Miralis

4 BUSINESS VIEW MAGAZINE VOLUME 9, ISSUE 12 fenixforinteriors-na.com proud partner of J0750 Verde Comodoro MI RAL I S One of the primary ways that the company gets the word out about its products is through social media. A new website is also in the works, which will link customers with product and design information. Training is available to all Miralis dealers including a class focused on digital marketing. Briere notes, “We try to train our dealers so that they are also very visible on Instagram, and on all those digital platforms that are so important in our market and in the design industry right now.” She adds that collaboration with influencers, especially those in Quebec and Ontario are another way the company builds its notoriety. Although Drapeau admits the company felt the effects of the supply chain issues that are challenging the industry, Miralis has faced the situation head-on and with intention. He recounts, “In early 2021 we started to experience major issues with the supply chain. We decided to build a team that we call the crisis cell. It was an urgent plan that we built for managing the supply chain, managing that will stay nice in time and stay beautiful because of the durability,” maintains Drapeau. With this material Miralis created a seamless shaker-style cabinet door, resulting in The Best of KBIS People’s Choice Awards innovation that wowed the judges at the KBIS Kitchen and Bath show. “It was so well done from an engineering standpoint, that it looked like a painted product, but it was not. It’s way more durable than a painted product,” he boasts. Although it is not common practice for a manufacturer to market directly to consumers, Valerie Briere, Brand and Communication Director, explains why Miralis elected to go against the norm. “That’s one thing that we decided to do a few years ago because we believe in our brand. We wanted to push forward our brand so that consumers when they go into the showroom, they ask for Miralis products. We’re a small company, but in Quebec and Ontario, in Canada, our reputation is getting better every day, and people are starting to know Miralis.”