Since 2004, Imperial Marble & Granite has been working with clients from all over eastern Pennsylvania to design, fabricate and install uniquely stunning natural stone and quartz furnishings, from residential kitchens and bathrooms to retail establishments’ reception spaces and dining areas.

But owner Albert Kzelian noticed a worrisome decline in clients from Exton, Malvern, King of Prussia, West Chester and other areas for whom Imperial’s Essington location was just a little too far away.

So, just like with every job Imperial puts its name on, Kzelian came up with a solution that prioritizes his customers’ needs: establishing a showroom closer to them.

“I said, ‘OK, if you guys don’t want to come to us, we’ll come to you,’” he begins. “An opportunity came up at this location in West Chester and I could not resist. We built a 4,000-square-foot, beautiful showroom, and it’s right on West Chester Pike.”

The result was a spacious, thoughtfully designed showroom. Open since April, that West Chester space is already a resoundingly well-received success.

“All of our wholesalers, all of our dealers that we do a lot of business with, they just love it,” Kzelian says. “Sixty percent of our clients who walk into the facility purchase from us, which is really good feedback.”

One of the most striking features of the Imperial showroom is that there are no tiny samples trying to approximate the full extent of all the colors and natural beauty that exist in one piece of marble or granite: The entire slab is available for client scrutiny, which Kzelian says is crucial in helping them fully assess a stone they’re considering for their home.

“The sample certainly doesn’t justify what the slab looks like,” he explains. “The slabs have so many variations that a sample that’s just six or 12 inches isn’t going to tell you about the entire piece because that piece has gold, gray, white, beige, all these different colors that a sample can’t show you. So when the customer sees the whole entire piece, they’re like, ‘Oh my God, this is beautiful!’ or ‘Wow, this is not what I was expecting, it’s too busy.’”

But the showroom, Kzelian points out, “is not just for countertops.” It’s also where you can find an array of ceramic and marble tile, vanities, faucets and sinks, knobs, kitchen cabinetry, lighting and even sound systems. Imperial even outsources appliances so “we can give everything to the customer looking for a complete kitchen.”

“We have a variety of different things,” Kzelian says. “A homeowner could come in and purchase pretty much everything for every room all at once.”

The Imperial team stays on top of current trends and client-demographic preferences—Kzelian notes that customers under 40 tend to gravitate to the manmade quartz but those 40 and older still prefer more natural stone like granite and marble, while neutral colors are staging a comeback in demand across the board—that guide their offerings.

And for much of those in-stock options, Kzelian adds that Imperial is the only place in the state where they can be purchased. “There are specific products or colors that we’re the exclusive dealers of in Pennsylvania. Nobody else carries them or has them.”

While the West Chester showroom gives clients a chance to get an up-close, hands-on look at all the pieces Imperial has in stock is a tremendous asset, one of the biggest advantages to them is the cost savings that comes with making a purchase directly with Imperial.

“They’re buying direct from the manufacturer: It’s not like going to Home Depot or Lowe’s, who has to outsource to somebody else—we are the somebody else,” says Kzelian. “They’re going to save at least 15% with us versus any big box store that sells countertops.”

But what really differentiates Imperial from the rest is the kind of dedicated, attentive client support that drove Kzelian to open up a showroom to better assist his customers in the first place.

“Customer service is number one, number two is craftsmanship and number three—which is the most important thing—is turnaround,” he says. “From template to install, it’s a 10-day turnaround. We have the technology and machinery to back us up. Everything is done by digital measurements and laser measurements, so that helps us make things more precise and accurate.”

It is that determination to deliver high-quality, skilled and minimally intrusive work to clients that Kzelian believes will ensure that Imperial keeps growing so it can keep finding new ways to ensure all their clients’ needs are met.

“We started out in 2004 with six employees and now have 43,” says Kzelian. “Our second location is helping us to continue helping clients with a warehouse experience that has all the beautiful lights and design of a showroom.”

Imperial Marble & Granite
Main location: 200 Old Tinicum Island Road, H Complex, Essington, Pa.
Showroom: 1311 West Chester Pike, West Chester, Pa.
(610) 521-0130
IMGStone.net

Published (and copyrighted) in House & Home, Volume 22, Issue 9 (June 2022). 
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