Nucraft the little firm that could

June 8, 2009
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With this being a down year, some don’t expect to see much from many of the companies presenting at NeoCon.

In a semi-odd twist, however, what new products industry experts do anticipate seeing, they expect to come from some of the small to mid-sized companies. Locally, Nucraft provides a solid example of such a company.

“Most people come to NeoCon to see new products,” said Robert Surman, director of marketing for Nucraft. “Even though it’s been a down year and I anticipate attendance will be off, that hasn’t slowed down our new product development. Quite frankly, we feel that’s what fuels our growth.”

While Surman did admit Nucraft has seen business slow, he noted that slowdown has not been nearly what other companies are experiencing. He credits the company’s interactions with customers.

“I think we’ve always done a good job of listening to what the customers are asking for and then quickly developing innovative solutions to their needs. The differentiator for us is innovative solutions that truly address customer needs that nobody else is addressing.”

With the conference room being one of Nucraft’s top focus areas, Surman offered the company’s newest Performance Credenza as an example of Nucraft’s innovation based on customer feedback.

The Performance Credenza line comes in three options: Console, Utility or Food Service.

“The preliminary research we’ve done, the one that seems to get a lot of play is the Food Service Credenza. I think people find it as an innovative solution, and again, something that’s not being addressed today by anyone else in terms of furniture,” said Surman.

“People find a way to accommodate food service in a conference room, but there’s not a piece of furniture designed specifically for that.”

The Food Service Credenza is an office furniture version of a Transformer. In its credenza state, it has a compact look with sharp clean lines. But with a flip, a fold and a slide, shelves and doors open to reveal dish storage, extended serving areas, and, in some options, accommodations for a refrigerator and trash recycling.

Other products Nucraft plans to roll out at NeoCon are additions to its Neos line. Neos Conference includes an articulating table, conference tables, media consoles, visual products and benches.

Elevare consists of a retractable media console and a height-adjustable conference table. The conference table can adjust either from coffee table to conference table height or from conference table to standing table height, depending on the model. What is unique about the conference table is its “Power Wells.” Hidden beneath a platter, the Power Wells provide multi-directional connections. They can also be completely removed, which allows access to a smaller data and power port as well as concealed storage space.

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