AUBURN HILLS, MI
For Ginger Trevarrow and the staff at Trevarrow, Inc., education is a family tradition.
"We specialize in educating the consumer...so there's no pressure of 'making the sale,'" says Trevarrow, the firm's director of gallery events.
It is this focus, she believes, that has helped the family-owned distributor of luxury cooking appliances for kitchen and bath design firms, appliance dealers and homeowners to grow to the point of recently completing a $2 million remodel of its 50,000-sq.-ft. corporate facility, located here.
"We provide information to the consumer on every product that went into the design and completion of our facility," notes Trevarrow.
In fact, the most eye-catching aspect of the firm's growth, and revamped facility, is its state-of-the-art, 85-seat "Culinary Training Auditorium," which acts as the hosting site for continuing education classes, cooking demos and "Cuisine du Lour," a monthly hands-on training program featuring some of the top culinary experts in the area.
It has also hosted various professional events, including national publication subscriber receptions, chef association dinners, local corporate annual meetings and educational courses given by various organizations.
The auditorium allows the firm to further educate its upscale clientele in Michigan and Ohio about its range of high-end lines, including Sub-Zero, Wolf, Asko, Eurotech, Franke, Independent Ventilation, Scotsman and Classic by TecnoWind.
"It [has] executive-style seating looking down onto a fully live kitchen space. A 28-sq.-ft., rear-projection screen above the demonstration kitchen area is DVD-, VCR-, CD- and satellite-compatible. Cameras above the 60" live Wolf range and modular cooktop units project directly onto the screen," she describes. "It has often been called 'the teaching chef's dream kitchen.'"
FINDING YOUR NICHE
The recently revamped facility and its emphasis on education have enabled the firm to cement its niche in the industry.
"We spent two years making sure that no detail was overlooked, from the paint color to the type of bevel on the glass panes," she describes.
As a result, the facility's 10,000-sq.-ft. showroom has some 11 vignettes, including two live kitchens and a prep kitchen.
"While our purpose is to showcase the appliances we distribute, the client also has the ability to see, touch and experience the tile, wallpaper, paint, cabinetry, flooring and countertop materials that outfit each kitchen," she notes.
And now that this facility has been redone, the firm is currently remodeling its 8,300-sq.-ft. Cleveland, OH facility, which has its own 5,000-sq.-ft. showroom.
ALL IN THE FAMILY
Having the right personnel has also helped the firm to cement its niche, and maintain customer satisfaction, says Trevarrow.
For example, in addition to factory-trained client consultants, the firm employs an on-staff product specifier responsible for providing information, education and specification assistance to the design community. The firm also has an after-purchase service and repair division.
The company boasts a multi-level, in-house advertising and marketing plan that includes support of manufacturer national advertising and lead development plans, notes Trevarrow. In addition, it supports regional four-color print publications, trade shows, special partnership marketing events and local lead development and maintains a regional co-op advertising program.
Location: Auburn Hills, MI and Cleveland, OH
Principals: Larry Trevarrow, CKD, founder; Bruce Trevarrow, president and CEO, NKBA Treasurer and past president; Ginger Trevarrow, director of gallery events; Amy Trevarrow-Palma, human resources; and Larry (Trev) Trevarrow, treasurer/buyer
Number of employees: 50
Hour of Operation: Mon. to Fri., 8 a.m. to 5 p.m.; Sat., 10 a.m. to 2 p.m. Appointments recommended.
Major product lines carried: Sub-Zero, Wolf, Asko, Eurotech, Franke, Independent, Scotsman, Classic by TecnoWind
Business philosophy: "To be the leader in the appliance industry through excellence in providing product information, training, sales and service support to an expanding customer base."