Curvy Steel Garage Cabinets Spark A Sale
By Michaelle Bradford | Posted: 06/03/2013 8:20AM
A customer walks into a garage showroom to pay off the balance on the garage flooring he just had installed. While there, he notices a new display of metal garage cabinets in bright, vivid colors. Immediately, he signs off on a brand new order for $20,000 worth of cabinetry.
Jason Johnson, vice president of Garage Innovations in Tulsa, OK, with showrooms in Oklahoma City, recounts this ancedote, which happened approximately two days after he installed a Contur Cabinet line in his showroom.
If that display had not been up, Johnson says, the customer would have chosen someone else to do the cabinets. Previously, “We had a guy walk in and hire us for garage flooring, but he wanted a trim guy to do the base and upper cabinets.”
Similar scenarios have happened over the years where a customer selected Garage Innovations to do the flooring, but they had something in mind for the cabinetry other than the melamine cabinets Johnson manufactures and the RedLine Garagegear powder-coated wood cabinets or Hercke’s stainless steel garage cabinets.
Curved Steel Cabinet Niche Market
Although it is only a small portion of the market, instances of customers searching for alternative, luxury garage cabinet options were enough to make Johnson aware that there was a niche that was being under served.
Garage Innovation’s market primarily consists of female decision makers with beautiful homes and unorganized garages, Johnson says, and 95% of the garage cabinets installed are melamine. But there is a small percentage of customers who are seeking more, namely guys who want a unique, luxury, steel product for the garage.
To capture that niche market, Johnson decided to order Contur cabinets (a relatively new garage cabinet line that Closets reported on last year) and set up a showroom display.
Having received multiple e-mails and marketing material about the new cabinet line, Johnson says that he always considered the possibility of becoming a dealer. “As soon as I saw it I was interested,” he says, “because it is a unique, high-end steel cabinet.”
The brightly, colored, curved Contur cabinets clearly piqued the interest of other potential dealers as well.
Jacque Yeager, owner of Closet Trends in Tucson, AZ, says an e-mail blast from Contur caught her eye a few months ago because the product was very different. She said the construction appealed to her as well as the opportunity to offer a contemporary, designer look in garage cabinetry. Plus, there is a potential market for it in the Tucson area, she adds.
About the Author
Michaelle BradfordMichaelle Bradford is Managing Editor of Closets magazine, Custom Woodworking Business magazine, Wood Products magazine and Custom Built Interiors Weekly eNewsletter. She can be reached at firstname.lastname@example.org or Google+.