The Pencil Mill Dumped Cedar Slat Scrap on Her Line for 12 Years — She Built a $250,000 Closet Brand

The Pencil Mill Dumped Cedar Slat Scrap on Her Line for 12 Years — She Built a $250,000 Closet Brand

Chapter 2

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Inga cleared the dishes without saying anything.

As she passed Lana’s chair, she briefly placed a hand on her daughter’s shoulder.

She did not need to say anything.

Lana had already figured out the basic science behind the idea.

Eastern red cedar, Juniperus virginiana, contains aromatic compounds including cedrol and related oils that have long been associated with the wood’s ability to deter clothes moth activity in enclosed storage spaces.

That was the practical reason cedar chests had existed for generations.

The aromatic cedar hope chest that Midwestern families filled with quilts, blankets, and wedding linens was not merely sentimental furniture.

The wood served a functional purpose.

Lana had read studies and extension publications examining cedar-lined storage and clothes moths, particularly the webbing clothes moth, Tineola bisselliella, whose larvae damage wool, cashmere, fur, and other natural fibers.

The modern closet, however, had largely replaced the cedar chest.

And modern closets were usually constructed from painted drywall, particle board, pine, laminated shelving, or wire systems.

They organized clothing.

They did almost nothing to protect it.

Meanwhile, pencil manufacturers were producing large amounts of kiln-dried aromatic cedar scrap and treating it as waste.

Lana’s idea was to connect those two facts.

She did not want to rebuild entire closets from cedar.

She wanted to create modular cedar lining panels.

Tongue-and-groove systems cut to standard closet dimensions.

A homeowner could purchase a kit and upgrade an ordinary reach-in closet without hiring a custom carpenter.

The raw material itself could cost almost nothing because the mill was already paying to dispose of it.

Lana wrote the unit economics in her notebook.

Then she revised them.

Then she revised them again.

At a projected retail price of about $180 for a standard reach-in closet kit, she believed the raw-material cost could remain negligible while the primary expenses would be milling, labor, packaging, transportation, and retail margin.

She estimated a gross margin near 71 percent.

She also had research notes from extension publications on cedar-lined storage and moth activity.

Then she conducted her own informal market survey.

Lana called two hundred homeowners in Dane and Sauk counties and asked whether they had experienced moth damage during the previous three years.

Sixty-eight percent said yes.

She then asked whether they would consider paying between $150 and $200 for a closet-lining product designed to help protect stored natural-fiber clothing.

Sixty-one percent of that group said yes.

She showed Garrett the notebook.

He read it the way he read everything.

Slowly.

Without expression.

He turned every page with the same deliberate care he used for feed bills and machinery invoices.

When he finished, Garrett closed the notebook.

He placed it on the table.

Then he looked at his daughter.

“You can use the old equipment shed,” he said. “Don’t let it interfere with haying season.”

That was his yes.

It was the only yes Lana needed.

In the spring of 2008, she began converting the old equipment shed into a tiny milling operation.

She bought a used table saw for $400 at an estate sale.

She built a router table herself from plans she found in a woodworking magazine.

She borrowed a sander from a neighbor and never quite returned it.

Within seven months, Lana had milled her first two hundred panels from cedar scrap she hauled herself from piles behind the Muning Mill property.

The wood had been sitting outside in the weather.

She sorted it.

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The Pencil Mill Dumped Cedar Slat Scrap on Her Line for 12 Years — She Built a $250,000 Closet Brand

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