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My Trading Company

By Times Staff Writer
Published January 13, 2008

Gioanna Brorson, a Denmark native, had been working in interior design and furniture sales in the U.S. for 20 years when she decided four years ago to invest in a business of her own.

Drawing from her heritage, she found a company that makes handcrafted wooden bathtubs, vanities and accessories. The contemporary-style tubs are made in Bording, Denmark. They come in a variety of woods and shapes, including oval, rectangular and round. The construction methods have been used for generations in Europe.

Brorson, 44, an Indian Rocks Beach resident, began selling the tubs wholesale 3 1/2 years ago, working with builders, interior designers, architects and the kitchen and bath industry. She also established a Web site and began building a nationwide network. She opened a retail store, My Trading Company, last year in Largo.

Why did you decide to go into the wood tub business?

"With coming from Denmark and my background in interior design and furniture sales, I wanted to have a business with some specialized product from Europe," she said. She said she was impressed with the tubs that appeared on the market a decade ago and represented a revival of the Scandinavian cooperage (barrel and cask making) tradition. The store also carries a line of domestic and European-made sinks and faucets.

Why did you open a retail store ?

"I wanted to have a showroom so customers, whether contractors, designers or homeowners, could come in and see the products," she said. In addition to the display of wooden bathtubs and vanities, the store has a large selection of regular and exotic woods for countertops.

Wooden accessories include tables, chests, benches, magazine holders and cabinets. The store also sells natural bath products, soy candles, scented toilet paper, handmade candles from Denmark, silverware from Norway, body products from Canada and odor neutralizing air candles, sprays and pearl packs for sneakers and vacuum cleaners.

"I'm always looking for new and interesting lines from Europe," Brorson said. "It's always a work in progress."

What do the tubs cost?

Tubs range from $2,000 for an Eco Tub to $12,000 for a top of the line teak tub with water jets. A pine baby bathtub sells for $199.

What is your most popular item and how much does it cost?

The best seller is the oval shape teak tub with metal banding. The retail price is $7,299.

Who is buying the tubs?

"I mainly deal with contractors and designers and some homeowners," she said. "Eighty-five percent of the tubs are sold to kitchen and bath showrooms and high-end homeowners in California. I've sold a few tubs for second homes and mountain homes in Colorado and North Carolina."

My Trading Company

556 Clearwater-Largo Road.

Hours: 11 a.m. to 5 p.m. Tuesday-Saturday. Closed Sunday and Monday.

Call (727) 512-2323.

[Last modified January 12, 2008, 21:08:07]