‘They're not buying cabinets. They're buying a kitchen.’
KraftMaid® is the No. 1 name in cabinetry, with a reputation for building quality cabinets in on-trend styles. Over time, competitors stepped up their design offerings and many began to mimic the brand's highly desired features.
Our insight? People aren't shopping for cabinets. They're looking to make their homes better, to make their lives better. It's personal, because a cabinet purchase is part of a larger kitchen remodeling project – a complicated process that includes dozens of decisions a homeowner may make only once in a lifetime. They're on a mission. And they need help.
We delivered with resources, tools and real design help at every part of the remodeling journey – from setting a realistic budget with an interactive calculator to experimenting with style options using a virtual kitchen visualizer. And we surrounded the tools with informative content customers needed to feel prepared and confident to have a conversation with a local KraftMaid kitchen designer.
In a 2022 study, KraftMaid ranked as the most recognized cabinetry brand (8% higher than the nearest competitor) and the most preferred brand among designers.
