Over the past several months we have done some “soul searching” in an ongoing attempt to deliver a better customer experience and a more powerful brand.
In the past 12 months we have:
Redesigned our website
Introduced a new catalog complete with new Sutton and TOD collections
Added new product categories: Actuator plates and Shower Door Pulls
Debuted new 2016 hand out literature
Started sending out an automatic open order report every Sunday
Outlined new Dealer Commitment program
We are now in the midst of Phase I of one of our most ambitious overhauls and company revitalization in recent years. While there are many phases to this plan over several years, Phase 1 is outlined below. The main objective is to bring lead times down, make the catalog easier to use and create a more consistent message and experience to the A&D community regarding our designs and core competencies.
By 2018 the following collections will be discontinued (subject to change):
Pret-A-Vive 26
Buckingham 28
Dania 96
Lago 140
Aqueduct 150
Aqueduct 160
Sarah 32
Prestige 203
Hampshire 310
Kensington 319
Country Club 204-2.15
By 2018 the following finishes will be discontinued (subject to change):
Green patina (GP)
Hammered copper (HCO)
Hammered pewter (HPT)
Matte white (MWH) – already discontinued
Velvet chrome (VC)
Velvet gold (VG)
Velvet nickel (VN)
Weathered bronze (WBR)
Powder coatings will all be special order (the exceptions will be some popular accent pieces such as Red BK handles, Black and white H4 lever inserts, etc, which will be stocked)
By 2018, finishes will be categorized and priced according to lead time resulting in the most popular finishes shipping faster and priced better.
By 2018 we will have our own PVD machine allowing for all finishes to be done in-house. Effective immediately, we will not accept any new PVD orders for items in one of the soon to be discontinued collections listed above.
In early 2017 we will have the new ELEMENTS Collection ready to ship and will have a new part of our website devoted to highlighting the infinite combinations of this revolutionary collection. By 2017 there will be no exceptions to the 2016 Commitment Letter that we had hoped to have signed by every Watermark dealer in 2016. The Commitment letter outlines the level of sales and displays required by any dealer to enjoy open account status and/or realize their sales multiplier. We understand that this will result in the termination of many currently open accounts, some with long term relationships, but as we continue to grow at unprecedented levels, it is the only way we can properly service those accounts that have made true commitments to Watermark. As previously stated in the current Commitment Letter, any request for exceptions will be “politely refused.” Likewise, any special display pricing considerations will be politely refused. By 2017 we will have new finish samples/finish rings and programs for distribution to dealers, designers and home owners.
Over the upcoming months, we will continue to update you on our progress with these endeavors and any other changes. Until then, I am available to answer any of your questions and address any of your concerns.
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