Semihandmade launches DTC BOXI cabinet line
April 22, 2021 | 2:06 pm CDT
BOXI by Semihandmade

LOS ANGELES - Known for its IKEA cabinetry hacks, Semihandmade expands its portfolio with the launch this month of BOXI by Semihandmade, an American-built, direct-to-consumer cabinet system for the entire home.

“If 2020 has taught us anything, it’s that how we shop — and live — will never be the same. With BOXI by Semihandmade, we’re combining the learnings of 20,000-plus kitchens and bathrooms with the wants and needs of a new kind of consumer,” said CEO and founder John McDonald. “Remodeling is already hard enough. Shoppers today want a quality product that’s simple to purchase, reasonably priced, and arrives quickly to their doorstep. We think BOXI by Semihandmade is exactly what they’re looking for.”

BOXI by Semihandmade worked with Enlisted Design to create the brand architecture. “At a time when the term ‘DTC' seems to be disappearing as more brands are taking on an omnichannel approach, BOXI is embracing it because, quite simply, there has never been a direct-to-consumer cabinet brand before,” McDonald said.

BOXI is currently available in six cities — New York, Los Angeles, Seattle, Minneapolis, Austin and Chicago — with design spaces opening in those markets and additional cities throughout the summer and fall.

BOXI by Semihandmade
BOXI by Semihandmade

 

Founded by John McDonald, a former screenwriter, Semihandmade launched in 2011 with the goal of using IKEA cabinets as a base for handmade craftsmanship at a competitive price. Since then, the Los Angeles-based Semihandmade has grown to more than 60 employees, shipped 20,000 projects across the United States, and opened design centers in New York, Los Angeles, Minneapolis, and Chicago. The company has ranked among Inc. Magazine's fastest-growing private companies every year since 2015, and reached $17 million in revenue in 2020. The company says collaborations with top designers such as Sarah Sherman Samuel and legacy brands Caesarstone, Café Appliances, Fireclay Tile and Rejuvenation also set the brand apart.

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Karen Koenig | Editor

Karen M. Koenig has more than 30 years of experience in the woodworking industry, including visits to wood products manufacturing facilities throughout North America, Europe and Asia. As editor of special publications under the Woodworking Network brand, including the Red Book Best Practices resource guide and website, Karen’s responsibilities include writing, editing and coordinating of editorial content. She is also a contributor to FDMC and other Woodworking Network online and print media owned by CCI Media. She can be reached at [email protected]