Sidelines Inc. promotes its closet-industry offerings as “essentials in superior design,” integrating “the brilliance of chrome and the warmth of rattan.” Granted, a superior product will always turn heads, but a company that builds itself on fortitude, timeliness and a dash of humor guarantees more than cash flow — it promises a friendly working environment in which the days go by as quickly as the orders come in. Add it all together, and Sidelines Inc. comes out a shining star in the storage and organization industry.

The company began humbly in 1997 as a “side” business in Scottsdale, Ariz., with its husband-and-wife founders, Charles and Kris Costa, at the helm. At the time, the two were working with an overseas company that solely sold basket systems to the closet industry. Charles was responsible for introducing the company’s products to North America, and both he and Kris assumed roles as U.S. agents. Over the years, the couple witnessed the growth and development of the closet industry and foresaw the explosive potential for space organization, particularly closet storage. With 10 years of industry experience under her belt, Kris came up with a winning product idea, which, although simple and small, birthed the business as it stands today. Here now, a brief interview with the Costas reveals that their professional outlook, a complete commitment to the customer and a salty sense of humor have all played a role in developing a reputable storage-solutions business.

ISO: Can you tell us a little bit more about your company’s beginnings?

Kris Costa: Since the company we were working with sold wire baskets exclusively, I thought it would be quite complementary to offer some other accessories to the customer base. It all started very small: Sidelines’ first product was a plastic liner, which I put into production to fit the current basket system. People liked it, and liked the convenience of ordering it along with the basket on the same phone call. Also, a segment of our customer base at the time was still somewhat unaware of other closet-storage products that were out there and asked us for suggestions.

I don’t know if a lot of closet companies actually talked to other closet companies back then, but we were communicating with them on a daily basis. People were looking for different things. Other manufacturers were also looking for further exposure within the industry. So, a few drop-ship agreements were made, and Sidelines began selling several companies’ products as well as the Sidelines liner.

All of this was concurrent to the basket business. “One-stop shopping” became a reality for Sidelines’ customers and it continued growing in that fashion for the next three years.

Charles Costa: In 2000, I saw the market as moving more and more upscale. I wanted to fill that niche with the most innovative and quality-driven products possible. Due to the existing circumstances, I realized that the only way to accomplish this was to design, manufacture and market these items ourselves. It was at this point we had a big decision to make, which resulted in both of us resigning from our existing positions and concentrating full-time on Sidelines.

In order to turn our ideas and dreams into reality, we second-mortgaged our home to raise enough cash to begin to manufacture, warehouse and distribute. Thankfully, the plan worked. Our first year together generated gross sales higher than seven figures.

ISO: What were some of the things you learned about the industry early on that have allowed you to thrive as a company?

Kris: To listen, really listen to your customers.

Charles: Basically that the industry is young and open-minded, and if you come up with products that are creative and can work, they will sell.

ISO: How do your products set you apart from the pack?

Kris: The industry was really ready for some new items. Closets were a success, but they needed a new twist. We now have creative freedom to do what we want. And there is a lot more to come.

Charles: We were first in the market to offer the closet industry the following:

* A brand-new basket system to utilize full-extension ball-bearing slides;
* New basket finishes in polished chrome, polished brass, and two shades of rattan, specifically designed to fit laminate systems;
* Matching tie and belt racks, and valet rods in all-metal finishes — eliminating the need to match the various wood finishes;
* Full-extension spice racks, canned-food racks and shoe racks in three finishes; and
* Basket wraps, the Closet-wear program

ISO: Any thoughts about what has helped you on the road to success?

Charles: Patenting our ideas was helpful. Being first was important in establishing our company as leaders with creativity and vision. The ability to bring our ideas to market quickly is also a tremendous advantage. We like to set the standard.

Kris: This has been and continues to be the difference between our company and the several “giant” competing hardware distributors. It has been really important to come out with products that are truly new and foster the industry as a whole — suppliers and customers alike. And I am happy to say in addition to our own products, Sidelines — to this day — offers some of those original products and maintains relationships with the original suppliers we worked with in 1997.

ISO: Has your company broadened its focus in any way?

Charles: We are concentrating on the “closet-kitchen” connection.

ISO: What are the most rewarding aspects of being in this industry?

Kris: I really love the people. I think they are really down to earth, enthusiastic about what they do and are a pleasure to work together with. Their backgrounds are diverse. We have made some great friends.

Charles: I am a basket case and I found my niche!

ISO: Who are your customers?

Charles: Franchise groups are one category:

California Closet Company, Closet Factory, Closets By Design, Closet & Storage Concepts, and many others, as well as manufacturers of closet components such as ClosetMaid and Windquest companies — not to mention the more than 1,000 independent custom closet dealers.

ISO: What do you consider to be your best asset in business?

Kris: Customer service is huge to us. We really want our customers to feel that we value their business and go the extra mile, and that it is our pleasure to do so.

Charles: We try to establish a personal one-to-one relationship with each of our customers — from the smallest to the largest. We strive not to be a faceless company.

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