Masco engaged us to help them conceive of, brand and launch an entirely new type of cabinetry company. The cabinetry buying experience is extremely complicated, layered, takes way too long and is very confusing. It often requires the assistance of a knowledgeable designer. This makes selling cabinetry through major home centers difficult.
Main objective of project
Disrupt the manner and methods in which cabinetry is traditionally marketed, merchandised and purchased. Sell the concept to The Home Depot. Take market share away from IKEA.
Entry to mid-level budget kitchen remodelers/new home owners.
From our long history of working with Masco Cabinetry and their dealer-based cabinet brands, we had a deep understanding of the cabinet buying process and pitfalls associated. Collectively, we conceived of new methods to merchandise and market cabinetry, devising ways to simplify the process while empowering the customer with knowledge to navigate and lead the experience.
Cardell Cabinetry has successfully launched in The Home Depot in select markets across the country and is enjoying strong early sales.