Clean & Green

There’s no question that today’s kitchen cabinets are all about color. Going green continues to be the hottest trend around, but color is also showing up in myriad options for painted cabinets and unusual finishes. And while clean lines may have cooled the demand for excessively ornate detailing in most of the country, upscale consumers still want cabinetry that offers unique design elements that give it some personal flair.

Indeed, designers striving to create one-of-a-kind kitchens for upscale consumers recognize that the cabinet design, finish, detailing and interior options are all critical to that campaign.

Additionally, the media attention being paid to the green movement is creating more environmentally conscious consumers who are increasingly looking for products that minimize pollution, make use of sustainable woods, conserve energy and reduce waste.

Of course another kind of green is impacting the market, as well, with economic challenges affecting not only stock lines, but also semi-custom and custom, with increased pressure for differentiation at all price points.

Flexibility, too, is a growing trend at every price point, with everything from appliances to cabinet interiors becoming more flexible to meet the demand for spaces that can be customized to how the homeowner lives.

Manufacturers recently surveyed by Kitchen & Bath Design News agree that kitchen cabinets need to provide not only efficient, customized storage, but also meet the demand for flexibility, both functionally and aesthetically. And, of course, while it may not be easy being green, it’s even tougher not to be in an increasingly eco-friendly climate.

The Color Green

Indeed, concern for the earth has clearly become a key issue in the kitchen and bath market, and that interest in all things green spans consumers and designers to manufacturers. Increased awareness of the issues surrounding the green movement is having a clear impact on the industry, as evidenced by the growing array of greener product options.

“We are getting calls daily from people who want information on green products,” says Rod Brewer, v.p./marketing and product development for Mid Continent Cabinetry in Eagan, MN. “The Kitchen Cabinet Manufacturers Association has taken a proactive leadership position on this with the Environmental Stewardship Program (ESP).” He adds that the ESP Program was launched in 2006 as an environmental certification program for kitchen and bath cabinet manufacturers, rating manufacturers on air quality, product resource management, process resource management, environmental stewardship and community relations.

Tamy K. Severude, director of marketing & dealer development for Holiday Kitchens in Rice Lake, WI, has also seen the impact of the green movement on business. “There is a lot of interest in green and the word ‘formaldehyde’ in association with kitchen cabinetry,” says Severude. “We are asked many times a day to help the dealer better understand green and the products we have to offer.”

When asked about the latest trends in the cabinetry industry, Laurie Galbraith, design and training manager for HomeCrest Cabinetry in Goshen, IN, puts it simply: “Products and practices that spell G-R-E-E-N,” are among the top trends.

Cindy Draper, marketing manager for Canyon Creek Cabinet Co. in Monroe, WA agrees: “Of course, green building and sustainable products and practices are on everyone’s mind.”

In fact, Yael Tamari, president and CEO of ALNO USA in Boston, MA says that “green is the feature that is most commonly requested” by consumers right now.

While most people agree that the environment should be a priority, the bottom line is – well, the bottom line. And that means price still matters, which is why green products do best when they are marketed to show value as well as eco-friendly benefits.