The ceiling of Brunsell's showroom showcases its custom millwork.
The ceiling of Brunsell's showroom showcases its custom millwork.

If you want to see what's special about Brunsell Lumber & Millwork's showroom, look up. The usual acoustic ceiling tile in the space is shadowed by rich wood beams. While the Hartland, Wisc. showroom contains an array of products, from windows and doors to kitchen cabinets, it was built to highlight the company's custom millwork and woodwork capabilities.

While the Hartland, Wis., showroom contains an array of products, from windows and doors to kitchen cabinets, it was built to highlight the company's custom millwork and woodwork capabilities.

"The millwork segment of our business is continuing to grow," says Les Mathson, vice president of Brunsell's millwork division. "It's also a part of our business that realizes better profit margins. Having the ability to custom manufacturer has opened up new opportunities, and has also set us apart."

The star of the showroom is a conference room in which Brunsell holds meeting with clients, including existing customers, prospective builders, and future homeowners sent by builders. Located in the middle of the showroom, the room features a number of panel designs and ceiling details, along with a custom conference table built by the dealer. It also houses a specialty motorized product Brunsell sells. A picture frame can roll up to reveal a television, on which the company shows PowerPoint presentations and project pictures.

The company sometimes makes sales directly through the conference room. After seeing the conference table, some customers ask about having custom furniture built for them, says Mathson. Other people ask about installing the television product in their bedroom or library, he adds.

A conference room within the showroom helps customers visualize the dealer's custom panels, ceiling elements, and furniture in a home.
A conference room within the showroom helps customers visualize the dealer's custom panels, ceiling elements, and furniture in a home.


"It's a neat and interactive selling environment, because it really revs people up and gets them excited about how they can visualize these things in their space," Mathson says.