Windquest, which is based in Holland, MI, has changed its name to The Stow Co. The firm integrates manufacturing for its partners.

Closet and home-organization firm Windquest Companies, Holland, MI, has officially changed its name to The Stow Co.

“The name we have taken brings clarity both within our organization and externally,” said Eric Wolff, president and CEO, in announcing the change. “It’s very specific to our identity. It defines what we help people do. We help them put things in order.”

Founded 25 years ago as Laminations Inc. and 10 years later acquired by Dick and Betsy DeVos of the Windquest
Group, The Stow Co. makes and sells home organization systems for closets, garages, home offices, pantries, laundry
rooms, wall beds and entertainment centers, and storage design services.

In 1987 the firm launched the Closet Classics brand, now marketed as ORG, for authorized dealers of consulting, design and installation services. In 1989, Easy Track launched, with kit-based closet organizers for do-it-yourselfers. EasyClosets.com first sold closets online in 1999, and joined The Stow Co. in 2008, as did the ProClosets.com dealer division.

Citing 25 percent year-over-year growth first quarter of 2010, Wolff says, “We expect our growth and the tremendous change in the category to continue.” Bill Lown, VP corporate sales, says the growth has come despite housing market headwinds, in part because Stow has targeted still-healthy housing and remodeling niches.

“We’ve experienced that growth across all of our different divisions,” says Lown, who attributes it in part to “our focus on the future. We haven’t let the economy slow us down.” The company’s ORG dealers have fared better than housing overall. “Certainly the downturn in building affected everybody,” says Lown. “But our ORG offering which is targeted more toward the high-end custom homes, were affected less than the tract homes. There is still a lot of building going on there.”

The 200-employee Stow Co. says the name change does not affect its national ORG, Easyclosets.com, Easy Track, and
ProClosets.com brands — or services these operations provide. Stow Co. products are sold through nearly 2,500 outlets, including dealers and home improvement professionals, retailers, co-op hardware stores, and direct online to consumers through the EasyClosets.com brand. With its brand market reach, “We feel the Stow Co. is the largest manufacturer of laminated closets in the country,” says Lown.

The ORG product line of highly customized full service home-organization systems, is sold through more than 100 independent dealers. ProClosets.com custom installed solutions are sold through builders, remodelers or kitchen and bath shops. EasyTrack do-it-yourself stock components are sold at retailers like Ace Hardware, or independent retailers. EasyClosets.com, an internet-based do-it-yourself offering, ships direct to consumers who plan online. (All its lines can be reached through thestowcompany.com.)

Independent dealers present advantages over franchises, says Lown. “The independent dealer is the lowest cost business model that allows dealers to give consumers the best value.”

Offerings are manufactured to the same standards, varying in complexity based on segment. “The products are all very high quality, and are more segmented by target market,” says Lown. He sees professional dealers offering highly-specialized products and expert installation providing considerable value added on home projects over the do-it-yourself approach. “There’s a line between whether people want to do it themselves, or have it done,” Lown says.

Despite a sluggish recovery, company execs have a bullish outlook, relying on technology and unique go-to-market strategy. “We think automation and technology are going to be key for the future,” says Lown, “whether it is through designing software for our dealer-based customers or for individuals buying direct.

“Dealers can plan home organizations either online directly, or offline with Stow Co. software, then upload plans directly. ”That saves our dealers time and simplifies their process,” says Lown. “Systems are integrated for all of our channels,” he says. “Orders online flow right out to our equipment.”

Holland, MI, which houses headquarters, is the firm’s largest plant, producing EasyTrack and ORG product
lines. Pinebrook, NJ, manufactures the EasyClosets.com and ProClosets.com offerings. “We plan on expanding our offerings more going forward,” says Lown. “This will drive growth for us and our partners.”