Kitchen Dealer Focuses on Top Service for any Budget

Kitchen Dealer Focuses on Top Service for any Budget

By John Filippelli

These are the sentiments of Suzy Reese, v.p. and co-owner of the firm, who notes that the firm has recently revamped its retail philosophy to focus on affordable price points while still offering a high-degree of design and service for a variety of budgets.

Because of the firm's close ties with industry builders, Suzy Reese adds that philosophy is an even more necessary tool for the firm. "We work with builders who are doing [as many as] 10 kitchens a day, and some very intricate projects where the design alone may take up to a year, with a budget exceeding $100,000," she explains. "[Therefore] our [ultimate] goal is to combine one-stop shopping with service excellence."

But, she quickly notes, being a one-stop shopping destination doesn't mean that there should only be one location for clients to visit.
"We recently established three satellite showrooms to help build our retail sales," she states.

Targeting customers
Suzy Reese notes that about 60 percent of the firm's business is with builders, and about 25 percent is with remodelers. She adds that the company benefits from its geographic area, as well.

Company president and co-owner David Reese agrees, stating: "We sell over 50 percent of the new construction homes in the Indianapolis market, but we are growing in the retail and remodeling segment. It is now about 40 percent of our business."

"The affordable land in the area is conducive to housing growth which, with our strong builder base, contributes to our growth as well," Suzy Reese adds.

Also aiding in that growth is the company's large selection of custom and stock cabinetry, appliances and countertop materials, as well as a design staff that is experienced, knowledgeable and affable, she notes.

Suzy Reese concludes that it is these types of offerings that have allowed the firm to specialize in a variety of design themes, including highly contemporary and Old World-style projects, while also catering to some high-end and high profile clientele.

David Reese summarizes: "What makes us unique is our passion for design at all price points. Even if a client is buying a $3,000 kitchen, we want that customer to be as excited as if it were a $300,000 project."

However, David Reese reports that, when the company gets into the bigger kitchens, "that is when we can turn loose and do really unique design aspects." He cites a current project that features a custom-designed limestone hood and elaborate shell designs as one such example.
A key selling point for the firm, according to Suzy Reese, is the large product selection the firm offers to its customers.

"We carry a variety of cabinetry to suit a range of budgets. That way, we can offer a customer a fabulous kitchen at any price point," Suzy Reese offers.

Revealing the firm's selling philosophy, she says, "We like to say 'Keep costs down; give them a wow!'"

Specifically, Reese Kitchens carries cabinetry lines from Aristokraft, Kemper Kitchencraft, Decorá, Mouser and Nichols, among others,

"We also manufacture our own laminate and wood countertops, and carry Centura, Corian, Formica Nevamar and Pionite as well as concrete, granite, marble, stainless steel and copper," she adds.

She also notes that the firm carries high-end appliance lines from Sub-Zero, Wolf, Viking, Thermador, KitchenAid, Whirlpool Corp. and Gaggenau.

Ranging in size from 1,600 square feet to 4,000 square feet, the company's three satellite showrooms not only offer customers a convenient and accessible destination to visit, but also offer some 40 different displays and vignettes, which make it convenient for customers to make their purchasing decisions, she notes.