Window blind sales are made in the shade - Special Supplement: HomeMarket Trends

Discount Store News, April 5, 1993 by Michele C. Hollow

Dressing a window doesn't have to be a complicated act. In fact, with the broad range of alternative window treatments in the market, retailers are devoting more space to this category as they educate their customers about the numerous choices available to them.

"We had been deficient in our assortment," said James Alvord, operating vice president/divisional merchandise manager at Caldor. "But since we broadened our assortment, business has been up."

Caldor expanded its alternative window treatment division by adding step-up room darkening mini blinds and a made-to-measure program from Graber. "With Graber's help, we re-educated our sales force with videotapes about this program. We also managed to upgrade our selection of window treatments."

With a larger selection, there comes the need for more floor space.

Traditionally, alternative displays were given 36 sq. ft. This year, depending on the store, retail square footage at Caldor has been expanded to 48 sq. ft. and 60 sq. ft.

"Caldor's sales went up considerably when they devoted space to alternative window treatments," said Steve Reese, manager of Graber's retail division. "They are our biggest customers in made-to-measure. Caldor also devoted space to advertisements which boosted business."

A 23-by-42-in. aluminum made-to-measure mini blind retails for $73. On sale, at 60% off, Caldor sells it for $30. "It's very affordable for their customers," said Reese.

"We carry a wide assortment of products at a wide range of prices," stated Alvord. In stock, vinyl mini blinds retail at $7.99 and $5.99 on sale. The step-up room darkening mini blind (a better quality product with less space in between the slats) runs as high as $10.99. "Price has its place, but we provide our customers with an assortment and they are willing to pay $30 for a made-to-measure mini blind."

Mini blinds are by far McCrory's best selling product in its alternative window treatment category. "We added vinyl step-ups which is a room darkener," said Scott Lloyd Jones, alternative window treatment buyer at McCrory. "Our opening price point is $6.99 for the 36-inch mini blind. We also recently added five colors. Black is the fastest growing color. This is becoming a fashion business."

"Discounters are fast discovering that this is fast becoming a fashion statement," agreed Patrick Nugent, vice president of marketing at Levolor. Levolor now offers 150 colors in its one-eighth mini blind program.

"You still find the basics at most discounters," he continued, "but the home base stores--like Home Depot--are really expanding this category with custom. These chains are discovering that custom is easy."

"Consumers can come into the store, order the size they need in the color and style of their choice, and the product will arrive in their home a week later," Nugent added.

"And the choices in custom are growing. In addition to a wide color palette, consumers can choose from wood, aluminum, vinyl mini blinds and pleated shades," he said.

Mini blinds continue to dominate the business with a retail sales figures totaling $1.2 billion in 1991. Pleated shades and wood blinds are the fastest growing segments of the alternative window treatment category. 1991 retail sales for pleated shades reached $558 million--up 2% from 1990. Sales for wood blinds were up 3% in 1991 garnering $60 million. Vertical blinds remained flat at $780 million.

According to Alan Peterson, product manager at Hunter Douglas, the majority of sales are in custom programs. "It's really the higher-end products that are selling real well," he said. "We carry a made-to-measure stock program aimed at a price point in between stock vinyl and custom made."

Custom mini blinds range between $85 and $90. Stock vinyls retail around $10 and Hunter Douglas' made-to-measure vinyls sell for $45. "This program gives the retailer the option to upgrade its inventory," said Peterson. "Our made-to-measure line is carried in Home Dept. I see discounters getting into this business, because in the long run it's in their best interest to offer this kind of program to their customers."

"It's the chains, the home centers and the specialty stores that are focusing on custom," said Jim Ford, senior vice president of sales and marketing at Kirsch. "They have the sales force to serve their customers. Let's face it, the major discounters are selfserve. Stores like Sears, Montgomery Ward, Sherwin Williams, Home Depot and numerous specialty stores cater to their customers and it has proven to pay off."

For Tim Riddle, vice president of merchandising at Newell, knowledgeable sales personnel are essential to making a sale. "We have a cut-to-size program at several home stores," he said. "It works just like roller shades. The customer brings in the correct window measurements and the salesperson cuts the window treatment right there in the store."

The stores stock between five to eight color of mini blinds "and the customer can have a custom product the same day," said Riddle.

"Just look at the success of a Home Depot," said Fred Nichols, president of Joanna. "Their business is excellent because they provide their customers with service and more choice. They also display alternative window treatments with curtains for add-on sales."