ATLANTA—Closets & Organized Storage magazine's IWF Closets Symposium, sponsored by CCF Industries, Cyncly, and Hettich, was held on Monday, August 5.  Attendees networked with closet and cabinet industry peers and heard best practice tips and advice on how to grow their businesses and stay ahead in the competitive closet market.

The event was held one day before the opening of the 2024 International Woodworking Fair (IWF) at the Georgia World Congress Center in Atlanta. The sessions were designed to provide insight and practical advice for professionals in the closet and storage industry. Topics covered pricing strategies, design trends, marketing, installation techniques, functional hardware, and lighting design.

Morning sessions:

“Am I Charging Enough? How to Find the Pricing Sweet Spot” (9:05 a.m. - 9:55 a.m.)
Speaker; Tim Coleman of SCE Unlimited

This session centered around pricing strategies for home organization services. Coleman discussed the importance of understanding material and labor costs, overhead expenses, and market expectations to determine selling prices. Various pricing strategies were discussed, including cost-plus pricing, value-based pricing, and price discounting. Coleman also emphasized the need to find the right balance between pricing and profitability, and the potential risks of lowering prices too much. The pros and cons of different pricing strategies for home organization services were discussed, including quality control and production bonus with piecework, and the use of solid wood closet systems. 

“Future of Design: Trends Shaping the Industry” (10:00 a.m. - 10:50 a.m.)
Speakers: Christina Relyea, president of JB Cutting/ACSP, and Wendy Scott of Timeless Closets & Cabinetry 

The design session focused on design trends in luxury homes, including the growing popularity of soft woodgrains, leather, and iridescent white. Relyea and Scott also discussed the importance of functional design, precision in design elements, and the growing trend of using wallpapers. Additionally, they touched on the integration of technology and security features in luxury homes, such as hidden storage areas, biometric locks, and smart storage systems. Overall, the conversation emphasized the importance of creativity, innovation, and understanding the client's preferences and needs in creating unique and functional designs.

“Integrated Marketing: Novice to Enterprise Strategies to Elevate Your Business” (11:00 a.m. - 11:50 a.m.)
Allanna Bell of Optimization Dolls, Abbas Naqvi of GWP Inc., and Danny and Mady Barrera of Contractor Click 

This conversation focused on various marketing strategies to enhance business growth. Speakers shared insights on personal branding, trust-building, unique experiences, Google reviews, paid advertisements, referrals, content creation, technology, and targeted advertising. They also discussed B2B growth strategies, lead generation and conversion, and optimizing Instagram advertising. The speakers also emphasized the importance of creating a complete strategy, identifying the target audience, setting clear goals, and personalizing content to resonate with audiences.

Afternoon sessions:

“Mastering Closet Installation with Leather, Glass & Aluminum Finishes” (1:10 p.m. - 2:00 p.m.)
Speakers: Eric Marshall from the Closet Training Institute, Christian Nadeau, president of EcoDomo, and Wendy Scott of Timeless Closets & Cabinetry 

The speakers discussed various aspects of designing and installing custom doors and hinges, including selecting the right hinge type, glass type, and hardware for aesthetic and functional purposes. They also discussed the trend towards the use of leather and metal frame doors and the importance of safety glass and laws surrounding its use. Additionally, the speakers touched on sustainable materials and repair techniques for furniture and interior design, as well as methods for cutting aluminum and leather wrap handles. They also discussed crucial factors to consider when designing and installing glass countertops, including proper measurement, bumpers, shelves, and seam placement.

“How to Maximize Closet Space with Functional Hardware”
Speakers: Richie DeMarco of Richelieu, Scott Begin of Hafele America, and Kate Bernyk and Taylor Rachko of Distinctive Designs

The conversation centered on personalization and innovation in home construction, particularly in closet solutions, power distribution, and storage. Speakers emphasized the need for customized and aesthetically pleasing hardware, as well as the growing trend of concealed lighting solutions. They also discussed the versatility of products like slatwall and adjustable shelving systems, and the benefits of selling these systems to people who travel frequently. Additionally, speakers highlighted the importance of proper space planning and the evolution of lighting technology in the industry.

“Guide to Custom Closet Lighting Design” 
Speaker: Leatie Morris of Rev-A-Shelf 

This session focused on lighting design in home interiors, with an emphasis on creating functional, aesthetically pleasing, and safe spaces. Morris emphasized the importance of quality products, proper planning, and communication during installation and design. She also discussed various lighting options and their applications, as well as cost-effective solutions. Morris highlighted the value of collaborating with professionals and sharing knowledge to create cohesive designs.

Following the all-day symposium was the Woodworking Network Leadership reception, sponsored by PaintLine and Allmoxy, celebrating the Wood Industry 40 Under 40 Class of 2024.