In the ever-expanding home industry, more and more companies are stepping into the cabinet market, aiming to capture a share of this growing sector. Walking through the cabinet section of a large home retail complex, you’ll notice that brands like Kohler and Wrigley—originally known for their bathroom fixtures—are now offering cabinets. Similarly, EGGER, which primarily produces flooring and panels, has also entered the cabinet space. Even kitchen appliance manufacturers are building their own kitchen cabinet brands, entering the kitchen industry from a different angle. This cross-industry movement raises questions: Are these products reliable? How well are they recognized in the market? What areas still need improvement?
The cabinet industry is still in its early stages, with over 1,000 brands competing in the market. However, no dominant player has emerged yet, and many regional brands are fighting for market share. Despite the small scale of the industry and the lack of strong core product competitiveness, there’s a clear trend toward integration, fashion, and high-end design. According to Hu Yaxiu, Secretary-General of the Kitchen and Bathroom Engineering Committee at the China Building Decoration Association, the market outlook for cabinets is very promising. Leading companies in the sector have already reported strong performance in the first quarter, signaling great potential.
With such opportunities, it's no surprise that more companies are trying to enter the cabinet market. For example, Nature Home recently signed an agreement with ALNO, one of Europe's top cabinet makers, and launched the "WELLMANN" brand in China. Fang Tai rebranded its integrated kitchen division as "Fang Taibai Kitchen" and opened its first flagship store in Beijing. Meanwhile, Boss Group renamed its Amber cabinet line to Gifford, and Aucma Group rebranded its Aucma cabinets as "Aobodi."
Home improvement companies are also making their mark in the kitchen space. The Baixi Cabinet brand under the Yuanzhou Decoration Group is now collaborating with real estate developers and even the Japanese Embassy on engineering projects. They're planning to integrate their cabinet products into housing development projects. Li Ting, general manager of Baishi Cabinets, mentioned that around 20-30% of their annual sales come from engineering contracts. “We’re focusing on internal clients first, and then we’ll build our brand from there,†he said.
Currently, the decoration industry is using its expertise in renovating old homes to sell cabinets for renovation projects, which account for about 60% of cabinet sales. “Unlike mass production, we focus on customized solutions, integrating style and construction to meet the unique needs of each customer,†explained Wang Xiaobing, deputy general manager of a decoration company.
However, not all cross-border moves are smooth. Hu Ya-nan pointed out that companies entering the cabinet industry often lack specialization, which can be a major drawback. To succeed, they must first achieve a certain level of scale and market presence before entering new sectors.
Wu Yong, deputy secretary-general of the China Furniture Association, emphasized that companies should ensure they have sufficient capital, talent, and market knowledge before considering expansion. While companies in the bathroom and home appliance sectors have advantages in production, management, and standardization, the cabinet industry requires a more personalized approach. “To succeed in cross-industry entry, we need to combine mass production with custom design,†Wu said. “This will allow us to offer both efficiency and individuality.â€
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