By Tyler Holt, Editor, Wood Industry Magazine
Beyond the Box: How Laurysen Kitchens Grows Its Dealer Network with Innovation & Service was written by Tyler Holt, Editor of Wood Industry, and first appeared in the magazine’s Spring 2025 edition (Volume 21, Issue 1). Thank you for featuring Lauysen Kitchens!
Why Dealer Networks Matter in Cabinetry
The cabinetry industry is evolving, and manufacturers must adapt to new market dynamics to remain competitive. One of the most effective ways to scale a cabinetry business while maintaining quality and service is through a strong dealer network. Rather than relying solely on direct-to-consumer (DTC) sales, more manufacturers are shifting toward business-to-business (B2B) partnerships, leveraging the expertise and reach of independent dealers.
This model allows companies to expand into new regions, streamline production, and enhance customer service—all without the high overhead costs associated with multiple company-owned showrooms.
Laurysen Kitchens, a third-generation, family-owned cabinetry manufacturer based in Ottawa, Canada, is a prime example of how to execute this strategy successfully. By prioritizing strategic dealer selection, advanced technology integration, and superior service, Laurysen has built one of the most robust dealer networks in the industry. The company balances B2B dealer relationships with its own direct-to-consumer sales, allowing it to serve a diverse market while maintaining operational efficiency.
[Become a Laurysen Kitchens Dealer]
A Legacy of Quality & Growth
For over 55 years, Laurysen Kitchens has been a leader in Canadian cabinetry manufacturing, blending craftsmanship, innovation, and business expertise to scale its operations from a local workshop to a nationally recognized brand. Founded in 1970, the company has remained family-owned and operated, now under its third generation of leadership.
The heart of Laurysen’s success is its ability to balance tradition with modernization. Corey Laurysen and his brother have taken the company into a new era by leveraging their complementary skill sets. “My brother studied wood products processing at UBC, while I earned my master’s in business,” explains Corey Laurysen. “He focused on engineering and production, while I took on sales and dealer management. That balance has been instrumental in shaping our company’s success.”
Laurysen’s Ottawa-based manufacturing facility has grown into a state-of-the-art operation equipped with multiple CNC machines, edge banders, robotic automation, and an advanced CRM system to enhance efficiency and precision. However, as demand continues to grow, so too has the need for additional capacity.
The company is currently investing in a new factory in Carleton Place, which will significantly expand its production capabilities. This facility is designed with a focus on engineering, automation, and lean manufacturing principles, ensuring that Laurysen remains at the forefront of modern cabinetry production.
Why Laurysen Uses a Dealer Network Model
As the cabinetry industry grows increasingly competitive, manufacturers must find efficient ways to scale their business without sacrificing quality or service. Rather than relying solely on company-owned showrooms, Laurysen Kitchens has embraced a dealer-based distribution model, allowing the company to expand its market reach while maintaining a streamlined production process.
By working with independent dealers, Laurysen eliminates the need for costly retail locations and instead leverages the expertise of local dealers who have a deep understanding of regional market trends, customer preferences, and design aesthetics. This localized approach ensures that Laurysen’s products align with what customers want in different areas.
At the same time, this model allows for greater scalability, enabling the company to reach new markets across Canada without the logistical challenges of opening multiple showrooms.
While Laurysen maintains an in-house design team for direct-to-consumer (B2C) sales, the dealer network remains the company’s primary driver of growth. This approach also benefits manufacturing operations, as dealer orders create a more predictable and high-volume production schedule, ensuring efficiency at Laurysen’s facilities.
Enhancing Dealer Communication With CRM Systems
Technology plays a crucial role in optimizing operations, enhancing dealer communication, and improving overall efficiency. Laurysen Kitchens has embraced cutting-edge digital tools to streamline its dealer network, ensuring that partners have real-time access to critical information throughout the entire sales and production process.
“We have integrated a CRM system, Monday.com, that we’ve customized in-house to suit our unique needs and allows dealers to track their orders online,” explains Corey Laurysen.
This system allows dealers to track orders, monitor production status, and receive automated updates—eliminating the need for constant phone calls and manual follow-ups, creating a more transparent and responsive system that enables partners to anticipate delivery schedules and better manage customer expectations.
Beyond real-time tracking, Laurysen provides its dealers with an online portal that serves as a centralized hub for key business resources. Through this portal, dealers can:
- Access up-to-date catalogues featuring the latest cabinetry designs and materials.
- Retrieve pricing updates to streamline quoting and customer transactions.
- Review past orders and sales data, ensuring consistency in product selection and reordering.
- Laurysen continues to invest in new digital tools to further enhance the dealer experience. The company is exploring advancements such as:
- Automated processing system, allowing dealers to upload and confirm their orders directly through our CRM system via an online portal.
- Improved end-customer experience tracking, helping dealers understand customer preferences and satisfaction levels.
“As cabinets move through our production chain, from order processing to engineering to assembly, dealers receive real-time updates. This level of transparency allows them to plan their projects with greater confidence,” says Laurysen.
Building a Strong Dealer Network: Selection, Onboarding & Growth
A successful dealer network depends not just on growth but on choosing the right partners. Laurysen Kitchens takes a selective, strategic approach to dealer recruitment, ensuring that each partner can uphold the company’s standards for quality, service, and expertise.
“Most of our dealers reach out to us, either through referrals, word of mouth, or our online presence,” says Corey Laurysen. “Our website makes it clear that we support an extensive dealer network, and many inquiries come through that channel.”
However, the company carefully evaluates inquiries to prevent market saturation and protect existing dealers.
Key Selection Criteria
Laurysen assesses potential dealers based on:
- Showroom presence to display products professionally.
- Business model & customer base to ensure long-term viability.
- Technical expertise, including experience with design software.
- Commitment to quality & service, aligning with Laurysen’s brand values.
Onboarding New Dealers for Long-Term Success
Once selected, new dealers undergo a structured onboarding process to ensure they are equipped to sell and service Laurysen’s products effectively.
- Screening & Business Assessment
Dealers go through a detailed call to discuss their experience, infrastructure, and market position. “That first phone call is crucial. We take the time to understand their business model and determine if they are truly prepared to be a Laurysen dealer,” explains Laurysen.
- Showroom Visit & Brand Alignment
An on-site visit ensures the dealer’s showroom meets Laurysen’s standards.
- Training in Software & Catalogues
Dealers receive training in Laurysen’s catalogue and CRM system to streamline quoting and orders.
- Guided Support on First Orders
Laurysen reviews the first few orders to ensure pricing accuracy and product selection. “For the first few orders, I personally review what a dealer is submitting,” Laurysen says. “If they send a design and request pricing confirmation, I provide a quote to help them gain confidence in our catalogue and pricing structure.”
- Independent Operation with Ongoing Support
Once dealers are comfortable, they operate independently but continue to have access to Laurysen’s support team and digital tools.
Strengthening Dealer Relationships for Growth
Maintaining strong dealer relationships requires ongoing support, proactive communication, and efficient service resolution. Fast, effective service keeps dealers confident in Laurysen’s reliability.
“Service is critical, whether we are working with end customers or B2B partners,” says Laurysen. “Dealers need to know they can rely on us to provide timely responses and efficient solutions.”
To streamline issue resolution, Laurysen has implemented:
- A simplified service request system, often requiring just a photo submission.
- A clear escalation process for urgent cases.
- A structured warranty policy, ensuring dealers feel secure in the products they sell.
Balancing Dealer Needs With Manufacturing Efficiencies
Laurysen must balance dealer customization requests with streamlined production efficiency to maintain smooth operations.
- Standardized order processing allows for scalability.
- Transparent communication on lead times sets realistic dealer expectations.
- Strategic production planning ensures high-volume and custom orders are handled efficiently.
By investing in dealer relationships, technology, and training, Laurysen ensures that each dealer is set up for long-term success—strengthening the company’s reputation and market reach in the cabinetry industry.
Key Lessons & Best Practices in Dealer Network Management
Laurysen Kitchens’ success in dealer partnerships stems from strategic selection, technology adoption, and transparent communication. Rather than expanding rapidly, the company prioritizes quality over quantity, ensuring that each dealer aligns with its brand values, technical expertise, and service standards. As Corey Laurysen explains, “Not every dealer is the right fit. Some people love the idea of being a dealer but don’t have the technical expertise or infrastructure. We have to make sure they can deliver on our brand promise.”
Technology also plays a crucial role in streamlining operations. By integrating CRM systems and online dealer portals, Laurysen improves order tracking, communication, and efficiency, reducing delays and miscommunication. Additionally, transparency in pricing, timelines, and service policies fosters long-term trust and loyalty among dealers.
For manufacturers considering a dealer network, Laurysen’s approach highlights the importance of careful vetting, strong onboarding, digital integration, and proactive communication to build a scalable, high-performing dealer network.
