Primera creates team in southern california

southern california


Primera is pleased to announce that it will shortly be opening a new design center in Corona, Riverside County, serving Southern California. This will be the 5th state of Western USA in which Primera now operates, following in short succession from entering the New Mexico market earlier this month and in addition to its other major divisions in Arizona, Colorado and Nevada.

Following the decision by Masterbrand not to continue selling cabinetry direct to home builders Southern California, the Masterbrand sales and operations team consisting of MikeYocum, Frank Fenton, Jeff Grasberger and Rudy Escobar elected to join the growing Primera family. The former Masterbrand team is well established and highly respected within the home builder community throughout this region, having spent years building and establishing a reputation for service delivery excellence.

TJ Wheeler, Primera’s CEO, stated “I am very excited the Masterbrand team decided join us.  Primera is a dynamic and growing company that is focused on its strategic path to be in an increasing number of states in the Western USA serving a wide range of customers with the complimentary interior offering of cabinetry, countertops and flooring from design, ordering, delivery and installation.”

Primera, a privately owned and operated company, now employs over 500 staff across 5 States.  It offers a full service of design, purchase, delivery and installation of cabinetry, countertops and flooring products to home builders, home centers, commercial developers and retail customers.  Its partners include the MASCO cabinetry brands of Quality Cabinets, Merillat and KraftMaid, RSI Professional Cabinet Solutions and flooring partners Shaw, Mohawk, Daltile, Marazzi and Emser Tile. Primera fabricates granite, engineered stone and laminate for countertops in its own local facilities.

TJ continued, “Mike and his team bring years of knowledge and strong network relationships with them.  Primera has the right product mix, experience and skills to serve the existing Masterbrand customers and to offer the many advantages of our complete product and service offering to the wider Southern Californian market.  This is another crucial part of our growth strategy.”

Mike Yocum added, “The team was unanimous in its decision to move to Primera.  We were all impressed by the Company’s vision and believe in its products and services.  Offering both frameless and framed cabinetry choices, through its strong supplier partner relationships, will be essential for our customers to give them the choice and flexibility they need.  We feel that Primera will exceed the requirements of customers in this market.  We very much look forward to formally joining Primera and being an integral part of its future success.”

To contact a member of the team call:  Mike Yocum on (714) 493-3116, Frank Fenton on (562) 572-4471, Jeff Grasberger on (951) 833-2117 or Rudy Escobar on (951) 662-6971.

Image source:

Posted in Countertops, Flooring, luxury kitchens | Tagged , |

Primera contributes to sun devil pride in university clubhouse remodel



Our relationship with our local college community is something to be treasured and cultivated.  On a recent project, Primera partnered with an exclusive club on ASU’s campus in order to bring some life and charm to their on-campus clubhouse.

Arizona State University has a unique club on campus called The University Club.   The club is committed to “the promotion of collegiality and communication between members of the university and the community.” This exclusive club, which functions under Auxiliary Business Services, is comprised of current and retired faculty, staff, alumni and members of the community.

Primera remodels ASU Clubhouse

The club is located near University Drive in Tempe, AZ, in the beautiful and historic building, originally known as Science Hall.  It is the perfect location for meetings and informal gatherings.  It also boasts a tasty bistro and is ideal for hosting any special event from weddings to corporate presentations and luncheons.

Like The University Club, Primera, based locally in Tempe, is also dedicated to investing in future generations and in our surrounding communities.  Primera was honored and excited to hear that The University Club had selected them to help upgrade and remodel their member lounge.  This project had several unique requests and challenges to contend with:

  • It was on a tight schedule.
  • It needed a custom stain to match existing cabinets.
  • It needed custom cabinets to fit the existing design.
  • It needed crown molding to match the existing design.

Due to these unique challenges, planning and communication were key to Primera’s success.  According to the project manager and overseeing designer, Julie Oller of Primera, “there was no room or time for error since the club needed to open it back up to the public before the start of the school semester.”


The most challenging aspect of this project was creating a custom stain that would blend seamlessly with the existing and aged cabinets already present in the clubhouse.  The University Club provided samples of the clubhouse’s existing crown molding.  Primera then mixed and tested a custom stain until it was a perfect match.  Once the samples were approved by the club’s representatives, the project was ready to move onto the next step.


The preliminary colorization and design consultation began in February 2013.  The project was finalized 3 months later in May.  The pre-planning process for this project was flawless.  The installation and renovation itself, was completed in about three-quarters of a day.  The club’s doors were reopened on August 5th with plenty of time to spare before the semester began in late August.


Primera collaborated with several other partners on this project including general contractor SD Crane Builders and Capital Programs Management Group, an architecture and engineering design firm.

Primera also worked with G. & L. Powers Inc. to create the matching custom cabinets and molding.  The entire scope of work included:

  • Several long walls of cabinets with open shelves below for storage and displays
  • A coffee station
  • A computer area
  • Over 100 ft. of open book shelving with adjustable lighting, including ceiling to floor shelving.

Debi Smith, manager of The University Club, said “the work done is extraordinary and looks as if it has been here for years. When our members and guests first see what we have done they are astonished at how wonderful it looks.  My favorite part is the entire project, it is beautiful.”

Due to their amazing partners: The University Club, SD Crane and CPM Group, this successful project was one of Primera’s favorites of the year.  Senior Architect, Larry Sorenson, of CPM Group, said “the cabinets are spectacular and blend seamlessly with the existing materials and colors.  The hardware and electrical provisions are all very well done… the work is exemplary.”

Pride is one thing The University Club and Primera have in common.  The University Club takes great pride in their: school, graduates and their community as does Primera in their work.  Primera was delighted to contribute to this distinguished clubhouse on Arizona State University’s campus.  Go Sun Devils!!!


Image Sources: (Kevin Dooley), (Hakeem Khaaliq)

Posted in Arizona, Cabinets |

Primera increases its market presence by entering 4th western u.s. state

Primera is delighted to announce that, effective October 31st 2013, it will begin providing cabinetry and related services to customers in New Mexico.  Primera will adopt all existing and new MASCO Cabinetry orders for the New Mexico market.  This is the final planned stage of the partnership formed earlier this year between Primera and MASCO Cabinetry.

Primera intends to build on this base of business and extend its product offering in New Mexico to include countertops and flooring products, as well as cabinets, and to offer these to home builders, home centers, commercial developers and retail customers.

TJ Wheeler, Primera’s CEO, stated that, “Together with our existing interior products and design center business in Arizona, Colorado and Nevada, the addition of the New Mexico market is a further and exciting step forward for Primera as it continues to reinforce its market leadership in the western USA. We pride ourselves on the service we deliver and believe that the same high standard of customer care will be welcomed in New Mexico.”


Posted in Cabinets | Tagged , , |