Ideas Fall 2019

Fall 2019

INSIDE FALL IDEAS Trends in Kitchen and Bath Design

Castle Building Centres Group Ltd. is a Canadian member-owned, Lumber, Building Materials and Hardware buying group representing over 300 member locations across Canada.

Visit castle.ca to find a Castle location in your area.

Meet our

Contributors

Editorial Director Castle Building Centres Group Ltd. Jennifer Mercieca Publisher - Espress Labs Inc. Dan Alexander Managing Editor Teresa Christine Art Director Aïcha Niazy Contributors Teresa Christine Melissa Campeau

Advertising Inquiries Jennifer Mercieca Director of Communications Castle Building Centres Group Ltd. 905-564-3307 jmercieca@castle.ca

MELISSA CAMPEAU

TERESA CHRISTINE

Melissa Campeau’s writing has appeared in Contractor Advantage, Our Homes publications, Canadian Living, Profit, Canadian Family, The Financial Post, Mortgage Journal, HR Professional and Professionally Speaking (by the Ontario College of Teachers). She lives in Toronto with her husband, son, dog and various foster dogs. She also loves a good home reno—as long as it’s at someone else’s house.

Teresa is an accomplished communicator, copwriter and award-winning Editor with the publication and design team at Espress Labs Inc. For fifteen years, she is also known, recognized and respected for her brand direction and creative instincts and has advised clients in various industries including construction, building materials, consumer and lifestyle. Leaders, companies and organizations have trusted Teresa to uncover, shape and tell their stories, helping to build their brands and her attention to detail, creativity and passion has allowed her to cultivate solid relationships throughout her career in marketing and public relations. Her ghostwriting is proudly displayed through published content and across various digital platforms and print forms across the country and beyond.

Material Contact Maryam Bashir Marketing Coordinator Castle Building Centres Group Ltd. 905-564-3307 mbashir@castle.ca Published and designed exclusively for Castle Building Centres Group Ltd.

by Espress Labs Inc.

On the Cover

Photos courtesy of Moen Canada 2

FALL 2019

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contents

04 Editor’s Note

14 Trends in Kitchen and Bath Design Industry experts share what’s new, what’s hot and what you need to know.

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SPRING 2019

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Note from the Editor Although the housing industry is continually changing and is different in markets across the county, one thing remains the same, two of the most popular rooms of the home are the kitchen and bathroom. Trends may evolve in these categories but the power to unite and create connection remains constant.

These gathering places join family and friends, often create lasting memories.

Whether it’s become the hub of homework, the scene of birthday celebrations and holidays, or simply the spot to share stories over dinner, the kitchen is the corner stone for homeowners. Often thought of as only a major renovation, with so many design options available today, this space can be tweaked and tailored with some of the industry’s latest trends no matter the budget.

The same is true for bathrooms, especially as some of the markets are trending toward smaller homes and spaces, families or siblings are regularly sharing a communal bathroom. The morning meetings become part of the weekday routine, while the evening bubble bath for the kids or the relaxing soak, offer the chance to unwind after a long day.

From real estate professionals, to manufactures, to designers, the appeal of kitchen and bath design is at the forefront as homeowners continue to focus on function for these most-used rooms. In this issue we speak to industry experts to provide the latest insight on what’s trending. Happy reading!

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TRENDS IN KITCHEN AND BATH DESIGN

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Industry experts share what’s new, what’s hot and what you need to know.

Written by Melissa Campeau

Photo courtesy of CanSave

It’s no wonder buyers will pay top dollar for homes with great kitchens and bathrooms. They’re two elements that — when done right — can really make a house a home. Teens at the kitchen island doing homework. Three generations baking for the holidays. The weekday morning shower before heading to work. Relaxing in the tub at the end of a long day.

When you consider the math of moving, investing significant money in the bathrooms and kitchens that homeowners already have, starts to make a lot of sense.

“As the housing market continues to increase, more people are choosing to stay and renovate their home,” says Cathy Forrest, Brand Manager Kitchen & Bath, CanSave. She points to statistics published on moneysense.ca, adding, “In Ontario, the cost of moving can be approximately 8% of the value of your home, between realtor fees, land transfer tax, moving costs, mortgage and other miscellaneous expenses. If we consider a $400k home, that’s $32k — that can be put towards a reno, instead.”

Investing in those two areas can make a big difference to both the quality of everyday life, too. So whether a

homeowner is selecting finishes for a newly built home or beginning a renovation project, it’s important to thoroughly understand all the options, including trends and design, and advances in technology.

SPENDING MORE, SPENDING SMART

If homeowners are feeling freer to spend on their kitchen and bath renovations, they’re also choosing to spend as wisely as possible.

Often, that means opting for top-quality products, built for the long haul. That’s true for new-home construction, as well. In response to that demand, builders are increasingly including upscale, contemporary options as standard features, in an effort to lure buyers.

When it comes to bathrooms, Chris Steeves, Purchasing Manager for EMCO Corporation, notes, “In new construction, the standard used to be a tub shower and a vanity and a toilet.

Now they’re putting in big showers and freestanding tubs and investing in bathroom furniture, including beautiful vanities.”

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Trends in Kitchen and Bath Design

MONEY-SAVING OPTIONS, HIGH-END APPEAL

ADDRESSING CONSUMER PAIN POINTS

Sometimes trends and changes reflect truly pragmatic concerns.

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Photos courtesy of Electrolux

In terms of renovations, even when budgets are limited, buyers are looking for the best possible quality and finish.

Andrea Meek-Pontisso, Customer Marketing Manager, Electrolux, notes that, “Front control freestanding ranges continue to be a growing segment in the cooking category,” She explains, “They provide a sleek built-in look without any renovations.”

The same is true in bathroom design. Sometimes a complete overhaul is beyond the bank account, but these days that doesn’t mean nixing an upgrade. “We see value in saving homeowners from a complete renovation by offering products that can retro-fit into many situations,” says Jennifer Earle, Senior VP of Marketing and Product Development at Foremost, pointing to the company’s EZ Fix suite of products.

“We created a toilet and sink to fit multiple needs of consumers either with a full renovation, or a small retro-fit project.”

The line includes a sink that can be retro-fitted over multiple existing sink cut-outs — helpful if a homeowner wants to keep their vanity, faucet and flooring intact. “This sink can fit into the existing space,” says Earle. There’s also toilet option with an elongated bowl that fits the same space as a round bowl, with an enlarged footprint to cover up older caulking, meaning there’s no need to replace flooring.

Steeves, of EMCO, points to a product called U-tile that he notes is growing in popularity. Meant for such makeover-worthy spots as the shower, it offers the polished appearance of tiles, with much simpler application. “It’s a product that professionals could install but also could be done by a good weekend warrior.”

Trends in Kitchen and Bath Design

Photo courtesy of EMCO

Photo courtesy of Foremost IDEAS

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Trends in Kitchen and Bath Design

Electrolux, for example offers the CustomFlex Temp door, built to address many homeowners’ lack of freezer storage.

The drawer lets homeowners customize the temperature in their storage space—anywhere from 45°F to -6°F. “It’s the only convertible drawer on the market that offers a true freeze: allowing consumers to freeze food at 0 °F or lower, which is what Health Canada enforces as a safe freezing temperature for long term food storage,” says Meek-Ponstisso.

In the kitchen, farmhouse or apron-front sinks, with their lower fronts, offer a bit of extra comfort for anyone spending time doing meal prep or cleanup. At EMCO, Steeves notes, “Apron front sinks are gaining traction again. They were flat for a bit but we’ve seen a recent growth in popularity, again.”

FOCUS ON FUNCTION

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Photo Courtesy of Moen Canada

Careful thinking about functionality helps homeowners streamline their spaces, too — a concept embraced by swelling ranks of people in recent years.

Meek-Pontisso points out that the Frigidaire Gallery front control ranges are the first in the market to include Air Fry (that involves using convection technology to super-heat quickly and circulate air, resulting in a crispy fried-like texture). More than just a bonus feature, it also helps replacing the bulky, expensive and messy countertop appliances.

That’s true in the bathroom, as well. “We continue to see growing interest in coordinating sink accessories that allow the consumer to personalize the sink to their needs and increase functionality,” says Heather Jach, Retail Marketing Manager, Franke.

Faucet design has been impacted by this trend, too. “While style is important, consumers still want the best functionality when it comes to their kitchen faucet,” says Garry Scott, Marketing and eCommerce, Moen Canada. “This is why we’re continuing to expand faucets that feature our MotionSense

Photo courtesy of Franke

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Photo courtesy of Mirolin Industries Corp.

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Photo Courtesy of Blanco Canada

Trends in Kitchen and Bath Design

Wave technology, allowing consumers to turn the water on and off with just the wave of a hand.”

MORE MINIMALISM

Considering every object and its purpose is at the heart of the growing trend of minimalism. (Witness the popularity of Marie Kondo and her bestseller, The Life-Changing Magic of Tidying Up, as well as Netflix show it spawned.)

Paring things back has grown from a lifestyle trend into a mainstream design movement. “The industry is adapting a minimalist-modern take, opting for a seamless design style that feels more open and lighter,” says Demetria Golea, Marketing Manager for Mirolin Industries Corp. “Space becomes a necessity and minimalism is art.”

While minimalism is all about clean surfaces and a lack of clutter, people still tend to accumulate “stuff.”

That’s where smart storage comes in, in support of this trend. “If there is a move away from any one item in the bathroom, it would be pedestal sinks,” says Jennifer Earle, Senior VP Marketing and Product Development for Foremost. “We have seen continual growth over the years from smaller vanities either floor mounted or wall hung that can fit in the same space as a pedestal but provide storage for the consumer.”

The trend can also be reflected in the materials chosen for surfaces. Concrete, for example, is still having something of a moment. “Concrete is a huge trend right now in kitchen design,” says Tiffany Hyodo, Digital and Content Marketing Manager for Blanco Canada. She says the company has seen concrete used in a wide range of colours and tex-

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Trends in Kitchen and Bath Design

tures, for flooring, countertops and even sinks. “Minimalism and the concept of simplifying your life and home has been growing in popularity, so focusing on the essentials, in this case the beauty of raw materials, really complements this idea,” says Hyodo.

IT’S PERSONAL

METALS AND MORE

Scott notes that when it comes to finishes, consumers have opened up to non-traditional options, like matte black

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Photo Courtesy of Moen Canada

If consumers are streamlining, they’re also giving extra thought to tailoring the pieces and appliances they do choose, to meet their needs and wants. “This means some are being more adventurous with style, while others are incorporating products that provide smart features and innovation that allow users to have more control over the functionality of his or her home,” says Scott. Smart products, for example, can give homeowners a great deal of power to personalize. Along those lines, says Scott, “The U by Moen digital shower offers users the ultimate in customization, and can help users conserve water.” He adds, “Users can control their shower preferences and customize everything from time to temperature, and the shower can be activated by voice, smartphone app or the in-shower controller.”

That same personalization applies to esthetics, as well.

“Consumers are looking to create spaces that are perfectly suited to their personal style, which includes an increased interest in mixing metals,” says Scott. In response to that demand, Moen recently launched a dual-tone finish called Fusion that’s available on select kitchen and bathroom faucets. The finish features individual components in both matte black and chrome. “The dual-tone makes a subtle and unexpected statement in the home.”

Trends in Kitchen and Bath Design

and chrome. “These choices are popular for homeowners who want to elevate their kitchen or bathroom designs with colour,” says Scott. “Both matte black and gold add eye-catching focal points to both traditional and modern design schemes, and they also blend seamlessly with other finishes if the consumer is looking to mix metals.”

Homeowners are increasingly stepping beyond the traditional metal finish options when it comes to their faucets. “Finishes like brushed brass, champagne metal, stainless and matte black seem are trending, most recently,” says Earle.

When it comes to modern, cutting-edge kitchens, homeowners are looking for faucets that complement that particular esthetic. “We’re seeing a growing interest in light-coloured, matte faucet finishes,” says Hyodo. “Our POSH faucet in white has a sleek minimalistic design that coordinates beautifully with light kitchen interiors,” she adds.

INCLUDING THE KITCHEN SINK

Photo Courtesy of Franke

More traditional kitchen designs have seen a mixed bag of what’s trending, particularly when it comes to sinks. “In kitchen sinks, stainless steel remains the most popular metal choice, while we’ve seen a decline in precious metals like copper,” says Heather Jach, Retail Marketing Manager, Franke. “Current trends include an upswing in colour sinks, with white and black as the most popular choices, and rising popularity of the farmhouse sink in all materials, with a particularly strong spike in fireclay.”

HELLO, COLOUR

That range of colour trends is true of kitchen and

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Trends in Kitchen and Bath Design

bath cabinets and vanities, as well. “White kitchens are still leading the pack here at Cabinetsmith and a growing trend of two-tone kitchens is emerging,” says Forrest of CanSave.

“People are mixing colours and textures in their kitchens with stunning results.”

Steeves echoes that observation. “With kitchens, very often the cabinets are in one colour but the island is in another.” He adds, “People aren’t afraid of colour, anymore.”

“People used to let worries about, ‘oh, what if I want to sell my house?’ impact their choices about colour. But not anymore,” says Steeves. “Now they’re thinking about how much they’ll enjoy the home while they actually live there.”

That’s true in bathrooms, as well. “We’ve been selling

Photo courtesy of Blanco Canada

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Trends in Kitchen and Bath Design

bathroom vanities for years,” says Steeves. “We marketed a cobalt blue vanity this year and it took off like a rocket. It was always white, and then greys crept into the market, and now, all of a sudden, bold colours are in demand.” Generally, he adds, kitchens and baths are still painted in neutral shades, but consumers are looking for that pop of colour to add personality.

“Bathrooms are definitely not just white anymore,” says Forrest. “Although white is still very popular here at Cabinetsmith, it’s not our number-one bath door style anymore.

People are putting other, darker colour, wood-like textures and shades of grey in their bathrooms.”

Other companies have seen traditional colours holding strong, as well. “Colour trends in 2019 for bath vanities continue to stay strong with white and grey,” says Earle. “Grey has been trending higher for the past few years. We see blue and green hues emerging but they’re not as popular yet, as grey has been.”

GROWING INTEREST IN ECO-FRIENDLY, LOCALLY MADE

Photo Courtesy of CanSave

“There’s been a significant growth in appetite for eco-friendly and locally made products,” says Forrest, who says the company’s Impression series — made of 99% recyclable material — has grown beyond expectations. “It shows that people want to buy eco-friendly products that are Canadian made.”

She points out that these two features are linked. “You can purchase a product that is eco-friendly, but if it’s a Canadian made product that is locally made, you are reducing the footprint further,” says Forrest.

In terms of green alternatives, performance is key consideration, as well. “Water conservation remains a high priority for people when they want to be eco conscious,” says Forrest.

“We continue to reduce our water consumption on the toilets we develop, without sacrificing the flushing performance.”

Steeves says eco considerations are a top priority at EMCO, as well. “We continue to reduce the amount of water

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Trends in Kitchen and Bath Design

Photo Courtesy of Franke 26

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our products use, year over year,” says Steeves. “Consumers are looking for low-flow toilets, faucets and showerheads. Everything is going that route.” They’re not necessarily paying a premium for those products, though. “Even though consumers might be willing to spend more on an overall project, I think they’re holding industry to do better for the same money.”

FINAL THOUGHT

Photo Courtesy of Moen Canada

Across the board, homeowners are more informed than at any point in the past, and that’s likely to continue. “They have access to more information than ever with social media and remodelling television shows,” says Jach.

Makers of kitchen and bath products, too, are more committed than ever to delivering top design and cutting-edge technology. It’s an equation that means a chance to add value to many consumers’ homes. More importantly, it’s a welcome chance for Canadian families to add a little quality, comfort and personalization to their everyday lives.

Homeowners are feeling more adventurous when it comes to appliance finishes, as well. “This year’s kitchen trends are all about bringing texture, colours and patterns back to the kitchen,” says Bob Park, Chief of Brands for GE Appliances Canada, he points out, can play a big role in setting the tone for a kitchen space. “GE Appliances’ newest finish is called Black Slate. It’s a deep charcoal that’s bold and contemporary, and it’s versatile enough to match nearly any décor.” And there’s a practical upside, too, adds Park. “The matte texture hides fingerprints and virtually eliminates smudges.” —

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