Blinds & Shutters - Issue 1/2022

VERTICAL BLINDS
Saving the
vertical blind?
Martin Cairns, MD
at Blindtex asks
Vertex, could this
be the saviour of
the vertical blind?
To be honest, no. Verticals are going nowhere
fast, but there to some extent lies the
problem. It's still popular.
If ever there was a product battered by the
trade, its verticals. We've all seen those silly offers,
up to three, four, and five blinds for £99. It's a
product that has become a bit of a commodity and
profit margins for the retailer are squeezed down
due to high competition. I mean, do you know of a
blinds shop that doesn't sell verticals?
Truth be told, vertical blinds are just not as
fashionable as they once were, in addition to not
being rated highly by a discerning customer and
nearly never picked by an interior designer due to
outdated fabrics and designs. It’s clear that this
window covering needs a makeover.
For vertex the above is a good thing, for the vast
majority of customers it's something new, different,
something that their friends and families haven't
seen yet. It gives them a chance to lead the pack in
the race to have the most beautiful home.
They filter the daylight yet still offer a view to the
outside. They are made up of a combination of
sheer and soft textured fabric and look particularly
stunning on larger windows, bi-folding, and patio
doors; they could be described as a cross between
curtains and a vertical blind.
Our success in converting vertical blinds
customers to vertex customers has been
phenomenal. Over 90% of customers have opted
to change to this style on larger windows and patio
doors. As you would expect Vertex blinds do cost
more; but you can justify the higher price quite
easily. However, this product really needs to be
displayed. When customers feel and operate the
blind it's easier to convert them especially when
you have over 3 designs and a range of 32 colours
to choose from, principally designed to suit a more
modern home.
When you sell a Vertex blind you can be
guaranteed a higher selling price whilst offering the
customer a unique and practical product with very
little competition helping your margins
considerably.
22 Blinds & Shutters • ISSUE ONE 2022