California Closets line serves variety of household needs
By Furniture Today Staff -- Furniture Today, February 20, 2005
Wright City, Mo. — Ameriwood is taking the wraps off its new California Closets-branded product line, and the first thing to notice is that the program isn't just about closets.
Ameriwood announced prior to the October High Point market that it had struck a licensing alliance with California Closets, which designs and installs custom storage spaces. At market, Ameriwood provided only a few sketchy details about the program and offered no clue that it involved anything other than closets.
But the Dorel unit is now preparing for a retail rollout in April with "a few select partners," which probably includes a style-driven discount chain. The first introduction includes a few dozen pieces for storage and organization in garages, home offices, hobby and work areas, as well as entertainment applications, said Steve Wahrhaftig, director of merchandising and marketing.
The flat-pack boxes will be labeled exclusively as California Closets, not Ameriwood, and each retailer will have a custom assortment.
"This is not a fad brand," Wahrhaftig said. "It's not going to be on the market for a year or two. The name is really magic with consumers. We believe we have the Sony of storage."
The key to the brand has been functionality and customization, "and these products will have more function than most organizers, with an element of customization," Wahrhaftig said, adding that bins and cubbies can be arranged according to user need and desire.
Carrying retail prices about 10% higher than the typical Ameriwood collection, the line will justify itself with thicker boards, better hinges and pulls and more complex fronts and drawers.
"When you walk up and touch the product, it really looks and feels like furniture," he said.
The design is transitional and modular, with small footprints, and the drawer and door fronts are wood with a medium finish.
"It has to look good," Wahrhaftig said. "I expect this product will be used in many rooms throughout the house, wherever people need function and customization."
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