Murphy Door Inc., The specialist in Creative Door solutions, Releases its Do it Yourself Bookcase Door to the public
After over 100,000, requests Murphy Door Inc. has created a bookcase door with the same high quality products and high weight capacity of its current high end bookcase door systems. Murphy Door has been working hard for several years on creating a bookcase door system that is affordable. Over the last five years Murphy Door has dropped its entry level bookcase from $3,000 to $1,000, they were still not satisfied, with this step Murphy Door's entry level bookcase door is now under $450.00.
By: Murphy Door Inc
Murphy Door has been working diligently over the years to develop systems that will streamline production processes, maintain quality, and lower costs. In an interview with Von Draheim, the director of production for Murphy Door, he stated, "The process of quality, efficiency and customization is a difficult process to harmonize; we strive each and everyday to evaluate each step of the process and see where we can improve, in not just quantity but quality. We are working diligently at creating a product that will not only be beautiful and functional, but cost effective. First and foremost, we cannot compromise the structural integrity and the engineering that it takes to make a bookcase fully functional."
Although currently the freight costs for a Murphy Door seem quite high, many Murphy Doors Freight costs can be over $300.00 with the average being $220.00. Murphy Door is still pricing much of the shipping into their base cost of the door to offset this shipping price tag. Jeremy G Barker, the CEO of Murphy Door Inc., says, "Most customers are comfortable in spending 10%-15% of overall product costs on freight, but once the scale is tipped to 20%-30% most customers shy away from that type of price for shipping. There is a major misunderstanding with customers on the actual cost of shipping. Small packages are dynamically different than cargo. The packaging, palletization and handling of large products have forced products like Murphy Door to be on the upper end of a price scale." Greg Parrish, Customer experience director for Murphy Door, added, "In order for us to bring our costs down even more, we need to launch a knock down or Unassembled version, and this product will bring down the cost of each door $500.00 on average. This savings, although appearing to be a labor savings line, is a combination of labor and shipping. We have been forced to add a minimum of $100.00 up to $300.00 onto every door just to cover freight. With this new option, we can eliminate this product cost addition simply by shipping this unit unassembled."
We asked Murphy Door about their concerns in entering the DIY Knock down (KD) Furniture business. Companies in this unassembled market ship what appears to be a very low end product; the materials used and the fasteners are almost always low end furniture or considered cheap by market standards. We asked Jeremy Barker, CEO of Murphy Door, his concerns and how he plans on maintaining product quality, ease of assembly, ease of install, while not hindering the high end reputation that Murphy Door has established. Mr. Barker's response was, "This has been the battle from day one; we are not willing to compromise our product or brand just to appease market demand in the lower income market. We must first assure our customer that all products, regardless of assembled or unassembled offerings, remain the same. Second, we must make this system easy and hassle-free on the customer experience end. Third, the fastening systems we choose must not weaken over time, strip out or break or be visible. Until now there was no such fastening system; however we have found a new state of the art fastener that will not only carry our door load requirement, but they will not require any specialty tools, they will not be visible in any way on the bookcase when completed and they will not lose integrity over time."
Murphy Door Inc. has just stated that this product will be available directly on their website starting 11/9/2015. The ordering process will not change; simply select your door size, wood type, then you will select assembled or unassembled, along with any options you desire. Currently they will not offer a stained or painted option on their unassembled doors, and the option for magnetic locks will not be an option either. Scott Buehler, Murphy Doors Custom shop foreman, stated, "Due to the difficulty of the installation process for this type of lock, we feel that it will be less frustrating if we just take the option off the table. The main reason for the stain and paint option not being available is space."
If you're like the rest of us, we cannot wait to finally get the opportunity to afford one of these classic doors. Check it out now at www.murphydoor.com and price out your dream now. Don't forget to take the time and look at their new Barn Doors — they are high quality masterpieces. These doors are also very reasonably priced. All of Murphy Doors bookcases, barn doors and hardware are Made in the USA, much of the process still being completed by hand. If you are attending the International Builders Show in Las Vegas, be sure you stop and visit their beautiful booth and try their doors yourself.
Murphy Doors Corporate showroom locations are found in Ogden, Utah and Lexington, Kentucky.
Sherman Gardner Business Development