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Editorial

It's All About the Product

This month, we present the seventh installment in D&WC’s ongoing series covering the state of the window coverings industry. Over the last three years we have tapped many of the recognized leaders in the manufacturing/supplier end of window coverings and asked them their opinions on the status of the industry and where they think it might be headed.

One of the questions we’ve asked each of our subjects is, What factor drives the industry? Their answers have varied but inevitably bring up consumer demand, value, technology and — admittedly — price. Underlying their responses (and understandably so!) is one thing: product.

Sometimes the responses have centered on creating consumer demand for products, sometimes on offering alternative sources for products, and sometimes on creating and offering new products. Regardless of what’s being offered, however, it has to be something the end-use wants, needs, will pay for and will enjoy. That requires a top-quality product to begin with; demand and value nearly always will follow. When it comes to custom window treatments, customers are asked to pay thousands of dollars of hard-earned money. High expectations come with that.

In this month’s cover story, Tom Marusak, president of Comfortex Corp. (see page 24), points out that over the last two decades products from honeycomb shades to sheer window shadings to engineered composite wood products have changed the very landscape of the industry once dominated by mini-blinds and vinyl roller shades. During that time, Comfortex has earned a reputation for bringing new and innovative ideas to market, and that’s not about to change. Marusak tells us three new category products will be added this year with two more scheduled for next year. “Clearly,” he says, “products are the key factor that moves the industry forward and determines its health and growth.”

Howard Shingle