Standing on the Shoulders of Giants (Like IKEA)
Building a business through strategic partnerships, leveraging big brands, and taking risks when the time is right
In 2008, the economy had tanked and John McDonald was left at a crossroads. Rather than withdraw into comfort, he took the opportunity to do something a bit crazy. John was a woodworker who spent time at trade shows, and someone once suggested that he make cabinet doors that fit with IKEA cabinets. With nothing to lose, John launched Semihandmade to do just that.
Now, a decade later, Semihandmade has seen consistent double-digit growth year over year and has been featured in countless blogs, interior design social posts, on the feeds of influencers worldwide, and in the homes of tens of thousands of people. How did he get this far? McDonald does not shy away from the fact that it took a lot of hard work and hustle. He also admits that he left his pride at the door and reached out to anyone and everyone who could help him spread the word about this brand when it was just getting off the ground.
“From the start, I always felt no self-consciousness about reaching out to people,” McDonald said. “Whether it was blogs, I would say, ‘This is what we’re doing. Here are some photos. I’d love for you to write about us.’”
McDonald found success with this strategy, and was featured in a number of outlets that helped him build some buzz. But his big break came when designer/influencer Sarah Sherman Samuel reached out to partner with Semihandmade on a little kitchen project that eventually went viral.
Semihandmade saw explosive growth after that, and it’s never looked back since. Thousands of orders come in on a regular basis to the Semihandmade ecommerce shop, and McDonald is proud of the custom work that he and his team have been able to do for everyone who places an order. But his dreams are bigger than where he is right now.
“I wanted to bring together all these great writers, great content to help promote the brand, of course, but also expand to becoming a lifestyle brand,” McDonald said “On the one hand, it would be enough to have a really successful cabinet door company. I just think we have the opportunity to do so much more.”
To that end, McDonald is excited to be launching BOXI, the first U.S.-based DTC cabinet company. The idea is to give customers an opportunity to design, order and get delivered the kitchen of their dreams all from the comfort of their own home. What that means practically, though, is investing in new technology and also going up against some of the biggest names in the industry, like the IKEAs and Wayfairs of the world. But John believes that going up against stiff competition will only make him work harder and his brand stronger.
To hear more about the future of BOXI and the full story behind Semihandmade, check out McDonald’s interview on Up Next in Commerce, here.
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