Hunter Douglas Going Soft On Metal as Fabric Business Swells
January 5, 2001
'Fashion is Forcing the Change to Soft Window Coverings,' Says Division Director
Rotterdam, NL — Hunter Douglas may have started its window covering business with metal slats, but soft blinds have taken over in the U.S. market and now the same thing is happening in Europe, said Aad Kuiper, director, window coverings division of Hunter Douglas.
While the metals business is still growing at a lower level, the fabric business is growing 25% a year for HD, said Kuiper, who joined the company less than four years ago.
"Fashion is forcing the change to soft window coverings. We have 30,000 retail customers in Europe and 600 independent licensees worldwide but regional differences will give way to a more uniform European style."
HD bought curtain producer Artex, eight years ago in preparation for the soft trend in Europe. Artex provides over half of the fabrics used in HD products, but other fabrics are sourced as well. Other suppliers include Almedahls and Juncker & Mueller roller blind fabric producers.
Since HD introduced Roman Shades and roller blinds two years ago, sales in these items have doubled. Both lines feature soft textiles. Its Silouhette® line features pleated woven fabric and its Duette® product line offers nonwoven fabrics. Luminette® was a vertical shade line started in the U.S.A. two years ago.
Its top-end Luxaflex® line is also oriented to fabrics while its Sunflex® line is approximately 30% cheaper and features more metal blinds. "The curtain is more expensive and used to offer more fashion. Today, we're seeing greater combinations of metal blinds and alternative decorative window coverings offering sun protection and fashion," he said. "We see consumers spending more money on the window. It's a major opportunity for the retailer but not many stores specialize in window coverings. It's not enough of a high interest item, yet but five years ago, garden furniture became an important category. Two years from now, the window may be next.
"Germany and Holland are big window covering markets today. France, Italy and Spain may gain in this area. We find that window coverings are changed every four years instead of eight previously.
"In Southeast Asia, architectural metals is bigger than fabrics because the business there is project driven-not yet driven by home building. However, even where metal blinds are more popular, there is a trend to treat the metal with textured finishes reminiscent of fabrics."
Rotterdam, NL — Hunter Douglas may have started its window covering business with metal slats, but soft blinds have taken over in the U.S. market and now the same thing is happening in Europe, said Aad Kuiper, director, window coverings division of Hunter Douglas.
While the metals business is still growing at a lower level, the fabric business is growing 25% a year for HD, said Kuiper, who joined the company less than four years ago.
"Fashion is forcing the change to soft window coverings. We have 30,000 retail customers in Europe and 600 independent licensees worldwide but regional differences will give way to a more uniform European style."
HD bought curtain producer Artex, eight years ago in preparation for the soft trend in Europe. Artex provides over half of the fabrics used in HD products, but other fabrics are sourced as well. Other suppliers include Almedahls and Juncker & Mueller roller blind fabric producers.
Since HD introduced Roman Shades and roller blinds two years ago, sales in these items have doubled. Both lines feature soft textiles. Its Silouhette® line features pleated woven fabric and its Duette® product line offers nonwoven fabrics. Luminette® was a vertical shade line started in the U.S.A. two years ago.
Its top-end Luxaflex® line is also oriented to fabrics while its Sunflex® line is approximately 30% cheaper and features more metal blinds. "The curtain is more expensive and used to offer more fashion. Today, we're seeing greater combinations of metal blinds and alternative decorative window coverings offering sun protection and fashion," he said. "We see consumers spending more money on the window. It's a major opportunity for the retailer but not many stores specialize in window coverings. It's not enough of a high interest item, yet but five years ago, garden furniture became an important category. Two years from now, the window may be next.
"Germany and Holland are big window covering markets today. France, Italy and Spain may gain in this area. We find that window coverings are changed every four years instead of eight previously.
"In Southeast Asia, architectural metals is bigger than fabrics because the business there is project driven-not yet driven by home building. However, even where metal blinds are more popular, there is a trend to treat the metal with textured finishes reminiscent of fabrics."
