Basco uses training, measuring and installation services, and guaranteed customer satisfaction to help reduce the fear some plumbing wholesalers feel about the shower door category. “Our goal is to make these products as easy to sell as a faucet, tub or toilet,” says George W. Rohde, president and chief executive officer, Basco Shower Enclosures.

The company is expanding its reach nationally, providing services through enhanced packaging and freight programs, he notes. Basco currently offers a turnkey installation solution in 20 major markets in the United States and hopes to expand that by another 15 to 20 markets in 2011, he says.

“Our job as a company is to teach plumbing wholesalers how to grow their business, get involved in more complex products and help them generate more profits,” Rohde says.

Below are excerpts from a Supply House Times’ interview with Basco.

Enlarge this picture Basco’s Dresden shower enclosure is named after the German city and reflects the harmony between function and minimalist design.

Supply House Times: Please share some background information about Basco.
George Rohde: We are a 55-year-old company. My father, William “Bill” Rohde, started this business at age 25 when he was asked by a California shower door manufacturer to sell shower enclosures east of the Mississippi. He adopted the name Basco, an acronym for Bathroom Accessory and Supply Co. Basco has long been focused on innovation and making shower doors easier and intuitive for the plumbing wholesaler and the consumer. Our new RODA line and sales process is an evolution in that area.

Q: Is the retail or plumbing wholesale market more receptive to shower enclosures? 
Rohde: Both are receptive. Retail trends more to the sale of the standard units, whereas plumbing wholesalers are positioned to sell both stock and custom units because they have access to the consumer early in the construction and remodeling process. Wholesalers engaged in shower doors will find the category can create a significant revenue and profit stream.

Q: Who is the typical shower enclosure customer?
Rohde: Consumers are looking for an outlet that can provide a total shower door solution, including installation. They are looking for knowledgeable service providers that are confident about the shower door process from beginning to end.

Q: What product features are considered most important in shower enclosures?
Rohde: Frameless shower enclosures. Consumers want to show off their showers with the least amount of obstruction. Heavy glass (3/8-inch or 1/2-inch glass) is a growing category and typically more expensive, but prices are declining as its popularity increases. Formerly heavy glass enclosures were installed mostly in  luxury homes, but today they are also in demand for mid-priced homes by consumers seeking premium products.

Basco has three product categories: standard, semi-frameless and frameless. The semi-frameless, which incorporates aluminum, tends to be lower priced vs. totally frameless. Both semi-frameless and frameless enclosures come in a variety of frame finishes and glass options. Clear glass is still the most popular so users can display their tile or marble. For those who require privacy, our new Silk glass option is a popular choice.

Q: Has the price people are willing to pay for a shower enclosure changed in recent years due to the recession?
Rohde: Prices today are relatively stable. We used to be surprised if we sold a shower enclosure for more than $500, but at wholesale today, depending on the complexity of the shower build and material used, it’s not unusual to see $2,000 to $3,000 enclosures. Because people are staying in their homes longer, they want to purchase quality products that last.

Q: What trends are currently underway and/or developing in shower enclosures (styles, finishes, etc.)?
Rohde: Heavy glass is often used in swing door applications, but sliding doors are an emerging trend for showers. We introduced two heavy glass sliding door products at K/BIS this year — Rolaire and Evo. Today’s most popular finishes are brushed nickel, polished nickel, and oil-rubbed bronze, following what is most popular in faucet trends.

Q: Where do you find the strongest demand for shower enclosures?
Rohde: We have seen gains in regions where remodeling activity is increasing and housing prices have stabilized. Some markets are starting to show improvement — we have recently seen an uptick in the Northeast and the upper Midwest.

Q: What are some of the biggest obstacles to overcome in achieving success with shower enclosures?
Rohde: The biggest obstacle I have observed from visiting wholesale customers is fear and reluctance regarding the sale and installation of custom shower doors. To address these concerns Basco offers programs and tools to educate plumbing wholesalers, such as the factory-trained installation support we provide after the sale. Once the shower door is sold, all that is required of the wholesaler is to contact Basco Customer Service. Our staff will then schedule the measure within 48 hours, followed by the installation. Basco takes complete responsibility to ensure the consumer is 100% satisfied.

Enlarge this picture Basco’s Vonse shower enclosure provides a sanctuary with wave-like beauty.

Q: How has training helped a plumbing wholesaler/distributor/showroom sell more shower enclosures?
Rohde: Training is vital for the customer and a critical element to the sale. Basco University has long been a tool available to wholesale distributors. We have created a class we call “Replacing Fear With Confidence.” We offer training at our corporate training center, through our reps, and via road shows and webinars. Our training covers how to sell this category, what tools we provide for support and how we reduce risk for the wholesaler. For example, if a plumbing wholesaler orders a custom door incorrectly, we will take it back with a restocking fee. We do all we can to understand the wholesalers’ needs.

Q: How strong is the remodel business vs. new construction for shower enclosures? 
Rohde: With the decline in new construction, the remodel segment is the stronger of the two. Consumers want products that suit their needs now and into the future. Basco has always focused more on the remodeling segment, and has models and styles from entry level to luxury.

Q: Where do plumbing wholesalers fit in Basco’s marketing strategy?
Rohde: Plumbing wholesalers are the backbone of Basco’s business. We continue to refine our product offerings, tools and services with them in mind, to help them achieve greater success. With our new RODA product line, we are launching a complement of tools and resources to help them sell more heavy glass enclosures.

Q: What is Basco’s business outlook for the remainder of 2010 and 2011?
Rohde: We see a slight uptick in remodels for the fourth quarter, but remain cautious. New construction drives turnover of housing stock, which drives remodeling activity. If mortgage lending and employment improve, there should be some improvement in the economy next year.

Q: Any other comments Basco would like to make?
Rohde: I feel very excited about where Basco is today and about our position within the industry, even in a down market. Consumer demand will continue for quality custom shower enclosures that can be delivered anywhere in the country quickly.

The RODA launch will bring something revolutionary in 3/8-inch and 1/2-inch luxury glass enclosures with eight distinctive collections. Basco is committed to customer-focused innovation and will continue to provide the products, tools and resources to make our customers successful.