Business Spotlight: Custom Made

As a hobbyist carpenter who built his children’s cribs, Matt Wehner’s DIY-attitude led him to find a cabinetry shop for sale online. Purchasing the business with wife, Shelley, in November 2007, Shelley says the couple “fell into” owning their own business.

“He likes to get out and get dirty and be his own boss. So we just went for it,” Shelley says, admitting later she thought, “Holy moley, what did we just do?”

Today, Springfield-based Cabinet Concepts by Design focuses its efforts on custom-made cabinetry for residential remodels and new construction.

Business adviser Jim Conley has coached Cabinet Concepts by Design for the past two years on improving production and processes using lean management principles. Conley says the couple is energetic, enthusiastic and receptive to trying new things.

“They had the unfortunate timing of buying the business when everything was coming to a screeching halt,” says Conley. “It really threw them for a loop. The way they’ve responded is remarkable.”

Matt and Shelley soldiered through the lean years and built the business by focusing on the company’s  product quality, customer service, attention to detail and by seeking advice from others, Conley says.

“You either survive or you don’t,” Shelley says of the learning curve. “We made the decision early on that we were going to make it work – no if, ands or buts.”

New name
Wanting to take a new-owners, new-business approach with what was Cabinets by Lane, the Wehners changed the name to Cabinet Concepts by Design in March 2008.

Since then, Shelley says the couple has grown into the niche profession, having steadily increased its revenue 25 percent to 40 percent in the past three years is and on track to grow it by more than 50 percent this year.

Though Shelley began as the business’ bookkeeper and Matt as the cabinetry designer, Shelley says the two quickly realized she was more gifted at design and he was better at finances.

So the two switched roles, with Matt focusing on production, product development and finances and Shelley focusing on the cabinetry design and project management – and the company took off.

“There are a lot of cabinet-makers out there, a lot of great cabinet makers, but our sales and marketing backgrounds helped,” Shelley says of the company’s design, manufacturing and installation process. “We found our gifts and how we worked as a team and played to those strengths.”

Initially taking a nonaggressive approach to sales, Shelly says through networking the company has a solid foundation of 10 to 15 builders and contractors, with the majority of business generated from customer referrals.

Contractor Travis Miller, owner of Travis Miller Homes LLC, says he has worked with the Wehners on about 14 projects, each averaging about $25,000 in custom-made cabinetry.

Doors opened for the business relationship between Cabinet Concepts and Travis Miller Homes after meeting at a home expo.

“A friend of mine had a booth next to theirs, so we got to talking,” Miller says. “I had a high-end house coming up, and it just worked out.”

About five years later, Miller says quality in personalities, craftsmanship and product keeps him coming back.

“I’d put them up against anybody,” Miller says. “My clients really enjoy working with them, and I’ve never had any issues with the design or quality of the cabinetry. They pay attention to the details.”

New location
Just as they fell into the cabinetry business, the Wehners also stumbled across a much-needed larger location after the couple had to turn down new business because of facility size constraints. Shelley says talks to buy equipment from Tom Hatfield of the former Hatfield’s Cabinets turned into a real estate deal.

The 30,000-square-foot facility had been empty for about five years since Hatfield retired from the business. Cabinet Concepts by Design moved into the 4123 N. State Hwy. H, property in June.

Because Cabinet Concepts by Design began in its more compact, 6,000-square-foot Nixa location, Shelley says the business set a good foundation on how to produce a custom product in an efficient way.

“Now, we’ll be able to maximize this facility, as well,” she says.

Just as Cabinet Concepts by Design has been able to move to a location five times larger than its original facility, the Wehners have also been able to increase the company’s employees five times over. Starting with six employees, Cabinet Concepts by Design now has 21 employees.

New attitudes
Shelley says Cabinet Concepts by Design has seen an increase in the volume of estimates requested by potential customers during the past year.

“We heard a lot of ‘we’re thinking about building, but we need to sell our house first,’” Shelley says of her experience at the 2012 HomeBuilders of Greater Springfield Home Show.

At the 2013 expo, attendees attitudes had changed.   

“We heard a lot more of, ‘We just put it on the market, and it sold already,’” she says.

Through new construction, which accounts for about 70 percent of  the company’s business, Cabinet Concepts by Design has seen an uptick in recent years, Shelley says the ratio of remodels also has remained consistent.

“There are a lot of people who want to stay in their homes, and are ready to let loose with the money they’ve held on to,” she says.[[In-content Ad]]