Wroxton Millworks says it has succeeded by staying focused on its niche. When I read about the wood firm a few days ago, it was clear that the niche is one with some business activity bubbling in it.

Founded in 1997, Wroxton is an offshoot of Houston-based S. B. Goodman Builders Inc. By flexibly adapting to retail commercial work, Wroxton is succeeding in a housing market that is slow.

“The issue is really focusing on the niche that we have, which is higher end,” Steven Goodman told the Houston Business Journal. (He also owns the parent builder company.) Higher-end retailers are still doing well, and Wroxton is keeping busy taking care of them, allowing thecompany to avoid low-balling bid competitions.

Wroxton Millworks'  primary focus is custom cabinetry for high end residential. "Our primary business is the design and manufacture of premium built custom cabinetry for use throughout your home," notes its site. "We work together with homeowners, designers, contractors and custom builders to provide the quality wood products needed for residential use. . .Custom cabinets are made on the premises, delivered to the job site and installed by our dedicated and professional team."

On the other end of the country, the San Francisco 49ers are aiming high, leveraging the appeal of high-end millwork and casegoods to rustle up investment in their quest for a new stadium.

The team invested $2.5 million in a 7,000 square-foot sales office, that previews a hoped for $987 million stadium. Among the come-ons are a mock luxury-box suite (160 are planned) with custom cabinetry with quartz countertops and upholstered theater-style seating.

With an opening date of 2014, subcontracting will be moving into the pipeline for the stadium, and for a pair of hotels that hall of famer Joe Montana plans to build adjacent to it.