Luxury Appliance Manufacturer BSH Partners with Specifiers to Create Perfectly Curated Kitchens

For developers and builders, meticulously choosing the right materials for each component of a project can be a daunting task. Take appliances: With so many options on the market and an obligation to balance cost, functionality and style, it can be difficult to determine the best fit for a specific project.

That’s where the BSH Home Appliances Group family steps in to help specifiers make informed decisions that will delight their end customer while staying within budget parameters. By offering a range of resources and services, from product recommendations to specialized support teams, BSH streamlines the process. And with three prestige brands to choose from— Gaggenau, Thermador and Bosch—the BSH suite offers a portfolio that spans the added value market up to the ultimate in luxury. 

“With our versatile options, we can fill a single project with different price points, which is appealing to a developer who prioritizes quality and value, yet prefers working with fewer suppliers,” says Christopher Kaeser, Senior Vice President of Sales for BSH Home Appliances.

He and his colleague, Thomas Staebler, Senior Director of Sales for BSH Experience and Design Centers in North America, shared what builders need to know.

From inspiration to installation: An extensive network seamlessly manages all touchpoints

BSH prides itself on a comprehensive network that includes an internal builder team, a national sales team and sales managers who operate in each region to support local product distribution.

The internal builder team serves a key function as they are fully focused on product replenishment, delivery and installation—ensuring that all timing aspects meet developers’ exacting parameters. “Our customers recognize this value, particularly as we emerge from recent supply chain challenges,” says Kaeser. “Our goal is to have an ample supply of goods in the builder channel, so we can manage inventory flow to ensure we adhere to project timelines and meet exacting schedules for closings.”

While it is a European-based company, BSH maintains manufacturing facilities in its most important U.S. areas to allow for speed to market, explains Staebler. “We try to manufacture locally whenever possible and have a large footprint here although we also source globally and export items,” he says, citing plants in North Carolina and Tennessee.

That local contact is then carried through in key markets, where sales managers have established relationships with general contractors, marketing firms and developers—all of whom prize this local representation. “Often these sweeping projects range anywhere from two to five years out so in some cases we’re managing product that’s not even been built yet,” Kaeser says. “It’s vitally important to have this internal team committed to overseeing the product flow, which assures stakeholders their needs are being met.”

BSH’ VIP builder services consultants are involved throughout the project, managing all details down to ensuring the electrical outlets are placed correctly. BSH designers play a key complementary role, from suggesting the ideal products to suit a specific customer profile to offering advice on the optimal kitchen layout for space and ergonomic planning.

As projects near completion, the team then works with the developer and the general contractor to determine their delivery requirements—whether it’s three floors at a time or all of the product staged in one location.

Finally the VIP Service Network comes into play, with dedicated personnel to walk jobs, especially more intricate projects, to ensure success. They also support residents as they move in so they are equipped to maximize product features, in some cases even offering culinary education.

Elevating the shopping experience with its Experience and Design Centers

Nothing can replace actually experiencing the products, which is why BSH has developed a network of “Experience and Design Centers” (EDCs) in key markets from Dallas and Atlanta to Los Angeles and Seattle. “We have made a massive investment—over $30 million—in these facilities,” Staebler says. 

“These showrooms are an extremely valuable resource for developers, designers and other collaborators throughout the buyer journey.”

The EDCs are staffed with knowledgeable personnel, including design specialists who speak the same language as architects and builders, such as being able to understand CAD data to make impeccable recommendations.

The team is particularly excited about the new flagship EDC currently under construction in Miami to cater to the local and global community, expected to open this summer. It showcases each of the BSH brands in luxury surroundings, boasting one of the best views in Miami, with a 3,000-square-foot terrace overlooking the bay.

“Our ultimate goal is to empower customers to make informed decisions about appliance selection, and we are committed to closing the sale,” Staebler says. “We prioritize our builder audience; as they make a significant investment in a number of units, we want them to feel confident in their choices and understand how our brands will help them upgrade their project.” That might mean hosting the team that will ultimately market the building to demonstrate how the various appliances work and allow them to compare features and benefits. Or, Staebler says they might even ping a noted chef to make a surprise visit for a culinary showcase. “We make time whenever it’s convenient for our customer,” he says.

Transparency fuels loyalty

It’s no secret that things can often go awry with complicated projects, which is why BSH is committed to its partners for the long haul. “Throughout the pandemic, we demonstrated the dedication we have toward the marketplace, as teams found a way to make sure we could support customers at the highest level,” Kaeser explains.

That included taking pains to manage supply chain snags that affected almost every organization globally. However, unlike many brands, BSH prioritized transparency. “We were able to show how even in the toughest situations, we were there for our customers,” says Kaeser. That meant facing issues head-on, rather than hiding them.

For example, the CEO posted a letter to the website explaining the intermittent supply issues it was suffering to avoid creating disappointment by overpromising. “We recognized that we might lose some sales with our openness, but we found instead that the development community appreciated our transparency and honesty. We were able to create trust.”

Specifiers Benefit from BSH’ Expertise

With the commitment and investment BSH Home Appliances Group has made, all the spokes of its network work in tandem to simplify the selection process and empower specifiers with expert advice and tailored solutions. “Our brand equity assures builders, developers, designers and other partners that we are here for the long haul and offer the pinnacle in standards for performance, aesthetics and durability,” Kaeser says. “We look forward to helping existing and new customers create dream spaces that are both functional and stylish for their discerning customers.”

This article was produced by The Real Deal’s Brand Studio Team in conjunction with BSH. For more information about working with our Brand Studio Team please click here.