SEATTLE - Scott Hudson, head of Henrybuilt, a Seattle-based custom cabinetry firm, says his company moved into a new wood products category to recover after the housing crash threatened his business's survival.

Hudson, who represents the third generation of his family in the cabinetmaking woodworking business, tells the Wall St. Journal that in 2009 his 30-employee firm launched Viola Park Corp., a semi-custom, simplified version of Henrybuilt’s custom cabinetry.

"We created a distinctive product and a web interface that allows homeowners to select whole configurations based on the layout requirements of their home," Hudson said, which lowered design costs and pricing. 

Viola Park represents 20 percent of the two firms' revenues and will grow by 30 to 50 percent his year. Some clients now opt for a mix of the semi-custom Viola Park offerings and custom Henrybuilt lines. Henrybuilt, which now serves a national clientele from showrooms in Seattle and New York City, says it has done over 1,500 kitchens.