Hunter Douglas NewStyle Hybrid Shutters

The perfect window for a new product launch

A brand that needed strategy

With the popularity of shutters at an all-time high, Hunter Douglas found their window fashions company in a precarious situation. Many of the people who were interested in purchasing real wood shutters could not afford the expensive price tag. Realizing they were losing customers in droves, Hunter Douglas created an entirely new category of shutters. These "hybrid" shutters blended natural and manmade materials to give homeowners the look of real wood at a drastically reduced cost.

Hunter Douglas engaged Denver-based marketing agency, LeeReedy, to help launch the new shutter product line to dealers and consumers. Our chore was to build an identity for this price-conscious line without tainting the company's overall position as a luxury brand.

Establishing a marketing niche

Our work began with a comprehensive study of other products and services that had successfully positioned themselves through marketing in this emerging category known as "no-frills chic." With a full understanding of how to speak to consumers interested in spending smart, yet living rich, we developed a name for the new product — NewStyle Hybrid Shutters.

The next task was to satisfy the need for a simple, effective selling system for dealers. We created an all-in-one sales vehicle — including meticulously scouted, styled and art directed room-setting photography. And we established a modern, design-savvy aesthetic and voice to bring the brand to life.

Marketing with investment return, how refreshing

With a production quantity originally anticipated to last 36 months, the NewStyle dealer sales kit was in such high demand that after just four months Hunter Douglas had to go back and print more. Sales for NewStyle Hybrid Shutters have also hit their stride, requiring the company to build an entirely new factory to keep up with demand.

New product launches definitely require a fresh perspective. I'd love to give you one kreedy@leereedy.com.