At SEN, we understand the realities of kitchen and bath business owners, the employees who help power the business, and the companies they deal with on a daily basis. We also understand how the combination of design talent and business acumen are not always part of a kitchen and bath industry owner’s innate skill set.
SEN Design Group is the only industry organization led by leaders in the kitchen and bath industry with more than 140 years of combined experience — including hands-on experience in kitchen/bath sales and successful company ownership. Put our team of knowledgeable and experienced industry leaders to work for your team, and see for yourself the difference we can make in your organization.
Our team has seen the spectrum of business challenges and lived through the cycles of industry expansion in good times and its contraction in difficult times. More than 30 years ago, SEN learned how other U.S. business categories such as appliances, electronics, and other kitchen and bath cabinet dealers in European countries, had far more profitable operations when they were members of a strategic buying group. The members’ businesses prospered when they opened themselves to engaging and learning from others. This prompted SEN Design Group to establish the first buying group in the U.S. kitchen and bath industry in 1994.
SEN currently has nearly 200 members nationwide and growing. It has more than 50 quality vendor brands in cabinetry, appliances, countertops, plumbing fixtures, decorative hardware, closets, lighting, bathroom products, flooring, tile, accessories, and business services who offer their products/services to SEN membership at preferred group rates.
It is the job of SEN’s leadership team to bring unique experiences and resources to its membership — and that is exactly what we do. In addition to the experience of our leadership team, no other industry group brings the benefits of a buying group together with the breadth of available business education resources, and the inclusion of innovative DesignAlign™ Selling System Technology.
Senior Vice President
Dan Luck joined the SEN Design Group in January 2017 as its Education Manager and currently serves as the Senior Vice President. This role was created specifically for him, trusting Luck to eventually lead all educational initiatives for the kitchen and bath’s first and largest buying group.
A lifelong Madison, WI resident, Luck has over 40 years in the industry. He is the owner and President of Bella Domicile, a 53-year old kitchen and bath firm. Dan was inducted into Remodeling Magazines “Big Fifty Hall of Fame” in 1993. And, an inductee in Kitchen & Bath Design News Top Innovators for 2019. As a charter member, Dan was part of a small group that was instrumental in organizing the Madison Chapter of the National Association of the Remodeling Industry (NARI).
A SEN Design Group Full Member since 2002, Dan has embraced and incorporated into his own business many of the business principles that SEN teaches. An early adopter of both the three-year budgeting process and the client three column budget analysis, Dan now teaches these same principles to dealers around the country.
A protégé of Ken Peterson, the founder of the SEN, Dan adds his own voice and passion for the industry in carrying out the mission and vision of SEN into the future.
He is certified with the Paterson Center as a StratOp professional guide, and plans to use this specialized education to give back to the kitchen and bath industry as a strategic planning facilitator.
As a speaker, he has presented at dealer gatherings for cabinet manufacturers, and industry events, including VFTI at KBIS. And, his articles on business education are featured in Kitchen & Bath Design News publications.
He continues to leverage his experience to mentor industry newcomers and veteran business owners, and uses his Bella Domicile business as a laboratory to test out new systems, programs and techniques.
Contact Dan at email@example.com
Operations & Events Manager
Shannon Blair joined the SEN Design team as an Operations Assistant September 2019. In May 2017, she graduated with Honors from Coastal Carolina University (Go, Chants!) with a degree in Communications, Public Relations, and Marketing. Since graduating, she has gained experience in Sales, Customer Service, Marketing, and Event Planning. Shannon is a great multi-tasker that loves learning new aspects of the business (especially in the kitchen and bath industry!), helping others, and making people smile!
In her spare time, you will find her at a brewery, cuddling with her fur baby (Brew), or watching HGTV!
Contact Shannon at firstname.lastname@example.org
Brandon Fitzmorris is a seasoned professional in the residential construction industry with over 20 years of experience. Originally from New Orleans, Brandon moved to North Carolina to pursue his college education and has since made it his home. With a wealth of knowledge and expertise in the kitchen and bath sector, Brandon has established himself as a trusted advisor to clients and colleagues.
As the Membership Manager for SEN Design Group, Brandon will leverage his skills and experience to help the organization grow and thrive. His passion for the industry is matched only by his commitment to excellence and dedication to delivering exceptional results.
When he is not busy working, Brandon enjoys spending time with his family and exploring the natural beauty of North Carolina. He is an avid outdoorsman and can be found in his free time with his 3 sons finding adventures and creating mischief.
Contact Brandon at email@example.com
Director of Vendor Development
Contact Bryan at firstname.lastname@example.org
Lia McDermott joined the SEN Design team as a Marketing Coordinator in August 2022. In May 2022, she graduated from Shippensburg University of Pennsylvania with a degree in Communication and Journalism with a Public Relations concentration. During her time at Shippensburg, she was on the Cheerleading team. Lia is passionate about social media and loves learning new things every day!
In her free time, she loves to spend time with her friends, family, and her dogs. Lia also loves to watch football, go shopping, and travel!
Contact Lia at email@example.com
Kelsey joined the SEN team as the Rebate Administrator in August 2022. Since graduating from Lander University, she has gained experience in customer service and accounting. Being a college athlete, Kelsey is a motivated team player and problem-solver who is willing to do what it takes to get the job done. She has a thirst for knowledge and loves all things sports and popular culture, which you can probably find her talking about either at any given time. Despite being a die-hard Carolina fan, Kelsey spends her free time hanging out with her dog, Duke, traveling, and watching sports.
Contact Kelsey at firstname.lastname@example.org
Tom joins SEN Design Group in the role of Development Associate (Bathroom & Project Management Specialist and Business Coach)
In 1983, Tom Blau entered the industry from the bathroom side of the business. In the early 80’s, the Blau family opened a 4500 sq ft showroom with seven complete and functioning high-end bathroom displays. The company also started the manufacturing of a private-labeled whirlpool tub line called Dynawhirl, with a network of dealerships in Wisconsin, Indiana, Illinois and Michigan. The firm also retailed hot tubs and spas, and became southeast Wisconsin’s hot water capitol.
In the early 90’s, Tom purchased the business from his father and partner, and set up the company to concentrate on high end, turn-key kitchen and bath remodeling. In 1994, Blau became the first kitchen and bath dealer in the United States to join a buying group, and remained active in the SEN Design Group presenting his systems and management programs to other members in the group during the semi-annual conferences. In 1995, he was appointed to the first SEN Advisory Council, serving multiple terms. In 1997, Blau was presented with the first M. A. Peterson Best Businessperson of the Year Award.
In 2005, Tom sold his kitchen and bath business and re-located to the east coast of North Carolina. He joined the SEN Design Group as its VP of Education and Dealer Development, and was involved in the introduction of educational programs, boot camps, and online programs for the group and the industry. After managing production for a large K&B dealership in Naples, Florida for a number of years, Tom moved back to his hometown of Milwaukee, Wisconsin and works with a design/build company on integrating production software to increase productivity and profit.
Contact Tom at email@example.com
President and Founder
A Dartmouth College graduate, Ken Peterson, CKD has over 50 years of experience in the kitchen and bath industry, including 23 of those years as a sales designer and president of Signature Kitchen & Bath, Inc. In 1976, he pioneered a new, faster way of selling projects where he engaged clients to interactively and transparently develop a kitchen redesign budget. This educational process was so meaningful to consumers that they would retain Peterson in half the time it typically took to earn a client commitment. He leveraged this unique selling system to scale a small family kitchen business into four Connecticut showroom locations, generating $4.2M in 1987 company revenue ($10.8M in today’s dollars) at 51.5% gross profit margins.
In the early 1990s, Peterson served as an industry consultant, business/sales trainer, conference speaker, and trade magazine columnist before launching the industry’s first buying group in August of 1994. Today, the SEN Design Group counts nearly 200 members from coast-to-coast, as well as 50+ of the industry’s leading manufacturers as vendor partners. With over 40 educational assets and services available for membership use, SEN is considered by many as the industry’s best resource to help grow a business owner’s top and bottom lines. He is proud of the operational team running the company today, several of whom he has personally hand-picked and groomed as business instructors and coaches.
In 2015, Peterson assembled two dozen industry professionals as a consortium to finance an industry-specific technology services company, called operateIT. As co-founder and chairman, Peterson has helped lead the company into developing DesignAlign, an exciting new software program that automates his original interactive budgeting methodology. Introduced in late 2020, DesignAlign is the perfect antidote to the pandemic economic crisis, furnishing a remote and mobile platform to regain lost sales fast, while increasing closing percentages by 75%, revenue 2-3x, and gross margins by up to 40%.
Semi-retired today, Peterson continues to serve as a strategic advisor and mentor to both the SEN Design Group and operateIT management teams. He enjoys vigorous daily exercising, reading, and traveling to distant lands with his wife Barbara.
Contact Ken at firstname.lastname@example.org