2012 Woodstar Series Product Launch

Table of Contents 2

• Introduction• Overview• Key Trends & Opportunities• The Woodstar® Series

Solutions• Conclusion

QualityCabinets: Flexible, Affordable & Reliable 3

“QualityCabinets creates great products at an exceptional price that give our customers the perfect balance of flexible, affordable and reliable solutions to create value in the home. Value is what we build, how we work, and who we are.”

QualityCabinets: About us

QualityCabinets has a consistent reputation for quality in product and finish.

• Backed by one of the largest cabinetry manufacturers in the world

• QualityCabinets is known as a cabinet line that offers an affordable price without sacrificing product quality.

QualityCabinets offers customers the ability to achieve their kitchen and bath dream. To do that, we offer:

• Popular door style and finish choices• Depth modifications• More SKU’s than most “Stock” lines

4

Overview 5

• Economic Shift• Opportunity• Focus on Value• 3 Key Trends

– Gen Y’s Growing Influence

– Multifamily Growth– Budget-Constraints

consumer• Solutions

Gen Y’s Influence 6

Implications For Dealers• 88 million strong segment – larger than Baby Boomers• 32 years old and younger• Value-oriented due to debt levels, underemployment• Will have growing purchasing power• Influences parents – Facebook, I-Pods• Want clean, contemporary styling at value price (e.g. Ikea)• Shopping experience expectations• Digitally savvy – grown up with the Internet

QualityCabinets Commitment • Strengthen Woodstar Series product portfolio

• Introduction of Full Overlay door styles in Thermofoil & Maple

• Popular color palette

Proof Points• Woodstar Series Q3 2012: 2 new door styles. Availability of

Maple. Soft-close, full extension dovetail drawer upgrade• 7 New finishes• Training & Consultation

http://blog.kissmetrics.com/generation-y-statistics/http://www.rosettathurman.com/2010/07/36-facts-about-generation-y-in-the-workplace-and-beyond/

Multifamily Growth 7

Implications For Dealers• Over 25% of new housing starts• 2012 Total Multifamily market = $439M• Specific door style and finish requirements

• Full Overlay, clean, contemporary• Maple wood species

QualityCabinets Commitment • Strengthen Woodstar Series product portfolio • Full Overlay & Maple doors that allow access to

additional 76% of Multifamily market

Proof Points• Multifamily:

• Woodstar Series Q3 2012: 2 new door styles addressing multifamily. Availability of Maple. 7 new finishes. 4 ADA SKUs.

• Special Project Pricing• Multifamily Support

Source: US Census Bureau

The “Budget-constrained” Consumer 8

Implications For Dealers• Investment Trade-offs – ex. Car vs. Kitchen • Style Trade-offs – Don’t want to lose preferred styles• Consumers looking for features normally found in higher

end products• Willing to pay for features that improve lifestyle but

don’t blow their budget

QualityCabinets Commitment • Strengthen Woodstar Series product value • Offer popular requested doors, colors and options

Proof Points• Woodstar Series:

• July 30, 2012 Launch – 2 new door styles (including full overlay and maple), 7 new finishes, 4 new SKUs, Soft-close full-extension dovetail drawer option

• Doors, finishes and options that deliver solutions to your customers

The Woodstar Series Solutions

• Expanding Woodstar Series, our value price-point line

• New popular full overlay door styles & colors

• Features & flexibility usually seen at higher price point

• Value-driven customer needs• Over 2000 SKUs

New Full Overlay Thermofoil Slab Door

“Brookport”

• Sleek, contemporary• 5/8” thick slab door• Slab drawer front• 6-way adjustable hinge• Decorative Hardware needed• 3/16”radius edge on all 4 sides• 4 thermofoil finishes

New Full Overlay Thermofoil Slab Door

FEATURE BENEFIT

Full Overlay Popular look

Thermofoil Easy to clean, consistent color

3/16” Radius Edge

Softer, richer contemporary, look than most competitor’s laminate slab doors

Embossed Wood Grain-look

Real wood look w/out the “real wood” price

6-way Hinge Easy door adjustment

Decorative hardware

Personalization & opportunity to add an upscale look

New Full Overlay Thermofoil Slab Door

“Brookport”• Represent over 2/3’s of popular color requests = Broad Appeal

*Back of door/drawer is white on Starlight & tan on the Maple-look**Starlight, Natural, Cafe & Dulce match existing colors in Quality & Designer Series

Starlight White Natural Café Dulce

New Full Overlay Maple Shaker Door

“Kittery”

• Transitional Shaker• Maple• Bridges traditional to

contemporary• Shaker = In Top 3 of

QualityCabinets Sales• Slab drawer front –

horizontal grain• Recessed veneer center

panel• 2” Door stiles & rails• 6 way adjustable hinge• Decorative Hardware

needed• 3 finishes

New Full Overlay Maple Shaker Door

FEATURE BENEFIT

Full Overlay Popular look

Maple Most requested American wood species

Shaker door Design Flexibility

6-way Hinge Easy door adjustment

Decorative hardware

Personalization & opportunity to add an upscale look

New Full Overlay Maple Shaker Door

“Kittery”• Represent 2/3’s of popular color requests = Broad Appeal

Natural

Café

Dulce

*Match existing colors in Quality & Designer Series

New Full Overlay Maple Shaker Door

“Kittery”

• American “Soft” Maple wood characteristics• Expected Color Variation: Nearly

white to light gray• More “character” • Not “soft” wood

Pricing

• Easy to understand • No new price

columns• Customer choice• Brookport = Derby• Kittery =

Harborview2 Birch

PR

ICE

Seacrest2

BrookportDerby

KitteryHarborview2

New Drawer Upgrade 18

1. Standard = ½” thick engineered wood• Starlight White Cabinet has Wood-look

drawer

2. Upgrade = 5/8” Wood Rabbeted

3. NEW Upgrade Dovetail Drawer• Woodstar Series Upgrade• ¾” solid wood• Dovetail joinery• Full extension• Undermount soft close guides

New Drawer Upgrade 19

• Historically not found in Value Cabinet Lines• Popular customer request• Increased drawer utilization• Stronger drawer and glides• Helps deliver value to the consumer

Traditional side mount

Soft Close, Full Extension

New Products 20

UBCR36 L or R added

• Expands our commitment to Universal Access design

• The 9” cabinet allows our designers to incorporate the popular “cookie sheet” cabinet into the design

• The Universal Desk End Panels allow the for support by a sink, dishwasher

• With the launch of the Full Overlay, Brookport & Kittery doors, we created a new Universal Base Corner Revolving Lazy Susan to complement the great design of these door styles

QualityCabinets Sales Tools

• Literature – Price & Spec Books, Full Line brochure• 20/20 is available at www.qualitycabinets.com on

QualityPros for quick, easy downloading

21

Conclusion

The Woodstar line extensions provide:• Full Overlay & Maple in our value

lines• Broader product• Attractive Gen Y solutions• Additional Multifamily opportunity• Competitive pricing• Project pricing