Kitchen & Bath Design News

MAY 2018

Kitchen & Bath Design News is the industry's leading business, design and product resource for the kitchen and bath trade.

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DESIGNER PROFILE "It's interesting," he says, in reference to doing more with less. "Our Virginia Beach loca- tion is about 1,500 square feet and it was selling dollar for dollar what our Richmond location was selling. We realized we couldn't connect square footage to sales." Taking a page from the Virginia Beach loca- tion – which Daniel indicates was admittedly a bit more 'hip' – the new Richmond showroom is less than half the size of its predecessor. At about 2,500 square feet, it features three full kitchens – one of which is still 'live' – and sev- eral smaller vignettes. Daniel and Pilgrim once again called upon the services of an interior designer, "one of the best on the East Coast," he says. "She did a ridiculously good job of incor- porating what's current in terms of lighting, art, accessories, accent furniture, etc. to create a fun place to come." Another strategy with the new showroom was to emphasize design, which Daniel indi- cates is the focus of the firm, and the reason for their business success. "Design is what takes a space to the next lev- el," he states, adding that as a Class A contrac- tor, the firm also has the ability to implement remodels. "It's what keeps someone loving their kitchen forever. "When people ask me what I do, I tell them my partner and I own a design firm, as opposed to starting the conversation by saying we own a kitchen firm," he continues. "We're not the first place people think of to buy cab- inets. Instead, people come here for lifestyle, design-driven projects." As evidence, three designers in the Virginia Beach showroom have degrees in interior design. "We are all about design," he says. "We are very proud that we've won the Sub-Zero/ Wolf design competition six times. That's a big deal to us." REAFFIRMING INDIVIDUALITY The design duo also upped the ante with regard to technology by investing in software that highlights their talents, which they showcase on 80" flat screens. "When we started in this business we did hand drawings," he says. "Then we pro- gressed to AutoCAD, which gave customers 2D drawings. Now we've invested in software for 3D, HGTV-type drawings since they are what clients expect now." Daniel and Pilgrim base their fees on the degree of technology clients want. "If they are happy with black lines on white paper, that's fine," he says. "But if they want 3D drawings, we can get very realistic. We've even given clients drawings that include their grandmother's china, along with wallpaper and window treatments they've selected. "This ability has been a big help because this is such a visual business," he continues. "And, again, it's a service that other firms like ours just aren't offering. From the beginning, we really wanted to create a company and brand that offers a 'nowhere else' experience." Part of that distinctive experience focuses on showcasing products not readily found elsewhere in the area. "From the beginning we've sold Pyrolave countertops, and we're the only La Cornue dealer in town," he says. "We pride ourselves on the fact that people can find products here that they can't find anywhere else." Technology also plays a role in promot- ing the brand, with the duo having a very visible presence on social media sites. The company also invests heavily in professional photography. "Everything visitors see on our sites is customers' private residences photographed by some of the best-known photographers in our industry," says Daniel. Daniel and Pilgrim are also proud of their visibility and involvement in the community. "We've always been community oriented," he notes, drawing attention to the recent Feather the Nest event, which benefits the Hope House Foundation and adults with intellectual and developmental disabilities. "We try to contribute where we can make a difference." Word of mouth and referrals are integral to the business as well, indicates Daniel. "We aren't necessarily interested in a heavy cam- paign that gets everyone in the community into our showroom because realistically, we can't do a kitchen for everyone in the community," he says. "We're probably no one's first kitchen, but we are often their last." ▪ Calacatta quartzite serves as a striking backsplash and island countertop surface for this kitchen renovation, which includes a combination of Neff and Quality Custom Cabinetry cabinets and Wolf and Sub-Zero appliances. The island also features a 3' sink from The Galley. Photo: Kip Dawkins 40 Kitchen & Bath Design News • May 2018 Award-winning. Handcrafted. Solid brass. 30 finishes. Created one at a time, by hand, in California. See more at californiafaucets.com/idkitchen Winner of Interior Design Best of Year Awards 2010, 2013, 2014, and 2015 Produced by the world's most amazing machine THE HUMAN HAND Circle No. 25 on Product Card

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