Masco's ideal customer is a home improvement junkie with a thing for cabinets -- and a hand-washing fetish. The company is a leading manufacturer of a variety of home improvement and building products, with cabinet and plumbing products accounting for more than half of its sales. Cabinet brands include KraftMaid, Quality Cabinets, and Merillat in the US and The Moores Group and Tvilum-Scanbirk in Europe. Faucets and bath and shower accessories are sold under the Delta and Peerless brands in the US and as Hansgrohe in Europe. Masco also makes BEHR paints and stains, windows, doors, staple guns, locksets, and HVAC products. If you're more comfortable on the couch, Masco also provides installation services.
Sales & Marketing
Masco's products and services are offered through home builders, retail chains, and wholesale outlets. The company capitalizes on the popularity of DIY chains Home Depot and Lowe's, which offer a single source for its wide range of home improvement products ranging in style and price. Home Depot alone accounts for about a quarter of Masco's sales and is the company's largest customer.
In 2011 the company reported a 0.25% dip in revenues due to lower sales volume of installed products, cabinets, paints and stains, builders' hardware and windows (collectively, 3% down on 2010) and by the planned exit of certain cabinet product lines (2% lower than 2010). These declines were offset by price increases related to plumbing products and paints and stains and by a weaker US dollar.
However, its net loss of $533 million in 2011 was an improvement on the net loss of $1 billion in 2010, due to benefits from lower business rationalization expenses and other cost savings initiatives. It also received gains from the sale of stock in one of its holdings and distributions from private equity funds.
The company has been contending with lower sales and profits for years as a result of the slowdown in new home construction and tightened consumer spending for home improvement. To counteract the downturn, Masco has implemented several cost-cutting measures. It has shuttered more than 20 cabinet and window plants and more than 100 installation locations. In all, the company has cut its workforce by nearly half since 2005. Masco is banking on the strength of its brand names and its ongoing slate of new product releases, such as the recently marketed Kilz Pro X paint for professionals, which should be key to its performance as the housing market recovers.
In addition to cutting costs through divestitures, Masco has streamlined its operating structure to trim spending. In 2011 the company merged its wholesale and retail cabinet units to form Masco Cabinetry. It also decided to stop making ready-to-assemble cabinets, a non-core offering.
In 2012 Capital Research Global Investors owned about 11% of Masco. – less