W&D Weekly - February 14, 2007
Vol 2 | Num 7
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More Options, More Styles at Builders’ Show
Annual event sees window and door manufacturers continuing to expand lines and provide more “classic” looks
Orlando, FL—Window and door manufacturers rolled out more options, filled out product lines and launched new branding initiatives at the 2007 International Builders’ Show held here last week. With no “big” new products, the most significant news coming out of the show may have been the existence of positive attitudes expressed by exhibitors and attendees alike...
Annual event sees window and door manufacturers continuing to expand lines and provide more “classic” looks
Orlando, FL—Window and door manufacturers rolled out more options, filled out product lines and launched new branding initiatives at the 2007 International Builders’ Show held here last week. With no “big” new products, the most significant news coming out of the show may have been the existence of positive attitudes expressed by exhibitors and attendees alike.
Despite a down housing market, and what appeared to be lower attendance, there wasn’t a lot of doom and gloom in the atmosphere in the Orange County Convention Center last week. “We knew it couldn’t last forever,” one manufacturer noted, referring to the past several years of record-breaking housing starts. “We may have to tighten our belts in the short term, but the long-term still looks pretty good.”
One new option apparently gaining momentum is the retractable window screen. Jeld-Wen, which kicked off the Builders’ Show with a pre-show press conference, used the event to introduce a new retractable screen option on its custom wood window line. Weather Shield, Kolbe & Kolbe and, of course, Pella, were also promoting this option, each noting how retractable products provide a better view outside, and improve the look of the window itself when the screen is not in use.
Given the show’s Florida location, it’s not too surprising that several manufacturers were talking about impact lines. Atrium, which has offered an aluminum impact line, introduced a new vinyl impact line at the show. Simonton Windows was featuring new larger sized, vinyl impact patio doors. Chris Monroe, the manufacturer’s director of marketing, noted that although his company offers aluminum impact products, it is seeing a definite shift toward vinyl in the Florida market.
Seeing an opportunity to provide more cost-effective offerings, MW Windows was showcasing new operable shaped windows. Its vinyl single-hung is now available with an arch top or segmented arch top, “that really simplifies things for the builder, and delivers the look they want,” explained the company’s Ken Flint.
Marvin’s Integrity Windows used the show to highlight the fact that it has filled out its all-Ultrex fiberglass window line with a double-hung window. Also launching a new fiberglass product was Andersen Windows, which featured a swinging patio door made out of fiberglass, added to its 200 Series. Atrium was also filling out its vinyl line with a new upgraded casement model.
BRANDING INITIATIVES
The biggest news from Andersen, however, may have been its new branding initiative, as it featured products in its booth from all its operations, including Silver Line, which it added last year. Silver Line and its American Craftsman brand—carried by Home Depot—each sported new logos featuring the Andersen name. The manufacturer is dropping the KML from KML by Andersen as part of a shift toward a broader architectural line. “This change is part of the evolution of the Andersen brand and our long-term strategy to broaden the portfolio and create a more cohesive branding of our products,” said Jay Lund, group senior vice president. “It aligns with our corporate vision and leverages the strength of the Andersen brand across all of our businesses.”
Also moving to a more cohesive branding strategy is MI Windows & Doors. The company announced at the show that its individual lines, including Insight, BetterBilt, Capitol and Xact, will be de-emphasized going forward and the MI brand will step to the forefront in all marketing materials and branding efforts. “Nothing is changing at MI,” explained the company’s Matt DeSoto. “We are producing the same quality product as we always have, they will just be more clearly recognized as an MI product.”
Weather Shield, meanwhile, used the show to officially debut Visions Windows as a separate business unit. The vinyl window operation had its own separate exhibit, featuring a variety of products including new optically divided lites (using 3M’s Accentrim). A cost-effective way to dress up the windows, according to Jeff Kibler, brand manager, Vision put its own touch on the decorative offering, developing a way to apply a black bead of acrylic in the center of the tape to create a unique look reflective of traditional caming.
DÉJÀ VU DESIGN
At its press conference, Jeld-Wen highlighted several trends it sees emerging in 2007, including what it calls “déjà vu design,” or a return to classic looks. Jeld-Wen displayed two products fitting into this trend—a new fiberglass Dutch door, in which the upper half swings in separately of the lower half, as well as a speakeasy door with an eye-level opening.
Thinking along the same lines, Weather Shield highlighted a prototype wood Dutch door, which features a lower threshold for disability access. The manufacturer’s Collections line of windows and doors features traditional, old world design elements with heavier hardware, wood species options and attention to smaller details—like covering the dead bolt key hole with a swinging lock cover in a matching finish.
Details was the theme in the upper level of the Marvin booth, where it highlighted its Signature Services targeting the needs of architects. Products on display included a double-hung balanced with traditional pulleys and sash weights, and a push-out casement with interior wood screen. Kolbe & Kolbe’s Cindy Bremer noted that her company has seen growing demand for its push-out French casement. The manufacturer was showing a new version at its exhibit, featuring a curved top.
Pella focused on the details in the entry doors it displayed, highlighting features such as decorative nails to match the rustic look of the hardware. Showing its new line of Heritage wood entry doors was Hurd Windows & Doors. According to Larry Haberman, the new custom line fits well with the company’s existing line of high-end windows and doors, enabling Hurd to meet all the needs of discriminating buyers.
Hurd is not the only window manufacturer to launch an entry door line recently. Milgard, which officially introduced its fiberglass entry door line last summer, featured its doors for the first time at IBS. The rollout of the line has been going very well, according to the company’s Patti Hendrix. The addition to the Milgard line has been welcomed by its dealers, she noted.
Fiberglass door maker Plastpro highlighted the fact that it can supply more than just door slabs. Selling to wholesalers, lumberyards and pro dealers, Plastpro has introduced Fiberframe, a fiberglass frame for doors, which comes in standard finishes, white cap or a primed version ready for painting and staining. Its snap-on lite frame has a sleek look, as it’s missing the screw holes that have to be plugged in traditional frames.
Therma-Tru also focused on its complete packages of door slabs, frames and other components, highlighting its Tru-Defense line of products that have been tested and certified to meet coastal and impact requirements.
An increasingly popular option in the door market is the wrought iron look, reported Simpson Door Co.’s Brad Loveless. It was showcasing its line of decorative glass offering the look of wrought iron enclosed within an insulating unit. Jeld-Wen introduced 15 new designs in its wrought iron grille offerings, allowing builders and homeowners to create a distinct look with the impression of security. “They’re not designed for security but they certainly have that look,” noted the company’s Teri Cline.
In the patio door arena, Jeld-Wen introduced an innovative version of its folding exterior door—one that forms a 90° angle. The folding doors come together to form the corner of a room, or allow an entire corner of a room to open up to the outside. Kolbe & Kolbe was showing a new lift/slide door system also designed to provide wide-openings.
As window and door manufacturers continue to tweak product lines with additional aesthetic options, hardware manufacturers like Hickory Hardware showcased their ability to keep up with demand for more style. The supplier introduced two new finishes for door hardware—antique black copper and Sausalito silver. “We want to stay on the design and finish edge,” said John Pelka, vice president of marketing. “As we develop hardware for the front door, we develop sliding door hardware as well. It’s for consistent design.”
Overall, the International Builders’ Show featured hundreds of new products and options from window and door manufacturers and other industry suppliers. Look to Window & Door’s April issue for our “Best of the Builders’ Show” product highlights. Look for complete coverage of new product launches at this year’s show soon at www.windowanddoor.net. CL/JGS
AAMA All About Education
Educational efforts were the name of the game as the American Architectural Manufacturers Association headed into a new year of doing business at its annual meeting, hosted this week in Marco Island, FL. The association elected new leaders at its 70th annual event and re-asserted its focus on educating key audiences about its certification programs...
Educational efforts were the name of the game as the American Architectural Manufacturers Association headed into a new year of doing business at its annual meeting, hosted this week in Marco Island, FL. The association elected new leaders at its 70th annual event and re-asserted its focus on educating key audiences about its certification programs.
Incoming chairman Gantt Miller of Winco told attendees Monday morning that AAMA has a renewed focus now that failed consolidation negotiations between AAMA and the Window and Door Manufacturers Association are solidly in the past. “We’re now emerging from that distraction with a number of initiatives before us,” he said.
Among these initiatives, are three elements of a strategic plan—facilitating affiliations with strategic industry partners, revamping the association’s long-standing certification program and launching a comprehensive marketing plan to get the AAMA name in front of key audiences. The group had focused on the latter two objectives coming into the meeting, and expects to make significant headway in these areas in 2007. “It’s more important than ever for us to pay attention to the things that put AAMA on the map,” Miller said. The ultimate goal, he said, is to “ensure that the AAMA Gold Certification becomes a household word” among architects, builders and homeowners.
While officials anticipate a full rollout of the association’s reworked certification and labeling program at its summer meeting in June, president and CEO Richard Walker did provide a sneak peek at its elements. Under the direction of the board, the task group charged with evaluating the certification program has suggested moving away from label fees to a flat-fee structure. This would allow for consistent revenue for the association, as well as an alignment of fees with the services provided, Walker noted. Recommended flat fees include member and non-member tiers and may include fees for product line reviews and plant inspections.
Hand-in-glove with the adjustments to the certification itself, the association is focusing on a professional marketing effort to make sure specifiers and builders know the meaning of and value associated with AAMA-certified products. Starting later this spring, AAMA will run a series of advertisements in trade magazines, each geared toward specific audiences and explaining various types of certifications.
MARKETING EDUCATION
The Marketing Steering Committee opened the meeting on Sunday with a review of existing and developing American Institute of Architects continuing education courses. “The role of this association should be how to educate our clients,” said Raj Goyal, vice president and general manager of the Blast Mitigation Division, Graham Architectural Products. Goyal also serves as co-chairman of the Marketing Steering Committee.
Architects earn AIA continuing education credit for taking AAMA’s online and classroom seminar courses, including Architects of a Better Mind held annually at GlassBuild America: The Glass, Window & Door Expo.
The association plans to build its educational programs in 2007, said Charletta, AAMA’s marketing and membership manager. “We went from having two or three courses for a number of years, and in a couple of years, we’ll have 10 or more,” she said.
Courses in the pipeline include topics such as vinyl, glass, doors, sealants, flashing, blast resistance and mullions.
THE NEXT STEP FOR VINYL?
Keith Christman of the Vinyl Institute gave the Vinyl Material Council Marketing Committee an update on the U.S. Green Building Council’s draft report on the use of vinyl in Leadership in Energy and Environmental Design. The long-awaited final report is expected later this month. Christman said he isn’t sure what the final recommendation on the use of vinyl in LEED projects will be but the draft report, which came out in late 2004, took a vinyl-neutral stance, neither penalizing nor rewarding architects for using vinyl products.
AAMA organizers report more than 425 attendees registered for this meeting, which continues through today. For more information on AAMA, visit www.aamanet.org.
Atrium to Buy Replacement Manufacturer
Without revealing which company, Atrium Cos. Inc. announced that it has entered into an agreement to acquire a window manufacturing company that serves the replacement market. With the nod from a majority of lenders under its senior credit facility, the transaction may close within 30 days...
Without revealing which company, Atrium Cos. Inc. announced that it has entered into an agreement to acquire a window manufacturing company that serves the replacement market. With the nod from a majority of lenders under its senior credit facility, the transaction may close within 30 days.
Atrium officials note that the name of the privately held manufacturer cannot be released until transaction details are finalized.
NAHB, ICC Announce Green Building Agreement
The National Association of Home Builders and the International Code Council will undertake the development and publication of a residential green building standard, according to officials speaking at a press conference at the International Builders' Show last week. The joint effort is seen as a vote of confidence for NAHB’s efforts on the green building front...
The National Association of Home Builders and the International Code Council will undertake the development and publication of a residential green building standard, according to officials speaking at a press conference at the International Builders' Show last week. The joint effort is seen as a vote of confidence for NAHB’s efforts on the green building front.
"NAHB members have proven that a voluntary, region-specific, flexible program can be both truly green and also allow for innovation,” said David Pressly, NAHB president. “We believe in the Model Green Home Building Guidelines, we believe in the standards process and we believe that the end result will be a better document for the home building community."
Pressly noted that because the NAHB guidelines were originally developed using a consensus-based process, “it is anticipated we'll have a leg up in the standards-writing process. We will once again use the services of the NAHB Research Center, which is the American National Standards Institute-accredited standards developer that oversaw the development of the Guidelines," he said.
ICC has been promoting green building requirements through its widely adopted family of International Codes, which set minimum standards for energy efficiency and sustainable building practices for the construction industry. It also recognized the need for a national set of standards for home builders and others wishing to voluntarily adopt "above-code" practices, explained Wally Bailey, ICC president. Collaboration with NAHB represents another example of that commitment, he added. "Strong, durable homes that are safe and affordable have a smaller impact on the world's limited resources. ICC is committed to educating our members on green building and participating in activities with other organizations that will assure green building practices are sustainable, safe and affordable," he said.
"I'm delighted to announce our commitment to work with the Code Council to help advance green building practices for our industry," Pressly continued. "We surveyed our members a year ago and 92 percent of them said they would move to green building because 'it's the right thing to do.' That's true of the standards process as well—it's the right thing to do."
NAHB and ICC are seeking applicants for membership in the consensus committee for the development for the ANSI green home building standard. Applications can be submitted at www.nahbrc.org/gbstandard and must be received by March 10, 2007 to be considered.
News, Ideas and Information from around the Web
- Home Depot Considers Sale of Supply Business
from WashingtonPost.com - Study Measures Life Expectancy Of Common Home Components
from National Association of Home Builders - Ads and Atmospherics
Outdoor campaigns are suddenly hip
from Inc.com - Home Depot to Hire 15,000 for Spring Season
from Bloomberg.com
...
Home Depot Considers Sale of Supply Business
from WashingtonPost.com
Home Depot Inc. said on Monday it was considering a sale, spin-off or initial public offering of its professional supply business to focus on its retail stores, reversing a controversial policy of former CEO Robert Nardelli to expand the unit... read more
Study Measures Life Expectancy Of Common Home Components
from National Association of Home Builders
From the roof to the foundation, and from the front door to the back, a home consists of thousands of components... read more
Ads and Atmospherics
Outdoor campaigns are suddenly hip
from Inc.com
Ask anyone what's hot in advertising, and you'll hear about viral video, social networking, etc. Even as the industry embraces the Internet, however, there's been an unexpected renaissance in the original old media: outdoor advertising. Spending in this segment of the industry approached $7 billion in 2006 and is on track to grow by 8 percent this year, while network TV, radio, and newspaper advertising is expected to remain flat... read more
Home Depot to Hire 15,000 for Spring Season
from Bloomberg.com
Home Depot Inc., the world's biggest home-improvement retailer, plans to hire about 15,000 full- and part-time workers in the spring for its peak season... read more