Reico

What Reico does

Reico Kitchen & Bath is a privately held, full-service kitchen and bathroom remodeling company operating 25 company-owned showrooms across the Mid-Atlantic and Southeast United States — specifically Virginia, Maryland, North Carolina, Pennsylvania, and Delaware. Founded in 1952 and operating as a division of Robinson Export Import Corporation, the company is headquartered in Springfield, Virginia, with a regional warehouse and distribution network anchored in Elkridge, Maryland and supported by nodes in Raleigh, North Carolina and Springfield. The firm employs between 251 and 500 people across showroom, design, warehouse, and corporate functions. Customers engage through phone, virtual, in-showroom, or in-home consultations, with experienced in-house designers guiding each project from concept through installation.

The company's product platform is a curated, multi-vendor portfolio spanning four primary categories: cabinetry (including door styles, hardware, and accessories), appliances (dishwashers, refrigerators, ranges, ventilation, washers/dryers, microwaves), countertops (twelve material families including quartz, granite, marble, engineered stone, and solid surface), and fixtures (sinks, faucets, lighting, water filtration). Reico Express, operated through the Elkridge and Raleigh warehouse locations, layers an in-stock, pre-assembled quick-ship offering on top of the predominantly custom-order base, addressing shorter-timeline projects. The technology stack is non-proprietary; Reico integrates third-party manufactured products and provides design and project management services rather than building a software platform. Marketing channels include Instagram, Houzz, Google reviews, NARI/NKBA memberships, and an educational blog.

The business model is project-based professional services revenue under a one-stop-shop structure: each engagement combines design consultation, product sale (cabinetry, countertops, appliances, fixtures), and professional installation delivered through a single point of contact. Typical project ticket sizes range from approximately $5,000-$15,000 for budget bathroom remodels to $15,000-$50,000+ for kitchen remodels, with mid-range bathrooms at $10,000-$25,000. Revenue is generated primarily from individual residential homeowners, supplemented by a Trade Partner program serving builders, contractors, and designers with specialized pricing. Pricing is quoted per project rather than under subscription, with financing options and promotions available, and a deposit required for in-home consultations. The firm has scaled through geographic expansion (most recently adding Greensboro and Winston-Salem, North Carolina) and channel diversification rather than through acquisitions or external capital.

Name

Reico

Legal name

Reico Kitchen & Bath (a trademark of Robinson Export Import Corporation)

Website

https://reico.com

Company type

Private

Founded year

1952

Operating status

Operating

Headcount range

251–500 employees

Short description

Reico Kitchen & Bath is a 1952-founded, privately held full-service kitchen and bathroom remodeler operating 25 owned showrooms across Virginia, Maryland, North Carolina, Pennsylvania, and Delaware, serving homeowners with design, product, and installation services.

Ownership category

akta.pro rank

Headquarters

HQ city

Raleigh

HQ country

United States

HQ region

North America

Offices32 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Others

Revenue model

1. Kitchen and Bathroom Remodeling Services: Reico generates revenue through full-service kitchen and bathroom remodeling projects. This includes design consultation, product sales (cabinetry, countertops, appliances, fixtures), and professional installation. Revenue is project-based and one-time per customer engagement, though the company maintains ongoing customer relationships through repeat business and referrals.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Reico Kitchen & Bath provides full-service kitchen and bathroom remodeling for residential homeowners across the Mid-Atlantic and Southeast, covering design consultation, product selection (cabinetry, countertops, appliances, fixtures), and professional installation. The company operates 25 company-owned showrooms in VA, MD, NC, PA and DE, supported by warehouses and a direct truck delivery fleet, and supplements custom projects with in-stock cabinets and appliances under Reico Express, plus a Trade Partner program for contractors and builders.

Product overview

Reico Kitchen & Bath is a kitchen and bathroom remodeling company offering a one-stop shop experience for homeowners. The company provides both products and installation services across cabinetry, appliances, countertops, and fixtures. The core product portfolio includes Cabinetry (with door styles, hardware, and accessories), Appliances (dishwashers, dryers, microwaves, refrigerators, stoves/ranges, ventilation, washers), Countertops (concrete, cultured marble, granite, laminate, marble, quartz, recycled glass, soapstone, solid surface, stainless steel, wood, vanity tops, engineered stone), and Fixtures (sinks, faucets, lighting, bathroom products, water filtration). Reico Express provides in-stock cabinets and appliances for faster delivery. Services include full kitchen and bathroom remodeling from design through installation, plus dedicated trade partner programs for contractors and builders.

Differentiator

Problem solved

Functional benefit

Products and services

• Kitchen Remodeling Services Full-service kitchen design and remodeling for residential homeowners, covering cabinetry, countertops, appliances, fixtures, tile, and related products from initial design through professional installation and project management.
• Bathroom Remodeling Services Comprehensive bathroom remodeling from in-stock vanity cabinets to full custom designs, including fixture updates, bath/shower additions, product selection, professional installation, and project management for homeowners.
• Reico Express (In-Stock Cabinets and Appliances) Pre-assembled in-stock cabinets and appliances sold directly through designated Reico Express locations in Elkridge, MD and Raleigh, NC for accelerated project turnaround versus custom orders.
• Trade Partner Services Specialized pricing and services tailored for trade professionals—builders, contractors, and designers—who source Reico's cabinetry, appliance, countertop, and fixture products for client remodeling projects.

Named customers3 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Ferguson Bath, Kitchen & Lighting Gallery: Ferguson operates the largest U.S. network of showroom-based kitchen, bath, and lighting galleries combining product display with design services. Most directly comparable to Reico's showroom + design + product retail model, though Ferguson is significantly larger and more skewed to plumbing/lighting.
• Cabinets To Go: Cabinets To Go is a specialty cabinetry retailer operating showrooms across the eastern U.S. with in-house design services and direct sourcing. Comparable in customer demographic (value-conscious kitchen remodelers) and showroom-led sales motion.
• The Tile Shop: The Tile Shop operates a national chain of showrooms selling tile, flooring, and accessories with design consultation. While tile-focused, the showroom-driven, project-oriented sales model and connected homeowner base closely mirror Reico's approach.
• Kohler Signature Stores: Kohler's branded Signature Stores are experiential showrooms for premium kitchen and bath fixtures with in-store design expertise. Comparable to Reico's premium offering (full-slab granite/quartz, designer consultations, project management) and overlap in target customers undertaking higher-end remodels.
• Bath Fitter: Bath Fitter is a national bath remodeling franchise specializing in tub and shower replacement with direct sales motion. Compares to Reico on the bath-focused project services side but with a more productized, single-trade service offering.

Broad incumbents

• Lowe's Companies: Lowe's is the second-largest U.S. home improvement retailer with kitchen & bath design services, in-store consultations, and an installation services arm. Operates broadly across all product categories Reico touches but at much larger scale and with a national footprint; indirect competitor in showroom design and project services.
• The Home Depot: Home Depot is the largest U.S. home improvement retailer, offering kitchen & bath design centers (Bloomington, MN flagship, etc.), installation services, and broad product range. Competes with Reico on cabinetry, appliances, and design services, but at significantly broader scale and with stronger e-commerce.

Emerging players

• PIRCH: PIRCH operates upscale kitchen, bath, and outdoor lifestyle showrooms with design consultation similar to Reico's premium offerings. Focused on affluent consumers and higher project values; smaller national footprint but directly comparable showroom + design experience.
• IKEA U.S. (Kitchens): IKEA offers kitchen design services and self-installed cabinetry systems that compete with Reico on price-sensitive kitchen remodels and have introduced planning/digital design tools. Tilt toward lower-end DIY/semi-DIY customers rather than full-service design-build.

Others

• Marvin Signature Showrooms / Andersen Kitchen & Bath partners: Marvin operates a network of Signature dealers offering design services for windows and adjacent home categories, often in co-located showrooms. Their dealer model and design-led showroom experience is thematically comparable to Reico's showroom + design + trade partner construct.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/reicokitchenandbath

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Reico