Family Business Sells Diversity from Top to Bottom

"The showroom features several working displays, such as a fully working kitchen with a Sub-Zero refrigerator and Fisher & Paykel dishwasher, as well as an area featuring a working Kohler Sok tub," Kienzl comments. "In addition, we accessorize all of the areas to make [the overall look] very attractive."

As an example, he describes the front of the showroom, which features the company's tiles, plus the company logo and big wood doors with iron handles. "We always make sure the displays in our storefront are eye-catching," he states.

Once customers enter the showroom, however, the real show begins. Kienzl prides himself on offering the latest in product and design innovations information he picks up from his extensive travels to trade shows. He also focuses on the company's tireless work ethic, which ensures that clients are happy.

"We may say our showroom is open 8 to 5, but that's not really true," he notes. "We're open whenever our customer needs us to be." He laughingly recalls that, when Bradco first opened, he received calls from his credit card company inquiring as to why transactions were being done in the middle of the night. But, for Kienzl, this flexibility translates to all aspects of the firm and its designs.

"The most interesting projects are when we can solve a problem and come up with a solution," he says.

To accomplish this, Kienzl notes, "We have professional designers who use state-of-the-art computer programs (20-20 and Astia) that give 3-D views and elevations of each project before anything is ordered." He adds that the 20-20 program is used exclusively for U.S. imports and the Astia software is used for foreign imports.

Radio days
While the company has primarily relied on word-of-mouth and walk-in business, it utilizes its highly successful radio ad campaign to generate more traffic in the showroom. Featuring Kienzl talking with a "friend" and discussing what is new at the company, the spots run on two local radio stations, with 16 spots running per month on each.

The company also advertises in the Yellow Pages, as well as in upscale magazines.

Says Kienzl: "This year, we've started targeting the design and architecture communities and have hosted events for the Los Angeles AIA with L.A. Architect magazine, the Los Angeles chapter of the ASID and for the L.A. Design Group."

The company has also hired a publicist in order to gain additional local and national coverage.

He notes that this visibility has led to the firm being invited to create two kitchens for L.A. Magazine's Design House 2003, a charitable project that will be open to the public for two weeks early next month.

The firm has even appeared on two episodes of "Designers Challenge," on HGTV the result, Kienzl believes, of the company's unique, and diverse, philosophy.