Merillat

Challenge / Objective

Merillat, a leading cabinetry brand, was losing market share. But more than that, it had lost its purpose and its connection to its core audience. To turn things around, we began with the end in mind.

Solution

We engaged with internal and external stakeholders. We held town hall events. We uncovered the brand’s history. And its potential. We discovered their consumer-first mentality was misdirected in what is a 100% dealer/designer-directed purchase.

We embodied history. And we looked forward. Taking an international brand, and making it smaller and more personal.

Result

A revitalized, more targeted brand that strengthens market connection and tells the authentic story of America’s Cabinetmaker.

Metrics

50%

Reduction in marketing budget

15%

Year-over-year increase in units sold

20%

Year-over-year increase in revenue