At SEN, we understand the realities kitchen and bath business owners, the employees who help power the business, and the companies they run 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.
Our team is the only industry organization comprised of 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. As a 26-year-old professional organization, we are the premier kitchen and bath industry buying group. SEN has nearly 200 members nationwide and more than 50 quality vendor partners in cabinetry, appliances, plumbing fixtures, decorative hardware, closets, lighting, bathroom products, flooring, tile, business services and accessories who offer their products/services to the 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™ sales system technology.
Kitchen and Bath Industry Buying Group Your business can benefit from membership in an industry buying group like SEN Design Group. A dealer’s cost of goods sold represents the single greatest expense on a Profit & Loss Statement. Your company will enjoy preferred group purchase rates, priority customer status, and additional purchase rebates paid quarterly from the group.
Business Education In the kitchen and bath industry, it takes impressive design talent to succeed. However, business success requires so much more than pure talent alone. A growth mindset as a kitchen and bath entrepreneur means pairing business knowledge with design savvy. Both elements are essential to growth and sustainable success. And, embracing the wide array of business education resources that SEN offers is key to that sustainability.
Innovative Technology DesignAlign™ is included with every SEN membership. It is an interactive, industry-specific platform which is easily accessible on all mobile devices, and allows the designer to work through a budget with their customer remotely, without the need for face-to-face interaction. integrating the Good-Better-Best project proposal/budgeting selling system. This software solution saves valuable time by reducing the sales cycle and exponentially increasing productivity—effectively doubling and even tripling annual sales.
CKD President and Founder, CKD, LPBC
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 email@example.com
Chief Operating Officer
Jenny Catalano joined SEN Design Group in August 2015 after relocating to Charlotte from New Hampshire. Her experience in the accounting/finance field spans over 25 years, beginning as an accounting clerk and quickly progressing to a long-tenured role as Controller for a publishing company in Massachusetts where she was also head of Operations. This experience, gained across multiple industries, provided the foundation for her initial role as Director of Accounting at SEN. Her passion for the company led to the evolution and expansion of her role to Director of Operations and culminated in her current role as COO. Jenny holds dual Bachelor’s Degrees in Communications and Political Science from the University of Utah in Salt Lake City, where she was born and raised.
When she’s not busy at work, Jenny enjoys spending time with her husband, Marc, her three kids, multiple fur babies, her friends and extended family. She also occasionally indulges in her love of piano playing in an attempt to maintain the skills she had many years ago when she played competitively.
Contact Jenny at firstname.lastname@example.org
Senior Vice President, Emeritus
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
Director of Member & Vendor Development
Greg Stebbins has an extensive background in the kitchen and bath business and is a well-respected leader in the industry. An active SEN Design Group member since 2007, he was able to see firsthand how the tools he received from the organization were able to help grow his business into a very successful kitchen and bath showroom. In 2014 he was recruited to join the SEN Leadership Team as the Director of Member & Vendor Development. Now his primary focus is seeking out new members and vendors to join the SEN community. His goal is to partner members with preferred vendors to help make their businesses better, more profitable, and easier to operate. He is also quick to identify a member’s business challenge and then provide them with the right solutions to meet their unique business needs.
When not on the road, Greg enjoys spending time with his family including his beautiful teenage daughter, and brand-new bride, at the Southern Jersey Shore.
Contact Greg at firstname.lastname@example.org
Vice President, Business Coaching
John is both a skilled designer who has worked with hundreds of homeowners since he started his kitchen & bath company in 1985, and he is a Licensed Professional Business Coach who has helped hundreds of kitchen industry professionals during his highly-successful 35-year career in the industry.
John can be considered a kitchen and bath industry pioneer. He was one of the nation’s first kitchen designers to use computer drawing software in 1986 and assisted with the structure of a cloud based version of a Good-Better-Best sales systems called DesignAlign. John is also one of America’s only kitchen and bath-specific business coaches.
Instrumental to his personal success has been the SEN Design Group, the kitchen and bath industry’s first and largest buying group. After his company joined the group in 1995, John received invaluable business training at SEN educational events. He later developed an electronic spread sheet with which members can easily implement the three-tiered selling system developed by SEN founder Ken Peterson.
SEN hired John to serve as a business coach in 2007, and he has since consulted with nearly 300 kitchen and bath dealers around the country.
John is a graduate of Bryant University, where he earned a degree in business and computer technology.
Contact John at email@example.com
Born and raised in Massachusetts, Amy relocated to Charlotte in 2018 where she immediately started in her role with the Sen Design Group as the Accounting Coordinator. Her 25-year accounting background also includes eCommerce system design & management. She has worked across multiple industries for such companies as Monster.com and Leap Year Publishing.
When Amy’s nose isn’t glued to an excel spreadsheet, she loves boxing, baking and spending time with her two rescue dogs, Sabbie & Parker.
Contact Amy at firstname.lastname@example.org
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, Marketing, and Public Relations. 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 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 email@example.com