QualityCabinets presents: The Woodstar Series
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Transcript of QualityCabinets presents: The Woodstar Series
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2012 Woodstar Series Product Launch
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Table of Contents 2
• Introduction• Overview• Key Trends & Opportunities• The Woodstar® Series
Solutions• Conclusion
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QualityCabinets: Flexible, Affordable & Reliable 3
“QualityCabinets creates great products at an exceptional price that give our customers the perfect balance of flexible, affordable and reliable solutions to create value in the home. Value is what we build, how we work, and who we are.”
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QualityCabinets: About us
QualityCabinets has a consistent reputation for quality in product and finish.
• Backed by one of the largest cabinetry manufacturers in the world
• QualityCabinets is known as a cabinet line that offers an affordable price without sacrificing product quality.
QualityCabinets offers customers the ability to achieve their kitchen and bath dream. To do that, we offer:
• Popular door style and finish choices• Depth modifications• More SKU’s than most “Stock” lines
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Overview 5
• Economic Shift• Opportunity• Focus on Value• 3 Key Trends
– Gen Y’s Growing Influence
– Multifamily Growth– Budget-Constraints
consumer• Solutions
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Gen Y’s Influence 6
Implications For Dealers• 88 million strong segment – larger than Baby Boomers• 32 years old and younger• Value-oriented due to debt levels, underemployment• Will have growing purchasing power• Influences parents – Facebook, I-Pods• Want clean, contemporary styling at value price (e.g. Ikea)• Shopping experience expectations• Digitally savvy – grown up with the Internet
QualityCabinets Commitment • Strengthen Woodstar Series product portfolio
• Introduction of Full Overlay door styles in Thermofoil & Maple
• Popular color palette
Proof Points• Woodstar Series Q3 2012: 2 new door styles. Availability of
Maple. Soft-close, full extension dovetail drawer upgrade• 7 New finishes• Training & Consultation
http://blog.kissmetrics.com/generation-y-statistics/http://www.rosettathurman.com/2010/07/36-facts-about-generation-y-in-the-workplace-and-beyond/
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Multifamily Growth 7
Implications For Dealers• Over 25% of new housing starts• 2012 Total Multifamily market = $439M• Specific door style and finish requirements
• Full Overlay, clean, contemporary• Maple wood species
QualityCabinets Commitment • Strengthen Woodstar Series product portfolio • Full Overlay & Maple doors that allow access to
additional 76% of Multifamily market
Proof Points• Multifamily:
• Woodstar Series Q3 2012: 2 new door styles addressing multifamily. Availability of Maple. 7 new finishes. 4 ADA SKUs.
• Special Project Pricing• Multifamily Support
Source: US Census Bureau
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The “Budget-constrained” Consumer 8
Implications For Dealers• Investment Trade-offs – ex. Car vs. Kitchen • Style Trade-offs – Don’t want to lose preferred styles• Consumers looking for features normally found in higher
end products• Willing to pay for features that improve lifestyle but
don’t blow their budget
QualityCabinets Commitment • Strengthen Woodstar Series product value • Offer popular requested doors, colors and options
Proof Points• Woodstar Series:
• July 30, 2012 Launch – 2 new door styles (including full overlay and maple), 7 new finishes, 4 new SKUs, Soft-close full-extension dovetail drawer option
• Doors, finishes and options that deliver solutions to your customers
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The Woodstar Series Solutions
• Expanding Woodstar Series, our value price-point line
• New popular full overlay door styles & colors
• Features & flexibility usually seen at higher price point
• Value-driven customer needs• Over 2000 SKUs
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New Full Overlay Thermofoil Slab Door
“Brookport”
• Sleek, contemporary• 5/8” thick slab door• Slab drawer front• 6-way adjustable hinge• Decorative Hardware needed• 3/16”radius edge on all 4 sides• 4 thermofoil finishes
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New Full Overlay Thermofoil Slab Door
FEATURE BENEFIT
Full Overlay Popular look
Thermofoil Easy to clean, consistent color
3/16” Radius Edge
Softer, richer contemporary, look than most competitor’s laminate slab doors
Embossed Wood Grain-look
Real wood look w/out the “real wood” price
6-way Hinge Easy door adjustment
Decorative hardware
Personalization & opportunity to add an upscale look
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New Full Overlay Thermofoil Slab Door
“Brookport”• Represent over 2/3’s of popular color requests = Broad Appeal
*Back of door/drawer is white on Starlight & tan on the Maple-look**Starlight, Natural, Cafe & Dulce match existing colors in Quality & Designer Series
Starlight White Natural Café Dulce
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New Full Overlay Maple Shaker Door
“Kittery”
• Transitional Shaker• Maple• Bridges traditional to
contemporary• Shaker = In Top 3 of
QualityCabinets Sales• Slab drawer front –
horizontal grain• Recessed veneer center
panel• 2” Door stiles & rails• 6 way adjustable hinge• Decorative Hardware
needed• 3 finishes
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New Full Overlay Maple Shaker Door
FEATURE BENEFIT
Full Overlay Popular look
Maple Most requested American wood species
Shaker door Design Flexibility
6-way Hinge Easy door adjustment
Decorative hardware
Personalization & opportunity to add an upscale look
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New Full Overlay Maple Shaker Door
“Kittery”• Represent 2/3’s of popular color requests = Broad Appeal
Natural
Café
Dulce
*Match existing colors in Quality & Designer Series
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New Full Overlay Maple Shaker Door
“Kittery”
• American “Soft” Maple wood characteristics• Expected Color Variation: Nearly
white to light gray• More “character” • Not “soft” wood
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Pricing
• Easy to understand • No new price
columns• Customer choice• Brookport = Derby• Kittery =
Harborview2 Birch
PR
ICE
Seacrest2
BrookportDerby
KitteryHarborview2
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New Drawer Upgrade 18
1. Standard = ½” thick engineered wood• Starlight White Cabinet has Wood-look
drawer
2. Upgrade = 5/8” Wood Rabbeted
3. NEW Upgrade Dovetail Drawer• Woodstar Series Upgrade• ¾” solid wood• Dovetail joinery• Full extension• Undermount soft close guides
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New Drawer Upgrade 19
• Historically not found in Value Cabinet Lines• Popular customer request• Increased drawer utilization• Stronger drawer and glides• Helps deliver value to the consumer
Traditional side mount
Soft Close, Full Extension
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New Products 20
UBCR36 L or R added
• Expands our commitment to Universal Access design
• The 9” cabinet allows our designers to incorporate the popular “cookie sheet” cabinet into the design
• The Universal Desk End Panels allow the for support by a sink, dishwasher
• With the launch of the Full Overlay, Brookport & Kittery doors, we created a new Universal Base Corner Revolving Lazy Susan to complement the great design of these door styles
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QualityCabinets Sales Tools
• Literature – Price & Spec Books, Full Line brochure• 20/20 is available at www.qualitycabinets.com on
QualityPros for quick, easy downloading
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Conclusion
The Woodstar line extensions provide:• Full Overlay & Maple in our value
lines• Broader product• Attractive Gen Y solutions• Additional Multifamily opportunity• Competitive pricing• Project pricing