Expert insights from a lifetime in building and design
Jeremy Parcels, CKBD, is the Owner/Principal Designer of Parcels Design Studio, LLC, based in Denver, Colorado. He has won multiple design awards and is a published designer. An experienced showroom veteran with expertise in European brands and modern design, he enjoys helping teach the next generation in the industry through his public speaking and leading learning sessions at KBIS, IBS, and Surfaces. Jeremy has been named NKBA Chapter President of the Year and NKBA Chapter Officer of the Year. Kitchen and Bath Design News recognized Jeremy as one of the industry’s top innovators in 2021.
NKBA: Tell us about your professional background and involvement with NKBA.
Jeremy Parcels: I grew up in the construction and remodeling industry–my family owned a construction company and operated a Merrillat cabinet showroom. I studied architecture at the University of South Florida and returned to the family business where I learned kitchen and bath design from my grandfather. That experience shaped the foundation of my career.
I became involved with NKBA in 2008 through the Central Florida Chapter, serving in leadership roles including Chapter Representative and Chapter President, and earned my AKBD in 2009.
After relocating to Colorado, I attended my first NKBA Rocky Mountain Chapter event and immediately got involved again–serving in roles from communications to Chapter President. In 2020 I earned my CKBD.
NKBA: As a Global Connect Advisor, what insights or services can you offer Global Connect members?
Jeremy Parcels: With an extensive background in both design and retail showrooms in the United States, I bring practical market knowledge to Global Connect members looking to enter or expand within North America. Our industry operates differently than many other parts of the world, and understanding those differences is critical to building a successful strategy and long-term presence.
As the dealer representative for Ballerina Kuchen, I’ve helped support the growth of their dealer network and North American presence over the past several years. That experience allows me to share real-world insights, help set realistic expectations, and guide members toward a thoughtful and successful market entry.
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?
Jeremy Parcels: The biggest mistake I see is trying to scale too quickly without enough research. There’s often an assumption that success comes from opening a flagship showroom in a major market like New York, Miami, or Toronto and backing it with significant advertising investment.
In reality, that approach rarely reflects how our market works or how relationships are built with specifiers and end users. Success here requires understanding regional differences, building the right partnerships, and growing strategically. Too often, companies overinvest upfront, exhaust their resources, and ultimately exit the market before gaining traction.
NKBA: How do you see the North American market evolving, and how will this evolution impact how international brands do business here?
Jeremy Parcels: The North American market is constantly evolving, and each region continues to develop in its own way. At the same time, I see increasing opportunities for international brands to communicate a consistent brand message across the continent that resonates within the design community.
The challenge (and opportunity) is determining what that message should be and how to deliver it effectively. Successful brands are those that balance a strong, unified identity with a thoughtful understanding of regional market dynamics.
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?
Jeremy Parcels: Every market–and every company–is different. My advice is to identify the cities, states, provinces, and regions that are most likely to connect with and adopt your product first. Launch strategically, build a loyal customer base, and create demand organically.
Too often, companies try to make the “Times Square splash” before establishing a foundation. Sustainable growth comes from earning advocates, refining your approach, and expanding with intention rather than scale for scale’s sake.
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.
