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MasterBrand Launches New Cabinetry Websites for Dealer and Designer Resources

New one-stop consumer web destinations to drive more inspired, educated and prequalified leads directly to dealers

JASPER, Ind. (January 28, 2013) — With some homeowners considering spring remodeling projects, MasterBrand Cabinets, Inc. launches an ongoing Web initiative to grow business for dealers and support its family of cabinetry brands, which include Aristokraft®, Decora®, Diamond®, Dynasty®, Homecrest Cabinetry®, Kemper®, Kitchen Craft®, Omega® and SchrockTM. The newest brand websites—Aristokraft.com, DecoraCabinets.com, DiamondCabinets.com, DynastyCabinetry.com, KemperCabinets.comOmegaCabinetry.com and Schrock.com—are designed to simplify consumer cabinet selection and drive a steady flow of more inspired and informed prequalified leads directly to MasterBrand Cabinets, Inc. dealers. The websites debut at a time that homeowners are increasingly turning to the internet to search for cabinetry.

Homeowners are also choosing to stay in their homes longer—an average of 13 years, according to the National Association of Home Builders1. Many of them are remodeling rooms such as the kitchen and bathrooms for increased accessibility and storage. To meet today's homeowners increasing desire to improve their home to fit their current and future needs, MasterBrand's new Web destinations provide the tools and resources homeowners need to make the remodeling process easier and less stressful.

"We're committed to partnering with dealers to grow their businesses. The time is now; as growing numbers of homeowners seek information online, our sites will support dealers with a stronger flow of properly educated leads," said Joel Culp, executive vice president of marketing and strategic planning, MasterBrand Cabinets. "We've made a significant investment to create a best-in-class Web presence with an effective, optimized design.


One-stop resource

The Internet is among the top three resources for cabinet information, with nearly 60 percent of consumers using it as part of the purchase process, according to MasterBrand2. However, given the vast amount of information on the Web, consumers need a simple resource to help guide and inspire them to action.

The new Aristokraft.com, DecoraCabinets.com, DiamondCabinets.com, DynastyCabinetry.com, HomecrestCabinetry.com, KemperCabinets.com, KitchenCraft.com, OmegaCabinetry.com and Schrock.com offer one-stop solutions to meet consumer needs while supporting the needs of their dealers. The sites not only offer users a front-and-center dealer locator, but also include a variety of tools to help prequalify the leads that are sent to dealers


Inspiring and educating prospective buyers

The new sites are rich with educational and inspirational tools to support all phases of a consumer’s cabinetry selection, from learning, dreaming and planning for a new space, to finding a dealer to complete their vision.

MasterBrand.com, as well as several of its cabinetry brand sites, features an extensive image gallery and other inspirational tools to help consumers to narrow down their cabinetry choices to a selection that best meets their needs and personal style. For example, the easy-to-use renovation budget calculator on each brand site enables consumers to go into a project more informed about expected costs for an entire renovation, including cabinetry, appliances, flooring and lighting. In addition, users can become educated shoppers by learning specifics about cabinet construction, cabinet terminology, and how to work with a designer.

These new online resources allow consumers to gather key decision-making criteria before walking into their local Aristokraft, Decora, Diamond, Dynasty, Homecrest, Kemper, Kitchen Craft, Omega or Schrock dealer's showroom. At the same time, dealers are alleviated from having to educate consumers through the cabinetry purchasing process, and gain a higher quantity of more informed—and more motivated—prospective buyers.


Multi-phased approach

"The launch of MasterBrand.com and our newly redesigned brand websites is just one phase of our ongoing Web initiative," Culp added. "Over time, we'll build on this foundation, enrich the sites further to speed the consumers' path to purchase at dealers, and enhance the dealer experience with more dealer-specific tools and features. Ultimately, we hope to grow business for our dealers and strengthen their partnerships with our cabinetry brands."

To learn more about the new tools and resources available across MasterBrand.com and its brand websites, visit the MasterBrand YouTube channel.


About MasterBrand Cabinets Inc.

MasterBrand Cabinets Inc., headquartered in Jasper, Ind., is the largest cabinet manufacturer in North America. Its divisions include Aristokraft, Decorá, Diamond, Dynasty, Homecrest, Kemper, Kitchen Craft, Omega and Schrock. MasterBrand Cabinets is an operating unit of Fortune Brands Home & Security Inc. (NYSE: FBHS), headquartered in Deerfield, Ill., which creates products that help fulfill the dreams of homeowners and help people feel more secure. Fortune Brands Home & Security also is home to Master Lock security products, Moen faucets, Simonton windows and Therma-Tru entry door systems.  FBHS holds market leadership positions in all of its segments. The company’s 16,000 associates generated more than $3.3 billion in net sales in 2011.  FBHS is part of the S&P MidCap 400 Index.  For more information, please visit www.masterbrand.com and www.FBHS.com
 
Sources:
1 National Association of Home Builders (NAHB) Eye on Housing Blog, “Latest Calculations Show Average Buyer to Stay in a Home 13 Years," January 2012

2 Research by MasterBrand Cabinets Inc., January 2012.