The 30-year industry veteran shares insights for companies looking to enter the North American market
Greg Rohl is a former owner and manager at ROHL LLC, a leading luxury brand of faucets, fixtures, and accessories sourced from Western Europe, the United Kingdom, New Zealand, and America. In 2016, Rohl LLC was acquired by Fortune Brands and formed the core of House of Rohl, an international collection of luxury faucet and fixture brands. Greg is the principal of therohlmodel, a learning and guidance service for the kitchen and bath industry, with a particular focus on teaching design and sales professionals a new language of luxury focused on original design, artisan craft, and wellbeing.
NKBA: Tell us about your professional background and involvement with NKBA.
Greg Rohl: Before joining the family business full-time, I worked in decorative plumbing showrooms and as an editor for an industry trade magazine and design books featuring NKBA-certified designers. In my years as an employee and owner at House of Rohl, I held many positions–from customer service to marketing to sales, ultimately serving as President of the Western Division.
Our company has always been an active supporter of NKBA at both the national and chapter levels. As a journalist, I reported on Southern California Chapter activities. For many years at House of Rohl, I was responsible for coordinating our participation at KBIS. As a consultant, I have created numerous educational presentations for the Voices from the Industry conference. I’ve been a Global Connect Advisor since 2019.
NKBA: As a Global Connect Advisor, what insights or services can you offer Global Connect members?
Greg Rohl: I focus on go-to-market strategy, product market fit, tailoring brand messages for different customer constituencies, sales management, sales training, product development, and customized educational content.
NKBA: Throughout your career, what are the most common mistakes you have seen that hamper a company’s success as they try to enter/expand in the North American market?
Greg Rohl:
- Language Barrier: Communication challenges for owners or representatives who don’t speak English well.
- Regional Considerations: Not realizing that the US has 4 time zones and at least 5 different regional cultures–and that different markets have different distribution players.
- Long-term Vision: Not committing the proper time and resources–companies should commit to at least 5 years to establish a new brand.
- Marketing Strategy: Not having a compelling, value-based story tailored for the various industry constituencies, i.e., showroom owners, consultants, designers, sales representatives, plumbers, builders, etc.
- Joint Venture: Failing to partner with a distributor or agency that understands the market and can guide them.
NKBA: How do you see the North American market evolving, and how will this evolution impact how international brands do business here?
Greg Rohl: NKBA’s reporting on the future of the North American market indicates tremendous potential for brands that meet an unmet need, are differentiated, profitable, and dependable to work with.
NKBA: While every company’s journey is different, what is one general piece of advice you have for a company thinking of entering the North American market?
Greg Rohl: Be hungry but humble. Take time to understand the market and expect to grow a business over time by delivering value to all stakeholders–distributors, showrooms, designers, and end users. Oh, and read our book, The Corporateneur Plan, for a step-by-step example of building a successful business marketing luxury European products in the US.
About NKBA Global Connect
The NKBA Global Connect mission is to connect and grow the kitchen and bath industry around the world through an international membership program. The initiative equips international companies with the support and professional community access they need to thrive in North America by providing market intelligence, brand-positioning guidance, and connections to key North American audiences. By combining NKBA’s expert marketing execution with access to a diverse and influential member network, we help businesses improve visibility, build meaningful relationships, and generate strong market demand, ultimately accelerating their success in the lucrative and competitive $228 billion North American market. Learn more here.
