Hello from Strom Living

Author Lance Cheung / Published: March 21, 2019

Leadership Change

After 45 years of leadership, Larry Jacobs and the Strom family transitioned controlling ownership of Sign of the Crab and Strom Plumbing by Sign of the Crab. We wish Larry and Vicki all the best in their retirement adventures!

Larry and the Strom family will continue to drive the values and vision for Strom Living going forward.

I wanted to reach out to let you know what we’ve been doing to ultimately improve our customers’ experience. We’ve spent a lot of time assessing our place in the market, our history, strengths, and aspirations. Our new brand is the culmination of that time spent and represents our values going forward. Our goal is to provide our customers with curated premium products, outstanding value, and unique service and support; all from a company that values authenticity and innovation.


Company Updates

The company went “live” on a new business process platform in December. The new integrated platform will enable us to operate the business with improved visibility and scalability across all major business processes. More importantly, we expect improvements in order accuracy and status, quoting and pricing, reduced ship times, and reporting. We also intend on rolling out a host of new system capabilities that will greatly enhance interactions with our vendors, partners (sales), and customers.

Since moving into our current location in 1984, the facility and layout have largely remained unchanged. We are almost complete with a warehouse/office renovation that will enable a more collaborative and integrated work environment. Our goal is to optimize work processes and provide our employees with an environment to produce their best work.


What to Expect

As we embark on a new year, Strom Living (formerly Sign of the Crab & Strom Plumbing by Sign of the Crab) intends to deliver a new brand identity to expand public awareness in order to drive customer traffic into the showrooms. Our team is hard at work developing tools including a renovated website for brand awareness, an online library enabling easily accessible product knowledge, and a partner/customer sales portal for insights into orders status and inventory. We are currently assessing the marketplace, competitive landscape, industry trends, and our existing product lineup for opportunities.

Thank you all again for representing our brand in the marketplace. I look forward to delivering our new brand, new product offerings, and better information so that you can continue to provide an outstanding experience for every customer. At Strom Living, we look forward to an exciting 2019 filled with opportunities in all our markets.


All the best,

Lance Cheung
Strom Living, CEO