5 products that grew sales: WOOD 100 Strategies for Success
October 11, 2023 | 12:28 pm CDT

New product lines and innovations continue to bring increased sales opportunities for those in the 2023 WOOD 100, which includes include cabinet and casework manufacturers, closet and home organization providers, residential and office furniture producers, architectural woodworkers, retail fixture manufacturers, and more.

Now in its 34th year, the WOOD 100: Strategies for Success highlights the innovative as well as tried-and-true initiatives put in place by 100 North American wood products manufacturers to grow their businesses. Here's what some of them had to say about their product innovations:

WOOD 100

Burke Architectural Millwork/Bespoke Closets & Organized Spaces, Livonia, MI —  Sales grew 10.6% in 2022 and should be even better for 2023 and beyond as the custom architectural millwork firm officially enters the organized spaces market and opens a new  and innovative 1,800-square-foot luxury design studio.

“We spent the last year [2022] engaging in R & D to learn about the closet industry standards and the industry as a whole,” said Kelly Victor-Burke, co-founder/majority owner. ”We [also] received a grant from our state to develop a proprietary hybrid fabrication technique which bridges the gap between millwork and  closet industry standards.” 

The new divisional brand, Bespoke Closets & Organized Spaces, launched in June 2023. “We feel confidentially excited to become a market leader with our new divisional brand!”

More Hot Products

Bella Innovative Modern Cabinetry, Huntertown, IN
“After years of resistance to taking on large commercial multi-family projects/bidding, we found ourselves in contact with some exceptional dealers/project managers that really loved our approach to modern, European frameless cabinetry. Thus we decided to buckle down and create a simpler ‘product line within a product line’ of Assembled Commercial Multifamily Cabinetry that allows our customers to bid confidently in our online ordering system (Allmoxy) knowing that we will adjust the product component options to meet their total bid pricing needs,” said Courtney Hogue, CEO and Sales and Marketing director. The decision proved successful as sales rose 31.8% for the RTA cabinetry and closets firm and are projected to also be good in 2023 and beyond.

Cambium Carbon, Halethorpe, MD
Promoting the green benefits of its outdoor furniture, decking and other products that utilize Carbon Smart Wood led to 100.0% growth in 2022. “We built incredible partnerships with brands that share our vision for a better planet,” said Jeff Cohen, VP of Sales.  “Investing in long-term relationships in 2022 [also] paved the way for a successful 2023 fiscal year. We are on track for 50% growth and 100% growth in 2024.” The company also purchased a second vacuum kiln and laser engraver to expand its capacity, service and product offerings.

Dark Horse Woodworks, Atlanta, GA
Sales grew 19.3% for the cabinetry and millwork manufacturer, with projections of “excellent” for 2023 and beyond. “We’re embracing our skill set with contemporary home builders in our area and adding closet manufacturing,” said Chris Dehmer, managing member. Aiding the company’s production efforts was the recent investment in a new dowel machine and glue injector.

Dura Supreme, Howard Lake, MN
“Because open floorplans are continuing to be so popular, designers have a definite need for a fireplace mantel program that blends [species/color] with the kitchen cabinetry and adjacent bookshelves and entertainment cabinetry,” said Karen Wistrom, VP of Marketing for the cabinetry firm.

Read more 2023 WOOD 100: Strategies for Success

Marketing Initiatives

Business Strategies

Productivity Enhancements

Technology Integration

Product Innovations

Customer Service

Return to WOOD 100 main page

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About the author
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]