Jack Bernstein’s Bold Kurrent

Along Brooklyn’s 60th Street, where Mapleton’s calm meets Borough Park’s bustle, Kurrent introduces a showroom experience unlike any other. It doesn’t feel like the kind of place where you’d pick out fixtures. It feels like a lounge, a boutique, a café where espresso mingles with the chatter of customers swapping design ideas. Fixtures sit like curated art pieces, not inventory. Behind every desk, oversized screens bring projects to life in real time. The phones never ring more than twice before a real person answers.

This is plumbing reimagined. And at the center of it all is Jack Bernstein, a second-generation industry insider who decided to rip up the playbook and start fresh.

A Legacy with a Twist

Bernstein grew up around plumbing. His father spent four decades in the business, working for another showroom. The son watched closely, absorbing the rhythms of an industry that is both deeply practical and surprisingly aesthetic. But Bernstein didn’t step directly into the family trade.

“I went the online route first,” he recalls. “I built out an Amazon store, a website, all about selling products digitally. And, sure, it was good money. But it wasn’t fulfilling. Customers came and went. There was no connection, no community. It felt empty.”

That realization pushed him to open a brickand- mortar space nine years ago. “Once we opened the showroom, it stopped being just business. It became a passion,” Bernstein says. “I became obsessed with making the process smoother and easier—for customers, vendors and our team. It turned into this living, breathing thing.”

Building a Culture First

Bernstein often refers to Kurrent as “his baby.” The company, which now employs about 35 people, is built around a culture that feels more like family than staff.

“Our core values drive everything,” Bernstein explains. “Customer experience, teamwork, staying curious and work-life balance. But they’re not just words on a wall. We have full documents—what those values mean for us, how they make customers feel, what we don’t want to see. Everyone here lives them.”

That culture creates what Bernstein calls a trifecta: when employees are happy and engaged, customers feel the difference and vendors see their products presented in the best light. “It’s all connected,” he says. “If our people love being here, the energy carries over to everyone who walks through the door.”

The Showroom as Theater

“We designed it so you’re not overwhelmed,” Bernstein says. “We built these pull-out walls. On the outside you see one beautiful shower system, almost like a boutique window. When we open the wall, the full collection is revealed. It’s functional, but it also creates that Madison Avenue effect. You feel like this product was chosen for you.”

He grins. “It’s more exciting than staring at hundreds of faucets.”

And then there’s the café. Customers are invited to sit down, order a latte, even champagne, while browsing. Drinks are served in real glassware. Snacks are plated. The ritual slows the process, making what is usually a stressful, expensive shopping trip feel personal—even indulgent.

“Buying plumbing fixtures shouldn’t feel like a chore,” Bernstein says. “It should feel like an experience.”

Betting on the Unconventional

One of Kurrent’s defining qualities is its willingness to take risks. Bernstein has flown overseas to scout brands, invested in displays for products that might sell once a year, and embraced design-forward lines that most showrooms wouldn’t touch.

“We were the first U.S. dealer to carry Kast, a boutique British bathware brand,” Bernstein recalls. “It wasn’t easy—they were new, unproven here. We put down a lot of money for displays. But I loved the product, and I believed in it.”

That gamble paid off. Not long after, Kohler acquired Kast, validating Bernstein’s instinct. “That’s what we do,” he says. “We spot things early. We’re not afraid to lead.”

Marketing That Feels Like Magic

If Kurrent’s showroom is its stage, its marketing is the after-party.

Most showrooms host small networking events with wine and cheese. Kurrent flips that script. “We throw events people talk about for months,” Bernstein says. “We’ve done rooftop parties in Vegas with hundreds of people. We do things that feel big, vibey, unforgettable.”

The events aren’t about hard selling. They’re about connections. Vendors line up to sponsor because they know being associated with Kurrent means energy, youth and relevance.

Even day-to-day marketing carries thatsurprise -and-delight factor. Bernstein describes a recent experiment: “We called it the Kurrent Car Wash. Customers came in for a meeting and while they were here, we had their cars detailed. When they left, their car was shining. They were floored. It’s a small thing, but it sticks.”

Another touch: sending customers a welcome package after their first quote. Inside is a calming face mask, a postcard introducing the entire team—complete with photos, cell numbers and QR codes—and a note that says, essentially, we’ve got your back.

“That little envelope tells them: you’re not just working with one salesperson. You have a whole team behind you,” Bernstein says.

The Human Element

For Bernstein, these aren’t gimmicks. They’re extensions of his larger philosophy: make the experience seamless, warm and human.

“I never want a customer to feel like they’re an inconvenience,” he says. “If you’re spending thousands on your home, you should feel cared for.”

That ethos extends to the phones. At Kurrent, there are no automated menus, no waiting endlessly on hold. Calls are answered within two rings by someone who knows your name— and sometimes even your birthday.

“It’s old-fashioned in a way,” Bernstein admits. “But it works. It makes people feel seen.”

Scaling the Future

Behind the scenes, Kurrent is just as innovative. The company invests heavily in custom software and systems that streamline ordering, communication and logistics. Much of the staff is focused not on immediate sales but on building scalable processes for the future.

“We’re technically overstaffed for one showroom,” Bernstein laughs. “But that’s intentional. We’re building for growth.”

Indeed, expansion is already underway. A second showroom is in the works, and Bernstein hints at more projects on the horizon.

“We’re growing carefully,” he says. “But always with the same goal: keeping the culture intact.”

Industry Influence

Bernstein’s influence extends beyond Brooklyn. As a member of the Luxury Products Group (LPG) board, he values the chance to collaborate with other leaders in the field.

“Being in those rooms is inspiring,” he says. “I learn so much just from hearing how other growth-oriented business owners think. It broadens my perspective and pushes me to keep innovating.”

More Than Fixtures

At its core, Kurrent isn’t really about plumbing. It’s about experience. It’s about proving that even the most traditional industries can be reimagined with creativity, heart and a willingness to break the mold.

For Bernstein, it all comes back to connection. “That’s why I opened Kurrent,” he says. “I wanted to build something meaningful, something lasting. A place where customers, vendors and our team all feel like they’re part of something bigger.”

As he talks, you get the sense that Kurrent isn’t just a showroom. It’s a movement. A current running through an old industry, charging it with new energy, fresh ideas and a vision that feels—like the name suggests—electric

For more information, visit kurrent.com.