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Industry Profile
Building
a New Vision
Royal Window Coverings revamps its business strategy to ensure its
place as a leader in the industry.
D&WC: Please give a
detailed description of your company.
Gord Brocklehurst, Vice Pres-ident of Corporate
Develop-ment, Royal Group Technologies Ltd.: Royal Window
Coverings (RWC) manufactures and distributes hard window covering
products and has manufacturing facilities worldwide including the
United States, Canada, Mexico, Brazil and the Netherlands. RWC is
a division of Royal Group Technologies, which designs, creates and
produces technologically superior, polymer-based home improvement,
consumer and construction products. Since Royal Group Technolo-gies’
inception in 1970, the company has endeavored to develop products
that are “Building a Better World™.”
Here at RWC we are “Building a New Vision.” In 2003, a
new management team was structured, bringing new strategic direction
to the business. All window coverings market segments and distribution
channels were extensively reviewed and analyzed. In addition, we
are in the process of right-sizing our operations and focusing on
marketing innovative window covering products to our valued customer
base.
RWC is here to stay and we plan to be around for years to come.
We continue to make technological advances in our louver manufacturing
processes that will enable us to continue to compete on a worldwide
basis with introductions of innovative window covering products.
RWC will continue to invest and expand product lines through a variety
of strategic marketing initiatives, new product development and
customer responsiveness.
D&WC: What products are you handling
today?
Brocklehurst: Currently, RWC
offers a variety of complete vertical and horizontal programs.
Our LaserLite™ collection includes a wide range of vertical
louver styles and colors available in 3.5 inches and two inches
in a variety of finishes, including SFT™, newly introduced
ColorWash™ and 2XT™. SFT is an innovative technology that
creates PVC louvers combining the true softness of fabric with the
durability and energy efficiency of vinyl. Double Sided Texture,
or 2XT, offers a look of durability with rich texture and depth
and ColorWash, introduced in July 2003, is a gentle brushstroke
of color over an embossed vinyl louver.
In addition, we have a curved horizontal program that offers a unique,
simple and clean line of rich colors, textures and patterns with
coordinating accessories and components. These curved horizontals
are designed to coordinate with our vertical palette.
Royal Treasures™ is our new hardwood collection consisting
of classic paints and stains, made from Chinese basswood and finished
in North America. All the slats are carefully chosen and finished
with smooth surfaces and finely sanded edges. This program is a
full-service program available in a variety of slat colors, valance
and bottomrail styles with a complete line of coordinating accessories
and components.
Recently we launched a new faux wood program, Royal Trends™,
which like Royal Treasures, is offered as a complete coordinating
line. The innovation of this product shines through with dramatic
attention to detail with the true look and feel of a wood blind.
This line is presented in an array of eye-catching neutral and wood
grain finishes and represents the next generation of faux wood—a
new overall design in PVC technology.
In April, we will launch the Royal Contract Vertical program, which
will allow customers in the contract market to purchase LaserLite
louvers, headrail systems and complete blinds. This upcoming program
will appeal to contractors, architects and developers. We will be
expanding the program to include horizontals and may eventually
include other Royal Group Technologies products, such as siding,
pipe fittings and vinyl window profiles.
Finally, we are currently working and developing a new shutter program
for our fabricator base. The three product lines will include wood,
extruded and faux shutter lines.
D&WC: Where do you see your
company five years from now?
Brocklehurst: Today we are positioning our company across
three major product groups: verticals, horizontals and shutters,
supplied and serviced through three market segments: distributor/fabricator,
contract and retail.
Our vision is that within the next five years, RWC will continue
to be a leader within the window coverings industry, proficient
in the manufacturing of window coverings and marketing innovative
products and programs. RWC will continue to supply customers with
service, products and programs that will increase their business
and give them something unique and valued-added.
D&WC: What distinguishes you from
the competition?
Brocklehurst: Our relationship with our parent and sister
companies provides a vast knowledge base for new product development.
For example, Royal’s extrusion capability and ongoing research
and development provide us with opportunities for new PVC and faux
louver styles, patterns and finishes.
RWC is a full-service, vertically integrated company. We are able
to work closely with customers to develop and produce new products
and styles in a timely manner. Our proficient and experienced sales
team distinguishes us from the competition. In addition, we have
a dedicated team of employees who are committed to providing superior
service to our customers.
We have six strategically located distribution centers across the
United States and also a facility in Montreal, Quebec, Canada. The
locations of our distribution centers are a vital part of our market
strategy providing us with an edge over our competition. We are
able to ship same-day or next-day directly from our stocked locations.
Offering complete programs and innovative products are at the core
of our strategy and where we focus our efforts to “Building
a New Vision.”
D&WC: Do you offer any products
other than window coverings?
Brocklehurst: RWC specializes
in hard window coverings; however, products manufactured and distributed
by other Royal Group Technologies companies include moldings, pipe,
patio furniture, storage buildings and sheds, fencing, window and
siding profiles. Royal’s name is quickly becoming known in
retail home improvement stores for the contribution it is making
to family lives, giving parents time to play with their children
instead of maintaining their homes.
Royal Window Coverings (USA) L.P.
7611 Railhead Lane
Houston, Texas 77086
(800) 328-6686
(281) 447-6686
fax: (281) 878-9010
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