Retail Observer

RETAILOBSERVER.COM NOVEMBER 2014 48 C onsumers tastes may be fickle when it comes to creating individual design elements in their homes, but one trend bath manufacturers say continues to pick up steam is the growing use and demand for the installation of contemporary bath products designed, engineered and imported from Europe. "Over the past few years, the U.S. demand for European bath products has been growing and growing," says Javier Korneluk, U.S. managing director for Laufen, North America, a Swiss manufacturer of high-end sinks, tubs, and toilets long-favored by travel-savvy designers who want to imbue their clients' homes with a sense of classic European style and contemporary flair. In fact, according to the National Kitchen & Bath Association's 2014 Kitchen and Bath Trend Report, "contemporary" has overtaken "traditional" for the number one spot in bathroom design. "People want products that enable them to create unique, livable spaces that whisk them away from their every day lives," says Korneluk, who says that the entire industry has definitely seen a shift towards the acceptance of more contemporary designs in the bath– even if the majority of a clients' home might have a more "traditional" element running throughout it. "People don't want 'cookie cutter' designs, they don't want spaces where everything matches everything else in their house. They want to mix it up. Today's consumers want pieces in their bathrooms that are versatile, functional and efficient when it comes to water conservation, yet, at the same time, they love the contemporary look that European products offer. It's like installing a piece of finely engineered, master crafted art in their bathroom." While the global economy is a player in the momentum powering this industry-wide paradigm shift, Korneluk also attributes the growing demand for European products to American consumers' love of international travel, and their desire to recreate the serene, spa-like environments they experience at five-star resorts around the world. "People go to a great resort and see this gorgeous free-standing tub in their room. Then, when they go home, they want to recreate that sanctuary-like feeling in their own bathroom space." Korneluk says contemporary European products allow consumers to take advantage of the craftsmanship and precise engineering that has long been a signature feature of European design, but also allows them to incorporate other "cutting edge" elements, such as high-intensity colors (Laufen, for instance, has partnered with the vibrant-hued-plastics-brand, Kartell, for one of its most popular lines). "People love the sleek lines and elegance that contemporary products offer," says Korneluk, whose own company holds the patent on a razor-thin ceramic material used for its line of sinks called SaphirKeramik—a revolutionary material that doesn't have a comparable product readily available on the American market. Another advantage to European style is the "floating" look of sinks and toilets that are mounted against the wall and appear to be "floating." Not only is it a more streamlined effect, but industry experts says consumers can't resist the more "flush" appearance. "At the end of the day, there's only so much you can do with 'traditional' style," says Korneluk. "For clients who want to break out into more interesting and unique designs, contemporary design is really key." Javier Komeluk Guest Columnist RO Javier Korneluk, the U.S. managing director for Swiss-bath products maker Laufen, says that demand for contemporary-styled European bath goods are partly due to the global economy, the rise in international tourism, and the aesthetic appeal of streamlined products. HOT TREND: EUROPEAN PRODUCTS IN U.S. BATH DESIGNS Think There's No Such Thing as a Trendy Toilet? Think Again

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