3/9/2005 – ORLANDO, FL
Timberlake Cabinet Company Helps Create Dynamic Selling Environment
Beazer Homes announced today the opening of its new divisional headquarters building and design studio in Orlando. Located at 2600 Maitland Center in the Maitland, Beazer Homes’ new headquarters will have more than 19,000 square feet of office space and 2,000 square feet in its new design studio, doubling the size of its selection center. Timberlake Cabinet CompanyÔ, a leading supplier of cabinetry to the new construction and remodeling markets, is featured throughout the studio in three stunning kitchen vignettes, as well as numerous other built-in room applications, and provided design, merchandising and training expertise to Beazer.
Beazer Homes’ new design studio and office complex is the result of the company’s strong growth in the Florida market. The company averaged more than 400 appointments a year in its previous design studio and expects that volume to increase to about 600 this year.
“We will do about 600 units this year in the Orlando market,” says Nancy VanBenschoten, design studio manager, Beazer Orlando. “Our new design studio will allow us to facilitate multiple appointments at the same time, and feature the variety of products our customers are seeking to customize their new homes. The products are the lifeblood of any design studio and what helps create the excitement and emotion for the homebuyer.”
Cabinets normally make up 15 to 20 percent of a design studio space and are one of the biggest purchase decisions a consumer has to make. “The style of the cabinets often drives the product and color selection in the rest of house so it’s important to show options,” adds VanBenschoten. “Of course, the most important factor in a design studio is the flow and environment.”
A well-organized and properly designed space plan was of key importance when developing Beazer’s new layout. Guiding the customer in a logical progression through the selection process was a critical objective. Utilizing its retail expertise, Timberlake applied its design center merchandising program to help Beazer optimize its space and effectively position product to encourage the sale of options and upgrades. Simultaneously, it offered suggestions on how to create a logical, yet functional flow that is inviting to the homebuyer overall.
“Builders face a number of challenges in establishing effective design centers,” says Gary Rosenfield, vice president, professional markets, Timberlake. “Partnering with manufacturers with retail expertise can help builders create dynamic selling environments that boost overall customer satisfaction.”
Timberlake cabinets are featured throughout Beazer’s new design studio in three high-end kitchen vignettes, as well as numerous other built-in room applications such as home offices and entertainment centers. Timberlake’s new DurangoÔ door style in Maple hardwood and premium Mocha finish is featured in the first kitchen, and designed to create a “WOW” factor when the homebuyer enters the studio.
“Companies sell what they show,” says Rosenfield. “Many of the cabinet products and design features seen in Beazer’s design studio were chosen to elicit a ‘WOW’ effect. The colors, styles, and accessories such as staggered height cabinets, base turned legs, split post pilasters and glass door inserts, were all carefully selected to draw the consumer into this space and motivate their creativity. The goal is to help Beazer sell more upgrades, of course, and in turn, maximize its profit potential on the sale of these options.”
Timberlake Cabinet Company is a division of American Woodmark Corporation, the third largest manufacturer of kitchen cabinets in the United States and Canada. Timberlake cabinets are sold directly to major homebuilders through a network of builder service centers and independent dealers and distributors. With more than 156 cabinet styles and a full array of coordinating moldings and accessories, Timberlake brand cabinets combine style and affordability with the best service platform in the industry. The Company manufactures Portfolio and Portfolio Select, Timberlake’s premier lines that deliver a full range of styles and upgrade options that make customizing homes easy, and Value-Built by Timberlake, a line that offers well-crafted, stylish cabinets for more affordable homes.
American Woodmark Corporation, celebrating its 25th anniversary this year, operates 15 manufacturing facilities in Arizona, Georgia, Indiana, Kentucky, Maryland, Minnesota, Oklahoma, Tennessee, Virginia and West Virginia, as well as various service centers across the country. American Woodmark shares are traded on the NASDAQ National Market under the symbol “AMWD.” To find out more about American Woodmark and Timberlake Cabinet Company, and view its vast array of cabinet styles, log onto www.americanwoodmark.com and www.timberlake.com.