Dutch company Coulisse talks exclusively to Blinds & Shutters about style, trends and the market in general. As the company says: ‘It is no longer sufficient to offer the standard possibilities in window decoration’

“Selling coal in winter; blinds in summer. This used to be a frequently heard expression in the Dutch blinds industry. It reflects the conservative character of this industry as it has been for a long time. In the last couple of years however the blinds industry is developing worldwide into a market in which design and trends are becoming increasingly important.

The blinds industry is traditionally a somewhat conservative market with a strong emphasis on functionality. With the individuality of society we have seen it transforming into a market in which not only technical aspects but also decorative aspects are becoming key criteria. The individuality of consumers and their desire to express their identity through fashion, lifestyle and increasingly through their interior is a development companies have to consider. It is no longer sufficient to offer the standard possibilities in window decoration. Companies have to be increasingly creative in order to be able to meet a customer’s high demands.

The shift in focus from functionality to design is not only applicable to the consumer market, it is also seen in the contract market. Companies are increasingly looking for ways to underline their identity through the interior of their offices. This development asks for different solutions. Of course the functional demands, like creating visual comfort for the work place, keeping the sun and heat out while having visual contact with outside, are still very important. To develop appealing design that suits the desired atmosphere in combination with these technical demands is today’s challenge. Functional fabrics like screen, black-out, dim-out and flame retardent fabrics will become available in many different varieties.

A theme we see continuing the next few years is the growing demand for natural looking products. In these times of 24 hours commerce and consumption people are looking for authenticity and soberness. By using natural materials people can find the timeless natural peace and elegance in their own homes, where they can relax and retreat. We have noticed that the demand for these nature products is growing. At Coulisse we have developed several collections that suit this nature trend. With our Ultimate Nature Collection, a collection of fabrics in which natural material such as leather, grass and bamboo are processed, and Nature Concept, fabrics made of natural materials, like linen, paper and bamboo and wooden systems, we offer possibilities to extend the nature trend to the window.

A major topic is the attention to the environment. More and more companies are introducing green products made from recycled materials which are often provided with a certificate. This development will be further expanded in the market for window decoration in the coming years. This will have influence on innovation processes and sales strategies in our market. It will be especially important to be aware of it.

Another topic in relation to the environment is climate change in that we will be seeing more of the sun. Climate change will raise the total demand for window decoration considerably. Blinds will have to keep the sun and heat outside and technical properties will have to suit the function of the blinds. However the solutions will have to be flexible, functional and appealing at the same time.

Paradoxically enough in architecture and construction for office buildings as well as private homes we see more glass being used. Windows are becoming larger and consequently so is the total surface that needs to be covered with blinds. Whereas traditional window decoration, such as curtains, are becoming less popular, new vertical systems like panel track are gaining ground. Overall we see that broader solutions are becoming more and more requested. Existing systems will therefore change. Innovations for systems and new techniques for fabrics will have to be developed to ensure a perfect hanging behaviour also on wide and high surfaces.

Although the nature trend will continue, today’s consumer is also looking for comfort and luxury. As easy as operating the TV people will want to be able to adjust their blinds from their beds or desks. We foresee automation making its entrance in our industry and being widely applied in all sorts of systems.
Looking at the developments, the environment will have its influence and also the desire of the consumer to express their identity and to satisfy their hunger for luxury and innovation. The balance is delicate, but will certainly offer many possibilities for companies in our industry. The time when just functionality was all that mattered is far behind us.

• Coulisse