K&B’s Influence on High Point Market

I have a small confession: I’ve long wanted to attend High Point Market in North Carolina, but with much of my professional focus being kitchens and bathrooms, I really couldn’t justify the trip. Until now!

Late last year, at Fall Market, kitchen and bath became a focal point with programming and exhibitors! Some of that was generated by the National Kitchen & Bath Association coming in as a partner. Some of it was organically driven by cabinetry manufacturers expanding their offerings into vanities and lighting products serving these spaces. 

Either way, there’s more to see in the Tarheel State’s bi-annual furn-fest for kitchen and bath specialists. So now I, too, am looking at a fall 2025 market adventure. Wondering what to expect, I reached out to seven industry professionals for their takes on the Fall 2024 Market. 

• Moses Brach, marketing manager at Fabuwood Cabinetry Corporation
• Pensacola-based designer, retailer and interior design business coach Cheryl Kees Clendenon
• Cosentino spokesperson Patty Dominguez
• Ben Muller, v.p. of marketing/communications for High Point Market Authority
• Donille Perrone, senior brand manager with appliance manufacturer Signature Kitchen Suite (SKS)
• Northern New Jersey-based designer, speaker and interior design business coach Sharon L. Sherman
• Crystal Watts, NKBA marketing director.

A New Role at the Market

This was NKBA’s first significant presence at High Point Market, Watts notes, but it wasn’t the first time the kitchen and bath organization had played a role at the event. “NKBA participated in a tour of High Point Market in 2018, specifically for kitchen and bath designers, so a partnership has been on the radar for quite some time.” There was long-time admiration for HPMKT in her association, she added, “so it was incredibly rewarding to see a partnership come to fruition in 2024.”

“The two organizations know each other and have had conversations for years,” Muller recalls. “In terms of executing the activation at 2024 Fall Market, the work began about a year in advance.”

Why the larger presence in 2024? “The role that a kitchen plays in a home is changing and expanding as houses adapt to modern needs,” Watts observes. “Kitchens are also dining rooms, offices, coffee shops and cocktail bars. The bath, meanwhile, has evolved into a wellness retreat that requires functionality beyond the traditional.” These newer roles for formerly functional spaces have given them added importance – and complexity – for designers of all kinds. 

“With this in mind, even our most specialized kitchen and bath designers are interested in broadening their industry knowledge to embrace this shift,” Watts comments. “The same is true vice versa for interior designers who have long visited High Point and want to learn more about the kitchen and bath specialties.” HPMKT was the place to do this, she adds.

Shaping the Space

The vision for NKBA at Market unfolded in ‘The Tent.’ Present in the space were eight brands that specialize in kitchen and bath spaces and programming. “We had Anderson Tuftex | Shaw Floors, Bed Bath & Beyond Professional, Cosentino, Fabuwood, FreePower, Hettich, Uniform Studio and SKS | Signature Kitchen Suite,” Watts shares. There were more than just static booths. “We sought to create diverse programming, including kitchen demonstrations with SKS, legacy insights from our Design Council and panel discussions delving into the intersection of NKBA and High Point.” 

Tent visitors received networking and educational opportunities, Watts says. “Networking with a new group is equally as rewarding for manufacturers as it is [for] members,” she declares. “Our entire industry benefits when brands can reach a new customer who has a lightbulb moment as they connect a product to a project, or they think ‘I can’t wait to use this somewhere.’ That’s the magic of design trade shows and connecting with designers.”

While the massive market has long been a major showcase for furniture and textiles, two historic North Carolina industries, it’s not exactly new to our spaces either, its executive Muller points out. “High Point Market is a whole-home Market, and thus we have had a presence of kitchen and bath here for years within the thousands of exhibitors that showcase.” That made it a natural for an NKBA partnership, he adds, and one that created increased interest from Tent exhibitors for future tie-ins.

“This was SKS’ first time onsite at High Point Market and what a great opportunity to connect with the design community and learn about all this event has to offer,” Perrone declares. 

It was also Cosentino’s first time there. “Participating at Fall High Point Market offered a new opportunity for us to engage with a group of designers who may not have previously encountered our products,” Dominguez says. The experience allowed the company to showcase its surfaces in a whole-home context, “inspiring designers to envision our brand as an integral part of their projects.” 

Another new to HPMKT brand was cabinetry maker Fabuwood. “The NKBA tent’s curated environment allowed us to engage directly with designers and retailers in a meaningful way, bridging the gap between kitchen, bath and broader interior design sectors,” Brach says.

View from the Tent

The experience met the firm’s expectations, the cabinetry executive adds. The setting, program and innovation opportunities “helped us effectively communicate our brand story. It was great to have face time with many like-minded brands and engage with renowned designers.” Fabuwood sponsored NKBA’s champagne toast with NKBA’s CEO Bill Darcy presenting. “Attendance was strong, and it provided a perfect platform to engage with the High Point Market audience,” he recalls. 

“NKBA is a longstanding partner of SKS, and their pop-up NKBA Tent gave us the opportunity to test the waters and better understand what High Point Market is all about,” Perrone adds. 

Dominguez is also enthusiastic: “The experience exceeded our expectations. The Tent had exceptional foot traffic and attracted high-profile designers and media attendees.” Cosentino’s countertops were displayed in collaboration with FreePower, giving attendees the chance to interact with the surfaces and sleek phone-charging capabilities, she explains. 

In addition to K&B brands showing off their wares, there were cooking demonstrations by an SKS chef on the company’s induction cooktop, plus an espresso bar, creative cocktails, light bites and a panel-heavy schedule. 

Sherman, a popular industry speaker, SKS Design Collective member and veteran kitchen and bath designer, was one of the panelists. She’s been trekking south to High Point for at least 15 years, she says, scouting out lighting, dining tables and seating, wine rooms, fabrics and other pieces she can use to create home environments for her clients. 

She started seeing more vanity options from furniture makers about five years ago, she recalls, but the NKBA’s presence took the K&B focus to a new level. “I felt like it was a first entrée into the sphere of High Point for the K&B world – like ‘getting to know you’ involvement.” She describes the panels as being very well-attended. Hers focused on the kitchen’s influence on home design. “As designers are expanding the use of cabinetry to home offices, coffee bars, wine bars, media rooms, home spas and gyms, the impact of the kitchen is influencing how these adjacent spaces will look and feel.”

Outside the Tent

Clendenon is also a High Point veteran. “April will be my 27th market!” she declares. The Pensacola pro mostly goes to see major upholstery and furnishings for seating, she says. She started seeing K&B offerings a few years ago. “Many vendors that are traditionally case goods showed new vanity lines. Some very cool things!”

“There are many, many reasons for K&B designers to go to High Point Market,” she suggests, counting off numerous add-on sales opportunities, ample inspiration and a growing lighting presence. (Who doesn’t love a well-lit spa bathroom or chef’s kitchen?) 

Muller describes designer attendee response as very positive. “An increased presence of kitchen and bath is only beneficial for buyers as they can cover all their needs with a trip to High Point Market,” he adds. Sherman agrees, seeing the continuing presence as proof of the interior design community’s interest in these key spaces.

Future Plans

“The activation was a success,” Muller concludes, adding, “The two organizations continue to discuss future plans/partnerships!” Watts agrees, glad to be continuing conversations about next year and beyond. 

“We’d love to integrate even more products and brands to create a more hands-on experience for attendees,” the NKBA executive shares. “We know market goers are eager to get in-person, hands-on experience with brands and would love to be able to do this in an even bigger way.” 

SKS’ Perrone sees the market as a worthwhile venue for its luxury appliances. “High Point proved to be an excellent way to connect with our design partners, including kitchen designers and the broader interiors community. We also made some good connections with various showrooms. HPMKT is ripe with possibilities, and we’re already brainstorming how we can make the next event even better, including interactive culinary experiences, integrating our products into more spaces, hosting special events and more – the possibilities are endless,” she enthuses.  

Cosentino’s Dominguez is also enthusiastic about returning. “Looking ahead, we’d love to expand our presence at High Point Market to showcase the versatility of our products beyond countertops. This could include outdoor kitchens, custom furniture and other creative applications that demonstrate the breadth of possibilities with Cosentino surfaces.” She also sees the event as a good opportunity to market the company’s quick-ship program. “While High Point has historically focused less on kitchen and bath, we’re excited to see that changing and are eager to contribute to that evolution,” she adds.

Fabuwood’s Brach sees the venue as incredibly worthwhile for marketing their products and is already looking at a potential expansion for 2025. “For the next market we attend, we aim to expand our vignette offering to highlight more of our product lines and styles, providing additional interactive elements to engage attendees even further.

Last Words

“For those who haven’t attended HPMKT, it’s definitely worth your time,” Perrone comments. “You won’t be disappointed – and you’ll get your steps in!” Alright, I’m convinced! Now who wants to share market tips, housing suggestions and a double room next fall? 

Jamie Gold, CKD, CAPS, MCCWC is an author, wellness design consultant and industry speaker. Her award-winning third book, Wellness by Design (Simon & Schuster, 2020) is available wherever books are sold. Learn more about her wellness design CEU presentations, books, blog and consulting services at jamiegold.net.