SCOPE AND METHODOLOGY

Catalina Research has conducted an in-depth analysis of the sales and profit opportunities in the U.S. window treatment and wallcoverings markets. This comprehensive database covers U.S. shipments, imports and exports, residential and nonresidential markets, retail sales channels, factors affecting domestic demand and distribution, the cost structure of U.S. plants, the competitive environment, and the Canadian market. In addition, major North American manufacturers and marketers are profiled in order to uncover competitor strategies.

U.S. market sales are calculated from U.S. Department of Commerce statistics by collecting data on domestic plant shipments, subtracting exports, and adding imports (Section 1). Market sales are calculated for window shades, blinds, and drapery hardware; curtains and draperies, and wallcoverings. Market sales are provided in current and real dollars. Section and report findings are summarized in our Executive Summary in order for readers to quickly review the present and future health of these markets and assess whether their company's performance is in line with industry trends.

Sections 2, 3, and 4 further segment the industry's product categories. Section 2 provides data on plastic, cloth and other window shades and blinds; aluminum and other venetian blinds; and drapery hardware. Section 3 provides data on stock knit and woven curtains and draperies, as well as custom products. Data is also provided on curtains and draperies of cotton, synthetic fiber, and other textile materials. Section 4 provides data on paper, plastic, and fabric-type wallcoverings.

Each section evaluates U.S. shipments, imports, and price trends. Shipments are for all domestic manufacturers, whether plants are owned by U.S.- or foreign-based companies, and whether or not plants specialize (50% or more of total facility revenues) in window treatments and wallcoverings. Import statistics are derived from U.S. Customs records. Import data is provided by product and by major country of origin. Price trends are analyzed from the Bureau of Labor Statistics' Producer Price Index.

End-use markets and consumer demographics are investigated in Section 5. Window treatment purchases are provided for household, commercial, government, and original equipment manufacturer markets. The data is based on U.S. Department of Commerce surveys. Section 4 also analyzes household spending on window shades and blinds and curtains and draperies. Spending is also analyzed by household income, age of household head, household size, and region. U.S. revenues and operating ratios for paper hanging and wallcovering contract work are analyzed as well. This section also includes window coverings price trends at the retail level.

Section 6 provides data on retail window treatment and walllcovering sales by type of outlet. U.S. Department of Commerce survey data is analyzed for sales through mass merchants, window treatment stores, other home furnishings stores, department stores, warehouse clubs, paint and wallpaper stores, direct marketers, and other channels. In addition, the number and sales of window treatment stores by region and state are provided.

Catalina investigated the factors driving domestic demand by analyzing U.S. construction activity and spending on remodeling (Section 7). Residential housing statistics include data on new housing completions, existing home resales, and mobile home placements. Housing starts and residential building permits track current trends in new residential construction markets. The characteristics of newly completed U.S. housing units are also provided. Total homeowner remodeling and repair spending are analyzed as well. In addition, data are provided on household demographics and economic trends.

A separate section analyzes export shipments and foreign sales opportunities (Section 8). Data is provided by industry sector and product line and by major country of destination.

Catalina supplies data on the cost structure and profitability of U.S. plants specializing (50% or more of total plant revenues) in the manufacture and sale of window shades, blinds, and drapery hardware; curtains and draperies, and wallcoverings (Section 9). U.S. Department of Commerce survey data covering these plants are supplemented with individual company profiles and sales data in order to provide growth- and profit-oriented strategies and company market shares (Section 11). Annual reports, trade journals, and other databases were searched.

The Canadian market situation is evaluated from Statistics Canada data (Section 10). Data trends include plant shipments, exports, imports, and the facility cost structure.

Action-oriented executives are urged to use this comprehensive statistical database and the competitor information to develop new products, penetrate end-use markets, target key demographic markets, expand foreign market sales, and initiate profitable operating strategies. Executives are urged to compute their own company's market share and compare their company's operating ratios to the industry averages as part of this process.