SHUTTERS AND CELLULARS
Gaining Ground in Today’s Eco-Friendly Marketplace

SHUTTERS
“Shutters have been part of American interiors since colonial times, and in the early Victorian era began making their way on the outside of many American houses, so much so that British visitors remarked upon it,” says Christine Kane, director of brand marketing for the Hunter Douglas Custom Shutter Division. “Before the days of central heating, shutters, whether in the interior or exterior of a house, would be closed at night to keep heat inside and protect against cold winds.”

While exterior shutters are largely ornamental today, Kane goes on to say, when used indoors, shutters are valued for their ability to control light, view, air flow and to provide privacy while also adding architectural appeal.

The consensus among most shutter manufacturers we spoke with is that while the economy may be struggling, “shutters continue to be the fastest-growing segment of the hard window treatment market,” says Steve Reese, senior product manager of the shutters division of Springs Window Fashions/Graber.

The Benefits Are Endless
Why is it that shutter sales continue to soar? The benefits of shutters are endless, explains Kerri Stephenson, creative and brand manager of Eclipse Shutters. Shutters offer complete light control and privacy, a child-safe, lightweight and virtually indestructible design, and are extremely energy efficient.

In fact, according to Kane, shutters have the ability to provide optimal protection against the sun’s harmful UV rays, as well as winter cold and summer heat. The Hunter Douglas Custom Shutter Collection has very high winter R-values and reduces summer heat by as much as 82 percent.

An Upward Trend
While shutters will always be a selling point among clients because of their obvious benefits, new developments in the shutter category are making this option even more desirable. One such trend taking the entire industry by storm is green design. Avalon Shutters recognized this fact and responded by adding bamboo shutters to its product line, one of the most environmentally friendly woods available. Not only that, Glen Andrews, marketing director of Avalon Shutters, explains: Avalon has changed its entire manufacturing process to be more sustainable and use zero/low-VOC coatings.

Maxxmar Window Fashions has also just introduced a new product within the shutter category—the San MarcoTM Collection. This new product uses a proprietary finishing process that creates a leather or wood appearance, brand-new on the market. With all the advantages of a PolySilk (vinyl) design and other advanced technological features, “the shutters are an excellent choice for all room environments, whether they are high-humidity rooms such as kitchens, bathrooms and saunas, or rooms heavily exposed to sunlight,” explains Renato Ottaviani, vice president of R & D and Fabricator Sales.

Victoria Bogust, interior designer program coordinator for Danmer Custom Shutters, has noticed a few other trends in the shutter market, including wide-spanning panels with larger louvers to accommodate large windows, shutters absent of a tilt/control rod and automation technology. Plus, “shutters are the only ‘permanent’ window covering solution available,” she explains. “They can actually add value to the resale of a home, as they are an improvement to the structure.”

Moving Toward Motorization
“Motorization is definitely one of the emerging trends in shutters,” says Amy Wang, marketing specialist for Norman USA. “Consumers want the everyday convenience of motorized window coverings, so it just makes sense to have a motorization option for shutters. Norman’s PerfectTilt® Motorization not only allows shutters to be automated, but they can be manually adjusted as well.”

The benefits of shutters speak for themselves, which is why designers should consider adding shutters to their window treatment options if they haven’t already. In addition to a nice profit margin, explains Michelle Gould, southeast regional manager of Sunland Shutters, the inherent nature of shutters means less product issues, which in turn means less likelihood of receiving a “call back” and better consumer satisfaction.

CELLULAR SHADES
“Cellular shades are the most energy efficient window covering in the market today,” says Steve Reese, senior product manager for the Shutters division of Graber (Springs Window Fashions). This green focus is one of the reasons cellular shades continue to be a popular option for designers and clients alike.

John Fitzgerald, executive vice president of Comfortex, would have to agree. “Our product saves energy. That is proven and a big selling feature. We heavily market the energy-efficiency of the product, and that has been very successful.”

When consumers can save up to 30 percent on their energy bills, explains Cate Vanegas, director of marketing for the Honeycomb business unit of Hunter Douglas, it’s no wonder their honeycomb shade sales are climbing dramatically.

Manufacturers agree that the benefits of utilizing cellular shades are many: “Cellular and pleated shades allow for a window to be treated with a low profile treatment,” says Ben Kutell, VP of sales and marketing for Vertilux Ltd., “while still offering privacy and blackout options.” And, they can be used as a combination treatment.

A Great Option for Unique Designs
Cellular shades are also a great option for those uniquely shaped windows, explains Denise Schenck, marketing manager for Lafayette Interior Fashions. “Reliable, versatile lifting systems and innovative design options make it easy to find the shade that perfectly fits your needs,” she explains. “Plus, each cell creates an insulation pocket of air to deflect summer heat and winter cold.” Lafayette’s double cellular shades provide two layers for enhanced energy efficiency and light control.

Whether in combination with draperies and top treatments, or used on their own, cellular shades offer both designers and clients a solution that will not only provide light control and privacy, but increased energy savings as well. Plus, they’re available in a wide range of fabrics, explains Cessy Brown, marketing communications manager of Kirsch Window Fashions, allowing consumers to choose a sheer fabric for a light and airy feel or a woven fabric for a rich, luxurious sensation, or anywhere in between.

Jennifer Jacob is the assistant editor of Window Fashions. She can be reached at jennifer@gracemcnamarainc.com.