Industry celebrates

Luxaflex Window Fashion dealers from around Australia attended the Luxaflex 2022 Annual Alliance Conference, which was held at the Intercontinental, Sanctuary Cove, Queensland, in August. 

It was an event enjoyed by all, mostly due to the fact that it was the first face-to-face Luxaflex Conference since COVID-19 restrictions in 2020.  Hosted by Damon Gardner, Managing Director – AWF Blindmaker, and Vera Meharg, Marketing Communications Manager, the event celebrated the teams’ achievements as well as focusing on product innovations, and how to continually evolve in the current marketplace due to the constantly changing environments.

“Built on a foundation of industry insight, consumer research and local expertise, Luxaflex continue to develop opportunities across the Luxaflex product range,” Meharg told WFA. 

“This year the conference focused on the introduction of new launches in the Softshades collection for both Silhouette and Luminette, new fabric launches in internal fabrics and sunscreens, and developments in the Luxaflex curtains and awnings categories.”

“Luxaflex Alliance retailers received a detailed look at the exciting new Luxaflex Silhouette Collection, featuring sophisticated colours and striking textures.” 

Meharg said 60% of the fabric collection has new additions ranging from warm to cool and dark to classic colours, whilst eight new fabric ranges will be introduced across the Designer, Classic and Living Series, including the launch of ClearView to the popular Originale fabric range. Retailers were also shown the new Ultraglide system which has been redesigned and now features wand control operation. 

The conference included an overview of the new Luminette collection, which has had an overhaul, with 50% of the range receiving new additions. 

“Launching into the collection are three new fabric ranges, and an extensive refresh of colourways in the existing ranges, including muted tones of grey, taupe and a pop of dusty pink and blue. Charcoals and blacks have also been added to the collection, along with shades of sage, earthen bronzes, and rustic beiges.”

Retailers were also given a firsthand look at the rejuvenated internal fabric and sunscreen collections with new decorative, technically advanced, and sustainable ranges being launched into the collection. 

“New fabrics introduced include Goya; a fabric that has a “bouclé” texture and the unique ability to absorb unwanted ambient noise, and reverberations, Espen – inspired by traditional handwoven linen fabrics, Walton – a sophisticated, textured weave which reinterprets the traditional linen fabric with a contemporary twist, and Anya – an artisanal detailed fabric that plays with natural structures and textures and is ideal for anyone wanting a contemporary style loaded with organic influences.” 

“Within the sunscreen fabric ranges, Equascreen, one of the world’s most technically advanced internal sunscreen fabrics, is made from 50% recycled ocean-bound plastic waste. Equascreen has been developed by Hunter Douglas in collaboration with the material innovator Bionic Yarn and is inspired by the trending linen look, with seven sophisticated nature-inspired hues and four room darkening tones with colour-coordinated backing.”

There have also been enhancements to Luxaflex’s Evo Magnatrack Awnings and the Folding Arm Awnings, which Meharg said have been developed to meet the market demand for modern and contemporary hardware systems to suit the newest architectural design trends. 

“Everscreen, the external polyester screen range, has changed and is available in six popular colours. The screen reduces heat and glare, yet allows moderate airflow with 5% openness for a greater view through. It is also mildew and fungus-resistant resulting in lower maintenance and longer durability.”

Lastly, retailers were shown the new curtain print collection with nine new bespoke designs introduced, including three exclusive designer ranges.  

“Hardware accessories also saw an update with the U track now available in Black, and a new Bent Curtain track now available to perfectly coordinate with other straight curtains throughout the home.”

“Amongst the interactive product displays, entertaining keynote speakers also delivered some interesting insights to assist the dealer network but as always, the highlight of the conference was the announcement of winners for the Luxaflex Awards program at the Gala Dinner, which acknowledges and highlights the successes of Luxaflex Dealers across Australia.” 

“The pinnacle announcement was the Luxaflex National Gallery Dealer of the Year Award which was proudly awarded to Fabriqué, located in Hobart, Tasmania. The Luxaflex National Showcase Dealer of the Year Award was awarded to Suttle Shades located in the Illawarra region, New South Wales. A fun night was had by all with the Luxaflex dealer network being treated to a special appearance by the Luxaflex Brand Partner, Neale Whitaker who shared his love of the Luxaflex brand and the product range.”