January 12, 2004
MiBiz Network
By Tim Gwozdz

MUSKEGON - Competitive Edge Wood Specialties President Fred Miller is in hog heaven.

This summer the small Muskegon manufacturer earned approved vendor status from the Harley-Davidson Motor Co., making it one of only two firms in North America approved by Harley-Davidson’s retail environment group to manufacture cabinetry for its dealerships.

Competitive Edge’s first contact with Harley-Davidson came when the company was contracted to build cabinets and fixtures for the new Hudsonville location of Wild Boar Harley-Davidson.

The Wild Boar project incorporated a high-end diamond plate steel look with solid maple wood. Pleased with the performance of Competitive Edge, Wild Boar’s owner recommended the Muskegon firm to another dealer preparing to build a new facility in Mt. Clements.

The craftsmanship found in the manufacture and installation of the showroom fixtures at the two dealerships made Harley-Davidson’s corporate office give Competitive Edge a closer look. Corporate’s attention was flattering, but unbeknownst to Miller and his staff, the motorcycle maker needed to replace one of its approved cabinetry vendors that was changing strategic direction. "It was the hand of fate," said Sales Manager Richard St. Denis.

Competitive Edge visited Harley-Davidson headquarters in Milwaukee and made a formal presentation. Discussions and a short courting period ensued and on June 9, 2003 Competitive Edge officially acquired approved vendor status.

As an approved Harley-Davidson vendor, Competitive Edge marketing materials are now included in all dealer information packets.

"We are required to quote on every dealership project, and they currently run about 100 projects a year," said St. Denis.

The Harley-Davidson showroom display designs vary in style elements and material composition. A typical dealership project could have from 20-50 showcase cabinets of various configurations. Platforms, perimeter and slat wall fixtures and other specialty items could bring the quantity per project up to one or two semi-truck loads, said Miller.

According to Vice President Gary Moody, the Harley-Davidson work integrates more metal into the cabinetry.

"We have no real metal fabrication here, so we’ve developed a network with local firms to subcontract the work. We have some great relationships," Moody said.

The quality demanded by Harley-Davidson is both a tribute to Competitive Edge’s work and a challenge.

"This raises the bar for our cabinetmakers. They’re outstanding in their craft, and this is the kind of work we need to pursue to keep them challenged," Miller said.

Work volumes have increased at Competitive Edge, but the company’s workforce is solid enough to handle the increase. One engineer was added to the staff because of the intricacies of the individual dealership designs.

The potential of 100 more projects a year from Harley-Davidson is certainly welcome, but Miller isn’t counting on the hogs to make all the bacon. "We’re still knocking on doors and calling architects," he said.

Competitive Edge has quickly carved a name for itself at Harley-Davidson. The Mt. Clements dealership won the 2002 Retail Environment of the Year Award, which was presented at the annual Harley-Davidson dealer show in July 2003. With achievements like that, Competitive Edge intends to ride with Harley-Davidson as long as the cycle manufacturer will have it. "Hopefully quite a while," said Miller. "Harley-Davidson will definitely be a major player in our business going into the future."

Rather than just spin its wheels, the small company intends to build on the reputation it has gained with the corporate giant.

"The Harley-Davidson business has helped us further our identity. We fully intend to use our relationship with them to our advantage," said St. Denis.

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This article appeared in the January 12, 2004 issue of MiBiz, read by upper management executives in West and Southwest Michigan. Print subscriptions are free to qualified individuals who do business in West and Southwest Michigan. For further information about MiBiz Network, visit www.mibiz.com.