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Platform on sun and daylight control, shutters, patio covers and closures
Craftsmanship remains a key factor alongside technical innovation
When Luxaflex® introduced the aluminum venetian blind 75 years ago, window treatments were primarily about controlling light and privacy. Since then, many more aspects have been added. Insulation, material selection, automation, and integration with the interior are playing an increasingly important role. This development is also leading to a changing role for specialty retailers, where product knowledge and advice are becoming increasingly become more important.
For Luxaflex®, this anniversary is not only a time to look back on product developments such as Duette® shades, Silhouette® shades, and PowerView® automation, but also on its collaboration with the dealer network. “Innovation has been the driving force behind the brand for 75 years,” says Richelle den Hartog, interior stylist at Luxaflex® Netherlands. “But innovation alone is not enough to serve consumers optimally. True added value is created only when high-quality products are combined with expert advice, precise measurements, and professional installation.”
The range of window treatments has expanded in recent years. In addition to aesthetics, factors such as light control, privacy, energy efficiency, and ease of use are playing a greater role. As a result, the role of specialty retailers is also changing. It’s not just about supplying a product, but above all about finding a suitable solution for every space and user.
“This collaboration with our dealers has been a key foundation of Luxaflex®”s success for decades,“ says Den Hartog. ”Dealers aren’t just sales outlets—they’re true partners. They know their customers, understand the local market, and have the knowledge and experience to guide consumers through the entire purchasing process.”
Luxaflex® supports its dealer network with product training, knowledge sharing, and assistance with presentations and marketing. In this way, the company aims to ensure that dealers can continue to respond to new developments in the market.
One example of this is the growing focus on material use and sustainability. Consumers are increasingly looking at the origin of materials and how products are made. Within its product line, Luxaflex® uses, among other things, GreenScreen Sea-Tex® fabrics, FSC®-certified wood, re-life materials, and OEKO-TEX® STANDARD 100-certified fabrics.
In addition, the growth of smart controls requires additional technical expertise. Systems such as PowerView® automation make it possible to integrate window treatments with modern smart home applications. For specialty retailers, this means that their advice increasingly goes beyond color, material, and size.
After 75 years, Luxaflex® expects its partnership with specialty retailers to remain important, even as technology and consumer behavior continue to change.
“Despite advances in artificial intelligence, a drastically changed retail landscape, and who knows what the future holds, one thing is clear to us: successful innovation doesn’t happen solely on the factory floor or at the drawing board,” says Den Hartog. “It happens in the real world, through strong partnerships. That is precisely why our dealers are at the heart of our story.”
