Greenberg Casework Company Inc. has been providing custom built casework and cabinetry for commercial projects, schools, hospitals, and point of purchase display designers since 1985.

The South Beloit, IL, cabinetry and millwork shop concentrated for years on building commercial and institutional custom casework such as reception desks for hospitals and banks, working with CNC routers and cutters in laminate, metal and solid surface, as well and wood, panel and veneers. It also offers GCC Coatings, manufacturing components and powder coated parts for OEM manufacturers and store fixture shops.

After noticing a shift in consumer demand for home organization, Greenberg Casework ventured into new categories of offerings.

"We saw the rapidly expanding market for storage and organization for garage and workshop, and felt we could do better," Greenberg says in describing its move into storage solutions services. Leveraging its existing cabinetry and surface coatings capabilities, it launched the RedLine Garagegear cabinetry series, which it says offers durability, expandability, customization and good looks.

RedLine Garagegear features mid-priced semi-custom-sized garage cabinets, available in over 500 versions encased in powder coatings, and aimed at consumer home organization market. With this came a shift in marketing strategies: Greenberg Casework began selling through dealerships and marketing brand to consumers, including issuing a consumers guide to garage organization.

After getting its feet wet with garages, Greenberg has also moved into a new home storage cabinet offerings: RedLine Closet Systems.

Bill Garrity, national sales manager, says Greenberg Casework's experience with its RedLine Garagegear has been excellent: the unit saw a 30 percent increase in 2011 sales. Garrity says sales have improved as it adds new dealers to its North American operations, while keeping all of the manufacturing in house.

“We spent a great deal of the last year listening to feedback from our customers and dealers and that has led to improvements," said Bill Garrity, national director of sales and research at Greenberg Casework. "We are a small company carving out a niche in the market using a lean approach to manufacturing which includes five-day lead times." Just-in-time production minimizes inventory, according to Garrity, making them an efficient producer.

Garrity says Greenberg Casework expects to grow its RedLine GarageGear another 30 percent this year by adding more dealers and ramping up direct to consumer marketing efforts.

 As Greenberg Casework launched the new brand line - RedLine Garagegear - it developed an aggressive marketing campaign using social media consumer communications strategies.

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