Under the radar

Dayton, Ohio-based Winsupply has been known as a PHCP-PVF distribution powerhouse nation-wide since 1956. The company aims to provide entrepreneurs with the opportunity to own and operate their own business, all with the backing of committed support and services – they call this the “Spirit of Opportunity,” and this goal makes the Winsupply business model stand out.

In the PHCP-PVF distribution world, Winsupply is known for dominating numerous markets, making many acquisitions, and topping the annual Premier 150 Distributors list each year. The business also has an arm that doesn’t top news headlines quite as often – its family of decorative plumbing showrooms. The Winsupply family of companies has more than 170 showrooms across the U.S. with representation in nearly all 50 states. Although the company is often looped in with other PHCP-PVF distribution national, corporate business, according to Melissa Rasico, national showroom manager and almost 25-year Winsupply employee, the company culture and operations couldn’t be farther from a corporate model.

“The local company presidents run their companies as local, mom-and-pop shops,” Rasico says. “The fact that we have personal ownership and oftentimes have the opportunity to own stock in the company means owners and employees have a stake in the business. The decisions made, the outcomes, etc. – it all affects our reputation and we value that above all else.”

The Bath & Kitchen Idea Center: Under the radar

With all of the other Winsupply news circulating the market, the company’s showrooms sort of fly under the radar. According to Rasico and some of her showroom managers, the showroom teams like it that way.

Sam Murray, showroom manager of the Greeley Winsupply showroom in Windsor, Colorado and Rasico’s daughter, says in many markets, the Winsupply showrooms won’t be the loudest or most-advertised showrooms.

“Although we are part of the united front that is Winsupply, we operate individually,” she says. “We don’t care to be a large corporation. We are ‘silent’ in the way that we put our heads down, get our jobs done the right way, and serve our individual market however fits best.”

Rasico echoes her daughter’s point, adding that the reputation Winsupply carries is felt at all levels of the business. “Because of our entrepreneurial model, everybody takes a stake in the ownership, and you can see that in every employee, from the President all the way to our drivers,” she says. “Our drivers are the last people on the jobsite and closest to the customer. It’s preached at Winsupply that these are some of the most important people, and they need to have the same level of care that the owners and presidents do; everyone in every role makes a difference.”

Although the Bath & Kitchen Idea Center’s aren’t always shouting their every move and success from the rooftops, these showrooms account for a large part of Winsupply’s overall plumbing sales. Roughly 15% of a Winsupply local company sales come from its showroom. The local companies that are more commercially focused will have a lower percentage of showroom sales, while in the cases where they are primarily residential, showrooms can account for up to 25% of the total local company sales with some Win showrooms accounting for close to 30%.

“This type of success is what happens when we give an entrepreneur the buying power and flex to do what they need for their market,” Rasico says. “Winsupply gives owners the tools they need to succeed but allows them to run with it and have complete autonomy in how they operate their business.”

Rasico adds that when showrooms are strong, the business is strong. “When a contractor or builder has a good experience in our showroom, they will take their business to the Winsupply local company when they need a water heater, underground package, etc.”

Comfortability for customers

The Bath & Kitchen Idea Centers pride themselves on keeping the locally owned feel inside the showroom. One way to achieve this is making sure the customer is 100% comfortable and welcomed from the minute they interact with the showroom team.

Angel Clan, showroom manager in Elizabethtown, Kentucky says customers often tell her they appreciate the greeting they get at her showroom. “Customers will tell me they call other showrooms in our market and never get a call back, or they walk in and they aren’t greeted,” she says. “It makes a huge difference to greet people and get back to them right away, and those things come second nature to us.”

The showroom manager of Winsupply of Cleveland, agrees, adding that the flexibility Winsupply offers makes it easy to serve customers. “I have the autonomy to offer different things in different showrooms depending on what market we are in; one may be higher end than another,” they say. “I can listen to my customers and make decisions that best serve them, without having to get approvals from the top.”

The Bath & Kitchen Idea Center is extremely active in IMARK Plumbing’s Luxury Products Group (LPG), and Executive Director Jeff MacDowell says the flexibility offered by Winsupply sets the showrooms up for success.

“Winsupply offers a unique and diverse group of showrooms to the market. Each company president has the flexibility to invest based on local opportunities, while every showroom manager brings their own distinct influence to the communities they serve. From small rural showrooms to elegantly designed metropolitan spaces, Winsupply continues to grow and is poised to become an even more talked-about group in the industry.”

Having skin in the game doesn’t stop with internal operations. Murray says her mentality with customers is what makes her showroom stand out. “When you walk into my showroom, you immediately become my client,” she says. “Whether it’s years down the line when you have an issue, or if you don’t even plan to buy anything, we take ownership of every customer and project that walks in our door and we see it through until the end.”

Rasico says in a Winsupply showroom, the team is not showroom consultants, they are project coordinators. “We guide project along for their whole life, and even after the project is done.”

In fact, many Winsupply showrooms have created a new position called a “Showroom Experience Manager,” to handle the customer experience form the moment they walk in.

“Whether someone plans to buy something or if they are just killing time waiting for their table at the restaurant next door, we want each person to remember what a positive experience they had in our showroom,” Rasico says. “I’ve sent in a lot of secret shoppers to our showrooms and I have never heard a negative word about the experience they have.”

Eva Lowe, showroom manager of Hydrologic (a Winsupply company) in Sarasota, Florida, says creating meaningful connections is a top priority. “By offering a customized experience — like walking through homes for lighting selections — you’re not just selling products; you’re creating meaningful connections. It’s those connections with homeowners, designers, and builders that not only foster trust but turn our business into a go-to resource,” she says. “The fact that these professional relationships evolve into friendships speaks volumes about the culture we have tried to cultivate here in our showroom. It’s this blend of expertise, personalized service, and genuine rapport that really sets us apart from the competition and keeps clients coming back.”

Reps and customers can vouch for the stand-out, positive experience you can expect from a Winsupply showroom. Kristin Williams, vice president of Rocky Mountain Sales, a rep partner, says the team at The Bath & Kitchen Idea Center in Colorado is built on trust.

“The team of women in the showroom truly values each other's ideas, skills, and perspectives, fostering an environment where open communication thrives. Their ability to trust one another with responsibilities and decision-making creates a fun and supportive atmosphere, making it a joy to work together,” she says. “This same level of trust extends to interactions with customers and reps, where the team collaborates seamlessly to reach mutual goals. This perfect blend of professionalism and enjoyment not only sparks creativity but also strengthens their overall collaboration.”

The showroom advantage

Brick and mortar showrooms continue to battle quoting wars and large online retailers. Winsupply’s take is to nurture the relationships for the customers that chose to come in and do business with them.

“You can buy a faucet online and likely have it at your doorstep tonight,” Murray says. “But what’s going to happen when you have an installation issue or something goes wrong with it? There will always be people who don’t care about that level of expertise and service we provide and choose to do their shopping online. What we focus on is building credibility and lasting relationships with the people that do choose us to keep them coming back for every project from here on out.”

Lowe agrees, noting that with plumbing projects, it’s difficult for clients to get the whole picture from online shopping, and they need help with the behind the wall details. “There are so many variables involved in choosing the right products for each home. This is where our showroom really shines. By offering expert advice and solving problems directly, we are providing a level of service that online platforms can’t match,” she says. “Builders and designers appreciate this hands-on approach because it helps avoid costly mistakes. Being a trusted resource in that way is a real differentiator.”

One manager adds that her showrooms thrive with staging. “We start with rough ins and then are able to help stage large projects like home building and remodel jobs throughout every stage. This talent is our mainstay and it’s something you can’t get at Home Depot or Lowes.”

Customer expectations are always changing as the market evolves, and while some customers expect to get product nearly instantaneously, others still value that hands-on shopping experience you can only find in a showroom.

“In big box retails stores you’re looking at tubs hanging high on the wall,” the manager explains. “Customers expect to come in our showroom to touch and feel the product and benefit from seeing working displays.”

Rasico agrees, adding that exceeding customer expectations is key to showroom success. “I use the analogy of a burger and fries pretty often: If you drive through In-N-Out, you have a certain expectation for that burger, but if you go to a nice, sit down restaurant, you have a whole other set of expectations for your food. Customers expect more from us in the showroom, and it’s our job to meet and exceed those expectations, because no one likes to leave a shopping experience underwhelmed.”

With the uphill trajectory Winsupply showrooms are on, each showroom manager has plenty to be proud of.

After opening the Windsor, Colorado Bath & Kitchen Idea Center in 2020 at the height of the pandemic, Rasico soon moved into the newly created National Showroom Manager position at Winsupply. This left Murray in charge in Denver, and the showroom has managed maintain sales growth through the leadership change and tough pandemic years.

“I’m incredibly proud of our staff for having the best showroom year we’ve ever had in 2024,” Murray says. “To be profitable almost immediately after opening and then maintain that through tough times is something I will always be proud of my team for.”

Clan agrees, adding that she’s proud of how involved her showroom is with the local homebuilders. “Many years during the parade of homes, we have projects inside every single home,” she says. “And I credit that to our lasting relationships with local homebuilders.”

Rasico says since taking on the national manager role, it’s even more evident that the people at Winsupply are responsible for each local company’s success.

“It takes a village to run a company, and having all of these showrooms, I don't have any bad attitudes; I have the happiest, most positive outlooks from all of the people we work with at Winsupply,” she says. “Our employees are happy. We are happy that we have input, we are happy that we have output and the ability to make a difference in the industry. We have people that truly get along with everyone, and that speaks volumes about the business model and culture at Winsupply.”