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Industry Profile
Unparalleled Opportunities
With industry-specific experience and knowledge, ITA Inc. has positioned
itself as an independent, expert provider of solutions and support.
D&WC: Please give a detailed
description of your company and its history.
Leonard Siegel, managing director:
Based in St. Augustine, FL, ITA was founded in 1986 as a sales and
marketing organization, initially concerned with launching a new
collection of PVC for vertical blinds. In 1990, we expanded our
focus to include a series of leading-edge products that offered
fabricators more profit potential and built-in value: the Vinylbilt
Shutter System. This was ITA’s first truly systematic approach
to window fashions marketing, since it included complete turnkey
production support. The extension of this concept has led to the
third phase of ITA’s development; we now provide even more
highly profitable, leading-edge window covering systems to independent
fabricators around the world.
With an extensive network of designers, engineers and suppliers,
we provide research and development, marketing support, private
label programs and other customized sales arrangements. As a strongly
customer-oriented organization from our founding, ITA does not compete
with our customers by manufacturing custom finished products; we
respect our customers and the work they do.
D&WC: What window coverings
products did you handle initially? What products do you handle today?
Siegel: From a marketer of
PVC for verticals in 1986, the company evolved into a developer
of full production systems for vinyl shutters by 1990. In the mid-’90s,
the company was expanding into textile-based window coverings, including
pleated shades, single- and double-cellular shades, Meritec high-end
fabrics for roller and Roman shades, and Capri textured woven shades.
Around that time, we inaugurated our own Meridian Home brand, while
continuing to offer private labeling opportunities.
We have also enlarged our partnerships beyond Vinylbilt to include
MikronWood composite horizontal blinds and Savannah plantation-style
composite slats. The most recent product rollout was a new collection
of Meridian Home Decorative Hardware, including finials, rods, rings
and brackets, in several stylistic motifs.
Currently, we are developing several new product concepts designed
to provide independent fabricators with unparalleled profit opportunities.
Several of these will be unveiled at this month’s International
Window Coverings Expo in Baltimore, MD.
D&WC: How has your segment
of the industry changed since you first began?
Siegel: Since ITA began as
a raw material and components supplier in 1986, this segment of
the window coverings business has changed dramatically. At that
time the industry was organized around exclusive major brands that
wielded great leverage in the markets. Today, a greater percentage
of the sector has shifted to innovative private label business models.
This change, combined with today’s technology that connects
good products and effective marketers, have made it possible for
ITA to flourish.
D&WC: Where do you see
yourself and your company five years from now? Are there additional
areas within the industry that you would like to get involved in?
Siegel: We continue to invest
heavily and carefully in new product systems that promise excellent
profit opportunity for fabricators and a secure future for ITA and
our partners. Several new turnkey opportunities will be launched
in 2003, and others are already in development for the future.
D&WC: What best describes
your niche in the marketplace?
Siegel: Today, ITA is more
than simply a “raw material and components supplier”
for window coverings. Rather, we define our role as that of an independent,
expert provider of innovative solutions and comprehensive support
to serious fabricators in key markets around the world.
Under our client-driven business model, each sales program is customized
to give customers greater control over inventories, style allocations
and sales channels, free from the merchandising demands and limitations
imposed by large national brands.
D&WC: What are some of
the key factors involved in your growth and success?
Siegel: One of the main factors
behind our success is the industry-specific experience and knowledge
of our senior managers. They are able to discern and become involved
exclusively with products that demonstrate clear profit potential
for ITA and our customers. They also are highly skilled at formulating
and administering successful product development and sales programs.
A second factor is the respect we have for our customers and supply
partners. We insist upon maintaining a high level of integrity and
professional responsibility in every business transaction.
Finally, a healthy dose of innovation and prudent risk-taking have
also contributed to our success.
D&WC: What trends and cycles
do you see occurring in the industry? How is your business addressing
them?
Siegel: On the operations
side, one obvious trend is the ongoing consolidation of distribution
channels by a few manufacturers. To help our customers gain greater
market penetration, ITA is responding by:
1. Focusing on “value re-engineering” existing products—through
innovation and improvement—to maintain sales at lower price
points.
2. Establishing new product platforms in opportunistic categories
as we perceive them—developing products that are not copies
of anyone else’s, but that are still profitable.
On the fashion side, we expect strong growth in the shutters and
composite horizontal blinds categories. These products offer consumers
high-fashion appearance, decorative versatility and extremely good
value. At the same time, we are seeing a return back to the “soft
look” in shades and other textile-based treatments.
D&WC: What distinguishes
you from the competition?
Siegel: ITA is distinguished
by its independence, innovation and a team philosophy—both
internally and in our external relationships. As a development partner
for fabricators, our job is to proactively assess the challenges
facing them and to engineer workable, affordable solutions through
product development and comprehensive support.
This strong focus on customer service differentiates us in an industry
replete with parity products. ITA uses insight and experience to
keep our customers ahead of the market. That means we must pay very
close attention to what consumers are saying, how they are behaving
and the product and style preferences they are making. We must then
respond rapidly, working and communicating with our customers to
satisfy those specific consumer demands. We have excellent people
in our company who are committed to this business plan.
D&WC: Do you educate your
customers?
Siegel: We educate our customers
in how to sell, market and fabricate. But most important, we help
them educate their customers and salespeople in how to sell and
install our products. Additional support includes complete marketing
plans and merchandising and sampling programs.
Our engineering and production support is a tremendous tool for
fabricators. It includes turnkey startup consultation, assistance
with factory layout, technical direction, software, training and
production tools. Our knowledge-sharing programs will continue to
receive major emphasis going forward.
ITA Inc.
24 Cathedral Pl., Ste. 400
Saint Augustine, FL 32084
(904) 829-5937
(800) 387-2045
fax: (904) 829-0507
e-mail: info@itainc.net |
