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In response to prevailing conditions, the Luxaflex brand has broken new ground by holding its first ever virtual Annual Alliance Conference.
A total of 202 participants from 103 stores around Australia gathered online for the 2020 Annual Alliance Conference on Wednesday 7 October.
The live event was held virtually, with a fitting theme of ‘quick to respond, quick to succeed’. Hosted by Vera Meharg, Marketing Communications Manager and Damon Gardner, General Manager AWF Blindmaker, the event delivered a seamless balance of live and pre-recorded video content, including live question and answer sessions throughout.
The conference focused on 2020 interior and textile trends that have influenced recent consumer experiences and shaped Luxaflex Window Fashions product launches. This year, more than ever social ideas and behaviours have greatly impacted the emerging trends. The four trend themes include Renew, Escape and Embrace, Reinforce Minimalism and Awakening. They were inspired by current 2020/2021 Dulux and Heimtex trends and tailored towards the window coverings industry.
Highlights of this year’s event included the Curtain Collection launch, the upcoming SoftShades Collection fabric refresh, an introduction to the new Nordic Series Folding Arm Awning models and latest enhancements to the Evo MagnaTrack Awning. The event also featured a special appearance by Neale Whitaker, Interior Design Expert and Luxaflex Brand partner, who shared his excitement for aligning with the Luxaflex Window Coverings brand and how he has incorporated the innovative products in his home.
Dealers from across the country received a detailed look into the newly launched Luxaflex Curtain Collection and how it takes perfect pairing and home styling to a new level. The carefully curated fabric collection, picked by in-house designers, delivers an eclectic range of high-quality fabrics and styles to complete a custom interior look while offering a level of practicality to enhance the home environment. The curtains are designed to complement Luxaflex Window Coverings from the SoftShades collection, including Silhouette, Duette and Pirouette.
Retailers were also given a firsthand look at the exciting and refreshed SoftShades Collection. They were provided a preview of the Duette Shades fabric range and the reengineered Duette LightLock Shades bottom rail channel. A detailed demonstration on the new Pirouette Ultraglide Shadings was also provided, showcasing its point of difference and enhanced functionality.
Last year, the Nordic Series was introduced to the Luxaflex Folding Arm Awnings collection including the Nordic KD Design, Nordic KS2 Semi-Cassette and Nordic Arafura. Due to the success of the series, Luxaflex showcased the upcoming five new models to the range, which were shown in detail to dealers at the conference. Luxaflex Gallery Dealers will also receive two more exclusive models.
During the conference, the latest enhancements of the Luxaflex Evo MagnaTrack Awning were showcased. Engineered and tested in Australia to specifically handle our diverse and unforgiving conditions all year round, the Luxaflex Evo MagnaTrack Awning (3.5m opening span width) is able to withstand pressures of up to 185kph*, making it the strongest straight drop awning that has been wind tested in Australia.
The Luxaflex Alliance Conference was recorded and will be available on the dealer portal for dealers to re-watch or share with their sales teams for training and education purposes.
* Report No. TS1166 of James Cook University Cyclone Testing Station, College of Science and Engineering dated 12 March 2020. Despite the Luxaflex Evo MagnaTrack Awning’s performance in high wind loads, it is recommended that all awnings be retracted during wet or high wind conditions. Refer to our manufacturer’s guide for full limitations, width, projection and wind rating information. Performance is dependent on adequate fixing to a solid structure. Tested in accordance with AS 4040.2 with constant wind pressures held for 1 minute. Before relying on the representations made relating to the Luxaflex® Evo MagnaTrack Awning, visit luxaflex.com.au/evo-magnatrack for test results and disclaimer. ® Registered Trade Marks of Hunter Douglas Limited. © Copyright 2020 Hunter Douglas Limited [ABN 98 009 675 709]
