D&WC: Please give a detailed
description of your company and its history.
Doug Barr: Kensington is a new marketing arm in the United States for Turnils, NA located in Suwanee, GA. Turnils Group headquarters are based in Alingsas, Sweden, where they have been producing products for the international window coverings market since 1952.
After producing and distributing components to independent window coverings fabricators for a number of years, it was decided that a more program-oriented approach was needed to keep up with the changing market conditions. Focus groups were conducted and it was determined that independent retailers and design specialists saw value in a new brand that was not available to the 800-numbers and big box stores. They also asked for a more manageable sample package.
Kensington offers 11 product categories with a reduced assortment, but still offering the best-selling colors and styles. All of the sample books are sized similarly and feature the same look, which is carried over to other merchandising materials creating a complete collection.
D&WC: What products do you handle
Barr: We offer 11 product categories:
1. Honeycomb shades
2. Wood blinds
3. Alternative wood blinds
4. Woven woods
5. Window shadings—vertical and horizontal
6. Roman shades
7. Pleated shades
8. Roller shades
9. Louvered arches
10. Vertical blinds
11. Aluminum blinds
D&WC: Who are your customers?
What parts of the country do you service?
Barr: We currently have four fabricators: Krohn’s Window Coverings in Colorado; Texton, Inc. in Texas; Bamboo Abbott Florida Corp. in Florida; and Oxford House, Inc. in Indiana.
We service the entire United States, but some geographic areas are covered better than others.
D&WC: Where do you see the company
five years from now? Are there additional areas within the industry that
you would like to get involved in?
Barr: Our goal is to have 15 full-line fabricators, nationwide dealer distribution and to move toward consumer advertising.
We have plans to develop and add unique and differentiated products to the line, but our main approach will be developing dealers to their fullest sales potentials.
D&WC: What best describes your
niche in the marketplace?
Barr: Our niche is our exclusivity to dealers, streamlined sampling and true retail pricing. This uniquely packaged program was designed specifically for the independent retailer and design specialist.
Kensington Window Expressions1327 Northbrook Pkwy., Ste. 41
Suwanee, GA 30024
Fax: (770) 995-2240
D&WC: What are some of the key factors
involved in your growth and success?
Barr: The key factors that contribute to our growth and success are our ability to get our message out to dealers and the quality of the products and marketing materials that we offer.
D&WC: What are your strengths
in the marketplace?
Barr: Our main strengths are our wide product basket, which includes a large SKU offering and our functional and stylish products.
D&WC: What distinguishes you
from the competition?
Barr: Kensington’s exclusivity to dealers and design professionals is our main point of differentiation. Kensington products are available only through authorized dealers and designers, which they purchase from licensed Kensington independent fabricators.
Kensington also offers a more manageable sampling package that creates the look of a collection. Kensington offers dealers a broad selection of 11 product categories with a reduced assortment of SKUs, but featuring the best-selling styles and colors. Also, all of Kensington’s sample books come in the same size with a uniform look that is repeated in the display materials.
Finally, Kensington offers true retail pricing, which eliminates the pricing games. The dealer can honestly sell to the consumer and know his cost is 50 percent of the selling price.
D&WC: How do you educate your
Barr: We have had great success with dealer seminars, offering product training and selling tips to the dealer. Kensington is a consumer brand that exclusively supports dealers and designers. We know we must make the dealers successful as that is our only means of support and distribution. We have to help dealers reach their fullest potential.
D&WC: Do you work through distributors
or sell direct to the retailer?
Barr: We operate a full-line, exclusive fabricator network that sells directly to the retail dealers and designers.