A new marketing strategy supports the Kabinet launch, with social media promotion and and new website. General Casework president Steve Johnson converted an office area into a showroom and design center. Kitchens and bath cabinetry designs are developed by Kabi personnel, then manufactured by General Casework, with orders delivered in three weeks.
Kabi will also handle installation. Like its parent and manufacturer General Casework, Kabi sells through designers, and directly to construction companies and builders. At the colorful Kabi.net website, do-it-yourselfers who visit are directed to professional designers.
The move reflects an accelerating pace of adoption of frameless cabinets among U.S. designers, and a shift in marketing communications - direct to designers and consumers of new cabinet and vanity product offerings. General Casework has been featured in Custom Woodworking Business magazine.