to drive out here, they have become a
part of the process,” Tim Waterworth
said. “People who make the trip can
get a quality cabinet, and a short drive
on gravel could save them $1000 or
more on a kitchen.”
“The only way to grow is to keep
your prices a little bit lower,” Marcus
said. “We try to save people as much
as we can. We’re very price-conscious,
and that helps us.
“Our guys, they take a lot of pride
in the fact that they have our work in
the customer’s home. We want to have
a good reputation for quality cabinets
that people can afford.”
Waterworths uses walnut, cherry,
knotty alder and knotty oak in cabi-
nets. Paint is still in strong demand,
especially grays and teals. They are get-
ting more requests for ash, along with
more diversity in species and colors.
“What we’re seeing is there is not one
type of wood overtaking everything
else,” Marcus said. “People buying
custom are taking advantage of using
many different colors.”
They make everything here, includ-
ing doors. The company also makes
built-in furniture, stairways and com-
mercial cabinets, wood urns, caskets,
and has even made a bong holder. The
company is looking at making doors
for other shops also.
“We’ve had extremely happy customers, and that has been our biggest
asset. When one customer is pleased
they tell others,” Marcus said.
The company sells through lumber
yards, contractors and direct to home-
owners. About 70 percent of business is
residential, 30 percent commercial.
“We have built up a base of more
than 20 contractors who use our
cabinetry and services for all of their
work,” Marcus said. “We offer them
reduced rates and make them a time
priority for all of our projects. We also
have lumber yards who sell our prod-
ucts and services along with multiple
interior design studios.”
The Waterworths market area
includes northern Minnesota, Min-
nesota’s lake country and into North
Dakota, with some customers coming
from as far as Minneapolis. Advertis-
ing is limited, and they rely on word of
mouth for new customers.
Waterworths has a core group
of people, but Marcus Waterworth
said they are often spread thin. The
challenge is turning newer people
into quality craftsmen and long-term
The company has a 90-day proba-
tionary period. Once people get by
Waterworths keeps overhead down by mostly buying used equipment and paying contractors
to maintain and update equipment as needed.
Tim Waterworth, left, founded the company in 1991, and remains active in the business.
Marcus, right, is president of the company.