Hunter Douglas targets Gen Y

Staff -- Home Textiles Today, 6/25/2001 12:00:00 AM

UPPER SADDLE RIVER, NJ —

Hunter Douglas Window Fashions has introduced several new collections that are designed to appeal to members of Generation Y.

"These 20-somethings are the up-and-coming generation of consumers and cannot be overlooked," said Sally Morse, director, creative services. "Generation Y looks for casual, affordable options to provide them with the light control and privacy they need without compromising on style."

Provenance is a new line of woven wooden shades offered in 37 different styles, such as bamboo, reed, grass and wood, and with a natural and earth-tone color palette. An independently operating micro-pleat shade directly behind the woven material is designed to provide consumers with light-filtering and room-darkening options for any of the fabric styles.

New to the Country Woods Collection are EverWood X-tra shutter blinds, WoodMates alternative wood blinds and Latitude arch window treatments. EverWood X-tra shutter blinds, which are constructed from a blend of engineered polymers and natural hardwood, offer the look of plantation shutters and are designed for hot, humid climates where wood blinds are not normally placed. WoodMates are made entirely from polymer and, like EverWood X-tra, resist fading, warping, cracking and peeling, according to the company.

Made from highly resilient PVC material, Latitude arch window treatments are available in four white hues. Movable louvers offer varying degrees of light control for Latitude, which also coordinate with EverWood blinds and shutters.

A semi-sheer, vinyl-coated fiberglass and polyester product, Sheerweave is a roller shade equipped with a clutch-operated metal roller that will not roll up unexpectedly and may be adjusted to the exact desired position, according to the company.

"Generation Yers may prefer the light wood, nickel and chrome finishes and functional pieces that look like store fixtures from the Gap, while more than a few Baby Boomers tend towards overscaled European reproductions," said Morse. "However, self-expression and creative mixing and matching are de rigueur for both groups."