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Executive Image creates bathrooms you dream of


Since moving to Dallas, Susan Krans and her team at Executive Image LLC have been an area leader for their expertise in bathroom remodeling, most notably in luxury bathroom design. Executive Image holds itself to a high standard of excellence; with every custom bathroom it creates and each project it begins, the company strives to maintain its reputation for quality craftsmanship, innovative design and dedication to detail.

Initially launched in 2003 by Krans’ husband, Michael, Executive Image was established in their home state of Michigan, until the family relocated to Dallas in 2016. With the move, Krans took leadership of the family-run business. The company is committed to quality and knows that repeat customers and personal referrals are key to a successful business model. “We treat every home as if it was our own and every customer as if they are a part of our family,” says Krans, who oversees a staff that includes her husband and son, Vincent.

As Krans knows, being a custom bathroom contractor is about much more than simply reconfiguring the directional flow of a shower or installing a dual vanity; it’s about understanding the client’s wants and meeting their very specific needs. Krans and her staff meet personally with their customers, providing them with hands-on options and a clear understanding of pricing. They can often be found helping customers with the shopping experience—finding the right tile, paint and fixtures. And with its years of experience as a bathroom renovation contractor, Executive Image is aware of the seemingly subtle differences that can ultimately make the biggest impact.

Specializing in quality tile installation and full bathroom remodels, their expertise lies in delivering a finished project that will provide clients with a space that is much more than functional. From light fixtures to floor tiles, their greatest desire is to achieve excellence by infusing the space with warmth, luxury and tranquility. Krans and her team are given the unique opportunity to take a generic, utilitarian room and apply style and sophistication.

Fully licensed and insured to serve clients throughout the Dallas area, Executive Image’s reputation for high-end design has earned it a loyal following in Rowlett, Wylie, Sachse, Murphy, Richardson, Rockwall, Heath and Garland—the company services the entire metroplex. No project is too small. The company has a diverse clientele and prides itself on being detail-oriented, right down to the lightbulbs. It can provide options to fit any budget and will work with clients to make sure their needs and wants are met. “We want our clients to love their new space while providing quality work on time and in budget. When we’ve achieved that, we know we’ve accomplished our goal,” says Krans.

As unique as each project is, Krans naturally has her favorites. “We had the privilege of remodeling a 1923 bungalow in the Junius Heights historic district in Dallas,” she recalls. “We remodeled three bathrooms—the master and two bathrooms downstairs. We started with the master bathroom upstairs, where we discovered a raccoon had unknowingly adopted the homeowners as their own and passed away. We also found children’s books from 1908 and 1910 under the floor. We turned their outdated bathroom with a dark, crowded shower and unused floor space into the master bathroom of their dreams.”

Krans and her team work closely with homeowners to assess their functional needs and determine their style so that each design is truly customized to them and cohesive to their home. “We were referred to Executive Image by close friends,” says a client. “We received an immediate response from the company. It was easy to set an estimate appointment. We initially contracted the company to completely remodel two of our three bathrooms. We were so pleased with the results, we had them also redo our third!”

Executive Image is a company dedicated to a personalized experience. “We pride ourselves on communicating every step of the way and making sure our clients know what to expect and are a part of every step of the project,” says Krans. “That is who we are, and this is what we do. We aren’t happy until you are happy.” 

Liesel Schmidt lives in Navarre, Florida, and works as a freelance writer for local and regional magazines. She is also a web content writer and book editor. Follow her on Twitter at @laswrites or download her novels, Coming Home to YouThe Secret of Us and Life Without You, at and

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