Leather Closet Drawer Organizer Components

As many of you may know, DACKOR stocks Leather Brown 3D Laminate and in early December we will also have Leather Black.

Recently I was on a long flight from Canada back home to Orlando and thinking about different and unique ways to promote the Leather series. Just as I was about to be served my small cup of water and miniscule bag of pretzels it hit me. "What if component producers made a drawer organizer for closet companies?"

I am assuming that most closet companies feature displays AND many of them buy components from more than one source. Imagine calling up one of your closet customers and asking them their inside dimensions for one of their displays. After getting the dimensions you custom router out an MDF shape organizer that stores keys, their wallet, belts and coins and send it to your customer at no charge. After they put this organizer in the display they are sure to show it off to home owners as an option. Chances are that when the job is sold they will then be sure to order the parts from your company. This is a unique what to keep customer loyalty or to sway a company to start buying components from your company.

But why leather 3D Laminate?

I am assuming that for most consumers who choose to spend a few thousand on a closet that this type of customer may also spend a bit on shoes, hand bags and belts. If you think of a closet storing these items many of them are leather. By incorporating DACKOR Leather series into an island top, desk top or crown moulding it creates a unique custom look that fits.

Whats new with Leather?

In addition to stock Leather Brown and Leather Black, DACKOR is willing to stock other leathers with only a 300Ly order versus our standard 600Ly customer order quantity. We would like to stock Leather items like crocodile, ostrich, and different shades of Leather. By decreasing our custom order quantity we may be more able to stock different colors to strengthen the series.

Leather Black

Leather Brown

This newsletter goes out to all, won't everyone do it?

Over the past two years of writing this blog I have noticed that only a fraction of people I send it to actually open and read it. If you are one of those few that do read this then you are part of a very small group who are looking for new ways to market 3D Laminate components. I think we all know that in business there are two types of companies....those that lead and those that follow. While its impossible to offer this Leather series only to one company, by being an agressive and first moving company is the key to success for many. For your competitors, and for ours, the volume of Leather orders may not warrant adding it to their line. They may not recognize the impact of such marketing and may miss the bigger picture. They may mistakenly think "Well its small volume.... "

The Marketing Term for this situation:

Our Leather series may never sell in huge volume and to date we've spent more on samples than we have had sales.... We believe that for us it helps to solidify DACKOR as a leader rather than a follower. But what can our Leather series do for you? There are a lot of marketing terms that you may be familiar with such as "Loss Leader" referring to merchandise sold at a loss to pull in customers or the "Pink Spoon" which refers to the free sample to entice customers. But what do you call an item sold at profit that is in small volume yet it hooks the larger order? I haven't quite located this marketing term however it may be called an "attraction tool" or maybe instead of "Loss Leader" we could coin this marketing technique the "Gain Leader". So under my definition of "Gain Leader" you would introduce an item that is more profitable than your other parts yet it Leads the sale. So your customers would order your "Gain" item..."The Leather" and then it would lead to the rest of the Chocolate Pear, White or whatever color the closet was done in. You might require your customers to order the entire job with you to get the Leather drawer insert, for example.

CONCLUSION:

Well I hope that you have found this article to be more than a sales intro for our Leather series but mind opening in terms of marketing...

If you found this article helpful be sure to shoot me an email. Or if you'd like to get right into it.... be sure to contact our company for a sample roll. Order Samples

Let DACKOR build your website, logo and branding

For a limited time offer, DACKOR will be offering FREE Marketing services in exchange for your company adding new colors from our company.

Its important to promote new colors.... why not get world class marketing assistance?

Packages prices are:

BASIC: $2500

Includes basic website and search engine optimization. With this option you simply order five or more 55 yard rolls of new colors and receive a basic website free of charge. The web site will be search engine optimized so as to give you the best visibility in your local market.

ADVANCED: $5000

Includes advanced website development, search engine optimization, advanced logo / corporate branding and training on how to maintain your website going forward With this option you simply order ten or more 55 yeard rolls of new colors. This is a $15,000 value and a great deal.

TERMS:

This is for a limited time, first come-first serve basis. Since we are in the business and manage this in house you can be sure of quality. For questions please contact us at 407-654-5013. We can create a custom package for your company.

Even if you have already paid to have your site done... talk to us, allow us to look over what you have and we may still be able to help.

3D Laminates are ideal for the Healthcare Industry

3D Laminates are the ideal surface for Dentist Offices, Hospitals and Doctor's offices. This market segment is obviously known as "Healthcare".

In the Healthcare environment cleanliness is the key factor in consideration for surfaces. Typically specifiers choose traditional High Pressure Laminates for the casework because they are unfamiliar with 3D Laminates.

Unlike traditional laminates which use edgebanding, 3D Laminates enable the door fronts and table tops to be seamless and monlithic. This is critical as germs can penetrate and bacteria can harvest in seams used in traditional 2D or 1D surfaces. When 3D Laminates are formed over MDF, they enable the top or drawer front to be sealed and therefore prohibit spills or splashes from penetrating cracks or seams in the work surface. And since 3D Laminates are non porous messes can be cleaned up with soap and water.

Dackor manufacturers both horizontal and vertical grade 3D Laminates and also has a program to do custom runs from only 600 Linear Yards. In addition, the company can produce custom cylinders from as little as 1400 Linear Yards to create custom designs to meet the hospital or Healthcare Furniture provider.

Also, 3D Laminates are affordable. When compared with Solid Surface, for example, 3D Laminate components are typically 1/3 rd or at least 1/2 the cost of products like Corian or Engineered Stone products like Silestone or Ceasarstone.

Currently 3D Laminates are typically used for Closets, lower end Kitchens with raised panel doors for apartments and high end modern Kitchens. Synthetic laminate surfaces are often mistaken to be lower end, however, Dackor supplies high end companies with surfaces such as Mercedes and BMW for auto interiors, Louis Vuitton and Gucci for hand bags and shoes and exotic Kitchen companies in Germany, France and Italy.

In North America, Architects and Designers are slowly becoming more aware of how to specify Dackor for Furniture surfaces and they are finding that our consistency, durability and fashionable decors create an upscale environment that is both functionable and tasteful.

If you are a manufacturer of 3D Laminate components and currently target Healthcare, please inquire about our custom print cylinder program for your best clients. Some ideas include a custom cylinder featuring "Teddy Bears & Stethoscopes", "Tooth Designs" and other abstracts specifically catered to its target market.

Wood Terms for Veneers or 3D Laminates

Last month I spoke about linear wood designs and outlined the difference between rift cut oak and quartersawn.

Often as I speak to our customers about the design elements we incorporate in our 3D Laminates I use terms such as cross-firing, pine knots and so forth. For this month's blog I'd like to list a complete dictionary of common used terms in regards to the design of wood grains.

3D Laminates	3D Laminates are laminates that are able to form 3D around contoured MDF panels. They are primarily used for Kitchen Door and Drawer fronts as well as Desk tops and Store Fixtures. 3D Laminates are extremely popular in Europe due to their look of real veneers, ease of cleaning and durability. They are growing in popularity in North America for use in closets, apartment and condo projects.
Bird's Eye	Birds Eyes are caused by local sharp depressions in the annual rings, accompanied by considerable fiber distortions. Once the depressions are formed, succeeding growth rings follow the same contour for many years. Rotary veneer cuts the depressions crosswise, and shows a series of circlets called bird's eyes. It occurs only in a small percentage of Maple trees.
Bee's Wing	Small and tight mottled figure similar in appearance to a bee's wing. Occurs mostly in East Indian Satinwood, also occasionally in mahogany and eucalyptus as well.
Blister	Produced by an uneven contour of the annual rings. The design has the effect of being blistered. Must be cut rotary or half-round.
Block Mottle	An irregular variegation in the cellular structure of the wood which shows as blocky patches across the grain of the design. It is commonly found in makore and anigre.
Book Matching	Typically for veneers. Achieved when successive veneer leaves in a flitch are turned over like the pages in a book and are glued in this manner. Since the reverse side of one leaf is a mirror image of the succeeding leaf, the result is a series pairs. Individual panels can be matched this way or you can achieve this look over many panels by sequence-matching the panels. Book matching is the most common match. A common problem in book matching is when the "tight" and "loose" sides are matched and reflect light and stains differently. This may yield color variations in some species which may be minimized by proper finishing techniques.
Burl Design	Produced from a large, wartlike growth on the trunk of the tree. The grain pattern typically resembles a series of eyes laid side by side. Very difficult to work with in the veneers but easy to accomplish with 3D Laminates.
Butt Matching	Achieved when veneers are matched as described for book matching but the ends of the sheets are also matched. At times, the veneer being used is not long enough to cover the desired panel heights. In this case the veneer leaves can also be flipped end for end and the ends matched.
Button Figure	Wood species with large medullary rays are quarter cut to reveal the harder and shiny rays which show up as flakes or buttons on the straight grained background.Species such as white oak, lacewood and American sycamore are cut this way specifically to reveal this figure.
Cathedral	A grain appearance characterized by a series of stacked "V" and inverted "V". Pattern common in plain-sliced (flat-cut) veneer.
Center Matching	Each panel face is made with an even number of flitch sheets with a center line appearing at the midpoint of the panel and an equal number of veneer sheets on each side of the center line. The number of leaves on the face are always even, but the widths are not necessarily the same.
Checks	Small slits running parallel to the grain of wood, caused chiefly by strains produced in seasoning.
Cross Fire	Figures which extend across the grain as mottle, fiddle-back, raindrop and finger-roll are often called cross figure or cross fire. A pronounced cross fire adds greatly to the beauty of a wood design.
Crossbar	Type of figure or irregularity of grain resembling a dip in the grain running at tight angles, or nearly so, to the width of the wood design.
Crotch Veneer	Produced from the portion of the tree just below the point where it forks into two limbs. The grain is twisted, creating a variety of flame figures. Often resembles a well formed feather. The outside of the block produces a swirl figure that changes to full crotch flame figure as the cutting approaches the center of the block.
Crown Cut	See Flat Cut (below)
Curly Figure	Found mostly in Maple or Birch, and is due to the fibers being distorted and producing a wavy or curly effect in the wood.
Exotic Wood Veneer	A common reference to wood veneers not indigenous to or grown in North America. Some burls and figured woods might also fall into this category.
Fiddle Back	A fine, strong, even, ripple figure as frequently seen on the backs of violins. It is found principally in Mahogany and Maple; cut occurs sometimes in other woods.
Figure	The pattern produced in a wood surface by annual growth rings, rays, knots, deviations from natural grain such as interlocked and wavy grain, and irregular coloration. Appears across the grain. Mottle, fiddleback and raindrop are often called cross figure or cross fire.
Flake, Fleck Figure	Flake figure is developed only in those species which have very heavy medullary ray growth, specifically Oak, Lacewood, and Sycamore. When the saw or knife cut is directly on or near to the radial, it is close to parallel with the medullary ray and therefore develops the "Flake" effect.
Flat Cut	When the wood is cut flat to reveal the cathedrals of the wood. Because each leaf in the flitch is similar, a consistent and even matching pattern is possible.
Flitch	A Section of a log made ready for cutting. After cutting, all bundles are laid together in sequence as they were sliced.
Grain	Size and arrangement of the cells and pores of the living tree. Grain is not synonymous with figure. Woods fall into three groups: Fine grained (Birch, Cherry, Maple, etc.), medium grained (Walnut, Mahogany, etc.) and coarse grained (Oak, etc.).) Coarser grained woods can usually be cut to develop a more conspicuous pattern.
Gum	Patches or black spots occurring primarily in American Cherry. This undesirable characteristic is acceptable in varying degree in most grades of Cherry.
Half Round Slicing	Similar to rotary peeling, also producing a high yield with the wood. Used primarily to add width to narrow stocks by increasing the plane of cut. Also used to enhance a particularly wild grain pattern. Matching is possible because the leaves can be kept in sequence.
Hardwood	General term used to designate lumber or veneer produced from broad-leafed or deciduous trees in contrast to softwood, which is produced from evergreens or coniferous trees.
Heartwood	The non-active center of a tree generally distinguishable from the outer portion (sapwood) by its darker color.
Herringbone	Veneer strips are used and matched to both sides of the center line, at an angle. The resulting appearance is reminiscent of the bones of a fish as they are attached to the back bone.
Holes, worm	Holes resulting from infestation of worms.
Joint	The line between the edges or ends of two adjacent sheets of veneer or strips of lumber in the same plane.
Knots, Pin	Sound knots 1/4 inch or less that do not contain dark centers. Inconspicuous or blending pin knots are barely detectable at a distance of 6' to 8', do not seriously detract from the overall appearance of the panel, and are permitted in all grades.
Knots, Open	Opening produced when a portion of the wood substance of a knot has dropped out, or where cross checks have occurred to produce an opening.
Knots, Sound, Tight	Knots that are solid across their face and fixed by growth to retain their place.
Mineral Streak	A dark patch or discoloration in the wood which occurs because of the presence of minerals in the soil in which the tree is growing.
Mottle Figure	A variegated pattern which consists principally of irregular, wavy fibers extending for short distances across the face. If there is also some irregular cross figure in a log with a twisted interwoven grain, the broken stripe figure becomes a mottle.
Peanut Shell Figure	A type of figure occurring in some woods similar to quilted or blistered figure. These woods are typically cut to promote a random and wild grain effect with a three dimensional feel. Occuring most commonly in Tamo Ash and Bubinga.
Pecky	Pockets of disintegrated wood caused by localized decay, or wood areas with abrupt color change related to localized injury such as bird peck. Peck is sometimes considered as a decorative effect such as bird peck in pecan and hickory or pecks in cypress.
Pin Knot	See Knots, Pin
Plain Sliced	See Flat Cut
Pommele Figure	Comes from the French word, "Pomme" (Pomme = Apple). The term given to a regular wood marking which resembles apples.
Quarter Slicing / Cut	This cut requires the largest diameter logs and produces straight grained veneers. The quarter slicing of oak can result in the appearance of flake.
Quilted Figure	A larger , more exaggerated version of pommele or blister figure. The cellular figure is elongated and closely crowded giving it a pillowy three dimensional effect. It is most commonly found in Maple, Mahogany, Moabi and Sapele.
Random Matched / Planked	A panel having the face made up of specially selected dissimilar (in color and grain) veneer strips of the same species to stimulate lumber planking.
Raw Veneer	Wood veneer cut from any log by any slicing method that is dried and then used as a natural flitch or leaf of wood. Much production and machining of this veneer has to be accomplished prior to the final application to a substrate.
Reconstituted Veneer	A man-made veneer which uses real wood fiber with natural colorants to simulate various color, figure and grain seen in real wood veneers.
Ribbon Stripe	Result of quarter-slicing a log and the appearance actually is between broken stripe and plain stripe. It gives the general appearance of a ribbon sometimes slightly twisted.
Rift Cut	Produced by cutting at a slight angle to the radial to produce a quartered appearance without excessive ray flake. The rift cut method, commonly used for Oak, can only be used on sizable logs. Rift cut veneer can easily be sequenced and matched.
Ropey Figure	If the twist in the grain of broken stripe is all in one direction, a rope figure results.
Rotary Slicing	The log is turned in a circular motion against a knife, peeling off a continuous thin sheet of wood (like unrolling wrapping paper). It is the most economical method of cutting wood, or in wood print
Sapwood	This is the outer portion of the tree. As additional layers of growth accumulate on the outer perimeter, the inner layers of the sapwood becomes heartwood. Sap is lighter in color and the differentiation in color and thickness of the sap layer varies considerably by species.
Streaks, Mineral	Natural discolorations of the wood substance.
Swirl Grain	A lesser degree of crotch figure. The grain tends to swirl around in a random pattern. This figure frequently appears in cherry, mahogany, walnut and maple.
Veneer	A thin sheet of overlay. Typically this term is used as an abbreviated form of "Wood Veneer". Wood Veneers are typically rotary cut, sliced or sawn from a log or flitch. Veneering goes back to the early days of the Egyptians, about 3,500 years ago and as since developed into more efficient forms of laminate and 3D laminates which give the look of a Wood Veneer but with increased design capabilities, lower cost and higher durability.

Quartersawn, Rift cut and Zebrawood Design Trends

This month I will be discussing the concept of Linear printed designs:

1. Why are some woodgrains Linear?

2. How are Linear woodgrains relative to the market?

WHY ARE SOME WOODGRAINS LINEAR?:

Have you noticed that some woodgrains appear linear or "straight grained"? This is typically due to the cut such as in quartersawn and rift cut. There are also some species such as Zebrawood that are linear or "straight grained". I'll explain these three in more detail.

QUARTERSAWN:

The term quartersawn (quarter sawn, quarter-sawn) is properly used for wood that is cut exactly radially to the heart of the log which is at right angles towards the growth ring.

Wood that is cut in this manner is highly valued and more expensive due to the lower yields from the right angled cuts.

There are two main reasons to prefer quarter sawn boards:

1. Greater stability of form and size (less warping; and shrinking)
2. For Design Elements. Quarter sawn oaks show a prominent ray fleck. The "ray fleck", which is also known as "flake" or "figure" of a quatersawn board is the medullary ray of the log which emanates outward from the center of the log like spokes on a wheel. Quarter sawn sapele is likely to produce a ribbon figure which also gives a unique design element. Ash is often used but it doesn't give the "ray flake".

For the above reasons, quarter sawn woods are often used for wall panels, doors and cabinet doors in higher end applications.

However, as with any term referring to a desirable property, the term is often used more loosely, in any of a number of ways. It is sometimes confused with "rift sawn" or "rift cut".

RIFT CUT:

Rift cuts are where the orientation towards the growth rings is a little off a true right angle. Rift cut or "rift sawn" is a more expensive cut of the log however it is less expensive than quarter sawn because there is considerably less waste.

ZEBRAWOOD:

Zebrawood gets its name because the figuring of the wood reminds you of the striping on a zebra which has dark stripes on a light back ground. The specific species of wood is actually called microberlinia.

Microberlinia or Zebrawood is imported from West Africa which is Gabon, Cameroon or the Cogo. Zebrawood can also be a light brown with regular or irregular marks of a darker brown in varying widths. Although Zebrawood has natural linear design it is typically quatersawn to get the right look.

Zebrawood is a very coarse wood due to its wavy grain like most tropical woods. This can make the wood very difficult to work with.

It should be noted that Zebrawood is considered a threatened species in its native habitat. For this reason, designers typically prefer to specify a laminate version which gives the same look but without cutting an endangered wood.

DACKOR High Gloss Dark Zebra

DACKOR Italian Ebony Zebra

DACKOR Italian Zembrano

HOW ARE LINEAR WOOD DESIGNS RELATIVE TO THE MARKET?:

When quartersawn, rift cut or zebrawoods are used they typically create a more upscale environment. You may notice that many hotels and even fast food places looking to create a clean and urban look are using more linear , straight grained designs in their color scheme.

As mentioned above, quartersawn and rift cut woods can cost considerably more and in the case of zebrawood its an endangered species of wood. By utilizing a 3D Laminate thermofoil instead of natural wood it enables designers the capability to incorporate high end design with a budget that works.

As most of you are aware, I work for DACKOR 3D Laminates and we stock High Gloss Dark Zebra, Italian Zembrano, Fino and many other linear designs. As I've mentioned in other articles, 3D Laminates are also a green alternative because they utilize recycled wood chips for the core of the component's substrate. In addition, 3D Laminates reduce the amount of trees being cut down. And finally, much less energy is consumed in the production, transport and distribution of Kitchens and other furniture utilizing 3D Laminates.

CONCLUSION:

In summary, Linear woodgrain designs should be promoted more heavily in 3D Laminates because they create an upscale environment while being cost affordable, easy to care for and better for the environment.

You may visit www.dackor.com to look at the different linear color options or contact us to produce a custom design with an extremely low minimum.

I hope you enjoyed the article and that you help spread the market awareness of how 3D Laminates fill this market demand.

DACKOR FINO BRONZE

De-Filter yourself to sell more Thermoformed Components

From my past articles you probably are aware that in Europe 3D Laminates have a much better appeal. The personal perception of Kitchens using 3D Laminates are that they are stylish, modern, durable and easy to care for.

In North America, white thermofoil has been the low cost option to a solid wood Kitchen and the sales pipeline still does not have a solid grasp on how exactly to market Kitchens or closets using 3D Laminates.

For this article I will be discussing "Perceptual Filters" and how they shape who YOU are, who your CLIENT is and then address how we can De-Filter.

Let's begin....

Everyone you come in contact with is affected by "perceptual filters." This may sound like Marketing Jargon (which it is) but its pretty self explanatory. We all put filters on things and therefore perceive them differently.

Perception is how we see ourselves in the world we live in. All of our thoughts are a result of information that has been consciously or subconsciously filtered as we experience it and then process it.

Perception is formed by the following:

-Exposure (seeing an advertisement or samples.)

-Attention (whether you give the attention to what you see or hear. Usually there is something about the ad or samples that attract you)

-Awareness (assigning meaning to what you have seen or heard. You will be aware if you view it to be relative to you)

-Retention (remembering what you have seen or heard. Was the experience memorable?)

Finding perceptual filters for your potential customers can be easy however finding your own perceptual filters can be quite challenging. Lets examine:

1. YOUR DEMOGRAPHICS: Where did you grow up; in a city, in the suburbs, in the country? Do you think this affects your view of what colors you like and don't like? Do you think you ever apply your filter of taste and assume that your customer will have the same tastes?

2. YOUR CUSTOMER POOL: Is your customer pool tainted towards your tastes, your product offering? For example, if you or your company initially sold your components or products on price to get into the business then inevitably you attracted customers who care too much about price. Does this filtered set of customers make you believe that there is not a market for nicer colors or for customers who will pay more for better door profiles? Although this may or may not be you the same can be said for design or color offering.

Essentially your existing customers are drawn to your line because of what you currently offer and then through the correspondence with your customer you will come to believe that their tastes are reflective of the entire market.

Do you see how your filters make you take action which then attracts a certain customer which then only fills your head with more of the same?

Now lets look at your potential customer's perpetual filters and see how we may break through.

1. CUSTOMER'S DEMOGRAPHICS: So if a potential customer says "I don't like this Cherry, its too red for me" You can then address why. What about this Cherry don't YOU personally like? It sells very well for us and I'm certain you'll find that it will sell well for your clients too. Although I agree that its a bit red the match is outstanding and customers seem to be drawn to its clean look....

By applying logic to address your customer's "filter" you are then able to change their filter in fact. The next time the customer sees that Cherry they will see it in a different light. They will view it as a sensible Cherry that fits into the market and obviously has appeal to others.

2. YOUR CUSTOMER'S FILTERS: Often your customer's filters inhibit the sales of your components. Allow me to explain.

Lets say that you don't carry a High Gloss 3D Laminate, your customers aren't asking for a High Gloss so can you conclude that there is not a demand for High Gloss? Not necessarily.

Lets imagine that your customer previously sold thermofoil only for single family home developers and now their main business is selling single Kitchens to existing home owners. Your customer may say "nobody is asking for High Gloss" but this is a mistake. Consumers shop initially to research "What they like" then they narrow it down to "Whom they want to give that business to". Only through displaying and promoting can a product have a chance.

So this is where you attempt to de-filter your client's perceptions. You could explain that Euro style Kitchens can be sold for $20 to $40K whereas a raised panel door "replica kitchen" typically retails for $5K to $15K, for example. Or if a company says they do not use 3D Laminates you could use other information to de-filter their negative frame of reference with our product segment.

CONCLUSION:

In conclusion, perceptual filters can have a huge impact on how we think and the decisions that we make. Only through understanding our own weaknesses or the weaknesses that are applicable to all humans can we grow and learn to communicate more effectively with one another.

I hope that this article has given you more insight on how our perceptions create filters and how identifying them can be the start of breaking through and going to the next level.