Managing director of Senstec-USA Mark Conacher takes a look at what the UK KBB industry can learn from the American market

Having experienced the UK and US kitchen and bathroom markets, I can see differences in retail approaches, consumer and designer expectations, and overall industry collaboration.
The UK has a well-established industry with some incredible brands and independent retailers, but like every industry, there are always lessons that can be learned from how things are done elsewhere.

Now, that’s not to say that everything in the US is done better, just differently, and being different and standing out can be an excellent tool for success for any business.

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Continual collaboration between the UK and the US is increasingly important. I’d love to see more UK retailers, designers, and installers making the journey to KBIS, not necessarily with a view to selling in the US, but to listen, learn, and bring new perspectives back home to the UK.

Association role

Firstly, if we stand back and look at the bigger picture, an important difference is the role the National Kitchen & Bath Association (NKBA) plays in North America.

Having this unified body that actively drives the industry forward, connecting manufacturers, designers, retailers, and contractors, is a big plus for me.

It offers the market a high level of cohesion. Through research, education, certification, and events like KBIS, it helps pull everyone in the same direction.

When the whole industry is aligned, things run more smoothly, and standards improve more quickly. This isn’t to say that the various UK associations aren’t doing great work, but there has to be room for more frequent unified collaboration to ensure the industry moves forward with all areas supporting each other.

Retail differences

The US kitchen and bathroom market is heavily designer-led, with customers placing immense value on the expertise of these professionals.

From manufacturers and retailers, designers expect an over- communication of details, a compelling brand story, and a seamless buying journey. They want samples. They want every question answered before they even ask it.

In contrast, UK consumers often approach retail differently, sometimes with a more price- conscious mindset.

However, one thing is universal: eliminating friction from the buying process is critical.

The easier it is for a customer or a designer to specify a product, the better the outcome.

There’s also the reality of scale. Homes in the US tend to be larger, which means kitchens and bathrooms are bigger, they’re more open-plan, and they often play a key role in the overall home aesthetic.

This makes lighting design, material choices, and layout crucial, not just for function but as part of the overall furniture.

While UK homes are often more compact. Adopting a more design-forward approach could create new opportunities for retailers and designers looking to stand out.

Understand language

Another key difference is language. A UK company entering the US market has to adapt, not just in terms of product offering but in language.

Tap versus faucet, shower tray versus shower pan.

These details may seem minor, but they matter.
The US market expects brands to bend to their way of doing things, not the other way around. Brands that understand and adapt to these nuances find it far easier to build trust and drive sales.

For UK businesses, whether retailers, designers, or contractors, more exposure to KBIS is key.

 It’s where trends are set, innovations are launched, and connections are made.

The UK professionals who immerse themselves in the US market to learn have a greater potential for differentiation back home, and this could be the key to standing out in an increasingly competitive space.