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How Builder's Cabinet Supply Reached New Markets
Builder's Cabinet Supply, a Chicago-based manufacturer of custom residential cabinetry, expanded its market reach by opening a new 3,500-square-foot street-level showroom in October 2010. For over 25 years, the company primarily catered to builders and developers, but the new showroom was designed to attract a broader professional audience, including interior designers, architects, remodelers, and even some end-users. This strategic move followed an earlier relocation 17 years prior from cramped facilities to a larger factory building, which itself became surrounded by new housing developments due to gentrification, making the new showroom more accessible to local residents.
The housing market downturn significantly impacted Builder's Cabinet Supply's traditional builder-focused business, which had previously seen peak production of up to 1,000 cabinets daily. In response, the company actively sought new opportunities, particularly by targeting remodelers and individual homeowners. While radio advertisements were used for end-users, a significant portion of their new business came through referrals. The new showroom serves as a crucial tool for inspiring potential clients, offering fully finished kitchen displays complete with high-end appliances, lighting, and decorative elements to help customers visualize their projects. This contrasts with their previous, less accessible showroom located within the factory.
The expansion led to a doubling of their Chicago design staff to six, with additional designers located in a suburban office. New customers are matched with designers based on their specific needs. Unlike builders and developers who typically have large, well-defined orders, designers and remodelers often work on single-site projects. All cabinetry produced is custom, based on the company's Orchard Hill Cabinets brand, adhering to standard specifications such as 5/8-inch furniture board construction and frameless cabinet designs that offer increased storage. The company also uses 20-20 Technologies software for approximately 80 percent of its projects.
Design trends observed include a fragmented market with demand for both cost-effective and moderate-to-high-end options. Contemporary and mixed-surface designs are gaining popularity, along with flat-panel doors and various shades of gray in high-gloss foiled finishes. Quarter-sawn oak remains a classic choice. While there isn't a significant increase in demand for complex electronic integrations due to wireless technology, the company offers LED puck lighting and magnetic switch lights. Automated open-and-close systems for drawers, particularly from Blum, are also popular. For entertainment centers, the company collaborates with audio-visual experts, using techniques like false panels to conceal wiring.
Production operations, overseen by Rick Bohnsak, emphasize efficiency despite the custom nature of the work. As the client base diversified, projects increasingly shifted from short production runs to unique, one-off orders. Builder's Cabinet Supply utilizes point-to-point CNCs, such as Biesse Rover 24, Rover 336, and Weeke Venture CNCs, along with other machinery like Brandt edgebanders, Selco and Holzma Optimat HPP 250 panel saws, and Koch doweling machines. Redundancy in machinery is prioritized to ensure continuous production. The manufacturing process typically takes two to three days, starting from computerized designs. The company avoids directly linking 20-20 Technologies to CNCs due to the highly custom nature of each order, which can involve numerous line items for a single kitchen. Doors are mostly manufactured in-house, with flat thermofoil doors being outsourced. The company maintains a market advantage through local production, offering reduced shipping costs and faster delivery times, which customers appreciate. Cabinet construction features glued and doweled joints, dovetailed drawers, and high-quality Blum soft-close hinges and slides.
Branding efforts include their Orchard Hill Cabinets line and online presence through buildmykitchen.com, Facebook, and mentions on Subzero Appliances' website for custom appliance integration. The showroom features high-end kitchens with large islands and deep cabinetry, catering to a mid-to-high-end market segment, with inset cabinetry representing the highest tier. Reconstituted veneers, cherry, and walnut are popular materials. While green products were once in demand, customer willingness to pay a premium for them has decreased since the economic downturn. However, local production offers an inherent environmental advantage that resonates with clients.
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