Furniture or Construction? The Gray Zone No One Wants to Own
My first job out of college was working for La-Z-Boy as a design assistant, where I learned the basics of sales. There were plenty of products I loved selling because I could rely on my design background to create beautiful spaces. But there was one product I avoided at all costs—the zero-gravity recliner. I didn’t understand the mechanics, so anytime someone asked how it worked, I froze.
Modular casework is the zero-gravity recliner of many dealers and designers.
It’s completely natural to avoid products we don’t feel confident explaining, selling, or supporting. But it also means we miss opportunities. When I avoided the zero-gravity recliner, I wasn’t putting the customer first—relieving their pain, improving circulation, or helping them sleep better.
Modular casework and other architectural products create that same tension in our industry. Many professionals feel comfortable designing, selling, and installing furniture. But modular casework lives in a gray zone—a place where expectations are murky, responsibilities shift, and confidence levels drop.
Here’s the tension I see over and over again:
Manufacturers: “We want to expand beyond furniture. Let’s offer more architectural products.”
Dealers: “We’d love the sale, but do we actually have the resources to support this project?”
Designers: “I’ve never been trained in this… and now I need to know it before the bid is due.”
GCs: “Figure it out.”
And that’s exactly the problem.
Even though modular casework falls under Division 12, it’s not the same as furniture. You’re coordinating around plumbing, electrical, medical equipment, and tricky architectural conditions. You’re often working directly with the GC instead of the end user or hospital system. It’s a completely different world with different expectations.
But avoiding modular casework doesn’t just avoid the product—it avoids the opportunity.
When dealers skip casework, the healthcare client misses out on:
A cohesive, integrated solution that looks stunning with their new furniture.
A product built for adaptability as departments grow or change.
A thoughtful partner who cares about not just aesthetics, but also the doctors, nurses, and patients who use the space every day.
It’s a win-win—when someone understands how to navigate it.
That’s where I come in.
I see myself as the translator between the three worlds—dealer, manufacturer, and GC. I clearly define scope so the dealer feels confident in what they’re taking on, and the GC feels confident in what they’ll receive. I take the tools and workflows from the commercial furniture side and craft them into GC-ready deliverables while working closely with manufacturing engineers and project managers.
The result?
Dealers get the support they need.
GCs get exactly the information they want.
Manufacturers expand their product presence.
In short: everyone wins.
If you’re a dealer with healthcare opportunities—or a manufacturer wanting to support your dealer network—I’d love to chat. Let’s continue the conversation and explore how I can be your modular casework partner.
Let’s craft healing spaces together.