. As of the end of July,
DPHA had 450 members, a 10% increase from a year
ago. I am confident that the efforts of Membership
Committee Co-Chairs Melissa Allen (Cobblestone
Court), Al Rykus (Watermark Designs) and Jim Babbitt (Hot2Cold) will enable DPHA to surpass the
500-member milestone by year-end.
The Awards Committee, chaired by Jim Tomafsky
(Mountain Plumbing Products), has a difficult job in
the months to come. The Committee is in the process
of evaluating nearly 90 nominations and entries to
the 2007 DPHA Awards Competition. Winners will
be announced at the Annual Awards luncheon held in
Boston as part of the DPHA Annual Conference. At
that time, DPHA also will announce the newest members of the Council of Fellows.
10 NEWSLEAK
Finally, the Nominating Committee's proposed slate
of Officers and Directors to serve on the 2008 DPHA
Board of Directors is announced in this issue of
Newsleak. I am confident that Debbie Miller will
continue DPHA's tremendous record of accomplishment and that she will have the good fortune to receive the remarkable level of support and
commitment that I have experienced during my presidency.
There is an electricity in the air. DPHA continues to
progress on a number of fronts as we build towards
the 2007 Conference and Product Showcase. Plan to
be a part of the most dynamic event our industry has
to offer.
Jeff Robboy
President
AUGUST 1, 2007
DPHA Data Standard continued from page 10
the standard requires that item/SKU numbers be
placed in column A, finish information in column B,
finish description in column C, description of the
product in column D, manufacturer suggested retail
price in column E, net price in column F, etc.
The reason why widespread adoption of the voluntary standard is so significant is that over time more
data will be presented in a common format enabling
everyone in a showroom to price products accurately. Given the number of price changes that occurred last year and the volatility of the metals
market, the benefits that the standard provides become crystal clear. If there was widespread adoption
of the standard, every DPHA showroom would be
able to go to their computers and be assured that the
pricing in their systems is up to date.
The DPHA data standard includes requirements for
manufacturers to include URL addresses that point
to information that includes specs, pictures, installation instructions and parts. In doing so, the Standard
makes a giant leap in enabling our industry to capitalize on the power of the Internet.
By blending what in the past was typically two separate systems into a single system (price lists and web
sites), both systems can benefit from each other. The
web site used by consumers can now have full information organized with a full database of information. Companies’ in-house systems can now link
directly to a file containing specs, pictures, installation instructions and parts diagrams.
Currently, dealers, when needing to provide specs for
a quote, are required to navigate the Web and find
the target pdf-formatted spec sheet for each item at
each company web site if it exists. If it is found, they
then have to print it or create a link pointing to the
pdf. A good picture may also be required. The
dealer can also choose to navigate their catalogs and
start copying. Both of these methods are painfully
slow. By making that specific URL part of the information that comes with the electronic price list, navigation through a web site is skipped. Specs and
pictures can be obtained directly for uses that we are
just starting to develop. To be able to print out a
packet of specs, pictures, installation instructions
and parts for a job at the push of a single button is
one example. Another application would be to automatically generate electronic documents for quotes
in pdf documents, Excel, Word, etc. that would contain these links and could be emailed to all within
AUGUST 1, 2007
the supply chain. These two examples are not fiction. They are already in use.
Most of the manufacturers that have complied with
the standard report that it is not difficult to meet the
requirements. Given its importance, compliance
with the standard should be at the top of every
DPHA manufacturer’s priority list. For more information on complying with the data standard, contact David Goldberg at 301-654-7810 or send him
an email at [email protected].
Companies that have complied with the standard
are:
Baci by Remcraft
Barber Wilsons & Co./Black Country Heritage
Barclay Products, Ltd.
Bates & Bates
Brasstech
Bristol & Bath
Environmental Water Systems
Ginger Company
Harrington Brassworks
Kallista, Inc.
Kimball & Young
Legacy Brass
MGS USA
Nostalgic Warehouse
Oliveri, Tasman Sinkware North America
Phylrich
Sonia America, Inc.
Steamist
Watermark Designs
Zehender America, Inc.
The 20 manufacturers that complied deserve the
widespread support of the industry. They recognize
that having a common protocol for the transmission
of pricing information provides competitive advantages to DPHA dealers and reps. Compliance means
that it is easier to upload pricing information into
any point of purchase software program. Compliance gives confidence to showroom sales staff that
the pricing information in their systems is accurate.
Why would a sales person direct a customer to a
manufacturer whose pricing information is not up to
date? Compliance with Data Standard 2.0 allows
showrooms to prepare stellar price quotes that feature detailed installation instructions, line drawing
and product pictures at the push of a button. The
Data Standard is win-win-win for all three links in
the supply chain.
NEWSLEAK 11
Jeff Burton’s Legacy Lecture continued from page 1
Burton asked the audience to identify salient characteristics of their showrooms that work well. What
makes their showroom different or special? Is it customer service, expertise, merchandising, personality?
He advised every showroom to understand what
makes them different and to leverage their differentiation to prosper in a difficult economy. He offered
guidance to help customers commit. “At the Bath
and Beyond, we often have customers who come into
the showroom and fall in love with a product. However, they are not ready to place an order or put down
a deposit. The customer will offer some excuse such
as, ‘I have to come back with my husband.’ If the
customer does come back, there is a good chance she
will not find the product that she loved. We move
products in our showroom daily. We want to create a
sense of urgency. We want to project an image that
we carry unique, one-of-a-kind merchandise that is
not available from other sources and may not be
available from the Bath and Beyond unless it is purchased the day you see it.”
Burton also emphasized that a showroom is not a
static place. Rather, it should be dynamic, constantly
changing products and appearance. “Everything in
the showroom should be flexible. Walls should be
movable to allow you to change the appearance of
your showroom daily,” Burton stressed. “All of the
walls in our showroom slide easily. We can move an
entire vignette in a matter of minutes.” Burton takes
some of his cues from the nation’s top retailers. He
noted that if you look in the windows of Sax Fifth
Avenue, Nieman Marcus and Nordstrom, you will
find that their displays are constantly changing. He
encouraged showroom owners to change displays frequently to keep the showroom fresh and energetic.
Red Cows and Blue Monkeys
Burton emphasized the need for the independent
channel to differentiate itself from big box retailers
and national chains. “Home Expo created market
awareness through multi-million dollar advertising
campaigns. Slick marketing does not necessarily
translate to success. Expo fell short in a number of
areas.” Burton noted that the independent dealer
needs to be better. He rhetorically asked, “What
makes a better showroom?” One answer is merchandise. He related that if you offer the same product
lines that can be found anywhere, what then attracts
consumers? He encouraged everyone to have Red
Cows and Blue Monkeys. These are one-of-a-kind,
out-of-the-box merchandise that you won’t find any12 NEWSLEAK
where else. You find Red Cows and Blue Monkeys by
partnering with local artisans to create truly unique
products. You scan the trade literature of European
design magazines such as the Italian publication Il
Bagno (the bath). Burton noted that he often calls
manufacturers whose products are featured in European publications and inquires about the possibility
of importing them into the United States.
Don’t Live in a Copy Cat World
Having a few Red Cows and Blue Monkeys makes
your showroom stand out. Customers will shop.
When they enter a showroom with the same old
products that they have seen at two or three other
venues, what incentive do they have to stay? He ventured a guess that 98% of showrooms do not have a
Red Cow on display. Many showrooms only attempt
to copy what they have seen in other showrooms.
Simply aping what appears elsewhere is not fun, it’s
not stimulating and it is not profitable. Burton advised to place something new in your showroom
every day. Move something around every day. Doing
so stimulates and energizes the staff. It becomes increasingly difficult to sell the same products every day
if you are looking at the same old thing hour by hour,
day by day, week by week.
Perception is Reality
Anyone who has been to the Bath and Beyond cannot
help but to be impressed by the attention to detail.
Every vignette is positioned so that the image you see
in a mirror reflects a component or fixture that complements the suite that the customer is looking at.
Burton uses reflections as selling tools.
continued on page 13
AUGUST 1, 2007
Jeff Burton’s Legacy Lecture continued from page 12
A showroom should be a haven of luxury. You can’t
expect people to view your showroom as a luxury
venue if spiders are building cobweb condominiums
in sinks. Little things do matter. Every display
should be complete. “We are in the water business,”
Burton said. Working displays should be part of
every operation. At the Bath and Beyond, there is a
light bulb patrol responsible for changing burned out
lamps. There also is a finger print patrol. Burton
asked attendees how often they have their showrooms professionally cleaned. Attendees responses
ranged from weekly to every other day. Burton suggested that cleaning crews work during operating
hours to show both staff and customers that showroom’s commitment to cleanliness. “We are in the
showroom business. That means every day we have
to put on a show,” Burton said.
Showrooms need to provide customers with room to
roam. You can’t have merchandise stuffed in every
nook and cranny. Burton asked, can a wheel chair
easily maneuver through the showroom? He questioned if there is a rational flow from venue to vignette. Does the showroom look like it has a plan or
does it appear that wherever space is available product is placed?
The Name Game
Burton asked Florida regional attendees to evaluate
the name of their showrooms. What does the name
connote? Does it reflect your approach to business,
merchandise, location, demographic? Burton emphasized that showrooms need to understand the market
and the demographic that represent their client base.
It is difficult to be all things to all customers.
Showrooms need to specialize in products. They also
need to specialize in customer base.
You Are Only as Good as Your
Weakest Employee
Most customers do not come to a showroom simply
to purchase a new master bath, pulls for their cabinets or a faucet for their sink. They come for the experience. They are attracted by the merchandise and
the knowledge base and expertise of the staff. They
want to feel good. They want to be treated as special. They want their fears abated. Most don’t know
what they want and look to the showroom professional for guidance. They want to breathe a sigh of
relief that your staff not only provided solutions to
AUGUST 1, 2007
their problems but the recommendations offered were
the best choices for their individual needs. At the
Bath and Beyond Burton, “hires the smile and trains
the skill.” Sales professionals need to get along with
almost everyone. They need to have the right disposition. During interviews Burton likes to discuss
prospective employees’ likes and dislikes. He has a
private office in the showroom, but he also has a
desk in the middle of the showroom that he can sit at
to keep his fingers on the pulse of daily activity. He
often eats lunch in the company lunch room where he
can talk freely with staff members about almost anything. “Employees are more important than the customers,” Burton said.
He ventured a guess that the top dollar producer in
each showroom represented at the Florida meeting is
not the salesperson generating the highest margins.
Top producers in any industry, including decorative
plumbing and hardware, generate the most volume
because they usually give the lowest prices. They
also have the largest number of errors and the highest
number of returns. Margins are more important than
sales, Burton said. He asked everyone in the room to
identify a margin that they would like to earn and
then asked if that is the same figure as the margin
they currently are earning. If not, why not? If you
are not making margins that you want, he suggested
looking for alternative products that are margin rich.
Sell a Red Cow and you are likely to receive a return
of 70 to 80%. Sell a toilet that customers can purchase in 100 different places, you are lucky to get a
return of 15%.
Burton added that a showroom is a place where vendors need to earn a position. It will become increasingly difficult for showrooms to support
manufacturers that sell on the Internet and to every
available outlet. Showrooms need to feature unique
products that are not readily available from other
sources. It helps to define the showroom as different.
Similarly, showrooms need to provide the value
added. One program that Burton has implemented at
the Bath and Beyond is to offer United Airline miles
to customers that spend $5,000 or more. Burton
gives his customers 1 mile for every $2 that they
spend. Thinking differently, creating unique environments and experiences and paying attention to the little details are reasons why the Bath and Beyond is
one of the premier operators in the nation.
NEWSLEAK 13
DPHA Finalizes Sixth Annual Conference Program
DPHAʼs Sixth Annual Conference and Product Showcase will be held October 5-7, at the Seaport Hotel in
Boston, MA. The Conference theme is Attracting and Romancing the Customer. The keynote address will
be presented by Hug Your Customers author Jack Mitchell. His program will be complimented by breakout
seminars on establishing marketing plans, merchandising plans, destination marketing and a program for
representative agencies only. Details follow.
Keynote Address: Sponsored by
Alno, Inc., Hansgrohe, Mountain Plumbing Products, Phylrich/Elkay and Rohl, LLC.
Jack Mitchell, author of Hug
Your Customers: The Proven
Way to Personalize Sales and
Achieve Astounding Results will
set the tone for DPHA’s Sixth Annual Conference
with the opening keynote address. Mitchell owns
two high-end clothing stores in Westport, CT and
Greenwich, CT where roughly one out of every two
residences is a customer of Mitchells or Richards
“because at some point, we gave them a very pleasant and memorable shopping experience – a hug or
two that made them come back,” Mitchell claims.
Creating a memorable shopping experience is at the
heart of Mitchell’s keynote address. He will explain
how decorative plumbing and hardware showrooms, manufacturers and manufacturer representative agencies can put their customers at the center of
the universe and build a customer-centric culture at
all levels of their organization.
Mitchell’s story is one that should strike a familiar
chord with DPHA members. He will describe a
process that he has used in his third-generation family business to successfully convert an attitude into
an operating system that not only satisfies customers but constantly exceeds their expectations.
Mitchell has the numbers that support his approach. His two stores generate more than $65
million in annual sales and have among the highest
margins in the clothing industry.
Mitchell will describe:
▼
▼
How to build a customer-centric culture
throughout the organization
How to blend personal service and technology
14 NEWSLEAK
How to
succeed as a
multi-generational family
business
▼
How to attract and retain long-term
staff committed to creating more
memorable
shopping experiences
▼
The Keynote Address: Hug Your Customers:
The Proven Way to Personalize Sales and
Achieve Astounding Results, by Jack Mitchell
Keynote Address Sponsored by
Alno, Inc., Hansgrohe, Mountain Plumbing
Products, Phylrich/Elkay and Rohl, LLC.
How to
apply the lessons of
Mitchells/Richards to decorative plumbing and
hardware showrooms
▼
Mitchell’s keynote address is complimented by exceptional breakout sessions focusing on developing
marketing plans, developing merchandising plans,
how to become a destination business, strategies for
implementing customer-centric programs and growing your representative agency business.
Making Your Showroom a Destination
Friday Afternoon
Jon Schallert is the only marketing consultant in the world
teaching businesses how to become consumer destinations.
In this session, Jon relates his
trademarked 14-point process
for reinventing a business into a
Jon Schallert
consumer destination to show
DPHA Conference continued on page 15
AUGUST 1, 2007
DPHA Conference continued from page 14
DPHA members how to draw consumers from outside their immediate demographic area, compete with
any size competitor, and cause a consumer to postpone purchasing until they’ve visited a DPHA member showroom. Schallert claims that ‘location,
location, location’ no longer matters for independent
business success. His proven techniques will enable
DPHA members to sell more products, obtain free
media attention and make their businesses more viable for long-term success.
this program covers include:
▼
▼
▼
▼
▼
▼
▼
The key points covered by this program are:
▼
▼
▼
▼
▼
▼
▼
▼
l▼
▼
l▼
Increasing the most valuable assets any business
owns
How to ensure your products sell, even if your
competitors carry the same products
The most critical reasons for business stagnation
and what to do about it
How to capture customers in 7 seconds of
entering your showroom
How to get free publicity from national, regional
and local media outlets
How to exploit the hidden weakness of every
superstore, including Expo Design Center,
Home Depot or Lowe’s or other national
multi-branch retailers selling similar product
The 6 key principles for creating compelling
product niches
The 8 key components of every destination
business Web site
How to take your Web site and inexpensively
optimize it to capture your top customers
▼
▼
▼
10 Ideas to Grow Your Representative Agency Business
Saturday Morning
DPHA responds to the interest of its members by presenting a program for representative agencies that
will help improve members’ competitive positions. In
this information sharing and idea generating panel
discussion, leading representatives from across the nation will describe proven techniques to grow a representative agency business. Topics that will be
addressed include:
▼
How to Develop a Merchandising Plan
Friday Afternoon and Saturday Morning
The program will provide information about how to
develop a merchandising plan
focusing on determining the
products that should be in a
showroom and how they
should be displayed. Hank
Darlington will capitalize on
his more than 4 decades of experience as a showroom
owner, consultant, retailer and
educator to provide merchandising strategies. The key points Hank Darlington
AUGUST 1, 2007
Making a positive first impression
Showroom layout and flow
Showroom lighting
Wow” displays and how to create and maintain
them
Working displays
Merchandise mix on the showroom floor that
will make or break you
Display diversity
Determining price points to display
Boards and boxes that create a consistent and
professional showroom look
How to determine product cost
Tags and labeling
Display rotations
▼
▼
▼
▼
Why and how to generate pull through
business to showrooms
How to work with installers to minimize
problems
Training techniques that make showroom staff
comfortable specifying your lines
Communications strategies that keep your lines
on the front line
How to create value for your lines that makes
your agency indispensible
DPHA Conference continued on page 22
NEWSLEAK 15
Gold Circle
Sponsor
Linkasink
Thousands of years separate Linkasink, a Phoenix,
AZ–based manufacturer of some of the world’s most
beautiful sinks, from the artwork of Yuan Dynasty in
China. Yet, they do have something in common – a
unique technique of producing fascinating items using
a decorative process called cloisonné. Cloisonné ware
was introduced to China during the Yuan Dynasty,
from 1280 to 1368, and is also called “copper-body
and wire-inlaid enamel.” Linkasink’s handmade cloisonné sinks are individual works of art, displaying a
unique pattern and charm with each piece. Hundreds
of years ago Chinese craftsmen made the cloisonné
technique popular during the Ching Tai epoch of the
Ming Dynasty (A.D. 1450-1457), creating decorative
items such as clock cases, eggs, bowls and vases.
Linkasink’s artisans are using the same technique
today, creating sinks of exceptional beauty. The company has not only made the cloisonné sinks popular
with its clients, but also has received recognition as the
SPOTLIGHT
Pearlware
anywhere in the market. Finally, he had it made in
Mexico. During that memorable project, Guthrie’s
suggestion of using handcrafted copper sinks eventually led to the birth of Linkasink and a line of copper
sinks produced in Mexico and hand-finished by artisans in Arizona. The Linkasink line of sinks has now
grown to include beautiful products in cloisonné,
carved marble, cast metal and porcelain – many featuring Venetian glass and stone mosaic basins.
Using his experience working with copper, Kirk had
made copper sinks for many other clients in his garage,
until he realized that he had found an unfilled market
niche. Together with his wife Toby Guthrie, known in
the family as Linka, he started selling sinks commercially. Linka, herself an artist, helped Kirk to develop
an attractive, yet stable finish for those sinks and inspired the company name, Linkasink, that seemed like
Blue and White Canton
only plumbing manufacturer in the world with a line
of products that are endorsed by the Smithsonian
Institution.
While Linkasink’s art heritage is ancient, its business
story begins in 1994 when Kirk Guthrie, a prominent
interior designer and art lover, was working on a design project for a bath and plumbing showroom in
Phoenix. Kirk needed to finish a design element for a
client and was searching for a special copper sink.
However, he couldn’t find the product he had in mind
16 NEWSLEAK
Castle
continued on page 17
AUGUST 1, 2007
Linkasink profile continued from page 16
ate a product that is authentic and rustic in appearance. The bronze bowls are available with or without
handles and in antique brass, satin nickel and pewter
finishes. Most of the company’s custom copper sinks
are estimated to be ten gauge in thickness. To complement its sinks, Linkasink developed a charming
line of more than 65 decorative drain covers. The
covers include miniature metal and stone sculptured
drain covers as well as covers made from materials
like shell, semi-precious stones, pearls, glass and cloisonné. Linkasink warranties all its products to be
free from manufacturing defects.
English Cutwork
a natural name for their family-owned business.
Linkasink’s sinks, combined with its decorative drain
covers, have become a tactile exploration of luxury
and sophistication in modern kitchens and baths.
“Our products are fun to sell,” says Rick Wickham,
the General Manager of the company. “We don’t
copy or imitate anybody in the industry, and our
products are unique. Showrooms are excited about
them, because showrooms gravitate to unique products,” he relates. Since all company products are
hand-made by artisans, they all are one-of-a-kind
items. Linkasink has earned a well-deserved reputation for its innovation, exemplified by its sinks with
Swarovski crystals that are hand-decorated by Toby
Guthrie or its new Mother-of-Pearl sink laid with the
rich and vibrant mother-of-pearl mosaic. The company tracks top trends in other interior design fields
to create products that reflect current market demands. “Linkasink makes products that are new, innovative and cutting-edge, reflecting design elements
being used in the industry,” comments Rick. “For instance, if you look at our porcelain bowls, you’ll see
sinks carved with a lotus leaf pattern. The lotus leaf
motif is a hot element right now. When Kirk sees that
some elements become popular in furniture, lighting,
fabric or wall coverings, he brings these elements to
Linkasink. It helps us to be on the front lines of the
sink business.”
Linkasink is an industry partner of the American Society of Interior Designers (ASID) and has products
featured in leading designer showrooms throughout
the country. The company is represented both in the
States and internationally and sells only to showrooms or distributors. Linkasink takes great pride in
a bronze bowl sink that the company says is unlike
any other in the marketplace. These vessel sinks are
imported from India where they are sand cast to creAUGUST 1, 2007
The company takes pride in manufacturing distinctive
products for the decorative plumbing industry, but
there is something else that recently has given its
work even more encouragement and inspiration. This
“something” is a phenomenal relationship with the
Neoclassic
Smithsonian Institution that identified Linkasink as a
manufacturer that uses authentic techniques of old
crafts and artisan work, promulgating the decorative
arts as having genuine value for civilization. “Two
years ago, I received an information packet from the
Smithsonian with the usual brochures about its museums and events. I looked at it, threw it in the corner
and never thought about it again,” Rick Wickham relates. “Six months later I got a letter from the Smithsonian asking us for permission for endorsement.”
The letter came as a big surprise, but led to the Smithsonian endorsing future Linkasink products. Cloisonné is a very special art form that requires an
incredible skill and exquisite craftsmanship that is
passed down from master to master. There are only
two factories that manufacture real cloisonné art.
They are found in China and Japan. When doing the
continued on page 18
NEWSLEAK 17
Linkasink profile continued from page 17
company needs to teach them the craft of certain art
forms that can take up to six months.
Sang de Boeuf (Oxblood)
cloisonné, artisans use copper to make an item’s
body, then stick a pattern on the bronze body by
oblate and thin brass wires and fill the inlay pattern
with an enamel glaze material, either porcelain or
glass, usually in different colors. The last steps involve firing, polishing and gilding the item.
The Smithsonian became interested in Linkasink’s
cloisonné products and wanted to know if the company uses authentic means of production. The
Smithsonian experts went to great length to perform
the necessary research and confirm that the company
indeed uses the work of artisans who possess authentic knowledge and skills. Linkasink also met the
many strict requirements the Smithsonian Institution
has for its partners. “To receive this endorsement has
been an honor to us,” says Rick Wickham. The endorsement gives the company the right to use the
Smithsonian logo on some of its products and visit
Smithsonian museums to study the 140 million artifacts in their archives for reproduction. Linasink’s
new Smithsonian Collection are the first products
produced in partnership with the Smithsonian and
can be seen in this article and at www.linkasink.com.
In the last three years, Linkasink has experienced
tremendous growth and has recently relocated to a
facility that is capable of handling increased demand
for its products. “One of our challenges is to keep
pace with the growth,” explains Rick. “We are
working to maintain our outstanding customer service while offering superior products.” The company
needs to constantly print and reprint its brochures
and catalogs to continue educating customers about
the Linkasink brand through its representative agencies. Since Linkasink is committed to making sinks
that are handcrafted by true artisans, finding artisans
has been another challenge. According to Rick, it’s
not enough to find people with the right skills. The
18 NEWSLEAK
Linkasink has high hopes for the future. Talking enthusiastically about DPHA’s camaraderie and networking opportunities, Rick Wickham, however,
believes that the decorative plumbing industry is in
its infant stage, but poised for positive growth. “It’s
been too boring for too long,” he observes. “But
now I see more creative products, not just plain white
or chrome ones. Small companies that take risks and
bring new finishes and new, innovative products to
the market will bring the biggest change to the industry and will have strong futures,” he states.
Linkasink’s creative source and founder Kirk Guthrie
has been working as a designer for 25 years and has
Ottoman Faience
a practice that is based in Phoenix/Scottsdale, AZ.
He works predominantly in Arizona, however his
work also extends to homes and projects throughout
the United States and internationally in South America, France, and Mexico. Kirk’s work has been featured in magazines such as Phoenix Home and
Garden and on the television show MTV Cribs. He
and his wife Toby currently reside in Phoenix and
have four children. In addition to running Linkasink
and his thriving design business, Kirk also pursues his
personal interests that include travel, artwork, sculpting and philanthropic endeavors. Rick Wickham,
whose managerial skills and business insights have
contributed to Linkasink’s success, is an outdoorsman who enjoys competitive clay target shooting.
Kirk, Toby and Rick and all the others involved in
creating “linkasinks” are looking forward to expanding their lines of artistic sinks to provide innovative
products that will captivate their customers.
AUGUST 1, 2007
ELEASE:
DIATE R
FOR IMME
July 2007
een
Turning Gr ntally friendly products.
s environme
ed green
rniture, turn
fu
d
n
a
s
e
ri
esso
ientious
vanities, acc
ntally consc
e
m
m
o
n
ro
ro
th
vi
a
n
b
e
n
f chic, stylish
roducts in a
ia, makers o
ufacturing p
n
n
o
a
S
m
–
f
o
L
F
d
,
n
e
Sunrise
rowing tr
the current g
made in a
long before
roducts are
l years.
p
ra
s
ve
re
u
se
ss
st
a
la
the
products.
Sonia
manner for
us chemical
ction policy
o
te
rd
ro
p
za
l
a
h
ta
n
d
e
n
a
m
epth environ
energy, etc.)
nder an in-d
rces (water,
u
u
g
so
, Sonia’s
n
ri
re
l
tu
ra
c
fa
tu
Manu
y Rosenberg
d
se of na
o
u
J
e
id
th
s
sa
”
se
t,
a
nt, not
cre
men
way that de
more prevale
f the environ
o
d
n
s
a
st
re
re
o
te
m
in
s
me
ods to
t the
nment beco
into accoun
pursue meth
ro
s
e
vi
to
k
n
e
e
ta
u
e
y
tin
th
sl
n
u
r
o
o
c
fo
u
a whole, we
“Sonia contin t Manager. “As concern
the world as
n
t
u
u
o
b
c
,
c
ts
A
l
n
a
lie
n
Natio
savvy c
r increasingly
ibiting their
only with ou
sues.”
is
, further exh
n
se
tio
e
a
th
iz
rd
ss
a
re
d
dd
l StanStan
effectively a
Internationa
nization for
0
a
5
rg
3
O
n
l
a
a
n
th
tio
re
mo
terna
ith the motO developed noise and radiation. W
ed by the In
ifi
IS
rt
e
e
h
c
T
1
.
0
g
0
n
4
1
of
onsensus
cturi
Sonia is ISO
as the levels
ts a global c
ndly manufa
c
ll
e
e
ri
fle
-f
w
re
h
s
rt
a
m
a
e
e
il,
st
so
t to
air,
nt sy
vironment.
commitmen
lity of water,
l manageme
ts on the en
a
c
ta
u
e
n
q
ff
e
e
e
l
m
th
n
fu
r
ro
rm
vi
ito
n
n
ha
dards to mo
” the ISO’s e
to minimize
ess in order
lly, act locally
n
a
b
si
u
lo
ustry,
b
g
s
k
u
in
io
h
to “t
tomotive ind
l consc
u
ta
a
n
e
e
th
m
r
n
fo
ro
t
vi
n
s se
ws when
to practice e
s Sonia follo
001 standard
rd
4
a
1
d
O
n
a
IS
st
d
t
n
c
a
d metal
stri
01
rap brass an
ws all ISO90
iscusses the
sc
d
llo
e
fo
rg
th
e
b
ss
g
n
e
lin
c
se
ro
yc
o
c
p
so it only
s,” R
d re
“Our plating
companies
in the air, an
ost industrie
ile
n
m
b
n
o
tio
a
m
llu
th
o
to
r
p
u
e
a
h
g
l
ig
ittin
vera
ing the enviwhich are h
disposal, om
ndles for se
ries, benefit
a
o
h
ith
r
ss
w
e
o
c
o
g
c
d
lin
a
r
a
r
e
re
u
d
o
ctu
et.”
it comes to
e to plating
also manufa
on the mark
when it cam
ts
ur factories
s
c
u
rd
“O
d
a
.
d
ro
ls
n
p
a
a
r
ri
st
ila
te
ma
same
ality than sim
to follow the
materials to
ch better qu
u
m
a
made sense
g
tin
a
er recyclable
re
th
c
o
s
g
a
in
ll
k
e
e
w
se
lease low
ronment as
is incessantly
easures to re
ia
m
n
o
t
a
S
,
re
g
ss
ra
to
mpounds
led b
gone
re carbon co
a
ng from recyc environment Sonia has
ri
’s
C
tu
c
O
V
fa
u
.
n
a
ely harmful
the
sphere
Currently m
d are extrem
further help
to the atmo
n
a
in
to
r
s,
ts
e
c
d
u
n
rd
d
u
o
o
ro
p
In
om
tion.
like p
work with.
g to air pollu
tile organic c
, and other
la
ls
tin
e
u
vo
fu
ib
,
tr
’s
m
n
C
u
o
O
le
c
V
o
tly
etr
amounts of
ter and grea
t thinners, p
d groundwa
n
found in pain
a
e
il
b
so
n
a
g
c
t
tin
a
th
mina
nment, conta
to the enviro
y
otection
otection Polic
onia-sa.com
vironmental pr
.s
ronmental Pr
en
vi
w
th
w
En
ep
w
-d
t
eases
a
in
b
an
under
way that decr
n the we
Manufacturing
are made in a
ts
Visit Sonia o
oids
uc
av
od
d
.
pr
an
S
s
)
re
el
su
SONIA-U
ergy, and fu
policy, Sonia as
or call (888)
urces (water, en
facture
Sonia manu
ral reso
the use of natu
ical products.
em
ch
hazardous
multi layer
rests
hardwood and
lid
Sustainable Fo
so
e
bl
na
ai
ly sust
Sonia uses on
e) wood.
t (marine-grad
an
st
si
re
water
n
w amounts of
VOC Reductio
s to release lo
re
su
ea
ere.
m
t
ea
gr
to the atmosph
Sonia goes to
compounds, in
c
ni
ga
or
e
til
VOC’s, vola
l
rtified
e Internationa
d ISO9001 Ce
certified by th
ISO14001 an
01
90
O
IS
r
d
g thei
001 an
further exhibitin
Sonia is ISO14
andardization,
St
of
g.
n
io
rin
at
tu
iz
Organ
manufac
earth-friendly
commitment to
Materials
erials
Recycled Raw
recyclable mat
antly seeking
ss
ce
in
ed
is
m
a
ai
ni
cl
re
So
es
d currently us
to work with an
ory items.
ss
ce
ac
d
an
e
war
brass for hard
2007 DPHA Product Showcase Sells Out
DPHA is capitalizing on the conference theme of Attracting and Romancing the Customer to enhance the
return manufacturers, showrooms and reps receive
from the 2007 DPHA Product Showcase. The Showcase fills a niche in the industry by providing quality
face-to-face opportunities for manufacturers to educate showrooms, for showrooms to detail expectations, shortcomings and opportunities for improving
sales and relationships and for representatives and
manufacturers to have an opportunity to hear what’s
important to their customers and why.
The Product Showcase is an educational forum for
the exchange of information, ideas and concepts.
Manufacturers showcasing products are encouraged
to present prototypes, new products and newer lines.
Discussion topics should focus on what sells and
why, how to improve customer service, trends in difShowcase exhibitors
Alchemy Glass & Light
Alno Inc.
Amerec Sauna & Steam
American Faucet & Coatings Corporation
American Standard
American Standard
Porcher - Jado
Aquadis Int’l
Atlas Homewares
Baci by Remcraft
Baldwin Hardware Corporation
Barber Wilsons & Co/Black Country Heritage
Bates & Bates
Berenson /R. Christensen Hardware
Brasstech, Inc.
Brassworks, Ltd/ Palmer Industries
Bristol & Bath
Colonial Bronze
Danze Faucets
de la Frontera
Deca
DeRose Designs
Dornbracht Americas Inc.
Dubois - USA
Duratex North America, Inc.
Duravit, USA
Edgar Berebi
Elite Bath
Engineered Glass Products /
20 NEWSLEAK
ferent demographic areas, opportunities, what’s hot
and what’s not and why. The Showcase offers an unparalleled opportunity to conduct market and product research, improve relationships and enhance
customer service. It is a chance to identify products
that showrooms want but do not currently have.
In keeping with the theme and intent of the Showcase, showrooms are encouraged to make appointments and to meet with exhibitors at specific times.
Exhibitors are encouraged to relate strategies and
techniques that showroom owners can use to enhance the effectiveness of displays and to sell the positive experience that products deliver. The DPHA
membership represents a sophisticated buying
market.
Thermique Technologies
Eurostyle
Everpure, LLC
Fersa
Forms + Fixtures, LLC
Fry Communications
Graff
Hamilton Decorative
Hansgrohe, Inc.
Harrington Brass
Hastings Tile & Bath Collection
High Point USA
Huntington Brassworks
InForm LLC
Intuit Eclipse
ITALBRASS Group
Jaclo Industries
Kallista
Kimball & Young
KWC Faucets Inc.
Lacava Design
Laufen Bathrooms
Legacy Brass, Inc.
Linkasink
Livingston Kitchen & Bath
Collection
Mariner America
Methven USA Inc.
Mountain Plumbing Products
Native Trails
Neo-Metro Collection
Norwell Lighting and Accessories
Omnia Industries, Inc.
Panasonic
Paul Decorative Products/Allied
Brass
Phylrich - Elkay
Produits Neptune
ProSun International, LLC
Quiescence Iron & Stone Decor
Robern
Rocky Mountain Hardware
Rohl, LLC
Sagehill Designs / Sunnywood
Products
Sonia America Inc.
Steamist
Stone River Bronze - Nobilus
Supergrif USA, Inc.
The Furniture Guild/Vanity Flair
ThermaSol Steambath Company
THG USA, LLC
Turnstyle Designs LTD.
Valli & Valli USA Inc.
Valsan Bathrooms
Victoria & Albert Bath LLC
VIlleroy & Boch
Vitraform
Von Morris Corporation
Water Decor
Waterfall Bathroom Furniture
Watermark Designs
Westbrass Company
Wetstyle
Zehender America, Inc.
AUGUST 1, 2007
New Products to be Featured at the Showcase
Atlas Homewares unveiled several suites of new products. The Emma Bath Collection is a
line of towel and toilet paper bars, hooks and rings offered in Venetian bronze, brushed
nickel or polished chrome.
Atlas also announced that it added leather to its Hampton’s collection available in aged bronze, espresso, polished chrome and aged
bronze/saddle.
Emma
Atlas’ Paragon Collection of House Numbers and Letters offers a
Hampton Collection
special self-adhesive backing that eliminates the need for tools or
hardware to affix the items to doors and surfaces.
The Sutton Place collection is a retro look reminiscent of 1930s
New York. Pieces are available in polished nickel, Venetian bronze
and brushed nickel.
Sutton Place
Paragon
Collection
Mandalay is a product line that offers textures, including organic
weaves.
The Elements line of cabinet knobs and pulls and bath hooks, towel bars and rings, toilet paper holders and
glass shelves offers a modern edge with a eurotech influence.
Bates & Bates will unveil two new bronze farmhouse sinks, a new
marble vessel and new ceramic lavatories.
Bates & Bates
Edgar Berebi will showcase two new finishes: satin nickel and oiled
bronze. The company also will feature new decorative tiles.
Edgar Berebi
Elite Bath will introduce an entirely new green product line that
includes water-saving automatic faucets and a large variety of new sink designs and
finishes made from recycled metal. The company’s electronic faucets are designed
for the home and can be operated by battery power or via a 110 volt outlet.
Elite Bath’s Green Faucet
Atlantis Faucet
High Point USA will unveil a new line of solid wood bathroom
vanities featuring concealed drawers, drop front hinges and
concealed drawer slides.
Huntington Brass/HB Designs unveils two new faucet lines: The Atlantis Collection
and Versailles collection is available in five new finishes and traditional vessel fillers.
The Atlantis Collection features a ¾ inch/22 GPM thermostatic valve, Roman tub spout
with 10 inch reach and 5 inch deck to underbelly for tall rim tubs and concealed aerators. The company also is introducing a new line of vitreous china featuring toilets, undermounted lavs, drop-in lavs, countertop lavs and vessels.
Additionally, Huntington Brass will feature its New Bolivar 36 inch Orange Cherry Vanity.
Italbrass Group will introduce the Arva faucet manufacturered by Bandini Rubinetterie Company. It is distinguished by a formal fusion between design and function. A horizontal shelf directs the water in a free flow
outward from the vertical body attached to the wall where it drops in a gentle waterfall into the sink. Available in black or white ceramic or glass/chrome construction, the Arva is a true modern art sculpture.
continued on page 23
AUGUST 1, 2007
NEWSLEAK 21
DPHA Conference continued from page 15
How to Develop A Marketing
Plan
Hugging Your Customer: From
Seminar Room to Showroom
Friday Afternoon and
Saturday Morning
Saturday Morning
Marketing is the process
of planning and executing the development,
pricing, promotion and
distribution of products
and services to targeted
customers, claims proJack Harms
gram leader Jack Harms,
CEO of The Marketing
Department in Milwaukee, WI. He specializes in creating and implementing highly effective sales strategies
for entrepreneurial clients. As part of the presentation, Harms will present as a case study a marketing
plan that he developed with a DPHA member showroom. His presentation will cover:
This interactive workshop provides a format to take
the principles covered in Hug Your Customers and
apply them to showroom applications. Working together, attendees will examine obstacles and opportunities associated with developing a customer-centric
culture. Specific points covered include:
▼
▼
▼
▼
▼
▼
▼
▼
▼
▼
▼
▼
Typical elements of a marketing plan
Conducting market research (effective but
inexpensive)
Creating meaningful points of differentiation
Developing promotional programs to
communicate value and points of differentiation
to target markets
How to measure returns on marketing
investments
▼
▼
▼
▼
▼
▼
How to build effective customer databases
Services that showrooms can offer that
competitors cannot
Why and how to implement an everyone-on-thefloor program at your showroom
Why and how to make showrooms family
friendly
How to hug your way through downturns
Separating business issues from family issues
Using extraordinary service to grow your business
Staff required to build a customer-centric culture
Technology to support hugging
One-on-one marketing
Playing to win
Understanding and documenting the financial
returns from hugging
Turning problems into opportunities
DPHA Conference Sponsors
DPHA expresses its heartfelt thanks and appreciation to the following firms that have elected to serve as 2007
DPHA Conference Sponsors:
Keynote Address:
Alno, Inc., Hansgrohe, Mountain Plumbing Products, Phylrich/Elkay and
Rohl, LLC
Banquet:
Jaclo Industries and Native Trails
Awards Luncheon: Graff, Porcher and Omnia Industries
Breakfasts: Brownstone Sales, Danze, Hot2Cold, Linkasink, J. Long & Associates and Water Decor
There are a few sponsorships available. If you are interested in supporting the DPHA conference, contact Alan
Primack at [email protected].
22 NEWSLEAK
AUGUST 1, 2007
New Products at the Showcase continued from page 31
Legacy Brass will introduce new electronic faucets, thermostatic valves and toilet tank levers.
Legacy Brass’ new thermostatic valves and toilet tank lever
Rocky Mountain Hardware will display its new Metro collection,
a line designed to complement contemporary design. The company also will unveil its Designer Collection that combines Rocky
Mountain’s cast bronze with fine Italian leather – with options
ranging from a rich chocolate to a fine hand-tooled tapestry to
modern white leather. Rocky Mountain Hardware is green! The
company’s products have been certified by SCS (Scientific CertifiRocky Mountain
cation
Systems) to be made from 72% recycled material, 50% of
Designer Series
which is post consumer. This means that Rocky Mountain’s product
can contribute toward USGBC LEED certification points MR 4.1 and 4.2.
Rocky Mountain
Metro Series
Steamist will offer new controls, steamheads and a InstaMist generator. The new controls and steamheads
offer an updated look using a lower profile and up to date design to better match today’s bathroom and
shower trends. The new InstaMist allows for steam in under one minute.
Von Morris will introduce a new line of tilt-turn window trim
to its unique product offerings. The hand-polished standardsize hardware is a perfect complement to the popular tilt-turn
window, which combines the functionality of three windows
Von Morris
in one. Von Morris also will introduce new deadbolt locks to
Deadbolt
complement several of its most prestigious collections. The
Von Morris tilt turn window
deadbolts are available in the company’s six signature collection
trim in a distressed satin
styles – Bamboo, Beaded, Deco, Moorestown, Ribbon & Reed and Weave plus in
nickel finish
its Colonial and Traditional designs. Additionally, there are two model options:
either a single-cylinder or double-cylinder. The deadbolts can be installed at either 2-3/8” or 2/3/4” backsets.
Watermark Designs will highlight its green technology.
Zehender America will offer new Villeroy & Boch Zehender radiators and new electronic controls for the Zehender line of radiators. The programmable controls feature radio frequency wireless technology, seven day
programming, eight heat levels, a countdown timer and on/off button. The new controls also feature a manual on-off button that works independently from the wireless control to allow for push button activation.
AUGUST 1, 2007
NEWSLEAK 23
Award
Winner
SPOTLIGHT
Customer Service
Department of the Year
Environmental Water
Systems
Finding the most deserving candidates for DPHA
awards is a challenging task. Finding a DPHA member
with the best of the best customer service department
has been a daunting challenge. Yet, Environmental
Water Systems, a Las Vegas-based manufacturer of
water filtration and treatment products, received the
most nominations and was honored with the 2006
DPHA Customer Service Department of the Year
Award.
Environmental Water Systems (EWS) is the leader in
whole home water filtration and a top manufacturer of
a complete line of water filtration and treatment in the
United States. EWS is available in over 500 kitchen
and bath showrooms, and partners with those showrooms, in order to help homeowners obtain the most
effective and appropriate solution for their whole
home water filtration. Many DPHA member showrooms have successfully sold EWS’ products, which
was made even easier due to the superior customer
service provided by the company to its clients.
The DPHA award recognizes a customer service department of manufacturers based on responsiveness,
courtesy, knowledge, ability to go above and beyond,
and overall performance. Mark Truncale, Vice President of Sales and Marketing at EWS, knows the value
of customer service for business success. He discussed
the company’s customer service vision and practices.
“During business hours we pick up the phone, it never
goes immediately through a voicemail system,” Mark
says. “The subject of water requires a basic level of
understanding. We don’t have time restraints explaining our products to customers, nor do we mind when
they call several times with the same or additional
questions. Customer service can routinely spend 20
minutes with a customer until they fully understand the
product,” Mark explains. The company is committed
to providing the best possible experience EWS clients
24 NEWSLEAK
have with its customer service representatives. “They
are there to help,” Mark points out.
For the EWS staff, customer service courtesy is not an
attitude that is turned on and off depending on how
staff feels on a given day. EWS’ exceptional customer
service is the result of natural behavior, driven by the
desire and willingness to share knowledge and information needed for a complete understanding of the
company’s products. EWS staff is passionate about
water filtration systems and the positive effect they
have in promoting better health. Mark Truncale and
his staff are some of the most passionate people in the
kitchen and bath industry dealing with what some
would consider a difficult subject. They can talk intelligently on the many advantages of filtered water as it
relates to drinking, cooking, skin absorption and inhalation and then specify the correct system(s) for
home applications. EWS’ enthusiasm about the benefits of water filtration is unmatched. Mark and the
folks at EWS are true advocates for people’s health and
improving home environments. “So much product in
the decorative business is strictly cosmetic, like jewelry.
EWS water filtration provides benefits for consumers’
health and protects their investment in all the “jewelry” they purchased for their home,” he says.
He also stresses that EWS has always been a green
company. Currently, the $10 billion U.S. bottled water
industry contributes to filling in the country’s landfills
with mountains of used plastic bottles and offers the
consumer expensive filtered tap. EWS offers quality
water filtration without producing waste and harming
the environment and does it to the whole home for all
continued on page 25
AUGUST 1, 2007
Florida Tours a Stunning Success
The Hummer stretch limo pulled up to the Hilton
Suites Boca Raton on July 28 to take a group of DPHA
members on a tour of three South Florida showrooms
and one manufacturing facility. As the limo headed
north, the conversation in the limo focused on showroom operations. A relative newcomer asked for guidance on building customer loyalty among plumbers
who in his market have considerable influence. Ada
Aldana suggested targeting one or two plumbers at a
time instead of trying to reach a group of different
business owners at the same time. She said that a
young up and comer who is hungry to grow their business is an ideal candidate. The new generation of
plumbers is eager to expand their capabilities. Plus,
they understand the importance of partnering with
high-end showrooms where they can build a reputation
as the high-end plumber. Once a showroom establishes
a relationship with one contractor, others will be envious of their success and the caliber of jobs that the
high-end plumber obtains and will be more willing to
work with showrooms.
The first stop was Miller’s Fine Decorative Plumbing
and Hardware in Jupiter. Vicki Findley and her fine
staff rolled out the welcome mat with delicious breakfast pastries and mimosas. Vicki’s showroom was the
continued on page 30
Environmental Water Systems Profile continued from page 24
uses. Mark wants to see whole home water filtration
incorporated as an industry standard, following the
same path as air conditioning systems two decades
ago. However, Mark believes there is no excuse not to
provide whole home filtration to high-end consumers
now. Mark and his EWS reps believe in what they do
and it definitely helps them deliver their unrivaled
quality in customer service.
Along with a winning staff, the customer service department at EWS benefits from concentrating resources
on customer education. The company’s motto is, “Be
informed, not sold.” EWS has available some of the
most varied and comprehensive information resources
and sales tools in the industry. “Part of our business
plan and our goals is to continually provide product
education. We are deliberately redundant about it,”
Mark says. He has 30 years of experience in the
plumbing and water treatment industries that he draws
from to train and consult dealers and contractors
about EWS products. He previously ran a plumbing
supply house and showroom, which makes him intimately familiar with the plumbing industry’s operations. Mark is committed to keeping his fingers on the
pulse of industry trends. He often travels to give seminars organized by dealers to teach plumbers, general
contractors and sales associates about water treatment.
He uses the metaphor of an onion to demonstrate how
AUGUST 1, 2007
to teach the subject of water and water treatment.
“We simply peel one layer at a time to provide information. We can stop anywhere you’re comfortable or
can go as deep as you want.”
Dealers’ sales associates are extremely important to
EWS’ business. The company is acutely aware that
salespeople in showrooms have to be familiar with a
vast volume of information about products other than
water filtration systems. EWS has been constantly
working to overcome any fears or barriers sales associates have with this category. “It is our charge to make
them comfortable with our products,” Mark states.
continued on page 28
NEWSLEAK 25
Buena Park, CA PH: 714 670-1171 • FX: 714 736-0300
www.fairmontdesigns.com • [email protected]
26 NEWSLEAK
AUGUST 1, 2007
1987
2007
Environmental Water Systems, the leader in Whole Home Water Filtration,
is also the leader in customer service. Celebrating our 20th Anniversary.
www.ewswater.com
.
702.256.8182
DPHA Nears 500 Member Milestone
DPHA continues to expand its ranks for several very
good reasons. DPHA is producing first rate educational programs that showrooms, manufacturers and
representatives can use to train their staffs and their
clients, improve their business practices and provide
clientele with tangible reasons why DPHA member
showrooms should be the destination of choice for
decorative plumbing and hardware.
10% membership growth combined with retention
figures of more than 90% speak volumes of the high
regard in which DPHA is held. The support that
DPHA receives from the industry is testimony to the
impact the organization has made and continues to
make. DPHA has become the nation’s largest trade
organization representing the interests of independent, privately owned showrooms, manufacturers and
importers, manufacturers representatives and allied
professionals.
Numbers alone do not tell a complete story. It’s not
just how many but who. Using Jim Collins’ Good to
Great nomenclature, DPHA has the right players on
the bus. Our membership comprises many of the
most established and successful decorative plumbing
and hardware showrooms, manufacturers and rep
agencies in the nation. Having the opportunity to
learn from and tap the knowledge base of the industry’s most successful minds pays dividends ten times
the cost of dues. As the Sixth Annual Conference approaches, DPHA looks forward to extending its
reach, recruiting new members and delivering new
products and services. Every member is in a position
to help. Showrooms: look at your supplier list. Is
everyone a DPHA member? If not, you would help
them by recommending that they join. The same opportunity applies to manufacturers and representatives that conduct daily business with showrooms.
Encourage them to be part of DPHA. DPHA benefits
by expanding its reach. Your referral benefits by accessing one of the best sources of practical DPH education available anywhere at any time. You benefit
by helping DPHA to better serve the industry and by
receiving one of the following rewards in the 2007
Frequent Recruiter Program. The Frequent Recruiter
Program is fun, easy and mutually beneficial. Call
the DPHA office with the name of a showroom, rep
or manufacturer that is not a DPHA member. When
your referral joins, you will automatically be enrolled
in the 2007 Frequent Recruiter Program and earn
credits that can be exchanged for one of the following:
1 recruiter credit:
3 recruiter credits:
5 recruiter credits:
10 recruiter credits:
$25 certificate
Dinner on DPHA up to $100
Dues for a year
Free conference attendance
Environmental Water Systems Profile continued from page 25
“Water filtration is sometimes difficult to understand.” According to Mark, too much information
may cause salespeople to shy away from introducing
a water product to a customer. To simplify the matter, EWS teaches them an approach based on three
key questions sales associates need to ask the customer: “Are you on a municipal water system or
your own individual well water?”, “Do you perceive
your water to be hard or soft?” and “Do you know
your main water line size?” The answers to these
questions can direct the sales personnel to the correct
whole home filtration unit they should recommend to
the customer. The company also routinely works
with contractors to ensure that they know how to install the products.
EWS serves as an easily available knowledge resource
for its clients. “For example, if a dealer asks for assistance with finding the right water treatment solution for a customer in a certain region, we go the
28 NEWSLEAK
extra mile by obtaining all the information the dealer
needs,” Mark explains. “We can call the municipality and obtain a water report from that region. We
can analyze local water reports and develop a solution that will work best for the customer’s application,” he says. The company is totally independent
in its water expertise and able to recommend the
most cost-effective and appropriate answer to all
water filtration issues.
This year Environmental Water Systems celebrates its
20th anniversary. These two decades in business
have resulted in the company’s ability to offer a complete line of water filtration and treatment products
in America. EWS was honored that its customers
and peers recognized its commitment to excellence by
awarding the company the 2006 DPHA Customer
Service Department of the Year Award.
AUGUST 1, 2007
BBRISTOL
R I S TO L AND
A N D BATH
B AT H RECEIVES
R E C E I V E S KUDOS
K U D O S FOR
F O R INNOVATION
I N N O VAT I O N
Shower Seat
Teak Furniture
Bristol and
nd Bath is gaining national attention for their innov
innovative
ative
ve line off bath furniture. From
om their
winner
award-winning
nning Shower Seat (as featured
ured on HGTV and rrecent
ecent w
inner off HOME Magazine’ss Building
positioned
trend
towards
Product of the Year award) to their Teak furniture, positi
oned per
pperfectly
fectly for the new tr
end tow
ards
when
innovation!
indoor/outdoor
or/outdoor bathrooms, Bristol
tol and Bath is raising the bar
b w
hen it comes to innov
a
ation!
And soon
on they will introduce a new
w line of furniture that takes
takes
e the term
term “reuse” to a whole
whole
ole new
level. The Kobe
be wall-mounted tire basin is just one of many
many new designs
signs in their Second Chance
ce Collection.
Collection.
Bristol and Bath is known for the finestt European bath furniture
furniture inn the industry
industry and they are constantly
trendss in bath design.
reinventing their productt line to adapt to the dynamic
mic trend
DPHA
D
PHA M
Member
ember
7741
4 1 FFirst
irst A
Ave.
v e . • King
K i n g ooff PPrussia,
r u s s i a , PPA
A 119406
9 4 0 6 • 610.962.9329
6 1 0 . 9 6 2 . 9 3 2 9 • fax:
f a x : 6610.962.0118
10.962.0118 • w
www.bristolbath.com
ww.bristolbath.com
Kobe
DPHA Tours continued from page 25
notes. It was beneficial to see products in different
finishes and different products that
we don’t usually
consider.”
A “Red Cow” at Miller’s Jupiter
essence of elegance and sophistication. For those on
the tour, the stop in Jupiter and the other venues provided opportunities
to see different approaches to
vignettes,
showroom
layout,
product
demonstrations and
displays.
Jeff Burton
stated, “I
Miller’s Jupiter
took four
pages of
Melissa Allen and Wayne Forehand at Miller’s Jupiter
30 NEWSLEAK
From Jupiter, the
limo headed south
to Millers in Dania.
Debbie Miller’s renovated showroom
held its grand reopening following
the devastation
caused by hurricane Wilma approximate eight
months earlier.
Millers Dania
The new and improved Millers reflected the personality of its owner
and the demographic that it served. Bright peach,
tomato red and sky blue walls served as the perfect
backdrop for gorgeous plumbing and hardware products magnificently displayed. Attention to detail was
obvious. In the men’s room, the television mirror
was tuned to ESPN. Debbie Miller’s showroom is
segmented by product type, with door hardware to
the right of the entrance. As you walk down the aisle
you encounter faucetry. In the back of the showroom
is the china
pavilion with
pedestals,
water closets
and tubs
prominently
displayed. Interspersed between the
product displays are
thoughtful vignettes that
mix and
match lines
and product
types, ranging
from ultra
modern to
conservative.
In the middle
of the showcontinued on page 31
AUGUST 1, 2007
DPHA Tours continued from page 30
pieces to the computer-generated three-dimensional
renderings of new product prototypes, the dedication to craftsmanship and superior quality was
plainly obvious. Those who toured the Baci factory
will find it easy to sell the company’s mirrors and
lighting because they understand and appreciate the
level of effort, detail and craftsmanship that go into
the manufacture of each of the company’s products.
Millers Dania
room are the sales desks, providing a bird’s eye view
of all activity that takes place.
The next stop was Miami and Designer’s Plumbing
& Hardware. The showroom offered a completely
different look and feel. A hallmark of Designer’s
Plumbing & Hardware is the faucet displays. Cubby
holes each with different Florida color backgrounds
and spot lighting showcase individual faucets in an
attractive and stylish presentation. It was the touch
of Florida. The showroom understands and appreciates the quality of the merchandise on display. Jewelry cases are employed to highlight different
product offerings.
Designer’s Plumbing & Hardware
The limo traveled more than 300 miles in a single
day. At no point in time, was the trip considered tedious or drawn out. It was DPHA at its best. Members sharing their business acumen to help others
better their operations. Providing competitive advantages to the members by tapping the intellectual
capital and expertise of fellow members. A tremendous debt of gratitude to Millers Dania, Miller’s
Jupiter, Designer’s Plumbing & Hardware and Baci
by Remcraft for providing a day that will be long remembered by all who took advantage of the opportunity.
Designer’s Plumbing & Hardware
From Designer’s Plumbing & Hardware, the limo
traveled to the Baci by Remcraft manufacturing facility in Opa Locka. Crossing the threshold into the
factory floor attendees could not help but to be impressed by the passion and commitment that the
company places on doing it the right way. From
demonstrations of lasers used to make precision
AUGUST 1, 2007
DPHA President Jeff Robboy at the Baci by Remcraft
Factory with Ada Aldana
NEWSLEAK 31
DPHA Pavilion at HD 2008 Is a Go
DPHA will have the largest display space at the
2008 Hospitality Design Expo (HD Expo) to be
held May 15-18, 2008 at the Sands Convention
Center in Las Vegas, NV.
Currently 14 manufacturers have committed to exhibiting in the DPHA space on the main convention
floor. There is room for two to three additional
manufacturers to take advantage of this unprecedented opportunity. The DPHA Pavilion will be
one of the highlights of HD 2008. By placing a
large contingent of decorative plumbing and hardware manufacturers in one place under one umbrella, DPHA makes the show more manageable for
designers to see a variety of high-end decorative
plumbing and hardware products all in one place all
at the same time.
Concurrently, sponsoring a pavilion helps to brand
DPHA as a resource for designers to turn to for information and guidance on decorative products for
the kitchen and bath. The DPHA Pavilion also will
include a lounge area where exhibitors and attendees can meet in a more relaxing and comfortable
environment. Initially, DPHA had considered building a private conference room as part of the space.
HD show management indicated that it may not be
practical from a union labor standpoint. However,
manufacturers exhibiting in the DPHA Pavilion will
have access to a private meeting room off the exhibit floor.
DPHA is forming a task committee to manage the
project. If you are interested in serving on the committee, contact DPHA Executive Director Tom
Cohn at 888-411-8477 or send an email to
[email protected]. Manufacturers that have committed to the Pavilion are:
Altmans
Aquadis USA
California Faucets
Colonial Bronze
DeRose Designs
Elite Bath
Harrington Brassworks
MNG
Mountain Plumbing Products
Thermique Technologies
THG
Victoria & Albert
Von Morris
Zehender America
Al Rykus Rebuttal continued from page 9
relationship with the local showroom. If a showroom associate is not trained to educate and sell
then these uneducated consumers will find an alternative source to purchase. Price is not a value, but it
becomes extremely important if the uneducated
consumer is left to make their own decisions on
product choices.
Why do manufactures advertise if not to create a
brand? It is to support the industry collectively. We
all know that we don’t have millions of dollars to
promote our specific products, but as a group we
will change the focus and the minds of the consumer
and local design trade.
Manufacturers are the economic engine to our decorative plumbing and hardware industry. They build
innovate products that make the showrooms exciting. They promote the industry that drives the consumer into these businesses.
32 NEWSLEAK
Another focus of our advertisements is to garner
support of large developers. Though their projects
are sometimes beyond the scope of the local showrooms, they do provide a manufacturer and the industry with a real benefit. Nothing feels better than
when you have a project to point to in your market
and say to a local designer or consumer that this
product is in the most prestigious hotel, condo or
home development.
Branding is extremely important for all concerned.
The advertisements you see in our industry and design magazines as well as web sites build a collective
response for everyone. I am proud that we are all in
this together and look forward to continuing to promote the positive acceptance of our decorative
plumbing and hardware industry.
AUGUST 1, 2007
New Members
DPHA offers a hearty welcome aboard to the following new members:
Dealers
Manufacturers
The Bath Gallery, 269 Route 10 East, P.O. Box 325,
East Hanover, NJ 07936; 973-887-5412; 973-5762500 (f); [email protected](e).
Mindy Weinstock, showroom manager is the DPHA
liaison. Dennis Mezzapesa (Luxury Marketing)
sponsored the application.
Bradco Imports, d.b.a Moda Collection, 6011 West
Pico Boulevard, Los Angeles, CA 90035; 323-9379761; 323-937-0815(f); [email protected](e);
www.moda-usa.com. Christopher Penna is the DPHA
contact. The company imports bathroom accessories,
sinks, medicine cabinets, tubs, kitchen sinks, vanities,
kitchen faucets, bathroom faucets/fixtures and custom
faucets. Jeff Burton sponsored the application.
Designer Kitchen & Bath, 1729 W. Broadway, Suite
10A, Columbia, MO 65203; 573-445-4481; 573446-2058(f); [email protected](e); www.dkbshowroom.com. Sonny Johnson is the DPHA
contact for the company’s three showrooms.
Luxury Kitchen & Bath, Inc., 2160 S.E. Ocean
Boulevard, Stuart, FL 34996; 772-219-4886; 772219-4885(f); [email protected](e);
www.luxurykitchen and bath.com. Company President Corinne Russell is the DPHA contact.
Metropolitan Bath, 545 Main Street, Reading, MA
01867; 781-944-5600; 781-8944-5602(f); [email protected](e); www.metropolitanbath.com. Paula Conway is the DPHA contact.
Tom Brown and Joseph McCarthy (Brownstone
Sales) served as sponsors.
Oro Interior Concepts, 18 S. Thompson Street, Suite
115, Richmond, VA 23221; 804-282-5082; 804282-5632(f); [email protected](e);
www.advdistributors.com. Paula Durgin, sales director, is the DPHA contact. The company operates
three showrooms. Debby Stehr sponsored the
application.
Red Fish Hardware, 415 Harrison Avenue, Panama
City, FL 34201 (P.O. Box 15335, Panama City, FL
32406); 850-215-2528; 850-215-2538(f); [email protected](e); www.redfishhardware.com.
Fain and Linda Winn are the DPHA contacts. Jody
Rosenberg sponsored the application.
Water Concepts, 3505 South Tacoma Way, P.O. Box
11185, Tacoma, WA 98411; 253-627-2289;
[email protected](e). DPHA contact
is David Rosen. The company operates four showrooms. Best Plumbing served as the applicant’s
sponsor.
34 NEWSLEAK
Mico Designs, Ltd., 1432 W. 21st Street, Chicago, IL
60608; 312-243-0770; 312-243-1661(f); [email protected](e); www.micodesigns.com. Tom
Aquavella will serve as the DPHA liaison. Mico
manufactures accessories, kitchen faucets and bathroom faucets and fixtures.
Tebisa Faucets USA, Inc., 8771 NW 99 Street,
Miami, FL 33178; 305-863-9117; 305-863-9118(f);
[email protected](e); www.tebisa.com. Juan
Guerra is the DPHA liaison. The company manufactures faucets. Al Rykus sponsored the application.
Representatives
Advantage Marketing, Inc. 15314 Vireoglen Lane,
Lithia, FL 33547; 813-643-1022; 813-643-1175(f);
[email protected](e);
www.advantagereps.com. Matt Ceren is the DPHA
contact. The company serves South Florida.
Atlantic Sales & Marketing Associates, Inc., 314 Locust Thorn Court, Millersville, MD 21108; 410987-8831; 410-987-0449(f); [email protected](e).
Richard Crovo is the DPHA contact. Scott Horsak
sponsored the application. The company serves the
mid-Atlantic.
DSC Pacific, LLC, 1855 Hamilton Avenue, Suite
105, San Jose, CA 95125; 408-626-7892; 408-6267894(f); [email protected]. Lee Davis is the DPHA
contact. The agency serves Northern California and
Nevada.
AUGUST 1, 2007
36 NEWSLEAK
AUGUST 1, 2007