Hardware and Design Trends with Baldwin Hardware 2024

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[00:00:33] Eric Goranson: There's all these. These different kind of facets to design that have their own local influences. And it was really

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[00:00:50] Aaron Brueck: Kudos to Sammy for making sure we have those different voices and that, that when it comes to remodeling and

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[00:01:02] Aaron Brueck: Best

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[00:01:03] Aaron Brueck: around the house. Welcome to the

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[00:01:11] Eric Goranson: Thanks for joining us today. I am in probably my most favorite booth with some of my favorite people. We are here with Baldwin hardware guys. Thanks for having

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[00:01:22] Samantha Deacon: Very excited to have us all together again. Yeah,

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[00:01:28] Eric Goranson: We'll go with Sammy

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[00:01:41] Aaron Brueck: Yeah, and Aaron Brick, also with Baldwin Hardware, and I lead the sales team for Baldwin.

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[00:01:50] Eric Goranson: Absolutely. One ugly oyster at a time. Good times guys. This booth is my favorite one I've ever seen you guys do. This is [00:02:00] stunning. You're showing so much cool stuff. Credit

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[00:02:06] Samantha Deacon: really exciting this year.

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[00:02:25] Samantha Deacon: And so it was a labor of love that honestly has paid off like no one's business and it's something that I think everyone that's walked through that has a level of pride for Baldwin feels it and loves it as well. So I'm very

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[00:02:44] Aaron Brueck: We were still here getting stuff ready, but no, all joking aside. Like I said, Sammy has curated this into. There's so many different discussion topics. Now we have the space to really talk about all the things that we're just so excited that that are going on for us right now from [00:03:00] product to just focus on new resources, just be able to have our customers at both new old and new are coming up soon that see all these things that are coming from this new ownership group.

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[00:03:15] Eric Goranson: Yeah. Let's talk about this because. You guys went through a transition and it has been so exciting to watch for me because Anytime a company can get back to its roots again with new ownership. Sometimes those things go good.

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[00:03:43] Samantha Deacon: What's really exciting is under this transition, we actually became a standalone organization internally, which I know I don't want to get into the nitty gritty because that's corporate structure and that's not nearly as exciting, but when it comes to in general, the look and support that's coming from our new parent company, it's giving us a lot [00:04:00] of excitement to be able to take this brand and push it in the direction that we've wanted to and given us the freedom because we are standing alone to run at the See that Baldwin has been doing, but there's no longer anything that's really turning the cogwheels of corporate America of sorts.

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[00:04:35] Eric Goranson: Yeah. As a non company person for you guys. Seeing a hardware familiar company buy a hardware company. It's okay. That is awesome. Cause you guys can really put the foot back in the gas. Where you guys are having a good time out there and this booth

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[00:05:05] Aaron Brueck: It's a return to our heritage Yeah I didn't and we do have this feel of a small tight knit team and just sharing that on a bigger scale with everybody is It's just been really Yeah, it's great. Let's

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[00:05:26] Eric Goranson: Take a look on the around the house page. That is sick. Stunning. We've got a what? Eight foot high letter B over there with so much brass. That is cool.

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[00:05:38] Samantha Deacon: pieces of brass. It took eight men to lift that onto the wall. It came in four different pieces. It's a quite a piece of artwork. One of our big themes this year that is tying a lot of the booth together is realistically, when you look at the level of hardware that Baldwin does create, it really is a piece of function that turns into something that is a work of art.

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[00:06:10] Eric Goranson: Yeah, that is one nice thing in with Baldwin and the quality you have your different families of the different lines of Baldwin But I tell you what if you want something that's solid metal that you get what you pay for That is built like it was 70 years ago, but with a better higher more technical finish It's gonna last longer Longer that innovation, but heritage

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[00:06:36] Aaron Brueck: It's a, it's a nice balance, right? Staying true to the legacy of our founders, Severn Fairman, but continuing to, to deliver a world class and innovative solution across whether it be doors, general hardware, cabinet hardware, just continuing the quest for being better, that's, that's what we owe Severn.

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[00:07:11] Eric Goranson: And the style in here, this is not your grandfather's Baldwin, shall we say, and I say that respectfully because there was that deep traditional style that went back during those times.

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[00:07:38] Samantha Deacon: And so in the front of the booth, as you walked in, there's this collaboration that we did with a artist based out of LA, his name is risk.

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[00:08:04] Samantha Deacon: And on there, there's all the way from contemporary to truly traditional pieces, but looking at it from this unique lens, from an artist experience, really to showcase that all the way from the traditional pieces we've always known and love to some of the modern stuff that we've been creating a little bit more recently, we are able to kind of allow the style to show through and it works for everyone.

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[00:08:34] Eric Goranson: Yeah. And that's the cool part of it. Doesn't matter what the style is. You can still, that hardware adds that elegance to the traditional, to the contemporary, to that transitional, whatever you're doing, that's the What's that piece of jewelry in the home that takes it to that next level?

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[00:08:50] Samantha Deacon: think the phrase timeless design is something that we really try to stand for. No matter the style of hardware, no matter the design style that we're really trying to go for, it is [00:09:00] focused more on the timelessness of what we're bringing to it. So even if it might be the most contemporary of knobs, it's something that we want to make sure isn't going to be a trend focused element.

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[00:09:14] Eric Goranson: And they do. Yeah. And. And that's the fun part. And I, I think back to my early Baldwin days, keen years ago when, when I had a client that had a really nice home up in Seattle and they love the hardware so much, but they didn't like the brass.

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[00:09:53] Aaron Brueck: Yeah. I think that's, it's so awesome because we, what we really want to do is just empower and promote the Baldwin [00:10:00] customer to make it their own. And we've given so many levels of size, fit, finish, function to really come in and make, make your own take, make your own statement. Um, you know, we have the lock designer being showcased this week.

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[00:10:18] Samantha Deacon: a month or two. Yeah.

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[00:10:21] Eric Goranson: you guys get a test. We're going to throw this out there. You guys probably have eight levels of testing of, Oh, definitely. Hey, let's see if you can break this for six hours and then see what happens.

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[00:10:31] Aaron Brueck: Yeah. But being able to showcase even just a couple of features of that this week just goes and just furthers that theme of make it your own, you know, we'll, we'll curate, right. We'll give you some ideas, but at the end of the day, we want it to be personal to you

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[00:10:48] Eric Goranson: You can take that knob and put something behind it in that Rosetta or whatever else and completely twist it with mixed metals and things like that and styles

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[00:11:06] Aaron Brueck: Yeah, absolutely. Completely

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[00:11:23] Eric Goranson: Where did you get that from? And I know you've been a big part of that. So

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[00:11:40] Samantha Deacon: One of which I'm, I'm really excited. I know you were with us as we were winning this at DBHA. It was a very exciting time, but graphite nickel is this really unique, cool gray tone that has a slight sheen to it, but when you put it against different tones, it really pulls up different colors. And because it's almost a gun metal esque, [00:12:00] similar to what we were talking about before taking some of those traditional pieces, you put a gun metal to it, it becomes really rock and roll in two seconds, as opposed to something that in polished brass looks like it should be in a colonial home or I don't even know where.

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[00:12:29] Eric Goranson: brings

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[00:12:31] Eric Goranson: element.

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[00:12:44] Samantha Deacon: know. But anyways, two colors, singular handle set. So it allows, if you want to play with mixed metal on the interior of your home, even from a rose and just a lever perspective, it allows you to have it on the exterior as well, as long as.

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[00:13:02] Eric Goranson: Yeah, no, it is beautiful. And that's some of the fun

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[00:13:07] Eric Goranson: this stuff is so rock and roll and I love rock and roll, but it's just, you can do so much stuff with this. And that's where the designer and me get so excited because.

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[00:13:22] Aaron Brueck: something for me, Eric, I leave that to the engineers, but yeah. And you know, Sammy touched on something there with graph or with a grammar, C, excuse me, where again, not only can you get into the mixed metal finishes, but even the knurling or non nurling.

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[00:13:54] Aaron Brueck: And the cool

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[00:14:00] Aaron Brueck: So that's cool. They're not all first round picks. They're not all first round picks, but this is really cool. This is really cool things. It's been fun. Just watching people stumble upon, Oh, wow.

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[00:14:14] Samantha Deacon: out. All it takes is one, our finish board that we have in the booth right now. All it takes is one person that said, I really like this eggnog with this very unique rose and all of us looked at it. We're like, wait, we, it's a very contemporary rose with an eggnog.

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[00:14:37] Eric Goranson: love with. I loved last year when you guys brought out really the reimagined cabinet hardware and furniture hardware, because now you can expand that to the rest of the room now.

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[00:15:03] Samantha Deacon: watching even mixed metal get brought into the cabinets is a very unique take.

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[00:15:23] Samantha Deacon: And

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[00:15:38] Aaron Brueck: And again, great timing with, with the ASA, with the ASA transition from the ownership perspective is that, that resource and that support to make sure we stay fresh. Cabinets. Those times are fast, so we know we need to really step that up and our product team, living this mantra of every 90 days, you know, we need to [00:16:00] be bringing something new to market.

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[00:16:04] Eric Goranson: a fast turn in the production side, design side of things. Cause it's one thing to draw something. something out and make it look beautiful, but now you've got to produce it. And that's a whole other thing of, okay, how does this go together? And then fit it into the lineup.

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[00:16:21] Eric Goranson: it that much. I

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[00:16:23] Eric Goranson: Absolutely. That's the thing about, I love here too, that you really show in this booth, the history of Baldwin hardware. And that is something Such a legacy out there. And you guys have such an amazing brand with that.

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[00:16:43] Aaron Brueck: cool. That's why we're all here. It was, it was Severance vision and, and just anybody listening, if you don't know the Severn Fairman story, Holocaust survivor won't go in, in all the details, but just an amazing story.

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[00:17:09] Aaron Brueck: Isn't that cool. History of distinction and just the pride this man exuded every single day. Anybody that's listening right now that knew him is smiling right now. Cause they're thinking of the excitement in this like five, five, one little Polish guy that just, just loved what he did. Love the people behind the brand he created.

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[00:17:34] Samantha Deacon: And I'm happy to be able to brag about it because to be honest with you, you have a whole new wave of designers that are entering into this hardware space that they are now really starting to understand that getting detailed within your hardware choices is necessary in order to pull a whole room together, which we are very excited because we've been wanting this to be the case for a long time.

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[00:18:14] Samantha Deacon: All of these things are what's bringing us to this point today. And it's been exciting kind of showing new individuals where this history has taken us to now.

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[00:18:31] Aaron Brueck: Yeah. And I feel that in a big way, whether it's we're working through our next launch ideas now, and there's things we want to test. There's things that we want to have the market react to. We are sending samples out to our best customers and saying, beat this thing up. Tell us what's wrong. wrong with it.

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[00:19:02] Aaron Brueck: Do you think this is a good idea? I do. You do. This is great. We need to get out there and test that and make sure that we are being true to the market and what, what our customers expect of us.

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[00:19:17] Samantha Deacon: It took collaboration to a whole new level, looking at all the way from publications and how they're viewing design to having two other luxury brands in the booth, start this discussion with a designer about how we are all moving this industry forward. And how are we all starting to work together?

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[00:19:49] Samantha Deacon: And it's been something that's been a very exciting, I think, next frontier for Baldwin is sitting there and making sure that collaboration goes beyond just the internal and starts working also to the external

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[00:20:04] Eric Goranson: format. That was a lot of fun. I design council alumni going out and meeting so many different personalities that represent so many different styles, because me being from the Pacific Northwest, we have a certain kind of style there, but you get down into Palm Springs or Atlanta, Georgia, or Boston or Chicago, there's all these different kind of facets.

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[00:20:36] Aaron Brueck: Sort of the unique, just the unique characteristics or themes that we see from different parts of the country. And just to the design counselor that you were a part of to the design authority. Now, you know, kudos to Sammy for making sure we have those different voices and that, that not even friction, but just that exchange of ideas and hearing other people's perspectives back to that idea of collaboration, just, we get the best out of ourselves [00:21:00] when we are.

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[00:21:07] Eric Goranson: fun It was friction is a good word because we had creative friction. Yep We had a we had a spirited healthy friendly debate we get into a subject and know what about this I think it's this yeah, but it was all collaborative which was really fun and it was Fun to go through and, and, and pick something and go design something and put pencil to paper and, and, and have a creative process with that.

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[00:21:43] Aaron Brueck: products, right? For sure. And it's

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[00:21:53] Samantha Deacon: We, we have a very small group just because then conversations I can hear [00:22:00] everyone, that's the other element of it, but we have designers in the room that come from, everyone has to come from a different state and everyone has own specific style that we took a look at and made sure that everyone. Kind of plays in their own playground, but it's also has the personality and the attitude and is excited about Baldwin as we are.

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[00:22:26] Eric Goranson: put 30 designers in a room. What are you talking about? We love to talk. Yeah, I get that. You want to do the handful.

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[00:22:37] Aaron Brueck: Cause we want it to be here. We're all checking a box. Yeah. So it really is. We, we want, we want to have the hardware speak for those passions.

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[00:23:01] Eric Goranson: Right. Absolutely. But that

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[00:23:19] Eric Goranson: for everyone.

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[00:23:24] Samantha Deacon: New and exciting, so we, we touched on Loft Designer. Yep. We touched on Gramercy. Those are, those are most new and exciting elements that are coming through the booth. We did talk, we haven't talked about some of the elements. We did look at some new trends and stuff that we're looking way, way far out ideas down the road.

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[00:23:55] Aaron Brueck: I think it's, it's pretty cool because the section of the booth we're talking about is showcasing two [00:24:00] things.

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[00:24:22] Aaron Brueck: Favor, you know, whatever you want to

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[00:24:27] Eric Goranson: looks. There we go. That's actually a, that's where she's in marketing.

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[00:24:50] Aaron Brueck: And again, that that's also credit. it to this new, this new, uh, kind of arrangement in the ownership world we have is we're being empowered to think creatively, right? Don't, [00:25:00] don't be boxed into, Hey, you can only move forward in this way or that way, expand what you've got, call back to your archival products and be responsible with what's coming down, coming down the pike.

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[00:25:17] Eric Goranson: customers need us to be. Yeah. It's so funny. You look back at what the styles are. We have this big mid century. And now we've gone into that late mid century 70s style now that's been pushing in. You're seeing around the show floor today when you walk around over a dowel tile earlier.

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[00:25:49] Eric Goranson: They probably still have it.

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[00:25:54] Eric Goranson: style. It does. And there's always that, but there's that new kind of like modern take of it. Like Kohler in their [00:26:00] booth last year brought out all those different colors. It was the avocado green, but a twist. Yeah,

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[00:26:08] Aaron Brueck: Familiar, but different. So that's that. That's definitely something we're, we're focusing on, on a lot back to, like we said, with Gramercy of, okay, here's, here's one, one style. Here it is just a slight difference with two, two mixed metal Yeah. Finishes. Here's a slight variation to this pattern detail. So just continuing to be familiar but different and just giving everybody that, that nuance of, yeah, it might be just a very small detail.

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[00:26:58] Aaron Brueck: That's the quality that [00:27:00] Severn instilled in us. And that's a difference maker and the people in luxury that are looking for that, they notice those things.

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[00:27:20] Eric Goranson: The faithful. And, and this is why, and, and I want to say this. I say this respectfully to all of the people out there, but you should, if you're going to be putting Baldwin in your home, you should run down to your local retailer, develop that, that that relationship with them. Because this is. A more complex product than just going down to your hardware store and grabbing something off the shelf.

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[00:28:04] Aaron Brueck: it.

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[00:28:33] Eric Goranson: Yeah. And it's. If I was going to go jump online and order a mortise lock set, I'm not doing that. I'm going to mess that up. I'm going to go down and talk to my expert to make sure that I got all the pieces that I'm looking for, because there are so many options that you want to make sure everything's going to play well together and you get the right pieces and parts, just that's the flexibility of the product, but at the same point, you want to make sure you know what you're asking for to get it.

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[00:29:04] Samantha Deacon: Transparent three years ago, my knowledge of a mortis, I could tell you what the outside of the door looks like, had no idea what the inside would even, did I even think I'd look inside what a mortis would be, but here we are.

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[00:29:34] Samantha Deacon: That was. Necessary. It takes that level of pro to be able to walk you through to get you to that last step, which thankfully I've Aaron and a team that I feel like I'm a semi pro. I'm in the junior leagues, probably how I put it.

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[00:29:48] Samantha Deacon: there we go. I'm working my way up, but it does take that partnership with someone who can walk you through and ensure that you're getting the right element that will last a lifetime and look amazing on your door and function the way [00:30:00] that Baldwin does function, but it needs that knowledge set first.

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[00:30:04] Eric Goranson: go down there and I'll talk to them and then all of a sudden they go, but have you tried this? And I'm like, well, that's even a better idea than I thought. You're just like, wow, okay, that's even cooler because these are the people that know that catalog inside and out and go, but this could be even cooler.

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[00:30:23] Aaron Brueck: And every new resource that we showcase at this show from, from lock designer to our sampling program, it takes that complexity and simplifies wherever

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[00:30:43] Eric Goranson: I would open up the catalog back in the paper catalog days and my eyes would glaze over going, Do I need both those books? Parts of one of these parts, because there was the breakdown of the pieces and you go, yeah, I need

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[00:30:58] Eric Goranson: such a, let's talk about that.[00:31:00]

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[00:31:00] Aaron Brueck: game changer. I think the product team would have been upset if we didn't get QuickShip in there. And then we did talk about the big B I think earlier in the discussion, all the product, I think we mentioned that all the products that makes up the mosaic of that B is within the QuickShip.

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[00:31:16] Samantha Deacon: cool. So the name of that big beast is called bold brisk. Trying to find something with me to stand for the fact that you can get all of those elements that really aren't a thing of beauty shipped to you in five business days or less, getting those elements and being able to have them, not only in a pre configured setup, it does make it a little bit easier to install it in a way that is going to be a simpler ordering process, but it also does come to you quicker.

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[00:31:44] Eric Goranson: That is the, the, the fact of our life, right? That their design process, so many people are used to going onto their online retailer that starts with a big A and something's delivered to you by the end of the day, that six day a week lead time is always gets people going, [00:32:00] which is a reality in many custom higher end pieces.

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[00:32:18] Aaron Brueck: causing delays. It really makes my life as a salesperson and every, everybody that sells on this team and in the, in every customer as well, it really makes it easier as a salesperson to be able to say, look, we can do the most custom thing you want.

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[00:32:52] Aaron Brueck: Yeah. We've got a wide range. So we have something for every solution. Yeah. And

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[00:33:10] Eric Goranson: And it's nice to be able to not be the bad guy and go, all right. 12 more weeks, guys, 12 more weeks. You started the clock, you know?

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[00:33:31] Aaron Brueck: So you get it in 99 percent of the time that being true has made such a difference, such an amazing difference in the past few years as well.

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[00:33:52] Eric Goranson: They're going, okay, I got a 3 percent interest rate right now. I'm not going to go buy another one for eight. And guess what? Time to upgrade [00:34:00] things in this house and make it how I want my next house to be. Cause it's going to be a little bit before we can go back and do that again. So. So

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[00:34:11] Aaron Brueck: And it's, it's amazing what some of the, just those little, again, luxuries in the details, what a little change can do. You take a white panel door from a sat nickel doorknob to graphite nickel, just that change in contrast and just gives it a totally different look. So it, it, it doesn't take a lot of change sometimes to really make a refreshed impression.

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[00:34:37] Samantha Deacon: is endless. I also think cabinet hardware that we briefly touched on is that easy way to do that upgrade. And there's elements that are within our portfolio, such as we have a modern knob that has several center to centers in there that allows for it to fit depending on where your holes are located.

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[00:35:11] Samantha Deacon: But it was a lot of

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[00:35:28] Aaron Brueck: It's a great example of function becoming the art, right, where, hey, I want to cover these holes that don't fit the size of the pool, but. Oh, now in the process, I've created this really cool, like, mixed metal, just new take. Yeah, so it's been fun. What's

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[00:35:46] Eric Goranson: And then you're like, oh, I'm gonna get a matte black back plate to tie that together. But then let's go with a brushed metal on the front and give it that little twist. Black

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[00:36:10] Aaron Brueck: And that's kind

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[00:36:30] Eric Goranson: We

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[00:36:47] Samantha Deacon: And then obviously we have hand relieved and living finishes that allow you to choose specifically. What you want your hardware style to look like, because there is a lot of people that do want that aged look of brass, that traditional [00:37:00] element of allowing it to really wear in the perfect spots, exactly where you want it to.

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[00:37:09] Aaron Brueck: Yeah. Like you said, all this new again, we're seeing so many people, it's been really cool trying to see taking very super contemporary styles and putting them in unlacquered brass is such an, it's. I'm telling you, it's been such a cool, again, it's just, I feel like it's getting more and more popular credit to our product team that we brought on lacquered brass into cabin hardware.

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[00:37:48] Eric Goranson: can add such life to a design because. Especially like in a kitchen situation where maybe that silverware drawer has a completely different wear pattern than maybe the one at the end of the kitchen.

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[00:38:12] Eric Goranson: Not going to get rid of it because. You never know. I need it for something. I just don't know it yet. Yeah. So, yeah. And that's the cool part of that is that then you've got this kind of natural patina within that and you're right with a contemporary that's got me thinking. I know it. I know it's really

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[00:38:45] Samantha Deacon: And it's been really fascinating watching people play with combinations that are a little unexpected, just nothing that I've ever seen before. But sitting there and watching how designers are taking some of these elements and pulling them together. Once again, it's inspiring. It [00:39:00] brings about what are some of those new combinations potentially for quick ship, or what are some ways that we need to start looking at product colors that we haven't before.

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[00:39:08] Aaron Brueck: you need to put a camera up there,

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[00:39:12] Aaron Brueck: your stocks. Get all the

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[00:39:19] Aaron Brueck: that. Oh, it's like, it's like designer cabinet, right? Exactly. They come over and oh, let's

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[00:39:25] Eric Goranson: Fabric. Yeah. Ooh,

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[00:39:36] Eric Goranson: Exactly. So what have we not talked on today, guys, as we're starting to run out of time? Oh boy. I think we've covered a

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[00:39:42] Samantha Deacon: Scales adjusted. Is though we haven't talked about that. Oh,

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[00:39:48] Samantha Deacon: Nothing like having a almost four foot, but then it's on a pedestal scale of justice so that you can truly compare what brass hardware feels like in comparison to your [00:40:00] stereotypical sourced hard.

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[00:40:17] Eric Goranson: And that was the thing I shot that segment that aired a few weeks ago with the hardware on installing those knobs and the state collection, the stuff that you sent me, and again, you pull the handle out of school.

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[00:40:44] Aaron Brueck: Yeah. And that's why we do whatever we can to, to get hardware into whether it's the designer's hand, the customer's hand, the end user, whoever it is, material bank, Sam, I don't know if you want to talk about that for a minute, but a new, another cool new opportunity for us to get actual hardware out of the hands of designers.

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[00:41:00] Samantha Deacon: working with them. So our newest partnership with material bank should be launching next month, but it's an opportunity to anyone that's within the trades. You can sign up for free. It gives you access. You just have to put a little bit of business information in and get approved to be a part of this group, but it gives you access not only to hardware solutions, but we're talking wall coverings.

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[00:41:36] Samantha Deacon: You can look at it online all you want, but it's not until it's in your hands that it means anything to you. And so they'll be able to utilize samples to be able to hopefully continue to fall in love with their

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[00:42:01] Eric Goranson: How am I going to deal with this? And that is such a great resource for that

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[00:42:19] Aaron Brueck: Yeah, even

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[00:42:26] Aaron Brueck: Hey, time is, is one of the elements we are so laser focused on. Now we talked about the big a and, and you know, what, what the pandemic did.

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[00:42:48] Samantha Deacon: know sometimes sitting with that end homeowner, whoever your client is.

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[00:43:07] Samantha Deacon: There's a lot of options and sometimes having too many options can get a little tricky. So you can help the designer, the builder, the architect really narrow in and get core decisions made before walking into a showroom and making that decision. I think it helps everyone along in the

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[00:43:25] Eric Goranson: Cause my little secret designing as I would always give three or four options, but I would give them one easy no. So they could feel that victory of no. Yeah. I'd go, okay, here's four options. One of them was never going to work, but I put it

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[00:43:38] Eric Goranson: none of the above. Yeah, exactly.

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[00:43:53] Samantha Deacon: we got? No, this has been fabulous.

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[00:43:56] Aaron Brueck: Just encourage everybody. Website is, is [00:44:00] updated. Walk designers coming, come find us. We were, we're here and we're ready to talk to him. Absolutely. Guys.

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[00:44:12] Eric Goranson: Likewise. All right, guys. Thanks for coming out. Thank you. I'm Eric G. You've been listening to Around the House