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Retailers across the country interviewed by WFA for our regular snapshot have reported a surprisingly buoyant selling period despite or even because of the challenges posed by Coronavirus, writes Belinda Smart.
There have been few silver linings to the pandemic, but one effect of lockdown and restrictions of movement has been the much vaunted advantages to the DIY sector, as housebound people everywhere were forced, among many other challenging reassessments, to rethink their decor decisions. With homeowners using funds that might have gone towards travel or entertainment on DIY and domestic revamps, the trend has spelt good news for window furnishings sales.
Christian Wexselblatt of Cuchi in Brisbane says the business has fared “really well” amid the Covid19 outbreak. “In the initial stages when the crisis really kicked in around mid-March, it was a pretty scary time. The phone stopped ringing and everyone was in shock. I said to my staff, ‘We can’t just sit back; if we’re going to go down we’ve got to go down swinging,’ and we rolled out a damage limitation strategy pretty quickly. We sensed that the crisis was likely to see people stuck at home with a strong desire to focus on home improvements. We developed new approaches including using video to show customers our offerings and leveraging FaceTime and similar apps to minimise face to face contact. Where face to face contact was necessary we ensured our staff were wearing gloves and abiding by all the safety protocols. I think where we did well was the fact that we acted very quickly. We got the video up on our website by late March/early April and since then I’d say that trade has almost been at Christmas time levels. May was the best month this year for us.”
He adds that for some fabric ranges there have been delivery delays from overseas, but nothing the company and its customers couldn’t handle. “In some cases we’ve had delays of one or two weeks, but it was just a matter of keeping our customers informed.” The company is well prepared for a possible downturn in October following the end of government assistance packages, he confirms. “I think the usual Christmas rush will counterbalance that. We’ve kept a full staff throughout the crisis and to be honest we’ve been rushed off our feet.”
Lucia of Sydney retail business More Than Curtains says business has picked up after a shaky start. “It really died during April as the full effects of the pandemic set in, but In May by about week two it came back with a vengeance. We were inundated. We did have some tyre kickers but there was also a lot of genuine interest, some of it around really substantial jobs around the $20,000 mark. I think by that second week of May a lot of people were working from home and realising all the improvements they could make. We had a lot of enquiries from men actually, in particular looking for products that would help reduce glare on their computer screens in the home office.” In terms of the products sold, she says demand is in line with the typical enquiries, “blinds, plantation shutters, sheers with blockout behind; that kind of thing.” She’s also noticed a slight shift in colour trends. “People are moving away from whites for their curtains and much more towards blues with earthy tones such as browns and tans,” she says. “Despite Covid19 we’re looking a stronger June than last year. The only other drawback is dealing with delays. The work rooms are inundated and the couriers are snowed under.
It seems regional New South Wales tells a similar story, given the perspective of Albury business A.J. Interiors. Jennifer of A.J. Interiors says the business initially closed for a week in March and moved to operating from its office, but following that, business has been strong. “The phones didn’t stop ringing really,” she says. “We abided by the rules and guidelines for Covid19; we had sanitisers in store and limited the numbers of people coming at any time.” She echoes widespread feedback from retailers that many customers had money to spend having realised that they wouldn’t be spending it on travel or going out. The company, which is known for its curtains, is selling a large number of sheers as well as heavier lined curtains, including velvets for the winter season, complemented by steady interest throughout the year in sheers and linen style fabrics.
Ryan Crosby. Operations & Product Development Manager at Melbourne retail business Dollar Curtains and Blinds, confirms that the Covid19 crisis has overall been more positive than expected. “We were really worried in March and April, and business seemed to have ‘dropped off the cliff’ at the end of March, although to some extent the purchasing cycle masked this as we were installing jobs secured at the end of January. In recent weeks the company has seen a big uptick in sales, Crosby says. “Our retail business continued to trade through the crisis although we did temporarily close some stores,” he says. “Overall I think what we’ve seen is that consumers have been stuck at home, they haven’t been able to go out to dinner or other forms of entertainment. There’s been no overseas travel to book and they’ve been driven to spend quality time at home, which has led them to spend money on their home improvements.”
“The crisis also gave us an opportunity to reflect on how we run the business and how we manage our exposure to risk. I think we’re in a very good position to move forward. We’ve invested in being an Australian owned business with Australian made product and that investment and commitment are coming to fruition.”
In regional Victoria, Melanie of Reanne Curtains in Bendigo says the business closed its doors in the second week of April, but continued operating via phone and email. “We continued trading and installing but we reassured customers by having quite strict procedures in place. During installations we really kept our distance and we asked customers to have their windows as well prepared as possible prior to installation so the work could be done as quickly as possible. April was a tough month for the business, she says but business rallied on the back of demand from customers working from home with money to spend. “This is certainly the best business to be in for a bad situation like Covid19,” she adds.
Over the Bass Strait and basking in a virtually Covid19 free climate, the Tasmanian market is having a strong winter, according to Sue of Curtains and Blinds Launceston. “Business has been pretty good actually and I wouldn’t say the pandemic has affected us at all to be honest. Much of that is probably because people haven’t necessarily lost their jobs but they’re working from home, they’re sitting around and looking at the same old window coverings. We generally do strong business in blinds and that hasn’t changed, roller blinds in particular because they’re cost effective and practical. But we’re also seeing a huge surge of interest in drapes. The Tasmanian market seems to like curtains, probably because of our cold winters, but I’d say the trend is particularly strong at the moment. Customers are generally going for fully lined drapes with a clean classic look; S-folds or pinch pleats are in demand. Sales are not so strong on venetians, verticals or romans at the moment.” She adds that the store has remained open for the duration, while supply has remained problem free for the time being. “Our blinds are made in Victoria but so far we haven’t had any issue with getting them in.”
South Australia seems to tell a similar story. “The first two weeks of the pandemic period were a bit of a worry, but since then it’s been like Christmas all over again,” says Judith of Julan Curtains & Blinds Adelaide. “We’ve seen so many people doing home renos and I’d say this whole period of the pandemic has been much stronger than the same period last year. It’s probably the first time I could say that our industry is benefiting from a crisis. In terms of what’s selling, we’re seeing more and more customers taking an interest in curtains and we’re talking fully lined curtains rather than sheers, which is a significant change. Another interesting trend we’ve noticed is strong interest in roman blinds. They’re a classic window covering and they’re really practical for people renovating smaller spaces or areas something that doesn’t interfere with furniture under windows. I’m pretty pleased with the way things have gone in South Australia. We’ve had clear guidance from our government, incentives to support locally made product, as well as substantial grants for business; but we haven’t had to take one of those up as trade has been so strong.”
Across the country, Roxanne from Inaloo Curtains & Blinds Centre in Perth confirms business has been much stronger than anticipated. The business didn’t close its doors but instead followed Covid19 guidelines in its showroom, allowing limited numbers of visitors at any one time. The result was reduced footfall, but it did mean that customers felt safer in the shop and spent longer times browsing. She adds that many customers paid in full for their curtains but opted to delay installations to reduce the risk of infection, which helped smooth out returns for the business. Neutrals and naturals and sheers continue to be strong sellers although the occasional period home revamp inspires a welcome digression. “So often we’re thinking ‘not beige again!’ so it’s nice if a customer goes for something different.”
In Geraldton WA, Cheryl from Bennetts Blinds & Curtains says business was initially down as a result of caution on the part of customers, however the store has managed to stay open and trade is starting to pick up. “We’re doing quite well with curtains and they tend to be an investment for customers, properly lined to deal with the bright sunshine in this part of the world. Blockout curtains behind sheers remain ever popular. We also became a Luxaflex supplier as of this year and we’re doing very well with plantation shutters either the PolySatin or the timber ones.”
SUPPLIERS PERSPECTIVE
Suppliers to the industry say following guidelines and responding quickly to new business protocols has served them well, writes Belinda Smart
SHAW
Shaw Marketing Manager Sarah Harris confirms the company has maintained a near normal service, while operating in accordance with government health advice on COVID-19 to ensure the wellbeing of all customers, suppliers and the Shaw team.
“Our business has remained open throughout the COVID-19 period, only closing for Easter and the recent Queen’s birthday public holidays. These opening hours include our call centre and interstate distribution centres. However in light of government advice, customer pickups are limited to two days per week from designated areas, where compulsory hand sanitisation facilities are provided.
Visitors are permitted to enter the Shaw premises only on the invitation of the Distribution or Customer Service Managers. Once on site whether Shaw team members or visitors are required to respect the appropriate guidelines of social distancing and hand sanitising protocols.”
“During the lockdown period our call centre staff prepared to work from home, if need be. Our state representatives were off the road but maintained communication via phone and Zoom, which allowed customers to have the personal face to face discussions they are used to. Our state representatives are now available to visit as restrictions have lifted, but only at the invitation of our customers. We have learned from this experience, and strongly believe that even once restrictions are lifted we will continue to use technology to help us support our customers.”
“During this time we also started supporting our WA and SA customers direct. We recruited new team members Grant Wells and Sam Hogan, and have extended our call centre hours to allow us to respond to WA customers from 8.30 am to 4.30pm despite the time zone difference.”
Online Ordering has remained in place of course, providing 24/7 ordering and stock check facilities.
We also initiated a mobile phone specifically for texting though orders. Shaw Mobile available for text orders (only): 0416 544 364
The company also suggested promotional ideas to present to retailers and customers via EDMs and invested in advertising in Window Furnishings Australia magazine and on social media, on the themes of:
“Our overall aim is to keep our customers and staff safe and healthy, and we will continue to operate with this orientation until government advice suggests otherwise.”
SOMFY
Stephen Eggleton, Managing Director of Somfy Oceania, confirms the company’s operations are business-as-usual once again after a unique first half of the year.
“The Somfy team are slowly returning to the office, with increased safety measures now in place including sanitation, and education around health and wellbeing. We have ensured our workplace complies with both the COVID-19 guidelines issued by the government and Somfy global guidelines including number of staff in the building, use of common areas, social distancing and more.”
Somfy is currently limiting visits from customers and suppliers to its Rydalmere office, with visitors required to follow COVID-19 guidelines as is the practice of all businesses.
“From a business point of view, following the excellent efforts of all Somfy staff, we have experienced marginally better business performance than expected in these challenging times,” says Eggleton. “As a result of this, and after consulting with our customers, suppliers and staff we were able to return to a full five-day-week earlier than anticipated in mid-June.”
Regarding stock and supply, Eggleton confirms Somfy is in a good position to support customers.
“The team has been working hard to ensure we have the stock to meet customer needs. Whilst this has certainly provided an interesting challenge given global supply and logistics constraints, overall, we have had very few stock issues to-date. Looking forward, to mitigate supply chain risks in late June and July we have committed to air freighting more than six tonnes of Somfy products from Europe, with normal supply and continuity of sea-freight.”
BLINDS BY BORONIA GROUP
Michael Shaw of Blinds by Boronia Group says the decision to continue to trade throughout the Covid-19 crisis was a hard one. “With our staff and customers’ livelihood on the line he felt it was better to plough on. It was a hard time that was so full of uncertainty that we really had to take stock and simply deal with things as they came to hand.”
Sales Manager Michelle Macready confirms that in the initial stages of the crisis, her team hit the phones and started calling its major retail customers to see what was happening on the front line. The news was mainly positive, with retailers adapting to social distancing and ramping up hygiene to ensure they and end users remained safe and healthy. Quotes were being requested and installations still rolling out. With many end users’ focus turning to the inside of their homes as they either worked from home or homeschooled their children, time to rethink home and including window furnishings proved beneficial to business.
“Our retail customers also told me that suddenly, rather than going out to do a measure and quotation, customers were going ahead immediately, so they became order takers. Instead of going out and doing 100 quotes and ending up with 50 sales, now we are going out for 50 quotes and getting 50 sales. In that way, it feels less busy but our orders have simply not slowed at all.”
“Here at the wholesale level sales started slowly, then as the days went by, we noticed an increase in the orders being placed. Before too long we were back to full production. Now at the beginning of Winter we are still seeing sales building as the country gets back to work.”
“It appears that those with a positive mindset and the ability to embrace change have been able to trade through this crisis. At the Blinds by Boronia Group, this experience has renewed our appreciation for all the little things we once took for granted and the importance of being able to depend on one another.”
FLYING PIG PROJECTS
“As hard as it is, at Flying Pig Projects we have been building mechanisms to ‘cross that bridge’ to the other side of the current conditions,” says Flying Pig Projects’ Robert Paton. “As we manufacture marketing collateral, both digital and physical, each of our clients will be working at some stage on how to emerge from the current situation.”
Flying Pig Projects is well positioned to work with clients on their road map out of the crisis, says Paton, who adds that the company is driven by an ongoing commitment to the sustainability of the window furnishing and industrial and technical textiles industries.
“Our message is: don’t wait until we get to the other side of our current issues to think about how you start your sales cycles again and how to support that cycle. Start today!”
Flying Pig is offering free consultations and quotes for clients looking to develop marketing collateral for an existing or new venture, he confirms.
“We are reaching our hand out to you to help and support our clients across the industry. This is Flying Pig Projects time to really demonstrate how we can support our local industry, for clients to understand better how we can help, and for us all to emerge on the other side.”
SKINS2GO
Skins2Go responded quickly to the crisis, confirms Director Dyson Wood. “The COVID-19 pandemic created panic and financial hardship for households, and small and large businesses around the country. Through the implementation of a rigorous and fluid plan, we were able to protect the livelihoods of the Skins2Go staff, whilst also preparing for business post COVID, and importantly for continued business expansion.
Membership of industry groups including the National Security Screen Association, Blind Members Association of Australia and The Fashionline group of which Wood is a current serving board member, has also enabled him to keep abreast of industry changes and challenges, nationwide.
In 2020, as Skins2Go approaches its first birthday in a state-of-the-art production facility and administrative offices on the Gold Coast, the team is also celebrating another product expansion, with Zipscreens, Vue Awnings, S38 Romans, Automated Curtain Tracks and external fabric skins. The company is also preparing for the launch of Vision Blinds by Louvolite in July. The Vision Blinds range includes a fully manufactured service.
For almost a decade, Skins2Go has focused on the production of custom residential and business fittings for clients across Australia, however 20 years prior to the establishment of the Skins2Go brand, Dyson Wood had been plying his trade with Scorpio Screens & Blinds, a Gold Coast based, family owned business run by his parents Cameron and Glenis since 1980. Before long, Dyson Wood had identified a gap in the market to rethink the traditional relationship between wholesaler and customer, establishing a business facing, but very personal customer service proposition through Skins2Go. While Skins2Go originally set out with internal fabric skins and vertical slats as a key business focus, demand for other product offerings also grew and led to fully manufactured Roller Blinds, Verticals and Panel Glides being added to the product list.
