Specialty Fabrics Review November 2019 - 38

Located in Tucson, Ariz., the Valley View Early Learning Center project
consisted of 22 columns and 10 custom shade sails from SHADE Industries.
Over 13,000 square feet of fabric-Commercial 95 Natural and Desert
Sand-was required. Photo: SHADE Industries; photographer: Tom Reich.

FABRICS THAT

CONNECT

Effective outreach to customers is essential
for connecting, and providing in-demand
products is equally important. The list of
fabric qualities desired by end users includes:

high UV protection; resistance to fire, water and mildew; durability and toughness;
and easy cleaning and stain resistance-everything one would expect an outdoor
shade or structure to offer. In fact, these qualities are among the reasons behind
the popularity of AwnTex® fabrics, says Liam Madden, director of marketing
operations for Liberty Home Products Inc. in Denver, Colo.
Fabric look and feel is also critical. According to Madden, over the years
he's noticed companies producing more brightly colored and textured fabrics
that impart a modern feel. Peter Fervoy, president of Minneapolis, Minn.-based
Uni-Systems LLC, says his customers are drawn to highly translucent fabrics.
"These can provide a beautiful soft light during the day and can be enhanced
with lighting effects at night," he explains. "Customers also focus on the lifespan
of the fabric and ease of maintenance. For these reasons, ePTFE fabric is a
popular choice."
Conrad Masterson, president of SHADE Industries in Phoenix, Ariz., is seeing
a lot of interest from customers in GALE Pacific's new dual shades-a two-color
cloth that SHADE is planning to use on some upcoming projects.
Don Smallwood, president of abc Sun Control Systems LLC, North Hollywood,
Calif., says screens and zipper systems seem to be taking a greater market
share. Fabrics utilized for screens include those from Mermet, Twitchell, Phifer
and Serge Ferrari. Sunbrella®, Sattler, Para and Sailrite are among the popular
awning fabric choices he sees from customers.
38 REVIEW NOVEMBER 2019

with an emphasis on delivering what
we say we will and in the time we've
committed to."
GOING OLD-SCHOOL
According to Smallwood, abc Sun Control
Systems also makes doing business with
the company as simple as possible. For
example, rather than forcing people to
navigate a voice mail tree, the company
has an actual person picking up the phone.
If Smallwood notices a drop-off in orders
from a particular dealer, he will call that
customer, "principal to principal," to
see what's going on. It's an old-school
approach, and it's working for them.
It's one approach that, in part, Liberty
Home Products Inc. utilizes as well.
Headquartered in Denver, Colo., with
additional locations in Colorado Springs
and Highlands Ranch, the company
provides custom shade products like
awnings, shade sails, solar shades and
patio sun and wind screens, as well as
steel products (railings, security doors
and window well covers).
Specialty Fabrics Review November 2019

Table of Contents for the Digital Edition of Specialty Fabrics Review November 2019
