California Closets – Virtuoso is coming!

CHANGING THE CLOSET INDUSTRY

A while back, the two partners of a very large and prominent furniture retailer installed California Closets in their home. They were so pleased that they asked the designer if she thought that California Closets would consider partnering with them and maybe putting some displays in their stores.

When this was considered later, the realization came to them that our product in the bedroom was going to most certainly cut into the sales of bedroom furniture. Who needs wardrobes, bureaus, and entertainment centers from a furniture store when California Closets can design and customize a system to your specifications? We transformed the bedroom and now with Virtuoso we are taking another step toward even more elegance and simplicity.

NEW PRODUCTS AND CALIFORNIA CLOSETS

We have always worked to be at the leading edge in new product development. Earlier this year we introduced a new line of finishes imported from Italy. This new product with its eco-friendly composition and textured finish has had unparalleled success as we have continued to re-order container after container. This new product, however, was being utilized in our current design applications and did not represent any type of change to a different design application.

Our current “vertical” system has stood the test of time over the last 30 years and continues to be the standard that all our competitors aspire to copy. We will always carry this design application as it suits the vast majority of our clients storage needs. California Closets is hyperactive when it comes to new product design, and just having the one design approach was not part of our value system. We take our credo very seriously and one of our shared values is “We lead” and it became obvious that something needed to be done to add to our design portfolio – Virtuoso.

CALIFORNIA CLOSETS CORPORATE HITS ANOTHER HOME RUN

Barry Bonds is not in San Francisco hitting homeruns anymore, but California Closets Corporate is on a hot streak. They hit two out of the park with two new technology innovations – our new customer tracking database system and our exclusive designing program. Both these programs enhance the customer experience by aiding in the area of design and client communication. Corporate then hit another homer when they introduced the new Italian product line - Lago. And now: Virtuoso is stepping up to the plate and hitting one out of the park.

Virtuoso is a uniquely different design that comes from a horizontal design orientation. This product line is built in our Italian laminate and its elegant appeal and flexible design make it a winner for that client who is looking for a contemporary design for their storage needs. To be honest, this product line is way beyond just being storage. This will change how you view almost every room in your home.

This new product line recently premiered at our national convention in Las Vegas and was a mammoth smash in every franchise ballpark. Bus shuttles were used to bring convention attendees to the Las Vegas franchise’s showroom where Virtuoso was on display. The response was incredible.

Everyone wanted to be first on the list to help roll out this new line. We, here in the New England area, with our engaging personalities and persuasive capabilities convinced the corporate powers that with our 6 showrooms and discerning client base, we should be getting this product ASAP. They agreed.

VIRTUOSO – FIRST IN OUR BOSTON SHOWROOM

In late October, we will premier a display of this new elegant and innovative product. The corporate people will descend on Boston and install and train our design and installation teams. We will be certified to roll this out beginning in early November. Our clients want options – and Virtuoso will provide this.

Our New England designers attended the convention and were able to sneak some pictures of the Las Vegas Showroom and the Virtuoso designs. We are displaying some of these pictures in this blog entry, (bootleg pictures of Virtuoso on this blog – we are edgy!) Some of our more boisterous designers have mentioned this product launch to customers and there is a waiting list already.

If you are designing, renovating or building a new house or condo, please contact us so that we can show you how the new Virtuoso line can fit into your plans. The possibilities for transforming your home are endless.

Look for more updates on the launch of Virtuoso. We are very excited about this new product line and there is this new line because: “We lead.”

Ken Cleary – President, California Closets New England

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California Closets – Embraces New Technology

At California Closets, we lead. We lead in technology innovation. We have made great strides in technology so that our clients get the best service. In the last year we have made major changes to make the customer experience state of the art.

Closet Design Technology – NEW

Our designers will be getting the best design program in the industry – developed exclusively for California Closets. This new computer aided design program will allow our clients to see exactly what they will be getting while insuring that the design will go directly to our factory for accurate manufacture of the closet system.

This program eliminates any design sizing issues and gives a very accurate depiction in a 3-D rendering. The client will be able to see the color and size of the product relative to their space. All information is transmitted to the head office and factory electronically which eliminates paper and the mails. This must be a “green” program – we are using far less paper and saving some trees!

Customer Service Program

Another technological advance is our customer service program. With this program we can accurately track all customer activity. This program also allows us to schedule our designers and installers and eliminates any possible scheduling conflicts. All client needs are tracked and mapping options allow for our people to find client locations easily for on time appointments.

This new program also allows for the storage of all the design files for future reference and storage solution enhancements. Our customer service program allows for better client communication and service -just another demonstration of our commitment to making the clients experience the best.

National Website (Californiaclosets.com)

This website immediately communicates to the client what we are all about. It shows off exactly what we can elegantly do in your home. This website offers inspiration on creative storage solutions for the home and allows the client to develop an understanding of when we talk about “space to be.” We want our clients to see the possibilities.

I like this website for one very important reason – it demonstrates our approach as a company - our commitment to detail, functionality, and elegance. When researching online, the client can easily compare us to our competition and know what our approach will be. Check out this site – you will see the difference.

Web Enhancements

Sometimes you luck out. Last year a close friend’s daughter worked for us in our showrooms and did some extra work for us in photographing and cataloging displays. She is an Economics major at UMass Amherst and she took a special interest in our marketing approach and put together an innovative marketing plan during her spring semester. She did an excellent job and wanted to come back and try out some of her ideas.

She has me blogging, we now have all our showroom locations on Facebook (see Facebook Business Pages), and she is now collaborating on a designer website that will allow our designers to individually customize a site with their own design portfolios. These web enhancements will allow our clients to know who they are working with and help us communicate why we are the best. Sometimes you just luck out.

In Other News…

Every once in a while I will talk about one of my other passions – coaching hockey. As with my business I enjoy associating with committed and skilled individuals in my coaching. I am a Midgets U-18 coach for the Valley Junior Warriors and have been with that organization for over 15 years. I really enjoy working with the young men who have dreams and hopes for our team and their future.

This week I found out that one of my players just committed to play for the National Champion Boston College hockey team. This is in addition to another who recently accepted an offer from Yale. We start hockey camp in one week and have our first tournament on Labor Day Weekend – we are quietly optimistic. My team is the same as California Closets – committed to being the best.

That’s the story for today. Look for my introduction of our new product – Virtuosso in my next entry. This stuff will stun you with it’s contemporary beauty and utility. It’s coming and I will tell you all about it next time.

Ken Cleary – President, California Closets – New England

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CALIFORNIA CLOSETS – 30 YEARS AND STILL INNOVATING

California Closets – New England Showrooms

IT’S JUST NOT THE SAME

I always get asked questions about California Closets. They are always interesting because when you are the established leader in anything – people talk. The stories and questions are always interesting and in some cases defy logic. Some of our competitors try to tell people that they are the same as California Closets, just cheaper.

A Subaru is cheaper than a BMW – they are both comprised of very similar raw materials, they are both shiny and photograph well, and they both move when you put the gear shifter in drive – but they are not the same. The feeling you get going down the highway is not the same either. You FEEL different. So, I thought I would answer some of questions that I deal with concerning California Closets and how we are different.

“WHATS THE DIFFERENCE – YOU BOTH HAVE LIFETIME WARRANTIES?”

We are celebrating our 30th year in the closet industry. We are still here and innovating and we are still number one in the industry. We get calls all the time from clients of other closet companies who want us to fix their closet system. Why? They can’t get a hold of their closet company – they will not respond or they are out of business.

They will advertise a lifetime warranty because California Closets has a lifetime warranty, but they cannot keep up with the claims because the product quality is just not the same as ours. We can handle our lifetime warranty claims because we just do not have that many. And when the rare claim happens we are on it very quickly – we want to understand how a claim could possibly happen and the idea that something of ours needs attention drives us crazy.

“YOUR COMPETITOR ‘is not a franchise’ or is ‘locally owned’ – ARE YOU LOCALLY OWNED OR A FRANCHISE?”

We are locally owned and a franchise! There are huge benefits with being associated with such a great franchise system like California Closets. California Closets is a fantastic franchisor – they set high standards for all the franchises nationwide and are diligent in working with the local franchises to ensure that customer service and product quality is second to none.

The collective strength of the system allows for leading edge research and development for new products. It also helps in securing products purchasing contracts that allow us to contain costs. California Closets is the best because of the system - the pressure is on every local franchise to keep the national brand strong – one weak link is not acceptable.

Locally owned? Ken Cleary is local – I have lived in the New England Area all my life. I have employed people from every state in the New England area. I have spent the last 15 years of my life coaching hockey games all over the New England region. I know the area very well. The New England California Closets franchise is a business that has committed to the na

tional standards while tailoring the product to the needs of the local region.

“HOW COME YOU ARE MORE EXPENSIVE?”

First, we are not more expensive. You are not buying the same product as the competitor would have you believe. Some use the same materials, but then the designs are not even comparable. We do things right – our commitment is to the never ending pursuit of providing order, tranquility and style. We are not ’selling’ a cheaper closet system. If you are looking for a storage and closet system that will help you maintain your sense of order while lasting a lifetime – you will not find it ‘cheaper’.

My designers – the best in the business - are trained to make sure that every design is special for the client – whether the focus is on style or price – the value is always there. We will not cut corners to win business because that is not us. In the end, everything we do must hit the standard of a California Closet – we will not compromise quality just to get a sales contract signed.

“HOW COME YOU NEVER HAVE SALES THAT OFFER: ‘free installations’ or ‘20% off’?”

Do people really believe this stuff? We have standard pricing – we do not mark it up to mark it down. Free installation? Are they not paying the installer? Do they charge for the installation at other times? I do not get this one. By the way – have you ever seen an add for these guys that does not feature this ‘limited time’ offer? It seems that the sale is happening all the time – is that a sale?

Our consistency in pricing allows the designer to focus on designing and not on playing games with the supposed ’sale’ price. Sometimes I will authorize ‘coupons’ to introduce new products or services. However, we do not build up the price to account for the coupon. Our goal is to build enduring customer relationships – not make the easy sale and move on as quickly as possible.

“DO YOU REALLY SERVICE ALL OF NEW ENGLAND?”

We have designers in every state. Our plant is located right off Rte 495 and close to the Mass Pike so that we can get to all of New England easily. We also have designers that live on Cape Cod and the islands – our trucks visit the islands whenever the ferries are running. Our commitment is to bring order and tranquility to the whole area of New England – we live for the exciting ride to the far outposts – it makes life interesting.

“WHAT MAKES YOUR PEOPLE SO GREAT – WHY DO THEY PAY SUCH ATTENTION TO DETAIL?”

Someone once described our approach to personnel is this way: “they are ‘hard to hire, hard to fire’.”

What does that mean? We are very selective in who we bring on to work at this business – we are looking for skilled and committed people. They have to understand the California Closets Experience and their role in the delivering of it to the client. We have people that apply here all the time that cannot get through the interview process. We like positive people who love to work with customers – who like people – we say they have to have a preference for “nurturing.” We are “hard to hire.”

The “hard to fire” part: we value our people and work very hard to place and train people where they are the happiest and most productive to supporting our goals. If someone is a positive committed

individual – we will work our hardest to make them successful. We are always looking for new and innovative ways to train and skill-up all of our people.

We very seldom hire people from the competition – even though they apply continually. One person that we did hire from the competition once described the difference in approaches as “going from the single A ball to the major leagues.” We all understand that our people make us great.

Recently, we had a company meeting of all 80 employees to review our performance and get feedback from all of them on what we need to do to continue to be the best. For six hours these people worked together to come up with a plan to make us even better at delivering the customer experience – they participate, they care – it is in their DNA. It is who they are and they make California Closets great.

I am still looking for songs with “California” as a theme.

Ken Cleary

President – California Closets – New England.

California Closets - New England Franchise

Filed under: California Closets, California Closets - New England Franchise, Company info, Design Consultants, FAQs, Functionality, Survey, blog, installers, rating , 30th year, building customer relationships, California Closets, ct, customer service, established leader, franchise, hockey, ken cleary, leading edge research, leading the industry, lifetime warranty, local, locally owned, ma, marthas vineyard, me, nantucket, New England Area, new products, nh, product quality, ri