Why Dealers Are Turning to Custom Paint with Sherwin-Williams Colors
Custom Looks, Dealer Confidence
Looking to win over homeowners with a bold or custom finish? WW Wood Products’ Eclipse and Shiloh cabinet lines offer a Custom Paint Program—unlocking limitless design potential by allowing dealers to spec any “Standard” paint color from Sherwin-Williams.
Whether it’s a moody blue, rich green, or crisp white, your clients can select from the Sherwin-Williams fan deck and apply it to either a CM81/2x11 or CMSD 12 1/2 x 15 1/2 sample door. The result? Full color flexibility—without compromising build quality or lead times.
“We’ve seen increasing demand from designers who want to match cabinet finishes with other elements in the home—this program gives them the tools.”
How It Works:
Pick a Sherwin-Williams “Standard” color (ex: SW6671).
Submit a sample door order + pre-approval from customer service.
Minimum order: $15,000 list price.
Custom color program adds a 20% upcharge.
Smaller jobs? Flat $750 custom paint fee applies.
Why It Matters for Your Showroom:
Design Flexibility = fewer lost jobs to local shops offering full custom.
Familiar Color System = confidence for both designers and end-users.
Streamlined Process = samples approved before build.
How Excelle Cabinets Delivered a Seamless, Standout Kitchen With Shiloh Inset
Evergreen Fog Meets Thoughtful Function
When Excelle Kitchen & Bath of San Jose takes on a project, the results speak for themselves. Their latest kitchen is a prime example of how Shiloh’s Inset cabinetry line finished in Evergreen Fog with Rift White Oak Clay accents, can bring design cohesion and modern charm together in a single, elegant space.
What Makes This Build Special?
Inset Doors Done Right: The refined profile of Shiloh’s inset construction paired perfectly with the muted, calming tones of Evergreen Fog, creating a space that feels grounded yet elevated.
Clever Space Integration: Designer Karen Huang used a vertical panel as a backsplash element—tying the hood area to the lower cabinetry—and added a fully built-in banquette seating nook, wrapped in matching base cabinets. It's a masterclass in color continuity and multi-functional layout.
“This project is stunning, well done, Karen and the Excelle Kitchen and Bath Team!”
Why This Matters for Dealers
This spotlight isn't just about a beautiful kitchen—it's a case study in client-level storytelling that closes sales. When homeowners can see real-world examples like this:
They feel confident in premium cabinetry investment.
Designers get inspiration for layout and finishes.
Dealers gain credibility through visual proof of execution.
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Why the Napa Slim-Shaker in Rift-Cut White Oak Belongs in Your Showroom
Why the Napa Slim Shaker Rift Cut White Oak Belongs in Your Showroom
The Engineering Behind a Slim-Shaker That Stays Straight
Slim-shaker profiles look effortless on Instagram, but they’re a structural headache for many manufacturers. Napa solves the problem by bonding a veneered MDF panel directly to its solid rift-cut white-oak rails and stiles instead of floating the panel.
Why that matters for your clients—and your callbacks:
Less seasonal rattle. Veneered MDF is dimensionally stable, so the panel won’t shrink, swell, or buzz inside the frame.
Cleaner sight lines. Tighter gap around the insert means sharp reveals that stay that way.
Industry-proven. Most premium brands use the same technique for ultra-narrow rails; Napa simply does it for less—with no up-charge.
Rift-Cut White Oak: What Dealers Need to Explain Up Front
Rift-cut white oak grabs eyes for its straight, tight grain—but it can surprise homeowners who expect a perfectly uniform color. Here’s your cheat sheet:
Color range = true character. Natural tones swing from light grey to deep brown on the same panel. Every shade is “in spec.”
Minimal medullary rays. Cuts are angled just off true quarter-sawn, muting the dramatic flake while keeping that arrow-straight grain. (A few rays will still peek through—consider them beauty marks.)
Stability > drama. Rift-cut boards resist cupping and checking better than plain-sawn options, making them ideal for the slim-shaker rails on Napa.
Give prospects a physical sample under multiple light sources; they’ll fall in love with the tonal depth once they know to expect it.
Sales Angles That Close
Premium look, entry-premium price. Napa delivers the boutique Euro look most shops charge extra for—without the surcharge.
Huge Color and Wood Palette to choose from: Stains in Walnut, Cherry, Poplar, Hickory, Alder, 3 Cuts of White Oak, Lots Paint colors to choose from including custom Sherwin Williams colors.
Fast, consistent lead times. Our product is delivered in the 6th week.
Spec & Install Checklist
Request RWO Straw samples for light, coastal palettes; RWO Natural for warm, industrial-loft vibes.
Use slab or styled fillers to keep grain flow seamless.
Remind installers that Napa’s panel is bonded—no need to knock for looseness during final walkthroughs.
Ready to Put Napa on Display?
Drop a Napa Rift-Cut White Oak Sample Kit in your showroom and watch designers reach for it on every modern remodel. Click below to claim your free Napa dealer set and start quoting slim-shaker projects that install once—and stay perfect.
👉 Book My Sample Kit & Dealer Pricing Session
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Dealer Spotlight-Plum Kitchens, Denver
Plum Kitchens Cabinetry and Design Studio
Contractor: Norton Custom Construction
Location: Denver, Colorado
Beaded Inset Beauty Meets Mile-High Charm
Why We’re Showcasing This Project
When Kaimee Martelli and the Plum Kitchens team shared these beautiful images, we knew they belonged in the Kitchen Dealer Playbook. The remodel pairs Shiloh’s Beaded Inset cabinetry in a Denver home—and nails the balance between period charm and fresh functionality.
3 Stand-Out Details Dealers Should Steal
Feature Why It Sells How to Pitch It: Custom dog-bowl compartment Integrates pet-friendly living without clutter “No more tripping over bowls—designers can tuck feeding stations neatly under islands.” Beaded Inset refrigerator panels Seamless fridge façade shows off Shiloh’s catalog-standard precision “We can match beaded detailing across every tall and wide face, not just doors and drawers.” Mixed-material palette (walnut lowers, painted uppers) Hits the hottest designer trend while respecting historic bones “Your clients get warmth and contrast without custom-shop up-charges.”
Deep Dive: The Power of Beaded Inset
Shiloh’s beaded inset joinery is built by routing a delicate bead around each opening, doors sit flush yet read like furniture—no extra fee, no extended lead time.
Key talking points for showroom teams:
Precision Factory Fit. Shiloh pre-hangs and hand-fits every beaded door
Standard Catalog Item. Unlike many competitors, beaded inset is priced the same as overlay. Let that value story shine.
Refined Heritage Vibe. Ideal for Craftsman, Tudor, and other period homes common across mountain West markets.
Photo Credit: Plum Kitchens Cabinetry & Design Studio · Contractor: Norton Custom Construction · Location: Denver, CO
Selling Angles for Your Next Client Pitch
Custom Look, Catalog Lead-Time. Every door style in Shiloh’s book—frames, beads, edge profiles—arrives in 6 weeks.
High-Impact, Low-Risk Mixology. Walnut base cabinets anchor the space; painted uppers keep the room light.
Historical Accuracy Pays. Beaded Inset aligns with Denver’s pre-war housing stock—position yourself as the remodeler who “gets” older architecture.
Quick Spec Checklist
Door Group: Beaded Inset / Square edge / Lancaster
Species & Finish: Walnut Natural (bases), Maple Polar (uppers)
Hardware: Satin Brass pulls & faucets for a warm, cohesive pop
Extras: Full-height fridge panels, custom dog feeding bay, furniture toe kicks on island
Ready to Replicate the Look?
Book a Beaded Inset Sample Session with Pinnacle Sales. We would love to visit your showroom to see if our product is a fit in your offering
Huge thanks to Kaimee Martelli and the entire Plum Kitchens team for letting us feature this standout project. Have a photoshoot you’re proud of? Send it our way—your work could be the next Playbook case study!