In recent years, a noticeable trend has emerged in the home industry: well-known brands are expanding into the cabinet manufacturing sector. Walking through the cabinet section of a large home market, you might spot companies like Kohler and Wrigley—originally known for their sanitary products—now offering cabinets. Similarly, EGGER, which primarily focuses on flooring and panels, has also launched its own cabinet brand. Even kitchen appliance companies are entering the kitchen cabinet market, building integrated home improvement brands. This cross-industry movement raises questions: Are these products reliable? How recognized are they in the market? What other areas need improvement?
The cabinet industry is still in an early stage, with no clear market leader emerging yet. There are over 1,000 brands competing, but most are regional players fighting for market share. Despite this, the industry is evolving toward greater integration, fashion, and high-end customization, presenting significant business opportunities. According to Hu Yaxiu, Secretary-General of the China Building Decoration Association's Kitchen and Bathroom Engineering Committee, the outlook for the cabinet market is positive, as leading companies have seen strong performance in the first quarter. As competition intensifies, only the strongest brands will survive, while weaker ones risk closure or acquisition, gradually clearing the market.
To capture a share of this growing pie, more home companies are entering the cabinet industry. For example, Nature Home recently signed an agreement with ALNO, one of Europe’s top cabinet manufacturers, and introduced the “WELLMANN†brand in China. Fang Tai rebranded its integrated kitchen division as “Fang Taibai Kitchen,†opening its first flagship store in Beijing. Boss Group renamed its Amber cabinets to Gifford, while Aucma Group rebranded its cabinets as “Aobodi.â€
Home improvement companies are also making their mark in the kitchen space. Baixi Cabinet, under Yuanzhou Decoration Group, is now collaborating with real estate developers and even the Japanese Embassy on engineering projects. The company plans to integrate cabinet production and sales into housing development projects. Li Ting, general manager of Baishi Cabinets, noted that about 20%-30% of their annual sales come from engineering clients. “We focus on internal customers first, then build our brand around that foundation,†he said.
Currently, many decoration companies rely on their existing customer base for old-house renovations, where cabinets make up roughly 60% of sales. Unlike mass-produced items, these cabinets are often made to order, focusing on style and construction integration to meet individual consumer needs. Wang Xiaobing, deputy general manager of a decoration company, explained that their approach emphasizes customization to cater to diverse preferences.
However, cross-border expansion isn’t without challenges. Hu Yanan pointed out that such ventures may lack the level of specialization required. To succeed, companies must first scale up their original product lines and ensure they’re ahead of the curve in terms of timing and quality. Wu Yong, deputy secretary-general of the China Furniture Association, emphasized that sufficient capital, talent, and market experience are essential before entering new industries. While bathroom and appliance companies have advantages in production and management, the cabinet industry requires a blend of standardized mass production and personalized customization. “To truly succeed in cross-industry moves, we must combine efficiency with personalization,†Wu added.
Huixian Xinwei Refractories Co. , https://www.xinweirefractory.com