Business View Magazine - January 2024

when it comes to custom countertops and kitchen designs. The company also has a strong presence in North America that continues to grow with its expansion. Such widespread reach can likely be attributed to the company’s unique model of business operations, which, according to the company’s Head of Product Innovation Noémie Bernier, gives it a competitive edge against other crafters. Inherently, kitchen and cabinet design is an industry that lends itself particularly well to smaller-scale companies and individual artisans simply as a way to preserve the aspects of the industry that ensure that acceptable designs are only designs of the highest quality. However, it is in this way that Miralis makes its mark. “We sell through a network of dealers we call retail partners,” Bernier says, noting that the company has reached a milestone number of 130 dealers based in various areas of both the U.S. and Canada. Most notably, Miralis has established a strong presence in Quebec, Ontario, the Northeast US and Florida. What lies at the heart of the Miralis model for success is the company’s willingness to enhance certain aspects of its operations in favor of a more focused and complete approach. Originally, 70% of the company’s sales came from the manufacturing of cabinet doors and kitchen components, things that would complement the full kitchen designs created by other companies. However, in 2012, Miralis’ leadership steered it onto the breakthrough path it walks today by making the bold decision to slowly phase out of the door and component-making sector and fully step up as one of the companies that designed the entire kitchen space. PIONEERING DURABILITY AND TIMELESSNESS It’s this exact kind of bold decision-making that, according to Marketing Consultant Valérie Brière, 72 BUSINESS VIEW MAGAZINE VOLUME 11, ISSUE 01