SPECIAL
REPORT Generations
X and Y Dream Big, Plan Smart
Hunter Douglas targets them and second-home buyers with
the first-ever hybrid shutter.
by James Klawiter
Gen
Xers got their name from a 1991 novel by Douglas Copeland about
three aimless, twenty-something slackers. Since then these slackers
have woken up. Born between 1965 and 1978 and more than 50 million
strong, Gen Xers accounted for 49 percent of new home sales in 2003,
according to the National Association of Home Builders (NAHB). Born
after 1979, Gen Yers, also called Echo Boomers because they are
the children of Baby Boomers, were responsible for another six percent
of newly built homes.
What’s more, NAHB reports that these generations dream big—they
want their new homes to be 50 percent larger than their current
ones with four or more bedrooms and nine-foot ceilings. And, studies
have shown that Gen Xers are more brand loyal than their older counterparts,
trusting brands to deliver better quality and ultimately better
value. They’re smart and they plan.
Hunter Douglas NewStyle™ hybrid shutters, the first-ever hybrid
shutter, are ideal for these emerging trendsetters, many of whom
are investing in fuel-efficient hybrid cars as well. Their older
counterparts, who account for the rise in second-home sales, are
also a good target market.
AFFORDABLE LUXURY
Available this month, NewStyle shutters provide affordable luxury
and combine the great style of wood with the strength and stability
of advanced modern-day materials. These shutters join Heritance®
hardwood shutters, which are crafted of pure basswood with dovetail
joinery, and Palm Beach™ polysatin shutters that can withstand
the most humid environments, to form the Hunter Douglas Custom Shutter
Collection.
A price-sensitive alternative, NewStyle hybrid shutters combine
the best features of both offerings with expanded choices in louver
sizes, frames and specialties.
DESIGN INNOVATION
NewStyle shutters boast the Truemill™ dovetail construction.
They also have an exclusive premium finish called Finetech™
– a micro-smooth satin finish that simulates the look of a
finely painted wood shutter.
NewStyle hybrid shutters come in louver sizes of 2 1/2, 3 1/2 and
4 1/2 inches. These louvers are equipped with the Staytite™
louver tension system. Unique in the marketplace, this factory-installed
louver tension system eliminates the need to adjust the tension.
And, NewStyle shutters offer a choice of up/down closure for increased
flexibility. The award-winning TruView™ rear tilt operating
system on Heritance shutters is available on the NewStyle line.
With TruView, the operating system is barely visible from the front
and blends perfectly in the back side of the shutter for a clean
design and more expansive views.
Like Heritance, there are eight frame choices and more than 250
configuration options, including bay and corner windows, French
doors and perfect and imperfect specialty shapes. NewStyle shutters
are available in six colors that follow the latest color trends.
Ideal for budget-minded consumers, Express NewStyle™ hybrid
shutters are a pared-down offering with the same attributes as the
full NewStyle program with the bonus of delivery within just days.
EXCEPTIONAL SERVICE
NewStyle Custom Shutters and the Custom Shutter Collection are further
distinguished by a longstanding national fabricator network, a quality
brand name, American-made product and a lifetime limited warranty.
We’ve also worked hard to develop compelling sampling for
NewStyle shutters and to showcase the entire Hunter Douglas Custom
Shutter Collection. We recommend dealers display the product sampling
side by side.
Just as Gen X and Y present expanding markets for many home decorating
companies, so the Hunter Douglas Custom Shutter Collection presents
renewed opportunities for dealers to increase their business and
improve their bottom line.
James
Klawiter is Business Unit Manager of the Hunter Douglas Custom Shutter
Division.
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