Kuehn Bevel Creates Dealer Selling Niche

RANDOLPH, NJ - Kuehn Bevel has introduced "a new way to sell laminate countertops" with decorative bevel-edge moldings, creating "Bevella"-brand countertops marketed directly to consumers and sold through kitchen and bath dealers, the company announced.

According to Kuehn Bevel, based here, its Bevella countertop marries a dealer's current line of high-pressure laminate (Formica, Pionite, Wilsonart or Nevamar) with any of Kuehn Bevel's decorative edge moldings in laminate, solid surface or wood for "a designer look at a fraction of the cost."

In addition to the Bevella countertops, designers participating in the program can create additional value with backsplashes, base moldings and chair rails with matching beveled edges, said Ray Kuehn, president of the manufacturer of decorative bevel-edge molding products in laminate, solid surface and wood.

"With the popularity of granite and engineered stone counters, dealers need an upscale alternative for their laminates," Kuehn said. "Bevella provides a distinct look for the more price-sensitive customer. It also provides dealers more flexibility in their choice of materials."

According to Kuehn, a national consumer ad campaign in a series of special interest shelter publications will target some 2.5 million homeowners who are ready to "remodel their kitchen or bath. All of the leads generated by these efforts will be qualified and referred directly to the Bevella dealer in that area," Kuehn said.

"Traditionally, there has been a lack of assistance for dealers in marketing kitchen and bath products," noted Alichia Kuehn, director of marketing. "Even though laminates hold the lion's share of the market, there has been no thrust to capture new customers or add value to sales," she added.

Bevella dealers will also receive assistance in local promotion, including ad materials, television and radio spots and point-of-sale materials, she continued.

Kuehn Bevel is currently recruiting dealers to support the Bevella initiative, the company said, noting that each Bevella dealership will have its own select area, and all pre-qualified leads from that area will be referred directly to dealers.