Closet Designers: An Endangered Species?

Looking back on my experience as a closet designer of eight years, I can tell you that every day was a learning experience. Every space was different than the last, every customer was unique and everyone’s concept of organization was a matter of individual preference. I used to approach every project with the belief that there was only one absolute way to design a customer’s space. My designs were specifically based off of the customer’s preferences, the space and the stuff. On consultations, that’s what my customers and I talked about. My job was to ask hundreds of questions, show pictures, talk about spatial concepts -in essence, share my designing expertise.

Over the years I had gone through hundreds of experiences of seeing “before and afters.” I would love to tell you that I never made mistakes but the truth is, in the beginning, I learned a lot by thinking through design decisions and then seeing designs after they were installed. Invariably, looking back on old designs I would confirm previous decisions and/or think through and adjust my own design practices. Like many designers near the end of my career I had developed an ability to visualize spaces before I even CADed them. I would anticipate travel patterns, wardrobe selection habits and even the likelihood of how the wardrobes were going to change over time.

My point, these experiences and this expertise had value to my customers, tremendous value in fact because after all their closets were designed professionally. We didn’t just throw parts on the walls and collect a check. We cared, we slowed down, we planned and created spaces that fit their lifestyles and ultimately made their lives easier. But, even with all our fanciness people still shopped around and from my experience about 30% of the time they went with another option. Now, at the time we had a few good competitors (and I can say that now because I’m no longer selling against them!). But we also had a few ‘bottom of the barrel’ closet companies. Companies who were consistently 30-40% less. Describing them as “companies” might be a little too kind, describing them as two kids with a screw gun and a hardware store credit card would probably be a more accurate depiction.

On a related matter, today a much more significant threat in our industry seems to be mounting. Big-box stores and online “do it yourself” design programs are affecting the entire closet industry. These companies are advertising cheap prices and pretty pictures (might sound like someone else you know). Granted some of you reading this may vary in the amount of adversity you’re experience in this area but the truth is that corporate America is sliding into the picture more and more by the day. The marketing strategy that they’re instituting employs very commodity driven pricing, standardized parts and selections that appeal to small entrepreneurs and do-it-yourselfers. “Come on down or log in and tell us what you want and we’ll send you beautiful closet parts at a fraction of the cost. Why pay more?”

Aren’t they missing something!? Come on, the reason why slip-off shoes and wireless internet at Panera was invented! …What about the designer?! What about the value that an experienced design professional brings to the table? It would seem that the main advantage these types of companies have, and perhaps a deeper problem in our industry, is that it’s hard to know how much better it could’ve been. For example, if you were a homeowner who hired those two kids and a truck to throw some double hang and jam a set of drawers into the back corner of your closet, how would you know how much better it could’ve been designed? You might have a clue but often times I imagine the victims of these fly-by-night companies thinking that they made out when actually they paid less and got A LOT less.

When I designed closets we used to astonish mother-n-laws and husbands on a regular basis.

“Wow, I had no idea it was going to be this nice. You and my wife were right.”

“Nathan, I had my doubts in the beginning but the closets turned out great, we absolutely love them; now, I just wish I could say the same about my son-in-law.”

But in all seriousness, closet designers make closets better, we have an important role in the industry. Therefore it would appear as though this notion that corporate rivals seem to be perpetuating about the unimportance of a professional designer is a severe miscalculation on their part. How could a million closet customers be wrong?

Any thoughts or comments please respond or inbox me (nklomp@jbcutting.com). I’d love hear your perspective.

Guest Blogger: Nathan Klomp, sales & marketing manager, JB Cutting