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Wood-Mode’s New Business Initiative

March 22, 2022

After two years of rebuilding a firm business foundation, Wood-Mode Fine Custom Cabinetry has embarked on an 18-month initiative that represents one of the largest strategic financial investments in the company’s storied history. Backed by more than $4 million in funding, the Focus Forward Initiative will bring factory improvements, production equipment upgrades, new cabinet styles, and enhanced dealer marketing support program to the Wood-Mode brand.

“This initiative is strategically designed so that ultimately our customers benefit, and our representatives, dealers and employees succeed,” says Rod Hunter, Wood-Mode General Manager. “These constituents have long supported Wood-Mode as a company and as a brand and deserve more than just short-term improvements. Our approach is broader and looks further down the road with the goal of positioning them and ourselves for long-term success. This multi-pronged strategy therefore touches every division and department and is designed to have lasting positive impact.”

Building Momentum

Initial investments began to appear on the factory floor near the end of 2020. “A program of this size takes multiple stages, “says Nick Yoder, Wood-Mode business manager. “Our year of rebirth was 2019, followed by two years of rebuilding under worldwide challenges. Our growth started to hit a ceiling. To break through we had to invest in communications, factory equipment replacements, and some targeted upgrades.”

For example, a new factory-wide communications system, including 3.5 miles of fiber optic cabling, has united all departments and systems. Then came new HVAC and boiler equipment, a completely-redesigned guest welcome center, new saw milling equipment, and a coating and finish system upgrade.

Factory-Wide Greenlights

In 2022, the finishing and clean room sections will see upgraded air cleaning equipment, and new plural component spraying equipment for improved consistency and waste reduction between setups. A new veneer sanding system, taller cabinet press, and a new edge polishing system will add new capabilities and enhance production time.

Trend-Forward Design Approach

A newly adopted brand identity focused on Inspiring a Life of Beauty was established with the company’s recent renovation of its website. This brand approach also underscores recent product development which includes:

  • The Moditional Collection, a door style range that brings together the benefits of inset cabinetry with modern design sensitivities
  • Arlington and Burlington, two new door styles available this spring
  • New standard colors in the green and gray families that respond to current color trends: Mossy Green, Eucalyptus, Pale Spring, Pine Green, Greige, Balboa Gray, Neutral Gray and Warm Gray
  • Four new stains that celebrate the look and desire for natural wood: Matte Malted Barley, Matte Porcelain Gray, Matte Chocolate Truffle, Matte French Biscuit

Product development following this trend-forward approach will continue with new introductions throughout the end of the year and beyond.

Dealer Support

The Focus Forward Initiative also restructures and reintroduces dealer programs that are primed to help dealers in their sales efforts. These enhancements include marketing resources, sales literature, a new and improved order placement system, as well as:

  • Wood-Mode University – This March kicks off a series of comprehensive dealer training opportunities. Through an online orientation course, followed by an in-person, three-day training workshop, dealers can earn all required NKBA CEU credits for their two-year certification period.
  • Regional and On-demand CEU Opportunities – Following a successful trends presentation which Wood-Mode hosted at the Wood-Mode Lifestyle Design Center at The Mart during Design Chicago, the company will continue to draw on its dealers’ expertise and creativity to provide trends-based content and CEU learning opportunities to the dealer network at large.