Looking Up In a Down Economy: Custom Cupboards ‘Reinvention’ Readies 30-Year-Old Cabinet Maker to Grow In a Challenging Kitchen Cabinet Industry

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Kitchen cabinet dealers get one-of-a kind marketing portal, showroom support and custom design within reach for customers as Custom Cupboards begins its fourth decade as ‘new’ kitchen cabinet maker. Company is keenly focused on lean manufacturing, expanded design choices and new on-demand marketing tools for dealers.

We are making it ‘beautifully uncomplicated’ for our dealers to sell dream kitchens that are within reach of all their customers.

Custom Cupboards begins the New Year as a 30-year-old, reinvented kitchen cabinet maker keenly focused on lean manufacturing, expanded design choices and unique on-demand marketing tools — all aimed at making it easy for dealers to sell dream kitchens to more customers.

“We are a stronger company, a better partner for our dealers and strategically positioned for growth,” says Custom Cupboards president Mael Hernandez.

Custom Cupboards was the official cabinet supplier for season one of Sell This House: Extreme on A&E.

Introspection, research, risk-taking and collaboration
“The market has changed our industry, possibly forever,” says Hernandez. “Standing still is not an option.”

The company asked its national network of dealer partners for frank feedback, and for ideas and suggestions that could help them increase sales and build new customer relationships.

“We needed to be introspective and take an honest look at what was working, what was broken, what could be improved, and what we needed to invent,” says Hernandez.

The dealers, strategic advisors and consultants, and the internal team reevaluated the product line. A completely new color palette was developed to reflect trends and the tastes and budgets of today’s consumer. The framed cabinet box construction was reengineered to provide a stronger, truer cabinet. Company identity and branding were redesigned and relaunched.

Changes and initiatives included:

  •     Redesigning the manufacturing floor to improve efficiency and work flow, reducing waste and eliminating errors.
  •     Physically staging each order — as it would be installed in a customer's kitchen — before it leaves the factory.
  •     Removing arbitrary restrictions on which finishes and doors can be sold with which cabinets — making great design within reach of virtually any budget.
  •     Investing in an inspired online marketing collateral and direct mail program where dealers can easily order, and customize, professionally designed materials reflecting the new identity and branding:

o    Choice of photo layouts, brochures, POS and postcards.
o    Fast turnaround: Printed pieces are shipped within 72 hours; minimum orders are just 25 for brochures and 100 for postcards.
o    All-in-one direct mail services — making it simple to communicate specials or announcements quickly.

  •     Newly designed, incredibly strong cabinet boxes.
  •     Free door sample program with each order to keep showrooms current.

Expanding partnerships
The company is seeking a limited number of new dealers who understand great design, appreciate a flexible, easy-to-sell cabinet line, and want to grow their business and margins by distinguishing themselves from the competition with the best value in the industry. For more information, contact national sales manager
David Domos: 316.529.3431 x103, info(at)customcupboards(dot)com.

About Mael Hernandez
Before joining Custom Cupboards two years ago as vice president of sales and marketing, Hernandez was a successful entrepreneur and marketing executive, leading three previous businesses, building brands and developing digital marketing strategies. He was named president last spring by co-founder and chief executive officer Ron Henry.

About Custom Cupboards
CEO Ron Henry and his brother, Dan Henry, founded Custom Cupboards in Wichita, Kan., in 1981 — with a commitment to customer service and beautiful cabinets. Within two years the company outgrew its original 3,000 square-foot building and expanded. In early 1994, it moved to new location that allowed for future growth, and built a 200,000 square-foot manufacturing facility. The company’s cabinets, custom kitchen and vanities and other products are in homes throughout the U.S.


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Carolyn Russell
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