United Cabinet Holding's Tru Cabinetry expands into Midwest markets
September 27, 2018 | 7:26 pm UTC
Adam Sauer (right) and Bruce Sauer will represent Tru Cabinetry in the Midwest.
ASHLAND, Ala. – Alabama-based Tru Cabinetry has seen record growth in recent years and is continuing that momentum by expanding to the Midwest. 
The company’s semi-custom cabinetry line will now be available in Illinois and Wisconsin, and it’s being represented by Servare Products, which is headed by a Chicago-area father-son team, Bruce and Adam Sauer.
“Tru Cabinetry represents an opportunity for our markets to be introduced to quality cabinetry at an affordable price,” said Adam Sauer (left). “With Tru's custom color program, wide range of SKUs, and great corporate commitment to quality, we believe Tru is capable of becoming a major cabinet supplier in Illinois and Wisconsin.”
Bruce Sauer has more than 40 years of experience in the kitchen cabinet industry. He maintained the No. 1 volume territory for his stock cabinetry manufacturer for more than 20 years. He has published trade magazines, and he spent 35 years selling stock
cabinetry to local two-step distribution and big-box chains. He also served as a small local dealer to family and friends.
Adam Sauer started his career in online technology sales for social networking media before joining his father at Servare Products five years ago. He has experience selling to local dealers, regional distributors, and big-box retailers. He’s learned from his father’s experience in design and kitchen installations, and he helps bring fresh ideas into play.
Tru Cabinetry, a brand of Tru-wood Cabinet Company, LLC is a rapidly-growing manufacturer of high-quality, semi-custom cabinetry. Tru Cabinetry is headquartered in Ashland, Ala. and currently has over 260 employees. It operates in over 370,000 square feet of top-of-the-line manufacturing and distribution space. Formerly known as Tru Wood Cabinets, it was acquired by United Cabinet Holdings in 2013. 

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Bill Esler | ConfSenior Editor

Bill wrote for WoodworkingNetwork.com, FDMC and Closets & Organized Storage magazines. 

Bill's background includes more than 10 years in print manufacturing management, followed by more than 30 years in business reporting on industrial manufacturing in the forest products industries, including printing and packaging at American Printer (Features Editor) and Graphic Arts Monthly (Editor in Chief) magazines; and in secondary wood manufacturing for WoodworkingNetwork.com.

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In addition to his work as a journalist, Bill supports efforts to expand and improve educational opportunities in the manufacturing sectors, including 10 years on the Print & Graphics Scholarship Foundation; six years with the U.S. WoodLinks; and currently on the Woodwork Career Alliance Education Committee. He is also supports the Greater West Town Training Partnership Woodworking Program, which has trained more than 950 adults for industrial wood manufacturing careers. 

Bill volunteers for Foinse Research Station, a biological field station staddling the border of Ireland and Northern Ireland, one of more than 200 members of the Organization of Biological Field Stations.