IQ Winner: Custom Services Hardware


Custom Services Hardware

1170 Wauwatosa Road, Cedarburg

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Innovation: Created and developed a single-hinge, “invisible door” used for secret rooms in a home

Employees: 42

Revenue: $10 million

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Custom Services Hardware’s newest innovation looks like something out of Sherlock Holmes. Upon first glance, a wall appears to hold nothing more than a bookshelf. But given a gentle push and – aha! A secret room is revealed.

The “invisible door” uses a single hinge, which can accommodate either an in-swing or an out-swing door. Customers can use the door to cover up a seldom used room or closet, create a hidden safe room, or simply add a unique touch to their home or business.

Custom Services Hardware owner Frank Ramussen said he discovered a similar product at a tradeshow a few years ago, but it never made it to market. So, he decided to develop his own version, with a quick-to-market approach.

“We produced the bookshelf and hardware to make that happen,” Rasmussen said. “We’ve taken it to tradeshows. People will walk up and say, ‘Hey, man this is great!’ It’s a fun product.”

Using premium plywood and high quality domestic hardwoods the InvisiDoor is shipped unfinished so customers can customize the shelving to fit in with their home décor.

The company sells a variety of custom-made hardware components for ready-to-assemble cabinetry, furniture, and other products like kitchen and bath accessories, to remodelers and building contractors worldwide.

Customer Services Hardware earned more than $10 million in revenue, last year. Rasmussen, a former wood modeler, launched the business with his wife more than 35 years ago. Since then, the company has become renowned for its constant reinvention.

This year the firm is launching a line of rolling library ladders and hand-made iron hardware.

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