Is Humanity the New Luxury?

Can you share the story of Pirch? How was the brand conceived?

It was born out of necessity and from the minds and hearts of many terrific individuals along this journey. The question was, ‘What if you could create a business from the concept of joy, creating inspired moments in our customers’ homes?’ The brand and its voice is about delivering a customer experience never before seen or felt in the industry that spans appliances and plumbing products and services and, possibly, retail in general. Most important is the culture of the business. From the beginning, that effort was never viewed as an expense, but an investment in the future.

How has Pirch changed the shopping experience for consumers?

It is our people who work to change the experience for our guests. It seems like a simple thought, but it is a privilege to have a guest in our store and to be invited to execute [a project] in a customer’s home. We take that very seriously and work with our team to understand that our job is to make the time that we have with our customer the best part of their day.

On the practical side, we have created, with our partners, a place of inspiration – a place to dream, play and learn. Once products are chosen, we manage the process of delivery, installation and commissioning of the appliances. On the plumbing side, we advise and guide so that the project installs properly. It’s a step change in thinking and goes well beyond just selling a ‘box’ to a consumer. We own the process, right or wrong.

Was this a deliberate component of the brand strategy?

Take this at face value: That is an amazing question, one that has never been asked. A clinical question, but one that has to be answered with a human perspective. The culture, the care, the willingness to express what we do with a sense of humanity – a lost art in retail in general. If I had to pick a word that captures the ‘component,’ I would pick the word ‘elegance.’ A summary word, but a powerful one that leads to the deliberate component that ‘humanity is the new luxury.’

What’s on the next page in the history books for Pirch?

It has been a fast, explosive six-and-a-half years, and the future will be no different. Building something from zero and allowing it to prosper and grow as it moves through hundreds of millions of revenue, on its way to billions, potentially, is about attracting world-class talent and getting out of the way, allowing the company to continue to improve every day.

An example of that is having the previous global president of Oakley, Andrea Dorigo, join our team some months ago. He will have a massive impact on our team, and the future growth challenges in our future. I am proud to have him take the position of president and ceo as I transition to chairman.

Have you ever showered at a Pirch store?

Interestingly, yes. Once, because of working out in the morning before the store opened in the beginning of our journey, and second, for a Forbes photo shoot. The creative director asked me to get in a shower fully clothed for a shot. That, I would not recommend.

What’s on your nightstand? What are you currently reading?

Two books, the first is ‘Thinking in Systems,’ written by Donella H. Meadows and edited by Diana Wright. A great book for nonlinear thinkers, those who do not move strictly between cause and effect – I would highly recommend it. The second happens to be the original ‘Dracula’ novel by Bram Stoker. I love the powerful psychological situation that is supported by a super active, ferocious narrative.