A Mounting Offensive
The mounts, racks, furniture and lifts that powered CEDIA EXPO 2011September 13, 2011 By Stephanie M. Adamow
CEDIA EXPO saw the resurgence of a well-known brand, Custom Woodwork & Design (CWD). Spencer Kalker, owner of the company and president of ImageCrafters, relaunched the line at this year's show, more than 10 years after it was sold in 1997 due to high material and labor costs and low-cost offshore products.
Kalker displayed the flagship computer-audio credenza, which is made with high-quality wood, which comes in five different varieties, with 14 various door styles and 100 finish options. The massive piece of furniture features a cut-out for the subwoofer and can contain the center channel speakers. All elements are customizable, with rack mounting options in the right and left cabinets.
Once size and configuration are decided on, the customer picks a style and finish, then chooses from a variety of customization options: special grilles, rack mounting, cutouts for subwoofers, venting and more.
"It is all about integrating function and fashion," said Kalker. "We want the retailer to say 'yes' to the customer, so they can specify the product and have it custom-matched. This is a piece that will stay in the family for a long time."
This time around, Kalker says the company will not be "factory-driven." He wants to "respond to the market without being trapped by the factory."
"We want to produce high-quality pieces that people love and still own 30 years later," said Kalker. "So we recognize that it needs to be sensible. We also recognize that change happens and that we need to develop products that accept that."