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Cabinet refinishing is a popular way to update or refresh a kitchen. Capturing this audience is an easy way to increase sales in primers and sealers in addition to related add-on products.
According to the 2022 Houzz U.S. Kitchen Trends report, which surveyed homeowners who had completed a kitchen renovation in the previous year, one-third opted for a partial cabinet replacement and of that 33%, the percentage who refinished cabinet exteriors instead of replacing jumped by five points from the previous year, up to 65%.
Professional painter Jose Hernandez of Illusions Painting Inc. shares four ways independent paint retailers can appeal to DIYers and contractors taking on cabinet refinishing projects and become their go-to source for the primers, sealers and sundries needed for the job.
Know Your Materials
Hernandez recommends helping your customers determine the type of wood their cabinets are made of, such as oak, pine or medium density fiberboard (MDF) before they begin any cabinet refinishing project.
“The sides of cabinets are typically MDF, which you can refinish directly after cleaning and degreasing the surface of grime, dust and fingerprints,” Hernandez says. “But wood like oak and walnut are more dense, so they need to be sanded and primed before any paint can be applied.”
Recommend the Right Product
Understanding the differences between primer and sealer and when to use each is key to guiding customers to the right product. The biggest difference between primers and sealers is their pigment.
Primers are predominantly made with a white-based pigment that can be tinted to any color. The white base in primers is ideal for creating an initial layer of paint on the surface of cabinets. Different types of primer are manufactured to adhere to various surfaces and fill in small imperfections in the wood. This allows the paint color to go on smoothly without needing multiple coats.
Sealers tend to be clear with no pigment and create a paintable surface while protecting whatever material is underneath. Stains are a type of sealer with natural wood colors specifically designed to seal and enhance the color of different wood types.
Sell Add-On Products
Though it may seem like an unimportant step to some, having a clean and prepped work space is key to a quality end result, Hernandez says. Retailers should stock all of the necessary prep and cleaning products, merchandising them near primers and sealers to encourage additional sales.
These add-on products should include large and small dropcloths, cleaning supplies and small sandwich bags for holding screws needed to place doors back onto cabinets. Additionally, brushes with a larger paint capacity and a variety of sandpaper with different grit grades to sand between all paint layers are perfect add-ons for primers, Hernandez says.
Offering a wide variety of not just primers and sealers but the add-ons to go with them is a must-have to attract the contractor audience.
“Independent paint retailers tend to have a wider variety of products than big-box stores,” Hernandez says. “I know I can find what I need at those stores. And if they are out of something, I know they can get it to me quickly so my team can still meet deadlines and get the job done.”
Offer Friendly and Convenient Service
Another reason Hernandez shops primarily at independent paint and decorating retailers is because of the personal, friendly and convenient service he gets every time he enters the store. Offering easy checkout, earlier open times and friendly and knowledgeable staff will appeal to DIYers and contractors tackling cabinet refinishing projects.
“Customer service makes all the difference when it comes to purchasing products such as primers and sealers and getting a cabinet refinishing job done right,” Hernandez says.
7 Steps for Perfectly Painted Cabinets
According to Hernandez, there are proper steps for repainting or refinishing cabinets. Consult the seven-step process below and share with your customers.
- CLEAN SURFACES
- SAND SEVERAL TIMES USING A HIGHER GRIT COUNT EACH TIME
- PRIME AND LET DRY
- GENTLY SAND PRIMER LAYER
- ADD FIRST COAT OF COLOR AND LET DRY
- GENTLY SAND TOP COLOR LAYER
- ADD SECOND COAT OF COLOR AND LET DRY
ABOUT THE PAINTER
Homeowners and construction companies have trusted the painting and finishing skills of Illusions Painting Inc. for over two decades in Sand City, California. Jose Hernandez, along with his brother-in-law Juan Vasquez, has owned and operated the contract paint company since 2007. Together, they provide paint services for homes in their California area.
