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KEN ROHL |
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The perception of luxury is dependent on the authenticity of differentiated product design, customer services, brand awareness, technical improvements that produce functional benefits and careful management of specific customers that provide frequent feedback and a true partnership.
So often we hear that things are “in the eye of the beholder.” The luxury phenomenon certainly applies to this concept as well as our decorative faucets and fixture business. There’s no argument that since the mid 90’s kitchen and baths have become a fashion statement for a much broader range of economic demographics. However, the real leaders in identifying luxury brands are the innovators, early adapters and to some extent traditionalists who are looking for an emotional experience that that adds pleasure or comfort as well as an indulgence that speaks to uniqueness.
The luxury phenomenon must be about marketing, building brand and developing each product in a romantic story. The story enhances the value and experience of products whether it’s Perrin & Rowe’s Edwardian roots or Country’s Tuscan influences or Michael Bermans’ trans modern art deco American design interpretations. The showroom sales person who envelops their presentation with romance has something unique and certainly something that cannot be ethically mirrored by knock offs and home centers. The trading up phenom can be endangered if we allow products to be commoditized, or services are diminished for the sake of price concessions. Uniqueness must be reserved for the decorative products showroom.
At ROHL we’re passionate about the artisan nature of our products, limited availability, constant attention to new products and providing a story that appeals to the romantic and emotional instincts of the consumer. We want to appeal to the discerning and will be at KBIS with another host of new products, services and stories that will enhance our partnership. Keeping alive our joint appeal to the innovative new luxury consumer involves constant re-investment of our profits in new displays and training. We hope our spectrum of services and benefits are meeting your needs and always remain open for new ideas. I urge you to challenge our representatives to share their recently expanded authority to respond creatively to the obstacles that interfere with timely decisions. Count on ROHL to be constantly alert to raising the bar.
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Irvine, California 92618 
