COATICOOK, Quebec. – High-end Canadian cabinet manufacturer Cabico has undertaken a major brand restructure, aimed at “better product segmentation resulting in an overall improvement in the company’s dealer network experience,” the company announced.
“In order to provide clarity and continue to strengthen our partnerships with our valued network of dealers and designers, we’re excited to introduce you to our new brand restructure,” the company posted on social media.
The company’s corporate brand, renamed Cabico&co, will oversee the Cabico and Elmwood product brands, encompassing all back-end aspects of the business, including administration, talent and culture, sales, customer service, training, ordering, and IT support.
“Cabico&co is rooted in strong core values,” said Alain Ouzilleau, president and CEO of Cabico&co. “We want the best in the architecture and design industry to seek us out not only for our products but for the overall experience that we provide.
“Our goal is to contribute to our partners’ success by bringing clarity to the market,” Ouzilleau said. “We are one company with distinct brands, each targeting specific market segments.”
The company’s Elmwood brand will serve as Cabico&co’s independent premium brand “with the freedom and flexibility of unlimited custom capabilities appealing directly to the luxury design market,” the company said. Cabico is being retained as a consumer product brand, and features both the Unique Series and Essence Series product lines. The Unique Series targets the custom market, while the Essence Series caters to the semi-custom market, company officials said.
“We are the same company, with the same team and the same promise to deliver beautiful high-quality cabinetry tailored for North American homeowners,” Ouzilleau said. “Our goal is to be recognized throughout the industry and by our dealer network as a true partner, creating an environment where our dealers, designers, and ultimately homeowners are happy.”
Cabico is a privately-owned company with a team of 600+ specialists and craftsmen and more than 400,000 sq. ft. of manufacturing facilities in Coaticook, Quebec, and St. Catharines, Ontario.