Product
Report:
Roller Shades
Made
in the Shade!
Today's shade collections show how versatile, beautiful
and popular they are.
Roller shades really
never did go out of fashion. With beautiful fabric selections and
sun screening materials and upgraded clutch systems and motorization,
roller shades today are excellent selections for any room in a home
or an office.
Top industry suppliers offer advice on increasing shades sales and
what features homeowners are looking for.
FASHION, FEATURES, FLEXABILITY
Bryan Nicklas
Kirsch Window Fashions
Kirsch knows that roller shades are making a comeback—in a
big way! Roller shades have moved from the niche product category
to mainstream and we anticipate this trend will only continue to
grow. Why? In addition to the larger windows of new home construction
and design, consumer demand for soft treatments and fabric in the
window coupled with the EU/modern look’s mainstream entry
into décor has pushed roller shades right into the consumer’s
fashion eye. Roller shades are a flexible and practical solution
and offer:
• Style flexibility—easy to coordinate with traditional
and transitional decors with decorative touches including trim
• Light-filtering, but still maintain view from the window)
• Clean lines
With the consumer’s request for roller shades, also comes
a request for features . . . features that added with the Kirsch
quality, equal to total style for the décor. Kirsch offers
multiple fabric selections designed to coordinate with today’s
trends: suede, linens, woven grass-like fabrics, sheer fabrics,
decorative fabrics, textured materials and light-blocking vinyl.
Kirsch also offers decorative hems—scalloped edges and decorative
fringe—and valance options on its roller shades. The top requested
feature for roller shades has been fabric selection; consumer decision
is based almost exclusively on fabric selection, not features or
options.
Gone are the days of the tricky spring action that results in shades
flying to the top of your window! Kirsch built into its roller shade
as a standard option a clutch control system. The standard corded
clutch control allows perfect positioning of the shade at any height
and easily raises and lowers the shade with a gentle pull. As an
option, Kirsch provides a motorization solution for hard-to-reach
windows or for convenience. With this design, one remote can operate
multiple shades or the consumer can program a timer to raise and
lower shades during the day.
From the dealers’ perspective, education would be a great
approach to take in sales campaigns. Those dealers that showcase
roller shades in their showrooms and represent them in their advertisements
should see an increase in sales. Coordination of roller shades to
other products also will serve to increase demand. Kirsch offers
PanelTrac®, a large window solution or room divider, in the
same fabrics and textures as roller shades.
SELL THE VERSATILITY
Thomas Oder
ADO
At ADO, 25 percent of our orders are for soft shades. We are seeing
a definite growth trend in the soft shade business.
As far as features that homeowners look for, we find that most homeowners
want quality construction and a fabric that will be able to stay
in style for many years to come.
The best way for dealers to increase shade sales is to not think
of them as an afterthought at all. Soft shades can be designed as
part of any window treatment from drapery panels to pinch pleats.
Sell the versatility of a shade like ADO’s double shade: two
shades that work independently of each other. The front shade is
usually a sheer and the back shade is something heavier to add privacy
or to completely block out light. Raise them independently to create
many different looks.
FRESH COLORS, OPTIONS APPEAL
Leslie Ann Bedrock
Lafayette Interior Fashions
The marketplace for roller shades is definitely growing, and we
have seen positive sale increases in our Genesis™ by Lafayette
Custom Shade program. New advances in pattern and color choices,
as well as lifting system, have made roller shades much more popular
with younger demographics. Roller shades are easy to maintain and
care for, which makes for a smart choice.
The growing trend of motorized window coverings is one of the many
product offerings of roller shades. Lifting systems continue to
advance and roller shades are now easier to operate with a remote
or switch. The ease at which consumers can operate these shades
is very important and is a huge selling point that dealers can offer
their customers. The modernization of roller shades has been seen
not only in the versatility of use but in the wide range of fabric
options for consumers. Varying opacity options make it easy to control
the amount of privacy and light allowed into the home to address
what the room requires. Fresh colors, textures and patterns, complete
with the advances in motorization, create a timeless style and rejuvenated
attitude that appeals to the more modern customer.
SCREEN PLAY
Carol Santos
Turnils North America
The roller shade portion of the market is definitely growing. Screen
fabrics are increasing in popularity and are our top sellers. Screen
fabrics are perfect for both commercial and residential applications,
offering the ability to admire a nice view to the outside, while
still controlling sun glare.
The best approach to increasing shades sales is to offer a well-rounded
collection including the basics, as well as some unique and decorative
fabrics. Screen and natural looking materials are a great addition
and very popular right now. Options like decorative fabric wrapped
cassettes and bottom rails grab the consumer’s attention for
a well-coordinated room.
AN UPDATED CLASSIC
Joe Jankoski
Hunter Douglas
Tn the days before the mini-blind, window shades were the king of
the hill and product of choice for most of America. Today that classic
product line has been updated with improved function and fashion.
Consumers have noticed.
The Hunter Douglas window shade collection includes 107 choices
of Designer Screen Shades made of coated fiberglass. Consumers enjoy
the view while protecting their interior furnishings from harmful
UV rays. Fabric-covered cassettes conceal the metal roller and ensure
a clean, finished look.
Our Remembrance® window shade line is all about choice. Over
200 color options in the 30 different collections is just the beginning.
Consumers are offered a choice of four different opacities ranging
from sheer to blackout, eight distinctive hem designs, 24 trim styles
and eight decorative pulls in three different color options, plus
a fabric-covered cassette fascia and motorization options. |
