The Jordanian cabinetry maker specializes in European-style design at competitive prices.
By Dianne M. Pogoda

JWICO, a cabinet/kitchen furniture manufacturer based in Amman, Jordan, is exploring a foray into the U.S. and Canada.

The family-owned enterprise is a leading manufacturer in its home nation, and is among the latest international firms to join NKBA’s Global Connect program, which helps unite the kitchen and bath industry around the world and connects global makers with advisors to assist in breaking into the North American market.

JWICO was founded as Jordan Wood Industries Co. in 1975 as a joint venture with Jutlandia Dore A/C of Denmark, to manufacture and export wooden doors in the Middle Eastern market. In 1986, the company diversified its product line to include kitchen cabinets, bedrooms and hotel furniture.

“We build personal relationships and work closely with home developers, builders and dealers to deliver kitchens and furniture solutions for projects of varying sizes and scopes,” said JWICO spokesman Ramez Qubain.

JWICO boasts a state-of-the-art manufacturing facility in Jordan, with Italian and German machinery. It uses industry-specific and Enterprise Resource Planning (ERP) software,

including 2020 Insight for manufacturing, 2020 Design for catalogues,  and Imos CAD software.

“All this software helps us make product to order with an end-to-end solution for our customers,” said Qubain. “Our machines are flexible and can produce large quantities, which helps us achieve mass-customization. That is, we can produce many unique kitchens in the same run.”

The company, which generates $15 million in annual sales, specializes in Euro-style frameless cabinets. Its door fronts, ranging from moderate to ultra-high-end, depending on the material and finish, are all hand-painted and finished. The company offers make-to-order, semi-custom cabinets with no upcharge. It’s truly a global product, as most raw materials and fittings are European, except for some wood species that are imported from North America.

Cabinet specs include:

• Sides, top, bottom and shelves are made of nominal 3/4” (18 mm) European-grade melamine-faced particle board;
• Front and back rails are nominal 3/4” (18 mm) Swedish pine wood;
• All visible edges are edge banded with 1mm front matching color;
• Blum® Integrated, soft-closing, 3-way adjustable hinge (CLIP top BLUMOTION);
• Blum® Tandembox® metal drawer with undermount guides, full-extension, soft-close, and 5/8” European-grade melamine-faced particle board.

“All our suppliers are environmentally certified by either European or American boards,” Qubain added. “We believe that the American consumer appreciates our value proposition, which includes the combination of quick delivery time  — 8 to 12 weeks — semi-customization capability, frameless product and competitive price positioning. We are a true Euro-style frameless cabinet company that can cater to this growing segment of the market.”

He said the company hopes to launch in metropolitan cities on the East Coast.

“We can deliver faster to the East Coast — shipping is between 14 and 21 days — and we believe this demographic is more likely to want Euro-style frameless cabinets.”

He emphasized that JWICO’s internal engineering team can create new products quickly and adapt to the needs and preferences of the North American market. The company uses an Imperial measurement system, which makes it easier for dealers and builders to use when designing their projects.

JWICO’s current goal is to develop a sales network and tailor the product offering to this market. It aims to reach $5 million in sales within the first 18 months in North America, with a long-term plan of possibly establishing warehousing or a factory here and generating $15 million to $20 million in sales. For more information on the company, visit its website here.

To further demonstrate the value of the NKBA Global Connect program , Global Connect advisor Chris Simcox, Owner of The Mesa Group, an independent sales representative agency recently teamed up with JWICO to bring his salesforce development expertise forward to help  navigate channel and sales strategies for North American market. “The JWICO team and I have had good discussions about different ways they might come to market,” shared Simcox. “With all the versatility they have to offer, plus lead times that are competitive with domestic manufacturers, there is a rare opening in our current market for imported lines to find a place where they might have struggled in the past. Being a family-owned business with over 40 years of history, they bring a huge amount of skill in both manufacturing and customer satisfaction. I’m excited about helping them find their way in America.”