Boden Alexander is working to leverage the dual synergies of its two brands
By James Buchanan
Sometimes it is better for a company to have a few faces under one hat. This is especially true when the work of the company is targeted to distinct, yet related markets.
“Boden Store Fixtures, Inc., Alexander Services, LLC, Design Metals, and Alexander Installation are all part of the Boden Alexander group of companies,” says Dan Dunn, VP of sales for the fixture division of Boden Alexander. “We have four separate facilities located in Portland, Ore., and Las Vegas, Nev.
“Boden Store Fixtures focuses primarily on large custom rollouts of store fixtures and displays for the retail and financial industries. Alexander Services and Design Metals focuses on high-end architectural millwork and metal (one-of-a-kind) projects for the gaming and hospitality industry. Alexander Installations does union installations in Las Vegas and California to support the products provided by the manufacturing division of the overall company group.”
Combined, these entities held by their umbrella company, are able to provide products and services for a number of industries. While these services and products may overlap in certain ways, the industries each division targets have distinct requirements.
“Through our combined in-house capabilities we are able to service a wider array of clients than many of our competitors,” says Dunn. “Together, our combined capabilities have opened up additional opportunities for each division that were not available or possible as separate entities.”
The net result, adds Dunn, is that each division is able to focus on the unique characteristics of its relative industry.
“Both Boden Store Fixtures and Alexander Services have enjoyed excellent reputations within their respective industries as problem solvers who provide excellent customer service and quality product,” he says. “This emphasis and reputation continues to be embodied in our corporate culture and performance as we move forward together as Boden Alexander.”
Managing and coordinating these distinct entities under one roof, though, does not come without its challenges.
“We realize that each entity within our group of companies has certain methods and techniques that allow it to serve its main client base, and the industry, in a manner that sets them apart from their competitors,” says Dunn. “We realized early on when our companies came together, that it would be important to maintain that individuality rather than force homogenized, uniform corporate procedures.
“Certainly there have been areas where we have changed procedures to create new efficiencies where it made sense, but never in areas that would negatively affect our ability to serve our client’s individual needs,” Dunn says.
In particular, Alexander Services is a fabricator and installer of architectural interiors that encompasses millwork, ornamental metal, and themed environments for the hospitality and gaming industry.
In its 90,000 sq ft manufacturing facility, Alexander Services’ craftsmen are capable of performing the intricate specifications of designers and architects. The division’s finishing department is also fully capable of matching the original intent of the designer through the use of paint and stain.
Design Metals supports these efforts by being able to replicate antique railings, fabricate custom designs with all types of metals and artfully blend ornamental metal with millwork and decorative glass.
Recent and past projects include work at Wynn, Las Vegas; Bellagio, Las Vegas; Caesars, Las Vegas; Harrah’s, New Orleans; The Palms, Las Vegas; and Mohegan Sun in Uncasville, Conn.
Boden Store Fixtures, on the other hand, designs, fabricates and installs custom and proprietary display fixtures that help the company’s retail customers sell their products.
Products include store and vendor shop fixtures, rollout packages, catalog and stock displays, kiosks, prototyping, and architectural woodwork.
Services include creative design, value engineering, turnkey solutions, warehousing, installation, in-house UL listing, and drop shipping. Clients include department stores, apparel stores, specialty shops, discount chains, financial institutions, grocery stores, pharmacies, bakeries and food service establishments.
The division is capable of working with wood, acrylics, plastic laminate, glass, veneers, and environmentally friendly materials at its 150,000 sq ft manufacturing facility.
In general, the company relies on lean manufacturing techniques in its production facilities.
“Lean manufacturing employs a multitude of disciplines with respect to inventory levels, production scheduling, and manufacturing technology,” says Dunn. “We attempt to view production capacity as a whole and work in concert with clients and key vendors to effectively maintain the delicate balance between material lead times, manufacturing cycle times and required delivery dates.
“Lean techniques challenge you to minimize inventories and maximize throughput to get the most efficient utilization from your resources. Greater efficiency can translate into more competitive pricing and shorter lead times for our customers,” he continues.
Specialty equipment also plays a role in meeting what could be described as compressed lead times.
“We use AutoCAD and CNC machinery in all of our manufacturing where appropriate,” says Dunn. “We have however, maintained the skill set and equipment to manufacture the old-fashioned way as well with hand tools, jigs and non-computerized equipment. Sometimes there is simply no technological substitute for the experience of a skilled craftsman.”
Asked what the biggest challenge is to running two, yet distinct, divisions, Dunn says, “It is maintaining the individuality necessary for each division to best serve its target market while at the same time trying to market the organization as a whole and find areas of synergy on a corporate level.”
However, despite the challenges, there are distinct opportunities for growth, he says..
“In the short to mid-term, we plan to market our combined capabilities to our existing client base where we have proven ourselves previously and communicate to them how we can help them in other areas of their business,” says Dunn. “For example, going to Boden clients where we are already providing large volume production rollouts and offering the ability to assist them with their architectural millwork and metal programs as well.
“Conversely, we can go to existing Alexander clients who have come to depend on us for one-of-a-kind signature pieces to look to us for their production needs as well,” he notes.
Dunn goes on to add, “These efforts have already begun to produce results. Additionally, we are in the midst of a complete branding and communications overhaul that will enable us moving forward to more effectively communicate who we are and what we do as a combined entity.”
The company’s long-term plans include exploring new industries and target markets where the company’s core competencies would allow it to build a client base to provide its products and services to, Dunn says.
“Additional growth through organic methods and/or acquisitions in areas that are complementary to our existing mix is also a possibility,” he says.