industry : manual cordless solutions
Cordless Window Covering Systems Non-Motorized Options Abound!
“I
BY JENNIFER ROGERS
can’t have cords hanging all over the place, and drilling cord tension devices into the beautiful woodwork is out of the question,” Kerry McHugh, IDS, said to herself. The principal from Kerry McHugh Design was faced with a dilemma. She and her client had just agreed upon a beautiful window treatment solution for the client’s study; however, the entire look would be spoiled by hanging cords. Furthermore, motors would push the project beyond the client’s budget. The solution then presented itself: a manual, nonmotorized cordless control.
“The client was ecstatic after I presented the option,” recalls McHugh. “I find myself using cordless more and more these days.” Thousands of window fashion professionals are discovering the same solution on a daily basis. This VISION article will report on manual or non-motorized cordless window covering options available today. Manual options still garner the lion’s share of sales, even while automation/motorized options are growing rapidly as more consumers are appreciating smart home solutions for their window coverings. In fact, manual cordless systems abound and are available in a range of prices, materials and styles. Plus, traditionally non-corded window coverings—such as curtains, spring-loaded roller shades and shutters—are also options for consumers who want to avoid a lift cord for aesthetic, functionality or safety reasons.
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VOLUME 43, ISSUE 6 NOVEMBER + DECEMBER 2021
A DEEP DIVE INTO MANUAL CORDLESS WINDOW TREATMENTS
WINDOW TREATMENTS SOFTEN COMMERCIAL SPACES FINDING & FABRICATING SHEER ROMAN SHADES
Lafayette Reprinted from Window Fashion VISION | NOVEMBER + DECEMBER 2021 | wf-vision.com
V ISION
industry : manual cordless solutions Virtually all shade or blind materials— cellular shades, roman soft and woven shades, wood and metal blinds, transitional shades, sheet shadings and vertical blinds—have manual cordless solutions that provide ease of use, safety and inspiring design.
The following product categories offer manual cordless solutions: ■■ Cellular shades ■■ Horizontal blinds ■■ Pleated shades ■■ Roll-up-style blinds ■■ Roller shades ■■ Horizontal and vertical sheer shadings ■■ Roman fold shades (Flat, Hobbled, Austrian, Soft fold and more) ■■ Products requiring traverse rods such as curtain and drapes
Comfortex
■■ Curtains
■■ Shutters
it comes to non-corded control options, most notably our patented Cordless ONE Control®,” which is a patented lift system operated by a control ring hidden behind the bottom hem.
They have all gone cordless! While the sky is the limit, that can also create confusion for the consumer. Be sure to explain how simple the solutions are to design clients. “There are a number of cordless options in the window treatment market today. So much that it can truly be overwhelming to an end consumer,” says Danny De Guzman, general manager for Horizons Window Fashions. To help, Horizons “has streamlined the selection process…and feel we offer the best of the best when
There are other manual cordless solutions whereby one pulls down or pushes up on a bottom bar to lower or raise. In addition, says Antonietta Bucci, director of marketing for Elite Window Fashions in Concord, Ontario, “There are spring-loaded systems that enable the consumer to pull down to lower the shade and also allow them to tug the bottom bar gently to raise the shade. And still another option is wand control where
■■ Panel tracks ■■ Vertical blinds
READER SURVEY
INSIGHTS
NONMOTORIZED CORDLESS SOLUTIONS Thank you to those who responded to our reader survey (over 350 respondents). Keep your thoughts coming! Here are some of the results.
Horizons
How much do your customers pay for cordless solutions? amount paid % of responses
$10$20
4%
$25$30
8%
$35$45
10%
$50$65
18%
Reprinted from Window Fashion VISION | NOVEMBER + DECEMBER 2021 | wf-vision.com
$80- $120- $250- $450- $700+ $100 $150 $300 $600
24%
16%
12%
3.5%
4.5%
MANUFACTURERS’ FORECAST
WHAT DO YOU SEE AS THE FUTURE OF CORDLESS PRODUCTS? ALTA: Only cordless window coverings should be in homes with young children. We envision more options, more solutions for narrower/wider/ taller windows, more adoption of home automation solutions, either whole room or whole house. We encourage dealers to talk with their customers about safe, cordless solutions.
Comfortex
either the wand is pumped to lower and raise the shade or where the wand is used to tilt or open vanes.” Wands can also be used to open or close stacked vanes/panels to one side or the other. Solutions can be found for any client’s needs or whims.
Types of manual cordless window covering solutions include: ■■ Cordless lift and/or locks in the headrail/bottom rail ■■ Clutch/wand ■■ Roller catch mechanism ■■ Spring-assisted/spring-driven lift systems ■■ Retractable cords ■■ Combination wand/cord
COMFORTEX: We offer cordless lift options in cellular shades, roller shades, horizontal and vertical sheer shadings, faux-wood blinds, basswood blinds and roman shades. We also offer motorized remotecontrol, Bluetooth APP and cordless power wands. The future of cordless will continue to grow substantially due to three factors: 1) consumer awareness and demand for cordless options; 2) the growth in motorization operated by apps and remote control; and 3) the continued innovation and development by our industry. ELITE WINDOW FASHIONS: More of the same and some options to reach high windows where you cannot reach the bottom bar; more affordable motorized options; new construction being wired already for the purpose of motorized blinds. HORIZON: Cordless applications are only going to grow in popularity and are, quite frankly, a necessity. Cordless window treatments allow the beauty
■■ Non-corded window coverings, such as shutters, wand pulled drapes or spring roller shades ■■ Traverse curtain rods Within each product category, there are manual cordless solutions for every price point and desire that are also tactile and instantly responsive. The overall goal is to no cords for ease of use, safety and a gorgeous, elegant look. Rather than having a tangled pile of cords on the floor when a shade is open or a cord that interferes with the pricey C.O.M.
Alta
of the treatment to be the star. In addition, their convenience and safety are more known in the consumer market than ever before. Homes with children and pets are asking for cordless applications, and we have the solution to fit their needs. LAFAYETTE: Truthfully, we see the growth of motorization as the future of cordless products. SOMFY: An increase in cordless, trending toward a standard. THE SHADE STORE: Automation is not only the current trend we see for cordless products, but it is also the future. With the rise of the smart home, and people being forced to become more comfortable with technology while working from home, we continue to see a rise in the need for motorization and a fully automated home.
Rollease
V IS I ON
industry : manual cordless solutions 1100
On average, about nine children ages 5 and younger die every year from
900 800 700 600 500 400 300 200 100 0 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Of the utmost importance, cordless window coverings are vital to child and pet safety. The U.S. Consumer Product Safety Commission (CPSC) calls corded window coverings “one of the top five hidden hazards in American homes,” with infants and children accidentally becoming entangled in window blind cords. Pull cords, continuous loop cords, inner cords or any other accessible cords on window coverings are dangerous to young children.
strangulation in window blinds, shades, drapes and other window coverings with cords. In a 2018 study featured in “Pediatrics” titled “Pediatric Injuries Related to Window Blinds, Shades, and Cords,” researchers saw an increase in corded window covering injuries from 400 in 2010 to 1,000 in 2015 (data chart at right). That number has decreased to only 200 incidents occurring between January 2009 through December 2020, according to CPSC data. Continued education of the public by associations and organizations as well as window design professionals has certainly had a positive effect on decreasing the number of deaths and injuries due to corded window treatments.
number of injuries
(customer’s own material) that was just made into a beautiful shade, cordless systems are a must-have.
1000
Estimated annual number of window blind–related injuries among children younger than 6 years of age treated in U.S. EDs, NEISS 1990 to 2015.
Estimates are potentially unstable because of a sample size <20 cases, an estimate of <1,200 cases, or a coefficient of variation >33%. Study authored by Bridget Onders, Eun Hye Kim, Thitphalak Chounthirath, Nichole L. Hodges and Gary A. Smith.
Manual cordless blinds and shades are a stylish and practical way to dress windows and should be an easy sell. Nevertheless, there are some instances where cordless becomes an issue for some clients. Based on recent surveys of interior designers, installers and workrooms, here are the top five challenges they face when selling non-motorized cordless systems:
1 2 3
Cost to client, especially if there are multiple or many windows Explaining the pros and cons of each system for the best outcome for a client Wide-spanning windows or any high, tall or hard-to-reach windows where clients can’t reach to perform full range of motion
4 5
The location of the window (e.g., furniture or counters in the way)
Clients with physical limitations who can’t reach the bottom or top of a window easily. Poles or telescoping poles help in this instance if motorization isn’t an option for the client.
Horizons
Should cordless add-ons be included in the price from the manufacturer?
What percentage of your shade sales are cordless?
YES: 34% NO: 66% % of business is cordless % of responses
6% 1-5
4% 11% 20% 15% 22% 22%
10-15 20-35 40-55 60-70 75-85 90-100
Reprinted from Window Fashion VISION | NOVEMBER + DECEMBER 2021 | wf-vision.com
Other challenges in getting clients to understand why cordless is the best involve the selling process. It is key to know some sure-fire ways to sell nonmanual/non-motorized systems to any client, especially if they are upgrading from older systems. We asked designers and others in the industry to comment on the ways they present and sell cordless products to their customers and got some spot-on advice: “I educate my clients on the safety issues of corded blinds and shades…I use hand samples to show the ease of operation. I also discuss the added value of cordless shades to potential future buyers of their home. I explain it may be more of an investment upfront, but it will pay off in the day-to-day ease of operation. I also point out the benefit of aesthetics, no ugly strings hanging in the window and not having to tug on strings to lift heavier treatments such as wood blinds.” —Michelle Andrick, Designs by M, LLC
“I present all my products with the cordless feature as the most appropriate option if the headrail is accessible from the floor. I use motorization to upsell and solve problems with wildly inaccessible windows and cord solutions to bring pricing down when needed and or solve problems related to accessibility that do not require motors (e.g., windows behind nightstands, over the kitchen sink or a sofa).” —Jennaver Brown, Owner, Eye on Design Custom Window Treatments
“We promote child and pet safety as an essential component for any window covering. Additionally, cordless blinds and shades are aesthetically far more beautiful than corded shades and are often far easier to operate. Importantly, we offer non-motorized cordless as a free upgrade, so there is no reason not to select cordless over a corded blind.” —Germaine Schumann, Budget Blinds
“We advise lifting systems based on our knowledge of the products and the needs of the customers. For example, with a cordless lifting system there are a few obvious requirements. One, the customer must be able to easily reach the bottom rail of the shade. It can’t be over a piece of furniture, a sink or anything that will impede the user from reaching and raise the shade to its full capacity. Two, the user must be able to reach the top of the window. If they cannot raise the shade all the way up because of the window height, then it would be best not to do a manual cordless lifting system. Three, I do not recommend manual cordless lifting systems for sliding glass doors as the user will have to bend to the ground every time they want to raise and lower the shades. For sliders, it is better to do a manual cord or wand.” —June Amara, Owner/Interior Decorator, Creative Window Treatments
“I have the products in my own home: nine are motorized in three different rooms, two are cordless lift, and three have cords from previous owner. I invite my clients to my home to let them operate them, but most of them have confidence in the fact that I trust the product in my own home.” —Kathy Senkbeil Knapp, Owner, Store House Decor, Inc.
Cordless is not for all window applications, but a qualified experienced window treatment specialist will be able to guide their client to an appealing and operating solution.
TIPS FOR DESIGNERS If working in a situation where corded window coverings can’t be replaced with today’s safer products at this time, here are some tips to share when advising a consumer. ■■ If you have corded window coverings, keep them well out of the reach of children. Eliminate any dangling cords. ■■ Move all cribs, beds, furniture and toys away from windows and window covering cords, preferably to another wall. ■■ Check that cord stops are installed properly and adjusted to limit the movement of inner lift cords. ■■ Make certain that tasseled pull cords are tied up out of reach and as short as possible. Install a cleat or tie-down device up high on the wall and use it to keep cords out of reach. For more information on window covering cord safety or for ways to retrofit corded blinds, visit WindowCoverings.org.
Lafayette
V IS I ON
industry : manual cordless solutions
WC Safety Council / CPSC Requirements: The American National Standards Institute (ANSI) and Window Covering Manufacturers Association (WCMA) window covering safety standard, which went into effect in December 2018, is important for every manufacturer, retailer, distributor, salesperson and designer working in our industry. WCMA continues to promote and educate on the ANSI/WCMA A100.1-2018 standard, which requires all stock products sold in stores and online—which accounts for more than 80% of window covering products sold in the U.S. and Canada—to be cordless or have inaccessible cords.
with an adult nearby,” says CPSC Acting Chairman Robert Adler. “The safest option when young children are present is to go cordless.” Cordless technologies are available for most blinds and shades and add little cost to manufacturing. Another thing to consider is that obtaining the Best for Kids™ certification on cordless products requires manufacturers who want to be part of the program to meet stringent criteria and submit appropriate products to a third-party testing laboratory recognized by the WCMA. “To become certified, these products either have no operating cords or inner cords that are accessible. If accessible inner cords are present in products with no operating cords, they cannot create a hazardous loop or potential wrap-around hazard,” explains Denise Schenk, brand marketing manager for Lafayette Interior Fashions.
The U.S. Consumer Product Safety Commission data shows that requiring “stock products” to be cordless or have inaccessible cords will have the most immediate, significant impact on reducing the strangulation risk to young children from certain window covering cords. Stock products are defined as those produced in advance of any consumer order or request for the product. “Children have strangled to death on the cords of window blinds, shades, draperies and other window coverings, and this can happen in mere moments, even
Additionally, corded window coverings are only available on custom-order products. Manual cordless products may not meet the needs of all consumers, including the elderly and users with disabilities. As a result, manufacturers need to be able to sell corded products
The Shade Store
MANUAL CORDLESS SOLUTIONS BY MANUFACTURER Alta
Comfortex
Elite Window Fashions
Type of Manual Cordless Products Carried
Cordless lift or lift and lock, vertical/panel track application, wand-control, shutters, retractable pull cord, wand/cord combination
Cordless lift options in cellular shades, roller shades, horizontal and vertical sheer shadings, fauxwood blinds, basswood blinds and roman shades. We also offer motorized remote-control, Bluetooth APP and cordless power wands.
Roller shades with spring drive and wand control, sheet horizontals with wand control, verticals with wand control and cellular shades with spring drive
Most Popular Manual/ Mon-Motorized Cordless System
Cordless lift options
Cordless system for cellular shades
Roller shades outweigh all others; spring drive outweighs wand control
Percentage of Growth of Cordless Over Last 10 Years
N/A
Estimated 10 times more sales
It has definitely grown
Is Cordless a FREE option?
YES, there is a charge
NO, there is no charge for cellular shades cordless lift and lock
YES
Surcharge is most often a fixed amount to the dealer
Set amount
If Yes, Is Surcharge a % Varies by system/product or a Set Amount? category
Reprinted from Window Fashion VISION | NOVEMBER + DECEMBER 2021 | wf-vision.com
to these customers and for certain applications. When purchasing custom products, a consumer is required to interact with a salesperson or installation specialist, who provides window covering safety information. The standard imposes new restrictions on these products, such as requiring operating cords to have a default length of 40% of the blind height and a default to a tilt wand instead of a tilt cord. Warning labels and warning tags continue to be required and more graphically depict the strangulation hazard. The new safety standard is a direct result of ongoing industry innovation, technological advances and new product development. Claire Nelson, VP marketing director for Alta Window Fashions, concurs. “This topic is important to the entire industry as it is our collective responsibility to continue to educate and inform today’s consumers; they have many choices to keep their homes safe for children and pets. The more each dealer understands these choices as well as their role in educating consumers, the safer homes will be.” Lafayette
Horizons
Lafayette
The Shade Store
Our patented Cordless One Control system for roman shades (spring assist); we also offer additional non-motorized cordless options with roller shades and best-in-class Averté Natural Fold
Accu-Rise® spring system; Lift and Lock™ lifting system; CareRING™ cordless is a spring-assisted system; wand draw/tilt for Genesis and Manh Truc Panel Track Shades (panels are attached to the track, allowing them to glide easily from side to side with a wand), Discoveries Vertical Blinds and Interior Masterpieces Draperies; Glissade® is a vertical orientation from our Parasol® Cellular Shade Collection
Roller shades, roman shades, solar shades, cellular shades, wood blinds and woven wood shades
Cordless ONE controls for roman shades
Accu-Rise spring system
Roller shades
N/A
No % available, but it is an area of growth due to many different factors including enhanced child and pet safety
There has always been a growing interest in cordless options as they serve a variety of different needs throughout the home, provide a cleaner look and safety
NO, there is no charge for Cordless ONE Control system for roman shades
Depends on product
Depends on product
N/A
Varies with product; typically a surcharge and sometimes based on width
Varies by product V IS I ON
industry : manual cordless solutions
VISION Readers’
PRODUCT RAVES (and we had many!)
“My favorite is the Comfortex Color Lux Cellular shade in the Linen fabric choice. It is a beautiful fabric cellular shade that truly elevates the basic paper look cellular shade to a soft, high-end look.” —Michelle Andrick, Designs by M, LLC
“Lafayette Genesis Roller Shades with Accurise controls. The Accurise cordless control offers very smooth operation— just a little tug and the shades roll up to the desired height. Plus, I sell products that rarely have issues. Callbacks upset the clients and cost me money! These are extremely reliable, offer beautiful fabric choices and still ship fairly quickly.”
“Alta’s ¾-inch single-cell Honeycomb Shades are elegant and functional at the same time! Love the top-down, bottomup cordless option best! Really adds privacy while allowing a good amount of the window open and exposed if desired. Plus, the honeycomb stack is nearly nothing so they ‘go away’ when opened completely especially if cordless!”
—Amy Wolff, Certified Interior Decorator, Interior Designer, Amy Wolff Interiors, LLC
How important are manual cordless window treatments to your business?
VERY IMPORTANT: 69%
“I have sold most brands of window treatments in my career of 37 years. Each brand has its own special place in improving our lives and homes.” —Barbara Bishop, Allied Member ASID, Owner of Transitions II Interior Design
—JoEllen Jannot Ohl, Jannot’s Designs, LLC
What has been your increase in cordless sales over the past five years?
THAT IS ALL I SPECIFY: 4% SOMEWHAT IMPORTANT: 22% NOT IMPORTANT: 5%
% of increase in sales % of responses
17% 6% 21% 18% 15% 3% 17% 3% 1%5%
10%15%
20%35%
Reprinted from Window Fashion VISION | NOVEMBER + DECEMBER 2021 | wf-vision.com
40%- 60%50% 75%
80%- 90%- 200% 85% 100% OR MORE
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