Skip to main content
Ann Arbor, MI
11:49 PM
47º
734.332.4200Send a Message

Let’s find what you need.

Curious about working with Phire Group?

Explore our FAQs
Back

Merillat

Challenge / Objective

Merillat, a leading cabinetry brand, was losing market share. But more than that, it had lost its purpose and its connection to its core audience. To turn things around, we began with the end in mind.

Solution

We engaged with internal and external stakeholders. We held town hall events. We uncovered the brand’s history. And its potential. We discovered their consumer-first mentality was misdirected in what is a 100% dealer/designer-directed purchase.

We embodied history. And we looked forward. Taking an international brand, and making it smaller and more personal.

Result

A revitalized, more targeted brand that strengthens market connection and tells the authentic story of America’s Cabinetmaker.

Metrics

50%

Reduction in marketing budget

15%

Year-over-year increase in units sold

20%

Year-over-year increase in revenue

Black and white image of a smiling woman in a 1950s kitchen. She wears a polka-dot apron, holding an open cabinet door. Retro decor exudes a cheerful tone.
Red background with a bold white graphic resembling an abstract "M" shape in the center. The design is sharp and modern, conveying simplicity.Black and white photo of two men loading large boxes labeled "Merillat Kitchens" into a truck. Industrial setting, focused and busy atmosphere.
Black and white photo of a man in a suit and glasses, accompanied by a quote: "Do your best and then some." The word "Merillat" is in red cursive.A sepia-toned portrait of a couple in formal attire beside a black-and-white photo of a man operating a machine in a factory. The tone is nostalgic.
A large group of men stands in front of an industrial building. The men, some in ties and shirts, others in casual attire, convey a formal yet relaxed tone.A vintage red and white truck with a "Moulin" logo drives along a curved rural road. Leafless trees line the path, evoking a calm, autumnal feel.
Red Merillat logo on a white background with "We are America’s Cabinetmaker" text. Below are smaller logos showing design evolution from 1946 to 1999.
A collage of nine images showing diverse people smiling, some in "I am Merillat" shirts. Settings include a construction site, kitchen, workshop, and nature.A woman with safety glasses and a red t-shirt examines white cabinets on a production line, conveying focus and diligence in a manufacturing setting.
A woman with curly hair, wearing glasses and a red shirt, is focused on working with machinery. Her expression is attentive and concentrated.A group of people in matching "Merillat" shirts, smiling in front of ladders, with bold text "IT'S TIME." Below, a red banner reads "Explore. Download. Order."
A group of ten people wearing "I am Merillat" shirts pose confidently against a gray backdrop, surrounded by wooden ladders, conveying teamwork and unity. Watch on Vimeo: “Merillat Brand Essence ”
Two hands hold a catalog for Merillat cabinets, showcasing a modern kitchen on the cover. Smaller images of the catalog pages display various kitchen designs.Open brochures display wood types, construction features, and color options. Text, images, and red accents highlight cabinetry details and design.
Rectangular box with a red and white design, featuring the text "Merillat" and "Open Now!" in white. The tone is professional and inviting.The image shows a design kit with wood samples, brochures, and a card. The card has a woman in red on it. The question “What’s in this kit?” is visible.
A display stand design with cabinets and a branded header labeled "Merillat." Includes dimensions, material notes, and two design variations with wood tones.
Promotional image of Merillat Cabinetry at KBIS 2014. It includes three text-filled brochures showcasing kitchen designs. Tone is professional and inviting.A computer monitor and tablet display a kitchen cabinetry website. The monitor shows an invitation to KBIS, while the tablet highlights new product videos.
Signage for Merillat's Masterpiece Product Line displayed on a dark wood cabinet. The text reads "We are America’s Cabinetmaker," evoking quality and elegance.A woman examines wooden cabinet samples in a showroom. She has long hair and wears a black and red outfit. The display is labeled "Classic Product Line."
Vintage 1950s kitchen exhibit with yellow walls, wooden cabinets, a fridge, stove, and dining set. Cozy, nostalgic atmosphere with retro decor.Trade show booth with a large Merillat sign and slogan "We are America's Cabinetmaker." Displays include cabinets and a poster with a smiling man.

Keep exploring.

Explore All Work
A minimalist living space with a light gray sofa featuring geometric-patterned cushions. A rustic wooden side table holds a ceramic mug, adding a cozy touch.
Crypton
A surveyor in a checkered shirt uses a yellow theodolite on a tripod in a grassy field. The scene conveys precision and focus amid soft natural surroundings.
PEA Group
PGT
A woman helps a child in a colorful playroom with orange and yellow shelves holding toys and books. A toy giraffe stands nearby, creating a joyful atmosphere.
The Maker’s Creative
Four digital devices, including tablets and smartphones, display various interior design websites on a soft pink surface, conveying modern technology and style.
Virginia Tile