D&WC: Please give a
detailed description of your company.
Gord Brocklehurst, Vice Pres-ident of Corporate Develop-ment, Royal Group Technologies Ltd.: Royal Window Coverings (RWC) manufactures and distributes hard window covering products and has manufacturing facilities worldwide including the United States, Canada, Mexico, Brazil and the Netherlands. RWC is a division of Royal Group Technologies, which designs, creates and produces technologically superior, polymer-based home improvement, consumer and construction products. Since Royal Group Technolo-gies’ inception in 1970, the company has endeavored to develop products that are “Building a Better World™.”
Here at RWC we are “Building a New Vision.” In 2003, a new management team was structured, bringing new strategic direction to the business. All window coverings market segments and distribution channels were extensively reviewed and analyzed. In addition, we are in the process of right-sizing our operations and focusing on marketing innovative window covering products to our valued customer base.
RWC is here to stay and we plan to be around for years to come. We continue to make technological advances in our louver manufacturing processes that will enable us to continue to compete on a worldwide basis with introductions of innovative window covering products. RWC will continue to invest and expand product lines through a variety of strategic marketing initiatives, new product development and customer responsiveness.
D&WC: What products are you handling today?
Brocklehurst: Currently, RWC offers a variety of complete vertical and horizontal programs.
Our LaserLite™ collection includes a wide range of vertical louver styles and colors available in 3.5 inches and two inches in a variety of finishes, including SFT™, newly introduced ColorWash™ and 2XT™. SFT is an innovative technology that creates PVC louvers combining the true softness of fabric with the durability and energy efficiency of vinyl. Double Sided Texture, or 2XT, offers a look of durability with rich texture and depth and ColorWash, introduced in July 2003, is a gentle brushstroke of color over an embossed vinyl louver.
In addition, we have a curved horizontal program that offers a unique, simple and clean line of rich colors, textures and patterns with coordinating accessories and components. These curved horizontals are designed to coordinate with our vertical palette.
Royal Treasures™ is our new hardwood collection consisting of classic paints and stains, made from Chinese basswood and finished in North America. All the slats are carefully chosen and finished with smooth surfaces and finely sanded edges. This program is a full-service program available in a variety of slat colors, valance and bottomrail styles with a complete line of coordinating accessories and components.
Recently we launched a new faux wood program, Royal Trends™, which like Royal Treasures, is offered as a complete coordinating line. The innovation of this product shines through with dramatic attention to detail with the true look and feel of a wood blind. This line is presented in an array of eye-catching neutral and wood grain finishes and represents the next generation of faux wood—a new overall design in PVC technology.
In April, we will launch the Royal Contract Vertical program, which will allow customers in the contract market to purchase LaserLite louvers, headrail systems and complete blinds. This upcoming program will appeal to contractors, architects and developers. We will be expanding the program to include horizontals and may eventually include other Royal Group Technologies products, such as siding, pipe fittings and vinyl window profiles.
Finally, we are currently working and developing a new shutter program for our fabricator base. The three product lines will include wood, extruded and faux shutter lines.
D&WC: Where do you see your company five years from now?
Brocklehurst: Today we are positioning our company across three major product groups: verticals, horizontals and shutters, supplied and serviced through three market segments: distributor/fabricator, contract and retail.
Our vision is that within the next five years, RWC will continue to be a leader within the window coverings industry, proficient in the manufacturing of window coverings and marketing innovative products and programs. RWC will continue to supply customers with service, products and programs that will increase their business and give them something unique and valued-added.
D&WC: What distinguishes you from the competition?
Brocklehurst: Our relationship with our parent and sister companies provides a vast knowledge base for new product development. For example, Royal’s extrusion capability and ongoing research and development provide us with opportunities for new PVC and faux louver styles, patterns and finishes.
RWC is a full-service, vertically integrated company. We are able to work closely with customers to develop and produce new products and styles in a timely manner. Our proficient and experienced sales team distinguishes us from the competition. In addition, we have a dedicated team of employees who are committed to providing superior service to our customers.
We have six strategically located distribution centers across the United States and also a facility in Montreal, Quebec, Canada. The locations of our distribution centers are a vital part of our market strategy providing us with an edge over our competition. We are able to ship same-day or next-day directly from our stocked locations. Offering complete programs and innovative products are at the core of our strategy and where we focus our efforts to “Building a New Vision.”
D&WC: Do you offer any products other than window coverings?
Brocklehurst: RWC specializes in hard window coverings; however, products manufactured and distributed by other Royal Group Technologies companies include moldings, pipe, patio furniture, storage buildings and sheds, fencing, window and siding profiles. Royal’s name is quickly becoming known in retail home improvement stores for the contribution it is making to family lives, giving parents time to play with their children instead of maintaining their homes.
Royal Window Coverings (USA) L.P.
7611 Railhead Lane
Houston, Texas 77086
fax: (281) 878-9010