Cleveland, OH — Baru Inc., a Cleveland-based startup, is poised to disrupt the multibillion-dollar cabinet market with a revolutionary online approach that leverages idle manufacturing capacity. Founder Tino Go and his team aim to transform the industry by creating an “Uber” for custom cabinets that delivers quality products faster and more affordably.
Innovative Approach to Custom Cabinets
After more than four years of development, Baru launched its website on January 25, enabling industry professionals such as interior designers, cabinet dealers, and remodeling contractors to order custom cabinets online. Orders placed through Baru’s platform are translated into machining instructions, which are sent to regional cabinet makers. Using computer-controlled CNC routers and Baru-supplied materials, these manufacturers produce custom cabinets in as little as six weeks—significantly faster than the industry average.
“Our business is not selling the product; our business is maximizing machine utilization,” said Tino Go. By optimizing the use of existing CNC equipment, Baru’s model reduces overhead while streamlining the supply chain, cutting costs associated with shipping, warehousing, and obsolete inventory.
Growing Network and Future Plans
Manufacturers in 32 cities across 12 states have expressed interest in joining Baru’s network. These partners benefit from low overhead requirements, as they are not responsible for sales, engineering, or administrative functions tied to Baru-generated orders.
Go has raised and invested approximately $700,000 into the company and plans to secure an additional $1 million by the end of March. The funding will be used to expand the team, enhance the technology platform, and grow brand awareness. Future development includes augmented and virtual reality tools that will allow customers to visualize how Baru’s cabinetry fits into their spaces.
From Frustration to Innovation
The concept for Baru originated from Go’s personal frustration while trying to order custom shelving. Drawing on his background in manufacturing and finance, he recognized an opportunity to streamline the custom cabinet process through technology. He founded Baru in 2019, naming the company after the Indonesian word for “new,” symbolizing a fresh approach to manufacturing.
Proven Concept and Market Potential
Baru initially tested its distributed manufacturing model with custom furniture, validating the concept through a partnership with Google’s perks program. With $70,000 in cabinet orders currently in the pipeline, the company is now focused on expanding within the cabinet market.
The platform allows customers to specify dimensions, finishes, colors, and add-ons, with pricing adjusting in real time. Baru’s network of 32 cabinet manufacturers serves a population of approximately 110 million people, with an initial focus on the Cleveland and Detroit markets. Go plans to expand to the top 100 metropolitan areas nationwide, emphasizing localized manufacturing to reduce costs and environmental impact.
Challenges and Opportunities
Like many startups, Baru faces challenges related to funding and quality control. However, early investor Carl Rolfing remains optimistic, believing the shared-economy manufacturing model will appeal to builders and contractors seeking cost-effective, customizable solutions.
“Baru is the tip of the spear to completely change manufacturing,” Go said, outlining his vision for broader adoption of the company’s model across multiple industries.
Contact
Tino Go, Founder, Baru Inc.
Email: info@baru.com
Website: www.baru.com
