General Manager AWF Blindmaker Hunter Douglas - Damon Gardner and Marketing Communications Manager - Vera Meharg

Luxaflex Window Fashions 2021 Annual Alliance Conference

Luxaflex Window Fashion dealers around Australia gathered online for the 2021 Annual Alliance Conference on Thursday 7 October. Due to Covid-19 restrictions, the live event was held virtually with the stage set-up against a beautiful Harbour backdrop at the Museum of Contemporary Art in Sydney. Hosted by Damon Gardner, General Manager – AWF Blindmaker and Vera Meharg – Marketing Communications Manager, the event delivered a seamless balance of live and pre-recorded video content, including live question and answer sessions throughout.

The conference focused on current interior and textile trends that have influenced recent consumer experiences and shaped Luxaflex Window Fashions product launches. With more people spending time at home, this has placed a huge importance on creating interior spaces aimed at providing the right atmosphere to inspire positivity, wellness and tranquility. This is channelled through the materials, textures, finishes, fabrics and colours used. Choosing a window covering is an essential fixture that can set the tone for an entire space and be as emotive as needed.

The event covered the Pirouette Shadings range refresh and new fabric ranges for LumiShade window coverings, latest enhancements to the Luxaflex Curtain Collection and an introduction to the new Luxaflex fabric ranges for roller blinds and panel glide.

Luxaflex Alliance retailers from across the country received a detailed look at the exciting and refreshed Pirouette Shadings collection. They were provided a preview of the new fabrics being added to the collection. Dealers were also introduced to the new Pirouette ClearView range which incorporates a patented sheer backing providing unparalleled clarity and view-through to the outside. The refreshed collection also features a dramatic shift in the colour palette with a plethora of new colours added in line with current market trends and catering to four key colour themes including Monochromatic Hues, Bold Buttercreams, Blush Tones and Forever Blues.

Retailers were also given a firsthand look into the new and distinctive fabric ranges for LumiShade window coverings. The Eclipse fabric range features a dynamic texture with a colour palette that moves from white, romantic sage and restrained grey to a striking grey, midnight blue and muted black.

The second fabric range is Provincial Linen which has been developed exclusively for the Designer Series. It is inspired by the reinvention of classic provincial styling, achieving a modern take with a light texture enhanced by its monochromatic colour palette.

Kori Curtain Range
New Curtain Fabrics

At last year’s conference, the Luxaflex Curtain Collection was launched. Due to its success, the latest developments were shown in detail to dealers at this conference, including both hardware enhancements and new fabric introductions. Thirteen new fabric ranges are being added to the Luxaflex Curtain Collection. Six of the thirteen ranges will be Designer Gallery exclusive and the remaining will be part of the Classic Series. The new fabrics range from embroidery designs to beautiful jacquards and intricate textures. Along with these new fabrics, nine bespoke print designs are also being introduced with evocative colourways and vibrant hues.

During the conference, the new Roller Blinds and Panel Glide fabric ranges were introduced. These include Archer, Walton, Thessa Sheer and Anya. The range’s versatile textures and diverse colour palette will create sophisticated looks that will transform any interior into a place of endless retreat.

A highlight of the conference was the announcement of winners for the Luxaflex Awards program, which acknowledges the successes of Luxaflex Gallery Dealers across Australia. The pinnacle announcement was the Luxaflex National Gallery Dealer of the Year Award which was proudly awarded to A Style of Shade, NSW. It was judged on a selection of criteria that reflects the five pillars of the Gallery Marketing Program.

The Luxaflex National Showcase Dealer of the Year Award was awarded to both Forster Tuncurry Awnings Blinds & Shutters NSW and Suttle Shades NSW. It is the ninth year in a row Suttle Shades has won this award, setting a new national record as the longest running award winners in this category. Five aspects are considered when determining the winner including total sales, sales growth, marketing initiative, showroom presentation and customer feedback.

Other Showcase Awards were the Softshades Award won by Complete Blinds NSW, PolySatin Shutters Award and Highest Growth Award for Forster Tuncurry Awnings Blinds & Shutters NSW and In Curtains & Blinds QLD won the best Luxaflex Client Makeover Award.

The Gallery Awards acknowledge notable achievements by other Luxaflex Gallery Dealers. They included the Highest Growth Award for Katandra Interiors WA, Star Performer of the Year for Coffs Harbour Blinds and Awnings NSW, Rookie of the Year for Lifestyle Blinds and Awnings QLD.

Thessa Sheer Fabric
Lumishade Eclipse Fabric

The Luxaflex Alliance Conference was recorded and will be available on the Luxaflex Alliance Retailer portal for retailers to re-watch or share with their sales teams for training and education purposes.

For further information, visit www.luxaflex.com.au.

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