Companies Show Off Latest Styles in Doors; Decorative Glass is a Focal PointFebruary 9th, 2012 by DWM Magazine
At the International Builders’ Show taking place this week in Orlando, Fla., you can’t visit a door supplier such as Therma-Tru, Masonite and ODL, without also seeing a variety of new decorative glass options. These products focus on everything from privacy to safety and security and it seems the Craftsman style is a widely popular trend and all companies offer products to meet that demand.
When it comes to exterior doors, Masonite, based in Tampa, Fla., introduced four new glass designs.
“The key item in these is obscurity,” says Keith Kometer, vice president of product segments and marketing. The glass will let the light in but people can’t see in from the outside.”
Also a big focus at Masonite was a continued expansion of its Craftsman design.
“People like the simplicity of it so we are expanding this considerably into all materials including fiberglass and steel,” he says.
Kometer says all the company’s product introductions highlight the trends they are seeing in the industry.
“We are seeing the influence of contemporary design. It may not be the biggest share of the market but it is definitely there. Two, we are seeing a large Craftsman influence and finally consumers are looking for personalization.”
It’s also about providing customization for the homeowner. For example, in the company’s Bolection line, Masonite can take a router and carve customized designs in the doors.
“If you can draw it we can carve it,” says Kometer. The CYMA collection is a more affordable version of the Bolection line where consumers can still customize their own doors.
“Consumers like it for the heft and weight and feel of solid construction,” he says.
ODL, based in Zeeland, Mich., also introduced four new decorative doorglass patterns—here the new patterns are regionally focused.
“Broadening regionally was this year’s target,” says Bobbie Locke, marketing director. For example, the Delray is great for Florida markets, she says. “We just launched these and are getting really great feedback.”
It wasn’t all about the glass however, and Locke was particularly excited about the company’s Light-Touch enclosed blinds. She explains that the homeowner can now raise, lower and tilt in one function, and the operator will never get aged, and the blinds offer a full light block.
“This product is already taking off and we are not even shipping it yet,” says Locke, who points out it will be ready in the March-April timeframe.
At Therma-Tru, the company introduced three new product categories. Building upon last year’s introduction of the Canvass collection, the company added a Craftsman style with sidelites.
“The Craftsman style has been outselling other door styles in the past few years,” says Derek Fielding, senior product manager. “But the other trend we are seeing is safety and security and the sidelites we offer provide that security.”
Many door manufacturers at the show offer fiberglass options, and this is the case at Glasscraft, where Matthew O’Shea reports that the company has brought the knotty alder look of wood to its fiberglass doors. He says customers really like the dark colors so that continues to be one of their many product offerings.
The company’s products look so much like wood that Glasscraft placed a large fiberglass sign under its fiberglass display so people would know the difference.
“People still think it’s wood so we have more work to do here,” says O’Shea.
View DWM’s video coverage of IBS which includes products from Masonite and ODL, as well as many others.
Stay tuned to www.dwmmag.com this week for future updates.