Category Archives: News

Primera unveils new partnership with echelon cabinetry

Primera has been granted rights to supply its single family home builder customers, in Arizona, Nevada, Colorado, California and New Mexico, with Echelon Cabinetry previously known as Armstrong Cabinets.   The Echelon brand, owned by acpi™, has just been launched eighteen months after acpi purchased Armstrong Cabinets. It is the culmination of a rigorous rebranding and reinvention process that included over $7 million of investment in operational enhancements and process improvements, all focused on improving overall service levels to customers.

With its headquarters in Tempe, Arizona, Primera is already the largest independent provider of cabinetry and related interior products and services in the western USA with operations in Arizona, Nevada, Colorado, California and New Mexico.

Primera’s Chairman, Ian Hislop, announced this news, saying “Primera has a large number of single family home builder customers, each with varying needs at differing price points.  The addition of Echelon Cabinetry to our existing cabinet brands allows us to offer more choice to meet the wide needs of these customers.  We are delighted to be working with Echelon and to be able to offer this product in our geographical markets.”

Building on six decades of industry excellence, Echelon offers its customers new tools, better product value and more professional customer support with this new cabinetry line.  Echelon’s Cabinetry Visualizer tool will be a big selling point to Primera’s customers: it enables home buyers to view their cabinetry options including style, wood, color and even accessories in a digital kitchen replicating their layout.

Nick Billig, CEO of acpi, when asked about this new relationship, stated, “Partnering with the leading cabinet solutions provider in the Western US fits entirely with our strategy for growth with the single family builder. We are excited at the opportunity to continue to leverage Echelon’s strong operational capabilities to grow our business based on our sustained ability to deliver on time, complete and defect free.”

In addition to cabinetry, Primera offers a full range of flooring, countertop and window treatments, not only to single family home builders but also commercial developers, home centers, remodelers and homeowners.

For more information about Echelon Cabinetry products, see

Posted in Cabinets, News |

Primera announces strategic relationship with masco cabinetry


TJ Wheeler, Primera’s CEO announced this morning that Primera has entered into a strategic relationship with MASCO Cabinetry, one of the nation’s largest manufacturers of cabinetry.

The partnership between MASCO Cabinetry, a division of the MASCO Corporation, and Primera brings together the nation’s premier cabinet manufacturer and the top service provider for Arizona, Colorado and Nevada builders. Primera will provide installation services in the Phoenix market to MASCO Cabinetry’s national home builder customers and will provide a full complement of product’s and service’s to MASCO Cabinetry’s regional and local home builder customers. Implementation of this initiative will take place in Arizona, beginning on April 1, 2013. Primera will provide and install MASCO Cabinetry’s Kraftmaid, Merillat, and Quality Cabinets product lines.

Primera’s beautiful showroom locations in Phoenix, Las Vegas and Denver will soon feature the Masco Cabinetry stable of brands to provide trade professionals, homeowners and remodelers alike the vision to make their dream projects a reality.

Primera is already the largest independent provider of cabinetry and related interior services in the western USA. In addition to cabinets, Primera offers a full range of flooring, countertop, millwork and window treatment products to a diverse group of customers including single and multi-family home builders, commercial property developers, home centers, remodelers, and retail customers.

Jeff Collamore, Primera’s COO, when asked about this strategic relationship, said, “This is perhaps the most fundamental shift seen in the US interior products market for many years and marks a further step towards Primera’s stated intention to be the leading provider of interior products in the western USA. We are very excited to be able to offer MASCO Cabinetry’s customers the high levels of service that we currently provide to our existing customers and equally excited to be able to offer our existing customers the excellent products manufactured by MASCO Cabinetry. In a market that is still shaking off the affects of this historic recession, we are delighted that MASCO Cabinetry selected Primera to partner with. It endorses and recognizes Primera’s premiere position in its chosen markets. We look forward to working with MASCO Cabinetry and all its customers.”

Posted in Arizona, News |