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Trade Show
Rally in Baltimore
The International Window Coverings
Expo 2002 rebounds to normal levels.
By Howard Shingle
The window coverings
industry seemed to need a good trade show this year, and it got
it. Coming off the uncertainties, recession and depression following
September 11, the International Window Coverings Expo 2002, held
March 22 to 24 at the Baltimore Convention Center, Baltimore, MD,
provided the industry an opportunity to rally.
There was a patriotic feel to the climate at this year’s show.
American flags were seen in nearly every aisle—and even made
up as an awning, a horizontal blind, a shutter and at least two
of this year’s entries in the Dream Windows contest were on
patriotic themes. It was good to see.
Comments from many exhibitors and attendees indicated this year’s
Expo was a good show—some would even say it was the busiest
in five or six years. The numbers don’t support that claim
overall. The show’s producers, Messe Frankfurt and Window Fashions
magazine, report more than 7,000 participants and 227 exhibiting
companies this year. Those are almost the exact numbers as the show
in Baltimore two years ago (see D&WC, June 2000, page 60) and
are down in both categories from the Baltimore show in 1998 (see
D&WC, April 1998, page 76). Still, the mood of this year’s
show was upbeat, and it was a step in the right direction following
last year’s show in New Orleans (see D&WC, May 2001, page
74).
The Expo, perhaps like the industry itself, has settled into a new
status quo. A year can make a huge difference, but barring any unforeseen
events the industry should have a good idea of what to expect in
2003 when the show returns to Baltimore—reportedly now its
permanent home—April 3 to 5.
FOCUS ON NEW
Numbers don’t tell the whole story, however, if those who attend
are actively buying. That seemed to be the case for many exhibitors.
Buyers form several retail chains attended the show—J.C. Penney,
Home Depot, Lowe’s, among others—along with independent
business owners and designers. And there was plenty for them to
see and do at this year’s show.
Overall several new products or line extensions debuted at this
year’s Expo. Levolor/Kirsch came into the show with its largest
booth in some time. The company showcased new hardware collections
by designer Clodagh along with its Raymond Waites collections. Its
booth featured the company’s “Mission: Elegance Defined”
theme offering trend marketing education, fashion and product knowledge.
Visitors to the trade show floor couldn’t help but notice the
three-tiered cake Hunter Douglas erected to celebrate the 10-year
anniversary of its Silhouette® window shadings. As at past shows,
the company presented seminars at its booth on products, design
and technology. It also showcased its newest consumer advertising
campaign, which features a problem-and-solution format.
This year Hunter Douglas also had a separate booth dedicated to
the needs and interests of installers. Demonstrations and tips on
specifying and installing its products were featured.
ADO, one of several fabric companies exhibiting at the Expo, presented
its newest collections. Focusing on design trends, the company’s
booth grouped fabrics around the themes “Young,” “Modern,”
and “Classic.” A new twist this year, Rose Bower offered
design and fabrication tips for dressing windows.
Kensington Window Expressions featured two new products: vertical
window shadings and honeycomb shades. It also debuted its “Road
to Success” national dealer vehicle reward program, in which
dealers who meet purchase requirements are awarded a leased dealer
van with company name and Kensington graphics.
Springs Window Fashions premiered Graber cordless blinds and shades,
which feature a headrail with internal belt-driven mechanism. CPFilms
introduced its Vista Mirage safety film. The product, when professionally
installed, helps keep glass shards from flying across a room if
the window is broken.
Aveno Window Fashions presented three new products for the first
time: woven wood shades, shutters and a vertical sheer product.
Something installers should appreciate, RAK Ltd. introduced its
X-10-Dor at this year’s show. Targeting the shutter and wide
blinds markets, this new hardware accessory extends the door handles
on French doors allowing adequate room behind to accommodate blinds
and shutters up to four inches wide.
Sunscreening seems to have much appeal these days. ITA, Inc. introduced
Meritec™ Performance fabrics, a polyester mesh scrim coated
in a PVC compound that achieves production economies and high quality.
Lutron® Shading Solutions/VIMCO debuted new design prints for
its Sivoia™ motorized window shades. The designs include an
exclusive Frank Lloyd Wright® collection as well as patterns
inspired by abstract expressionism and ancient Celtic designs.
Two trends tended to stand out—one established, the other up-and-coming.
Reflective of what the industry has seen over the past few years,
there were several companies exhibiting shutters in all their forms:
wood, poly and vinyl. By one count, more than 40 booths showcased
shutter products. In what may be the next trend, exterior awnings
took a higher profile than in past U.S. shows. They were featured
by dedicated awning companies such Sunair and Textile Commission,
but also as a part of larger booths such as Turnils and Somfy.
OUT AND ABOUT
As always there was plenty to do before and after show hours. The
Window Covering Manufacturers Association (WCMA) presented its annual
Product Innovations Awards the day before the trade show floor opened
(see D&WC, April 2002, page 20 for a complete list of winners).
The Window Coverings Association of America (WCAA) held its annual
meeting on Friday during this year’s show. During a cocktail
reception before the business meeting, Bruce Heyman, national president,
presented a plaque recognizing the efforts of Kitty Stein in developing
the association’s Certified Workroom Professional program.
There were a number of receptions held in and around the Baltimore
Hyatt, the host hotel. This year even fabricators got into the swing
of things. Rose Webb of Window Fashions, Inc., hosted an after-hours
cocktail reception at the Hyatt.
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