Native cultural fluency meets on-the-ground expertise 

Award-winning designer Laetitia Laurent is a Sorbonne-educated art historian who brings a distinctly European sensibility to her work–one rooted in craftsmanship, proportion, and timeless design principles. Her design language balances elegance with ease, blending contemporary sensibilities with classical references and artisanal materials. She has been featured in Vogue, Architectural Digest, and House Beautiful. 

NKBA: Tell us about your professional background and involvement with NKBA.

Laetitia Laurent: I’m the founder and principal of Laure Nell Interiors, a boutique firm with studios in Boca Raton and Paris. I was raised in France and hold a Master’s in history and international relations from the Sorbonne, and I’ve spent the better part of two decades building a design practice rooted in the U.S. luxury residential market (primarily South Florida) while continuing to source and collaborate across Europe. That dual vantage point is really the through-line of my career. I’m an active NKBA member and have had the privilege of presenting at KBIS 2026 as part of Global Connect’s programming.

NKBA: As a Global Connect Advisor, what insights or services can you offer Global Connect members? 

Laetitia Laurent: My value to members sits squarely at the intersection they’re trying to navigate: I work in both markets, every week. I can help European brands understand how their products are actually received by North American luxury buyers–not in theory, but in real specifications, on real projects. That means translating European systems into the zones, lead times, and service expectations American clients assume, advising on how to position craft and material quality in language that resonates in the U.S., and acting as a bridge between manufacturers and the designers who ultimately specify their work. I bring the cultural fluency of someone native to one market and established in the other.

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? 

Laetitia Laurent: The biggest mistake is confusing expansion with translation. Brands assume that if the product is excellent, it will simply land. But North America expects performance and convenience, clear specs and certifications, install logic, reliable lead times, and real service support. European brands often underestimate that. The other recurring mistakes: not accounting for differences in scale and lifestyle, so beautiful systems don’t map onto how Americans actually live; treating education as optional rather than essential; and leaning on bold visual impact when this market is increasingly rewarding material intelligence and quiet quality. None of these require a brand to change who it is–only to communicate it differently.

NKBA: How do you see the North American market evolving, and how will this evolution impact how international brands do business here? 

Laetitia Laurent: We’re watching luxury shift from visual impact to material intelligence–quiet confidence over performance-driven aesthetics. Kitchens and baths are becoming more architectural and tailored, materials more tactile and emotionally resonant, with warm, layered neutrals replacing the white-on-white era, and wellness now treated as a baseline expectation rather than an upgrade. For international brands, that’s actually good news, because it plays to European strengths in craft and longevity. But it raises the bar on storytelling and education. Brands that can articulate why their quality matters–and support it with availability and performance–will win. The future of luxury here isn’t louder; it’s smarter, and it feels personal.

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?

Laetitia Laurent: Invest in translation, not just expansion. Don’t change who you are –the heritage and craftsmanship are exactly what this market wants. But take the time to communicate that identity in American language: clear specifications, dependable logistics, education for the designers and dealers who’ll represent you, and a clear story about why your product endures. And find the right partners on the ground. Designers who work across both markets can be your most effective bridge to the buyer.

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.

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.

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.