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VOLUME 48, ISSUE 1 JANUARY + FEBRUARY 2026

2026 Industry Outlook The Future of Window Fashions

The Business of Sustainable Design Horizons Design Showcase 2025 Readers’ Choice Awards: Industry-Voted Excellence IWCE 2026 Raleigh Registration Now Open

SMART WINDOW COVERINGS

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ABSOLUTE SILENCE

Absolute Silence targets noise at its source with vibration-isolating components and motors tuned for quieter performance. The result is motorized shading that operates up to 15 dB quieter than standard systems. Motionblinds, honored with a Window Fashion Vision Readers’ Choice Award in motorization, sets a new benchmark for smart, quiet technology that elevates comfort across residential and commercial projects.

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Brands You Trust—

Committed to The Best Experience

What is the Best Experience? Our goal is to deliver quality products, unmatched dealer support, and proven tools to help you win. This means as your Best Dealer Partner, we’re committed to delivering the Best Experience that you can pass on to your client base and ultimately, grow your business.

Backed by a long-respected history of quality manufacturing, Springs’ family of brands features a complete good/better/best portfolio that spans all consumer segments and price points.

Graber is committed to being your best dealer partner. That’s why we’re steadfastly focused on offering an engaging product porfolio of blinds, shades, shutters, drapery, and motorized products engineered and crafted to provide comprehensive design solutions that meet your customers’ needs. We’re also committed to manufacturing excellence, comprehensive training, and differentiated dealer programs including a compelling Premium Partners program, consumer rebates, and consumer financing options. And we back it all up with a best-in-class dealer support system, featuring our industry-leading customer service program that includes text support and dependable remake and warranty policities that demonstrate our unwavering commitment to both your clients—and your success. To learn more about becoming a Graber dealer, visit graberblinds.com today.

Horizons window coverings are made to your exact specifications and can even feature materials you’ve provided. Our state-of-theart workroom is located in Waukegan, Illinois, which allows us to meet the high standards we’ve set for craftsmanship—all while providing personalized service designers know and love. We strive to offer window treatments that are as functional as they are beautiful through a variety of lift options, design modifications and manufacturing techniques. Call Customer Service at (800) 858-2352 or email us at customerservice@horizonshades.com to start your next project with Horizons today.

MASTHEAD Januar y + Februar y 2026

VOLUME 48, ISSUE 1

Managing Director | Ania Munzer ania@wf-vision.com Managing Editor | Lindsay Brown lindsay@wf-vision.com Art Director | Brandon Bennett bbennett@studiobtm.com Copy Editor | Maude Campbell maude@wf-vision.com Event Manager | Shannon Flaherty shannon@wf-vision.com Sales Executive | Nancy Nix nnix@wf-vision.com Marketing Coordinator | Tracy Herold tracy@wf-vision.com CONTRIBUTORS Sam Blair, Devin Frey, Justin Gianola, Marissa Massey, Kathy Cragg Pace, Oliver Schreiber, Shaun Turner, Ronica VanGelder SUBSCRIPTIONS 651-330-0574 • info@wf-vision.com

ON THE COVER: Designer/Builder: Photography: Fabricator: Installer:

Sarah Kellam, Homeplaces, Ltd. Homeplaces, Ltd. Horizons Window Fashions A Shade Above, In-House Installer

Correction: In the 40 Under 40 Awards feature in the November/December 2025 issue of Window Fashion VISION, an incorrect headshot was published for Sarah Zook, director of operations for Drapery Street. We apologize for the error and extend our congratulations to Sarah on her recognition as a member of the Class of 2025 40 Under 40. Window Fashion VISION magazine makes every attempt to credit each person involved in the process of creating a window covering and will not be responsible for crediting any person whose name, company or participation did not surface during the information-gathering process. Crediting disputes between parties other than VISION magazine are solved at the discretion of those involved. Window Fashion VISION (ISSN 08869669) (USPS 708930) published bi-monthly by BridgeTower Media, LLC, 14311 Reese Blvd STE A2 #266 Huntersville, NC 28078, Tel 651-330-0574. Visit our website at WF-VISION.com. Periodicals postage paid at St Paul, MN. Postmaster: Send address changes to Window Fashion VISION, 14311 Reese Blvd STE A2 #266 Huntersville, NC 28078. Allow 60 days for address change. Subscription rates: $22/yr. U.S. and possessions; $29/yr. Canada; $90/yr. Foreign (includes airmail postage). Copyright © 2026 by Grace Media, LLC. Reproduction in whole or in part without written permission prohibited. Canadian Publications Agreement Number: #40036514. Canadian Return Address: 14311 Reese Blvd STE A2 #266 Huntersville, NC 28078 JANUARY + FEBRUARY 2026, VOLUME 48, ISSUE 1.

JANUARY + FEBRUARY 2026 | wf-vision.com

For magazine updates, go to Facebook.com/wfvisionmagazine Keep up with all the news @WFVMagazine

E D I TO R ’S N O T E

A Fresh Start The new year is oﬃcially here, bringing with it that familiar mix of motivation, momentum and big ideas. January and February always feel like a reset, a chance to look ahead with clear eyes and renewed energy. In the world of windows, 2026 is already shaping up to be anything but quiet.

That excitement is front and center in our 2026 Design Trends report (page 32). One thing is clear: Minimalism at the window is out and maximalism is in. Think fuller layers, richer textures and windows that make a statement. And the creativity does not stop there. We are seeing sink skirts returning kitchens and baths, canopy beds turning bedrooms into destinations and table skirts adding softness to bedside tables and entry consoles. Fabric is once again taking center stage throughout the home. Going green continues to gain traction—and it is no longer just good for the planet. It is good for business. In this issue, we take a closer look at how sustainable practices and product oﬀerings can boost profitability for today’s retailers and designers (page 30).

A Palette of Possibilities If Pantone’s Cloud Dancer leaves you wanting more, these Colors of the Year from other leading brands oﬀer contrast and inspiration

Benjamin Moore | Silhouette A tailored espresso-charcoal blend inspired by classic suiting. Timeless, versatile and a welcome antidote to trend fatigue.

Sherwin-Williams | Universal Khaki A grounded beige-khaki neutral that reﬂects a cultural return to manual work and a collective craving for calm.

Behr | Hidden Gem Pantone’s Color of the Year, Cloud Dancer, also makes history as the brand’s first-ever shade of white to hold the title. Pantone describes the hue as “a billowy white imbued with serenity” that oﬀers “a calming influence in a society rediscovering the value of quiet reflection.” Some designers are embracing it, while others find it a bit underwhelming. As for us? We land somewhere in the middle. There will always be a place for a soft, quiet neutral. For another dose of color inspiration, check out our favorite Color of the Year picks in the sidebar at right. We also oﬀer an early look at what is coming up at IWCE 2026 in Raleigh, North Carolina. From the energy on the show floor to special events like the Grace Awards and lively fireside chats, this is one industry gathering you will not want to miss (page 44). Here’s to the year ahead and all that’s to come!

Cheers, Ania Managing Director Lindsay Managing Editor

JANUARY + FEBRUARY 2026 | wf-vision.com

A smoky jade that shifts with the light and works as a bold new neutral, whether as an accent or a full-room drench.

Valspar | Warm Eucalyptus A vintage-inspired green designed to restore and reset, perfect for bathrooms, reading nooks and quiet retreats.

Glidden | Warm Mahogany A cozy, depth-ﬁlled red that proves bold can still feel intimate and livable, especially in bedrooms and dining spaces.

Krylon | Matte Coﬀee Bean A rich dark neutral that leans into craftsmanship and DIY culture, ideal for reviving furniture and hands-on projects.

C O N T E N TS Januar y + Februar y 2026

IN THIS ISSUE COLUMNS

4 8 182 14 10

24 Designs on the Horizon 4

Horizons Window Fashions Cover the VISION Design Contest

Business of Being 30 The Green 4

How sustainability is driving smarter sales and stronger margins for retailers and designers.

32 4

36 4

What’s Trending at the Window in 2026

Industry professionals share what’s shaping the industry today and where it’s headed next.

44 IWCE Preview 4

Get a closer look at the schedule, new products and special events featured at this year’s expo.

Fashion 58 Window VISION Readers’ 4

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Choice Awards

Meet the brands, people and products who are setting the standard in the world of custom window coverings.

disCOVER About the Cover POINT-OF-VIEW: New & Noteworthy All That’s Interesting

14 18

ARTISAN ATELIER Nailed It: 9 Workroom Must-Haves By Ronica VanGelder

FULL FRAME: MOTORIZATION Solar Smarts    By Justin Gianola

FULL FRAME: AI Win the AI Search     By Marissa Massey and Shaun Turner

F ABRIC CORNER The Art of the Upgrade By Devin Frey

60 20

FULL FRAME: TRANSFORMATIONS    The Year of Sales Momentum By Kathy Cragg Pace

What’s in and what’s out for 2026.

State of the Industry Outlook

EDITORS’ NOTE By Lindsay Brown

SOLD! The 3 Small Phrases That Deliver Big Results By Oliver Schreiber

D I S C OV E R Cover Stor y

The Perfect Blend

For Tracy Allen of A Shade Above, winner of Cover the Vision: A Horizons Design Showcase Contest, the kitchen in this modern colonial showcase home in Moseley, Virginia, was a familiar kind of design opportunity: a bright, contemporary space with smooth surfaces that needed warmth and texture to feel complete. As a longtime participant in Richmond’s annual Homearama event, she also knew the room would be viewed by thousands, making every detail matter. Allen partnered with designer and builder Sarah Kellam to finish the kitchen with natural woven roman shades. The warm, organic weave softened the crisp cabinetry and stonework, tied into the existing color palette and added just enough texture to ground the space without overwhelming it. The shades were fabricated through Horizons Window Fashions in Kingsroad Walnut with a Greige privacy liner and paired with Horizons’ Cordless One Control system for smooth, clean operation. Her in-house installer handled the final fit, ensuring the treatments sat precisely within the kitchen’s proportions. The project reflected the qualities that define Allen’s work: thoughtful material choices, practical solutions and an eye for how the right window treatment can shift the feel of a space. With thoughtful details and a warm, balanced finish, her work brought the kitchen to life and created a space that was truly a shade above the rest.

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Photography: Homeplaces, Ltd. Designer/Builder: Sarah Kellam, Homeplaces, Ltd. Installer: A Shade Above, In-House Installer Fabrication: Horizons Window Fashions

Every Roller Shade You Need

INTERIOR EXTERIOR RESIDENTIAL COMMERCIAL PRINTED

5 day lead time | Every shade tested | Family ownership | Manufactured in the USA Large in-stock fabric collection featuring

insolroll.com (303) 665-1207

P O I N T - O F -V I E W New & Noteworthy

NEW AND NOTEWORTHY NEW PRODUCT Haute Tension Draper introduces two new tensioned shades from Guthrie Douglas, bringing precision control to skylights, atria and hard-to-shade openings. Tess 140 uses a single-barrel tensioning system that keeps fabric taut at any angle, creating a clean, minimal solution for wide overhead applications. Tess 660 offers blackout capability with its Sidelock system, which secures the fabric edge to eliminate light gaps and ensure smooth, quiet movement. Both models can be customized in any RAL powder-coat color and paired with a wide range of fabrics, making them versatile options for projects that need performance and a tailored finish. DraperAtHome.com

Worldly Wonders Ngala Trading brings a spirited mix of African craftsmanship and global style to the design world with a collection that feels equal parts art and soul. Partnering with family-owned studios across the continent, the brand transforms sustainably sourced materials like leather fringe, ostrich feathers and hand-laid eggshells into striking furniture, lighting and decor. Many pieces can be customized in scale, finish or color, giving designers plenty of room to play. It’s a richly textured and ethically made lineup that celebrates local artistry while offering the polish and consistency the trade depends on. NgalaTrading.com

Elegance at Home Southern designer Dana Wolter invites readers into her world of soulful, serene living with The Elegance and Comfort of Home, a new book celebrating spaces that feel both personal and beautifully layered. Filled with photography of eight refined residences, the book highlights Wolter’s signature blend of craftsmanship, calm and quiet luxury. She offers an intimate look at how thoughtful design can nurture well-being, create meaningful gathering spaces and turn a house into a haven. GibbsSmith.com | DanaWolterInteriors.com

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THE BEST JUST GOT BETTER

NEW MOTOR OPTIONS FOR RBS® AND BCS® ROMAN SHADES

THE BEST JUST GOT BETTER: A new 1.8Nm lithium-ion battery motor is now available for RBS®—our most popular roman shade system—delivering powerful, cordless performance. BCS®, our heavy-duty cassette motorized roman, now offers the flexibility of AC or battery power. Pair either system with our expansive range of control options for effortless convenience.

THE WORLD BEHIND YOUR DRAPERIES

MORE DETAILS

P O I N T - O F -V I E W New & Noteworthy

NEW PRODUCT The Ultimate Glow Up Hartmann&Forbes introduces six new hues to its luminous Glimmer grassweave collection, expanding the handwoven favorite with modern depth and quiet radiance. Blue, green, burgundy, gold, brown and black each interact with light in subtly different ways, creating a soft glow that shifts throughout the day. The fresh palette elevates the weave’s natural texture, offering a refined way to bring warmth and dimension to any room. HartmannForbes.com

NEW PRODUCT Handle with Flair Fireclay goes beyond the tile wall with Fireclay Bath, a new line that pairs sculpted metal fixtures with ceramic handles shaped by hand. The Pebble and Groove knobs—wheel-thrown in Fireclay’s California studio— come in 16 glazes pulled from the brand’s cult-favorite tile palette, from soft Sweet Pea to deep Tiger’s Eye. With mix-and-match finishes and sculptural forms, the collection brings an artful, custom feel to sinks and showers, giving the bath the same handcrafted spirit designers love from Fireclay’s tile. FireclayTile.com

NEW PRODUCT Ceiling Sleek Rollease Acmeda expands its AP Series with a 4" recessed shade pocket engineered for clean lines and commercial flexibility. Designed for both single and dual shades, the compact profile installs quickly and disappears seamlessly into the ceiling. Available with or without a tile lip, the pocket pairs with bottom closures and symmetrical endplates for a refined, recessed look. Offered in anodized aluminum or powder-coated white, it’s a streamlined solution that supports modern motorized or manual systems while keeping every project beautifully integrated. RolleaseAcmeda.com

JANUARY + FEBRUARY 2026 | wf-vision.com

A RT I SA N AT E L I E R Tools of the Trade

Nailed It: 9 Workroom Must-Haves From rulers to staple guns, these are the trusted tools that keep projects precise, eﬃcient and beautifully crafted according to workroom pros. BY RONICA VANGELDER

Every workroom professional knows that success depends on two things: craftsmanship and the right tools. You can have decades of experience and an exceptional eye for detail, but without reliable equipment, even the simplest project can become unnecessarily complicated. To gather a broader perspective, I reached out to several fellow workroom owners to learn which tools and products they rely on most. The responses confirmed what many of us already know: Certain essentials consistently make a diﬀerence in both eﬃciency and quality. Here’s a collective look at the tools that earn their place in a professional workroom.

1. JSH Designs Acrylic Rulers Precision is the backbone of quality fabrication, and these rulers earned high praise among the professionals surveyed. Made from durable 3⁄16" acrylic, they come in 8" x 48" and 8" x 60" sizes, with dark and light grid lines for better visibility on diﬀerent fabrics. Perfect for marking hems, laying out roman shades or aligning trim, they help ensure consistent accuracy.

2. Dependable Steam Iron No workroom runs smoothly without a solid, reliable iron. A professional-grade steam iron delivers the steady power needed to smooth seams, shape pleats and give each treatment that crisp, finished look clients love. The larger water tanks and longer hoses found on professional models make pressing faster and more eﬃcient, without constant stops for refilling. Consistent steam output keeps projects moving and ensures a clean, polished result every time.

3. Thimble Pads for Hand Sewing Even in today’s technology-driven workrooms, plenty of hand sewing is still done. Thimble pads protect your fingertips while allowing you to maintain full control and flexibility. They’re an ideal replacement for bulky metal thimbles and make long hours of hand-finishing far more comfortable, especially when you are working with thick trims and fabrics.

4. Glass-Head Pins Sometimes it’s the smallest tools that have the greatest impact. Glass-head pins are a workroom staple because they’re thin yet strong, glide easily through multiple fabric layers and won’t melt under an iron. Their bright heads make them easy to spot and remove quickly, an essential detail when handling delicate or expensive fabrics.

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9. Pneumatic Staple Gun and Air Compressor

5. Well-Made Apron An organized workroom is an eﬃcient one, and a durable apron plays a big role in that. Multiple pockets provide quick access to scissors, tape measures and pins as you move between stations and around your table. Choose a sturdy, comfortable design that can withstand daily use. Small eﬃciencies like this add up throughout the workday.

For those fabricating cornices, valances or upholstered pieces, a pneumatic staple gun and air compressor are absolute necessities. I was afraid of them at first, but they are so much faster than manual or even electric staplers that I can’t believe I waited so long to purchase them. This setup reduces hand fatigue and produces consistent, secure results. Whether attaching a valance to a board, mounting a roman shade or recovering a dining chair seat, it makes fabrication faster, stronger and more eﬃcient.

Ronica VanGelder is the owner of Ronica’s Custom Creations, a full-service window treatment specialist in the Raleigh, NC, area. With more than 24 years of experience, she helps homeowners and interior designers bring their visions to life through expert craftsmanship, personalized service and attention to detail.

6. Kai Scissors The first time I used my Kai scissors, I was amazed at the diﬀerence. Their sharpness and balance make cutting eﬀortless, whether working with delicate sheers or multiple layers of heavy fabric. Kai scissors are known for their precision and durability. It’s a small investment that pays for itself quickly. 7. Table Weights Accurate cutting begins with stability. Table weights keep fabric in place, preventing shifting or stretching and preserving pattern alignment. Having a variety of sizes allows flexibility when working with everything from narrow trims to wide widths of drapery fabric.

8. Digital Accounting Platform While most of this list focuses on fabrication tools, nearly everyone agreed that QuickBooks—or a similar accounting platform—is just as vital to running a successful business. From quoting and invoicing to tracking expenses and profitability, it keeps the financial side of the workroom organized. A dependable accounting system streamlines workflow, saves time during tax season and provides valuable insight into overall performance.

FULL FRAME Motorization

Solar Smarts From solar charging to automated control, here’s how today’s tech strengthens energy resilience where it counts BY JUSTIN GIANOLA

Over my time in the industry, I’ve seen the popularity of solar panels for battery-powered shades rise and fall with cost and performance. At the same time, awareness has grown around not just the energy savings window shades provide but the eco-friendly evolution of the motors themselves. Motors remain the largest contributor to a shade’s environmental impact simply because of the complexity behind them. With that in mind, here’s a look at the factors shaping that footprint and why automation continues to be one of the smartest paths to better energy resilience at home.

A Solar Panel Journey Solar panels have had an interesting roller coaster of popularity over the years when tied to window shades. My observations come from personal experience and the journey I’ve had through four iterations of solar panels. I live in the Pacific Northwest (PNW), an excellent testing ground for solar efficiency on the home. In this region, solar panels are most commonly used on hard-to-reach windows to prolong the time between recharges.

JANUARY + FEBRUARY 2026 | wf-vision.com

When selling solar panels for a home, do yourself and your customer a favor: 1. Make it clear that solar panels are designed to lengthen the period between recharges, not eliminate the need for recharging. 2. Bake the price of the solar panel directly into the shade cost for hard-to-reach windows so customers don’t view it as an added charge. Let them know it is the same price with or without the panel for those locations. Over the years, I have worked with numerous solar panel types, and thanks to ongoing improvements, we are in the best place we have ever been. Historically, I saw two key issues in the PNW: low efficiency that required frequent recharging, and interior-mounted panels deforming in skylight applications where a cellular shade can create a thermal envelope and essentially a small oven. The most recent iterations have addressed both issues. To test efficiency, I used my dining room alcove with five windows and installed panels on three facing different

directions: north, east and south. The lowest efficiency occurred on the north-facing window, which receives the least sun throughout the year. The highest efficiency occurred on the south-facing window, which receives the most direct sunlight. Reduced charging in winter months is also expected because daylight hours are shorter. To see how this played out over time, I installed three new Li-ion-powered motors with a 30 percent charge in October 2024. Here are my real-world, nontechnical findings based on three to four shade operations per day: •

• • • •

N (Solar Panel): Battery ran low in February and was recharged to 50 percent. As of October 2025, it remains at 70 percent. Note: A tree about 15 feet away shades this window. NE (No Panel): Recharged in February to 100 percent. As of October 2025, it is at 40 percent. E (Solar Panel): Never required recharging. As of October 2025, it is at 90 percent. SE (No Panel): Recharged in February to 100 percent. As of October 2025, it is at 40 percent. S (Solar Panel): Never required recharging. As of October 2025, it is at 96 percent.

These differences reinforce how important installation factors are. Trees, window orientation, roof overhangs and nearby vegetation can all affect solar panel performance.

Motors remain the largest contributor to a shade’s environmental impact simply because of the complexity behind them.” from multiple shade suppliers, found that automated shades can reduce a home’s energy costs by up to 13 percent compared to nonautomated shades. That is real energy resilience in action. Additional research is underway through the Pacific Northwest National Laboratory in partnership with the Attachments Energy Rating Council. Solar-charged automated shades have been installed to study their impact on efficiency and thermal load in the home. Results are forthcoming and will help further quantify the benefits of automation combined with solar charging. V

Justin Gianola is the senior business development manager of motorization for Automate/Rollease Acmeda, where he leads strategic initiatives to drive growth and innovation in smart motor and control solutions. With a strong background in and passion for technology, Justin works on market-leading solutions. His core philosophy is “we are all in this together,” which he implements by focusing on user-centric experiences. The easier it is for the end consumer, the easier it is for everyone else.

EPDs and Why They Matter Solar performance is only part of the conversation. EPD stands for Environmental Product Declaration. While EPDs are more common in commercial construction, they are becoming increasingly relevant in residential settings, especially as homeowners and builders place greater emphasis on energy resilience. Shades with EPD-rated components support this shift. Suppliers and manufacturers can earn EPDs for a range of products, including system solutions, hardware, fabrics and motors. Here, we are focusing on motors. Securing an EPD is a detailed, third party-audited process that evaluates everything from the chemical makeup of the motor and the volume sold into the market to the packaging materials used and the energy required to transport the motors from the factory to the distribution center. The result is a transparent, standardized measure of environmental impact.

Remember: Automation = Energy Resilience All of this leads to a consistent takeaway. We have talked before about the energy savings automated window shades can deliver, so we will not spend long here. One of the first national studies on the topic, conducted with participation

FULL FRAME Artiﬁcial Intelligence

Win the AI Search Optimize your business for the age of AI BY MARISSA MASSEY AND SHAUN TURNER

Artificial intelligence (AI) is here, and it’s here to stay. Marketers and businesses must decide how to adopt AI tools and programs into their everyday workflows. The best approach is to look at AI as a tool. Like an appointment management system or a review request program, it can handle everyday tasks: respond to reviews, summarize data and even write content. The key to success with AI is still human touch.

with an AI overview at the top of the search engine result page. Within these overviews, users receive answers to their queries, step-by-step instructions, recommendations, citations from reputable sources and more.

Complexities of AI as a Traffic Source

Why AI Matters for Local Businesses

The rise of AI in search changes how potential customers interact with your business online. When someone asks a large language model (LLM) like ChatGPT, Google Gemini or Perplexity for “the best window treatment installer,” the AI generates an answer drawn from multiple sources. Unlike traditional search, which returns listings Google deems relevant, AI tools summarize, paraphrase and occasionally link to sites based on perceived authority.

AI has forever changed the way people search for answers to their questions, shop for products and services, and find reputable businesses. Many Google searches now begin

This creates a new phenomenon: a zero-click, zero-visit search. Users no longer need to click on organic results

Learn what AI really means for marketing, how it’s shifting customer search behavior and the simple steps you can take to keep your business visible in an AI-first world.

JANUARY + FEBRUARY 2026 | wf-vision.com

or visit websites to get information. This shift requires marketers to rethink how they optimize websites, content and business listings and how they analyze data to regain traffic lost to zero-click searches. Your business must now strive to appear on the results page and be understood and trusted by these LLMs. That means building a content ecosystem with accurate, consistent and structured information that reinforces your expertise for different local searches. For window treatment businesses, this could determine whether your website is seen and recommended or skipped over.

How AI Platforms Source and Summarize Content LLMs like ChatGPT, Gemini and Perplexity interpret queries using pretrained data, indexed online content and structured data (schema). When users ask local or product-specific questions, the systems pull from website text, Google Business Profiles, online reviews and internal markup to construct responses.

Structured Data: Schema markup and metadata signal key information to search engines, including business names, location tags and product details. Reputation/Reviews: Frequent reviews signal relevance and authority to LLMs and search engines. Your reputation can be the deciding factor between a customer choosing you or a competitor.

The Future of ‘AIO’ Successful AIO still relies on core SEO best practices with added implementation and testing. This hybrid approach driven by clear signals of trust and experience helps both LLMs and clients understand your business. Marketers have long used A/B testing to refine how information is presented online. Businesses that continually refine their messaging, structure and authority signals will adapt fastest. Those who ignore these shifts will fade from the AI conversation even if their sites still technically rank.

Preparing for More AI Referrals Much of what LLMs “know” is summarized or inferred. Often it works, though not always. They might misstate business names, provide incorrect hours or confuse your offerings with a competitor’s. This confusion, known as an “AI hallucination,” occurs because many AI tools rely on thirdparty and indirect data to build plausible-sounding answers without fact-checking. A marketing professional can help structure your online information so AI systems understand it clearly. The more transparent your digital footprint appears to their crawlers through schema markup, authoritative copy and consistent local information, the more likely your company is to become a trusted source for LLMs.

Optimize Your Site for AI Discovery So, how can marketers adapt? Artificial intelligence optimization (AIO) is not a replacement for search engine optimization (SEO). The most effective strategy blends both. Your digital content must appeal to humans, search engines and AI systems. Focus on: FAQs: Answering common queries positions your brand as an authority for related searches. EEAT: Google’s Experience, Expertise, Authoritativeness and Trustworthiness standard remains essential for landing pages and blogs. Authorship: Google prioritizes content from authors with measurable experience.

AI search and referrals are already reshaping online visibility. For window treatment professionals, every detail online now influences whether AI understands and recommends your brand. This isn’t a passing trend. Soon, paid AI visibility will become more prominent than traditional paid ads and even traditional SEO. The good news? You and your marketing team can still prepare by creating content that answers real customer questions and updating structured data. Maintain processes to build relevant reviews and ensure your NAP (name, address and phone number) is consistent across all platforms. AI-driven discovery is expected to grow rapidly. The best strategy is to meet this shift head-on, stay informed and position your business to lead the pack. V

Marissa Massey is the head of SEO and content at Creekmore Marketing and uses her writing, editing and SEO knowledge to lead her team and support Creekmore’s clients. Marissa loves the outdoors, cooking for people and reading.

Shaun Turner is from southeastern Kentucky and is a senior SEO and content specialist at Creekmore Marketing. He is also the recipient of the Denny C. Plattner Award in Fiction from the Appalachian Review and won a Kentucky Emerging Artist Award.

A Winning View

How a simple home project grew into a thriving business and led to a milestone moment in this year’s Cover the Vision: A Horizons Design Showcase Contest BY LINDSAY BROWN

Tracy Allen of A Shade Above never planned to enter the window covering industry. Like many great stories, her journey began by chance. During the height of the recession, Tracy and her husband, Rodney, were searching for custom window treatments for their own home and decided to take on the project themselves. What started as a practical solution quickly ignited something bigger. “That experience sparked a passion,” Tracy said. “What began as one project evolved into the foundation of our company.” Today, A Shade Above is a growing full-service window treatment business based in Moseley, Virginia. Far removed from its early days as a husbandand-wife operation run from home, the company now includes a dedicated office, a full showroom and a talented team. Tracy has built a business rooted in craftsmanship, customization and a refreshingly easy client experience, an approach that recently earned her top honors as the winner of the Cover the Vision: A Horizons Design Showcase Contest.

Growing with Purpose In the early days, A Shade Above was fueled by determination and long hours. As demand increased, so did the need to evolve. “We’ve grown from a home-based business into a company with a full showroom and a team that helps bring every project to life,” Tracy said. “That growth has allowed us to serve our clients better and truly showcase the quality of what we do.” While the business has scaled over the years, its heart has remained the same. Tracy’s design philosophy is intentionally versatile and client-driven.

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Rather than imposing a signature look, she focuses on listening first and guiding clients toward solutions that reflect both their aesthetic vision and functional needs. “Every project is different, and that’s what keeps it exciting,” she said. That personalized approach also defines the client experience. Tracy often hears the same feedback: the process felt easy. “We hear comments like, ‘That was so simple’ and ‘The experience was even better than I expected,’” she said. “Creating a stress-free journey for our clients is something we truly take pride in.”

Details That Make the Difference For Tracy, success is built on both creativity and structure. One of the biggest lessons she has learned is the value of documentation and precision. “Being detailed and documenting everything makes such a difference,” she said. “It improves communication, keeps projects running smoothly and leads to happier clients.” Those behind-the-scenes systems allow Tracy to focus on the moment she enjoys most: installation day. “Seeing the excitement on our customers’ faces when their treatments are installed is the most rewarding part of what we do,” she said. “Knowing they truly love the outcome makes every step worth it.” She is also energized by what she is seeing across the industry right now. Soft

1st Place Cover the Vision: A Horizons Design Showcase

treatments and fabric are gaining renewed interest while woven shades remain a favorite for the warmth and texture they bring to a space. Roller shades continue to be in high demand for their clean modern appeal. “There’s a lot of creativity happening right now,” Tracy said. “It’s exciting to be part of it.”

“ Seeing the excitement on our customers’ faces when their treatments are installed is the most rewarding part of what we do.” An Award-Worthy Moment The project Tracy submitted to the Vision contest reflects what she strives for in every installation: thoughtful customization refined craftsmanship and a design that feels both personal and purposeful. “We chose this project because it truly represents the level of tailoring and quality we aim for,” Tracy said. Being named the 2025 Cover the Vision contest winner was a meaningful moment for the entire team. “We were truly honored and excited when we learned we had won first place,” Tracy said. “It reaffirmed all the passion and effort we put into our work.” As A Shade Above continues to grow, Tracy’s focus remains on what is next. In 2026, she hopes to expand her team while continuing to elevate the company’s craft and capabilities. “We want to keep raising the bar,” she said. “There is so much potential ahead and we are excited to build on the momentum we have created.” V

Woven Wonder Horizons Products Used: Natural Woven Roman Shades with Classic Valance Cordless One Control in Kingsroad Walnut with Greige Privacy Liner For this modern colonial showcase home in Moseley, A Shade Above partnered with designer and builder Sarah Kellam to complete the kitchen and breakfast nook with natural woven shades that softened the space’s sleek hard surfaces. Tracy Allen selected a warm Kingsroad Walnut weave paired with a Greige privacy liner to add texture and balance while keeping the look refined and functional. Featured in Richmond’s annual Homearama Showcase, the kitchen and nook became a standout moment in the home, highlighting the warmth, texture and versatility of Horizons’ natural woven shades. Turn to disCOVER on page 12 for a closer look at this installation. For more information about partnering with Horizons, contact sales@horizonshades.com

Designs on the Horizons Meet the finalists of Cover the Vision: A Horizons Design Showcase. Their work brings fresh ideas, layered style and standout window treatments into focus. From bold statements to quiet moments of craftsmanship, each space highlights the power of thoughtful design. Together, these rooms showcase the creativity and craftsmanship that define the best in custom window treatments.

Tucked into a quiet, tree-lined pocket of Lynchburg, Virginia, Greer Design Co.’s reimagined the primary bath renovation as a personal retreat rooted in color, character and calm. The homeowner, a lover of nature and bold design, wanted a room that felt restorative but expressive. Principal Designer Ashley Hilbish delivered that vision with a dramatic green tile shower, a vintage chandelier repositioned above the soaking tub and a reworked lighting plan that added intimacy without sacrificing function. One of the most striking moments occurs the second you enter: the view of the tub and window framed by a playful Curved Pleat Valance from Horizons. The custom valance, crafted in Horizons’ Guinevere River Glen fabric, adds pattern and polish without the cost of a full shade—an intentional choice that let the client invest in a USAmade, handcrafted detail while staying budget-smart. It’s a fresh blend of old meets new that makes the entire space feel elevated and deeply personal.

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PHOTOS BY PARKER MICHELS-BOYCE

Finalist: Ashley Hilbish Greer Design Co. Lynchburg, VA Horizons Products Used: V32 Curved Pleat Valance, 18"L, Guinevere River Glen Fabric, and Premium Lining in White

In this Miami, Florida, nursery, Ford Window Treatments collaborated with Coldsnow Interiors to bring softness and warmth to a contemporary Buena Vista home designed for a growing family. Building on the home’s use of natural materials and organic textures, Barbara Kramer selected Horizons Natural Woven Roman Shades in Landscape Taupe to introduce a grounded, tactile layer to the clean, modern space. Room-darkening lining ensured comfort and rest, a practical choice tailored to the needs of a nursery without sacrificing style. As part of a wholehome window treatment package where Horizons products were used throughout, this room stands out as a thoughtful example of how woven textures can shape the tone of a space. The finished nursery feels serene, balanced and beautifully connected to the home’s overall design.

PHOTOS BY NOAH WILSON, STUDIO X MIAMI

Finalist: Barbara Kramer Ford Window Treatments Miami, FL Horizons Products Used: Natural Woven Roman Shades in Landscape Taupe

For this newly constructed home, Lindsay Untch Interiors and Bree Atkins of The Blind Broker completed a full-home window treatment package, with the primary bedroom becoming one of its most striking spaces. The homeowners wanted the window treatments to stand out rather than fade into a neutral backdrop—a direction Untch and Atkins brought to life with a bold, layered combination of blackout roman shades and blackout traversing drapery. Horizons Zigbee motorized shades in Bequest, Sealed Fate delivered smooth, reliable light control, while Graber’s drapery in Explorer, Iron added drama and depth. Treasures traversing hardware in matte gold introduced a warm contrast that elevated the look even further. Installed by The Blind Broker, the finished room feels richly textured, polished and confidently diﬀerent from the expected neutrals. It’s a sophisticated blend of innovation, convenience and style.

PHOTOS BY JOEL BOURDESS

Finalists: Bree Atkins (Window Treatment Designer) and Lindsay Untch Interiors (Project Designer) The Blind Broker Kansas City, KS and MO Horizons Products Used: Zigbee Motorized Blackout Roman Shades with Graber Blackout Drapery and Treasures Traversing Drapery Rods in Matte Gold

The Art of the Upgrade The skills and strategies that help designers increase profit and deliver a more elevated client experience with drapery and textiles

FABRIC CORNER

BY DEVIN FREY

designers fully grasp the engineering behind beautiful drapery, they can communicate its value with confidence rather than hesitation. Blackout and interlining increase both material cost and labor value, which directly raises the profitability of each panel. Higher-quality construction also leads to happier clients and fewer costly remakes, because superior fabrication always performs better over time. Clients presented with clear explanations of these components are far more inclined to say “yes” to upgrades because they understand what they’re paying for and why it matters. The Advantage: Designers who can explain construction with clarity make clients feel informed instead of pressured—and informed clients naturally gravitate toward elevated, premium options.

Lead with Premium Fabrics and Curated Textiles

Drapery has always been more than decor. And yet, too many designers still treat drapery as an optional accent rather than a cornerstone of revenue and profitability. In reality, fabrics and soft goods represent one of the strongest pathways to higher margins if you understand how to guide a client confidently and clearly.

The Value of Understanding Construction Selling drapery like a master begins with understanding why the details matter. Blackout lining, interlining, hand-sewn hems, weighted corners, pattern matching, pleat styles and fullness ratios aren’t simply decorative upgrades. They are the backbone of performance, durability and luxury. When

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Premium fabrics are one of the most powerful margin drivers available to a designer. Highend textiles don’t just “look better”; they fall more gracefully, photograph more beautifully and transform a room with a level of quality that lesser materials simply cannot achieve. Designers who curate a selection of fabrics—rather than overwhelming their clients with endless options— create a sense of trust and guidance that makes decision-making feel enjoyable rather than stressful. Premium fabrics carry higher margins without adding any extra labor, which makes them an effortless profit builder. Elevated textiles also unlock the potential for other upgrades such as trims, custom pleating or coordinating upholstery and pillows, each of which raises the overall project value. And because clients view high-quality fabrics as long-term investments, they are far more willing to spend money on something that feels timeless and built to last. The Advantage: Designers who show fewer, better options and speak fluently about fiber content, durability, hand-feel and performance benefits strengthen their credibility instantly.

Creating Layered Opportunities Drapery should be the starting point, not the finale. Once a fabric is chosen, the designer has a natural doorway into a full ecosystem of profitable add-ons. Custom pillows, bench cushions, upholstered cornices, bedding accents and coordinating trims enrich the space and create a level of cohesion most clients cannot achieve on their own. These supplemental soft goods often carry the highest margins in a project, making them an invaluable revenue generator. Here is the best part: Repeating a fabric across multiple items increases yardage efficiency and simplifies ordering and fabrication. Even more importantly, coordinating pieces give the client a beautifully finished space that feels complete, intentional and elevated, which results in deeper loyalty and more referrals. The Advantage: Thinking in collections instead of one-off pieces allows every drapery selection to naturally open the door to two or three additional textile opportunities.

Build a Foundation in Education, Style Sense and Functional Expertise Upselling isn’t about persuasion; it’s about authority. Designers who understand fabric behavior, fullness ratios, pattern repeats, mounting heights, hardware types, lining varieties and the functional purpose of each component can guide clients with assurance rather than uncertainty. Technical knowledge paired with aesthetic fluency positions the designer as a trusted adviser who understands how form and function work together, rather than a salesperson pushing add-ons. The Advantage: A strong educational foundation allows designers to explain the “why” behind every choice, which transforms hesitation into trust. And when clients trust your expertise, they follow your recommendations wholeheartedly. Education builds authority. Authority fuels trust. Trust drives sales.

Where These Practices Lead When designers understand construction, curate premium fabrics, layer textile opportunities and anchor their practice in education and functional insight, the entire sales dynamic shifts. You stop presenting line items and start presenting a complete, elevated vision. You no longer “sell” … you guide. And clients respond to that shift with enthusiasm, loyalty and larger project scopes. Embracing these four advantages creates a clear path to increased revenue, stronger client relationships and more beautifully finished spaces. After all, drapery isn’t just a design element. It’s a craft, a strategy and an opportunity waiting to be mastered. V

Devin Frey is the marketing director at Window Treats Inc., a luxury window treatment company based in Red Bank, NJ. With a background in graphic design plus brand strategy, she specializes in creating compelling content that connects inspiration with practical solutions. Passionate about design, innovation and the art of living beautifully, Devin creates a strategic yet creative bridge for industry professionals to discover products that enhance both form and function for any interior space.

THE BUSINESS OF BEING GREEN How sustainability is driving smarter sales and stronger margins for retailers and designers

“ Profitability is not coming from doing everything differently. It’s coming from recognizing where green and good for business already align.” 30

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but to recognize where sustainability is already creating value and lean into that story with confidence.

Built to Last One of the clearest intersections of sustainability and profit is longevity. As Marie Rooney-Hardwick, marketing director at Fabritec, explained, their philosophy begins with durability. The company avoids a fast-fashion approach to window coverings and instead focuses on roman shades and drapery built to last the lifetime of the home. That commitment to craftsmanship translates directly into longterm client relationships and consistent referrals from designers who value products that do not need to be replaced in five years. Durability, in this sense, becomes both a sustainability strategy and a business strategy rooted in trust.

Materials That Elevate the Sale Natural and renewable materials are another place where sustainability quietly elevates projects and margins at the same time. At TWOPAGES, sustainability guides the product

PHOTO BY TWOPAGES

For many retailers and interior designers, sustainability can sound like a heavy lift. Another program to launch. Another message to master. Another layer to add to an already demanding business. But across the industry, sustainability is no longer something separate from everyday selling. It is already built into the products you specify, the systems you install and the performance your clients expect. And increasingly, it is strengthening profitability along the way. Energy-efficient fabrics, durable construction, natural fibers, recycled content, smarter logistics and automation are no longer fringe offerings. They are embedded into core collections and best-selling categories. For retailers and designers, the opportunity is not to reinvent the business

development process, from selecting organic fibers such as cotton, linen, hemp and bamboo to designing drapery that can be reused, donated or repurposed. As consumers and retailers place greater value on transparency and nontoxic materials, the company has seen increased customer trust, repeat purchasing and stronger differentiation in the premium drapery category. These material choices naturally support higher-end positioning without changing the overall design conversation.

conversation from upfront cost to total value over time. Sustainability is also strengthening the production side of the industry in ways that protect margins. Wilson Fabrics has invested in cleaner manufacturing through renewable energy, high-efficiency machinery and water-saving dye technologies. With more than 1,800 solar panels powering roughly one third of its operations, the company has lowered emissions and long-term operating costs while improving output. Senbesta brings sustainability to logistics and workflow through compact universal sample cards, consolidated freight, expanded local inventory and durable, serviceable machinery. These behind-the-scenes decisions reduce waste and downtime while supporting reliable production for dealers and manufacturers.

PHOTO BY HARTMANN&FORBES

Selling Sustainability Without Saying It

Hartmann&Forbes has built its brand on this philosophy for decades. Founder and CEO Michael Jones described sustainability as a commitment to the earth, to human wellbeing and to the future of craft. By prioritizing rapidly renewable natural fibers and traditional handwoven techniques, the company reduces energy use and waste while creating distinctive luxury window coverings.

Performance That Pays Energy efficiency remains one of the strongest profit drivers at the window, and manufacturers are leaning into innovations that boost comfort and long-term savings. Rollease Acmeda defines sustainability through building

What connects all these approaches is that sustainability is being treated as a core business practice rather than a marketing add-on. For retailers and designers, this is reassuring. You do not need to launch a sweeping green initiative to participate in the shift. In many ways, you already are.

The key is reframing the message in ways that feel natural and familiar. Instead of leading with environmental terminology, many successful retailers and designers focus on the outcomes clients care about most: comfort, durability, healthier interiors, reduced energy use and long-term value. When sustainability supports those outcomes, it strengthens the sale rather than complicating it.

How It Shows Up on the Bottom Line Sustainability often shows up quietly on the profit and loss sheet. Durable products reduce remakes and warranty claims, better-performing fabrics lead to fewer callbacks and clear material sourcing builds client confidence. Together, these factors support steadier margins and stronger long-term customer value.

“ Sustainability is no longer a separate story. It’s already built into the products you specify and the performance your clients expect.”

Innovation will continue to focus on cleaner manufacturing, longer-lasting materials, smarter automation and more efficient logistics. As these improvements scale, sustainability will shift from a differentiator to an expected standard, rewarding retailers and designers who already sell performance-driven, responsibly made products.

performance, developing shading solutions that reduce heat gain, lower HVAC load and improve everyday usability through metalized fabrics and smart motorization. For many retailers, this performance story is already paying off. Upgrades tied to comfort and efficiency often carry higher selling prices and fewer post-installation issues, shifting the

At the window, sustainability is evolving through better fabrics, better systems and better processes. Profitability comes not from doing everything differently, but from recognizing where green and good for business already align and leaning into that connection with each upgrade and project. V

Bold textiles, smarter shades and a fresh wave of old-world charm lead this year’s window treatment forecast

PHOTO COURTESY OF IRINA OTTO

WHAT’S TRENDING AT THE WINDOW IN 2026

The windows of 2026 are dressed with intention. Designers are leaning into layered textures, smarter systems, thoughtful hardware and color palettes that feel grounded yet expressive. Across the industry, the shift is toward windows that not only perform well but also elevate the entire room.

wrap rooms in a single hue or a tight tonal palette. Pattern drenching is rising too. Instead of mixing multiple motifs, designers are choosing one striking print and repeating it on walls, window treatments and upholstery. The result is a monochromatic feel with more personality, creating rooms that feel immersive without feeling busy.

Layers Lead the Way

Hardware That Shows Off

Layering continues its reign with combinations that feel curated rather than cluttered. San Diego designer Rachel Moriarty sees roman shades paired with fuller drapery as the biggest move this year. “In 2026, I’m loving the return of thoughtful textile layering,” she said. British-inspired prints, embroidered linens and tape trims introduce character and warmth, while boutique fabrics keep windows feeling highly custom. Tassels and trim are everywhere too, showing up on draperies, pillows and even bedding as designers embrace more decorative detailing in their layered looks. Jennifer Holaday of Brave Maggie Designs in Nashville, Tennessee, agreed that softer traditional elements are gaining momentum, pointing to pleated valances, shaped cornices and natural sheers that add polish without heaviness. Across the board, bare windows are out and layered storytelling is in.

The All-Over Approach

The drenching trend that took off in 2025 is still going strong for 2026. Designers are continuing to

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Decorative hardware is no longer an afterthought. It is stepping into a more architectural role, shaping the frame of the window as much as the fabric does. Naples, Florida, designer Sandra Asdourian has noticed a clear shift away from short rods that sit on each side of the opening. They leave windows feeling unfinished. Instead, full-length rods and matte brass French returns are becoming the preferred choice for a cleaner, more intentional finish. These details help support the rise of layered drapery and give windows a sense of permanence and proportion.

The Rise of Smart Shades

Smart homes continue to influence window design, and 2026 marks another leap forward in motorization. Workroom owner Irina Otto of IRICHKA sees clients embracing functional luxury in a way that feels seamless and intuitive. “I’m excited about the way smart home technology is blending with luxurious fabrics to create treatments that look beautiful and work seamlessly,” she said. Motorized romans paired with soft drapery are becoming the new comfort standard in many homes, offering both aesthetic appeal and everyday ease. V

trend watch Granny Chic Design

A nostalgic mix of traditional silhouettes, classic prints and cozy, collected details.

Tassels and Trim Everywhere

From draperies to pillows to bedding, decorative edging makes a big comeback.

Pattern Drenching

One striking print repeated across walls, window treatments and upholstery for a fully immersive look.

Skirts Are In

From table skirts to sink skirts, these little numbers will be dressing up rooms with charm and softness.

Midimalism

PHOTO BY TRISTAN HEEB

PHOTO BY KRAVET

Exactly what it sounds like—not all-out maximalism but a clear departure from the stark gray-and-white minimalism of years past. More warmth, more texture and a happy medium in between.

2026 STATE OF THE INDUSTRY OUTLOOK What today’s businesses are selling, how they are adapting and where they see the most opportunity as they head into the new year BY LINDSAY BROWN

Each year, Window Fashion VISION surveys professionals across the country to better understand the forces shaping the industry. The 2026 State of the Industry Outlook reflects a mix of steady performance, strategic adaptation and hopeful momentum. Respondents shared insight into what products are gaining traction, how global and economic trends are influencing day-to-day decisions and where they expect growth in the year ahead.

Despite rising costs, shifting customer expectations and ongoing operational challenges, the data tells a clear story. Businesses are focusing on what they can control, leaning into strong product categories, strengthening client relationships and investing in the tools and strategies that will carry them forward. The road ahead may require flexibility, but the outlook remains grounded, clear and confident as the industry moves into 2026.

Survey Respondent Snapshot

87%

have been in business for over 10 years

55%

are retailers or designers

40% have 2 to 5 employees

37%

of respondents have annual revenue of over $1 million

Where are businesses operating from?

39% Home-Based 36

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24% Showroom or Storefront

20% Manufacturing Space

What Are They Selling?

TOP 10

Consumers are seeking both style and performance, and respondents reported demand across a full range of product categories.

Best-Selling Interior Products 1. Roller Shades

Interior Offerings Most respondents sell a wide mix of soft and hard treatments, with roller shades at 84 percent, fabric roman shades at 79 percent and draperies at 77 percent leading the category. Natural woven shades, cellular shades and shutters also rank high, showing strong demand across both fabric-forward styles and traditional hard treatments. When it comes to the “other” category, respondents are selling cushions, pillows, bedding and wallcoverings.

2. Fabric Roman Shades 3. Draperies & Side Panels 4. Cellular Shades 5. Natural Shades/Woven Woods 6. Shutters 7. Horizontal Blinds 8. Zebra Shades 9. Vertical Blinds 10. Other

Exterior Offerings Solar Screens

82%

Awnings

20%

Pergolas

11%

Exterior Offerings Most respondents offering exterior products sell solar screens at 82 percent, with awnings at 20 percent and pergolas at 11 percent also part of their exterior mix. The data shows that while exterior offerings vary, solar screens remain the most commonly provided option among businesses in this category.

Motorization Offerings Most respondents reported selling motorized products, with 86 percent offering motorization as part of their lineup. Sales volume varies: About 21 percent said 20 to 30 percent of their sales are motorized, 20 percent reported 10 to 20 percent and 16 percent fall in the 30 to 40 percent range. When asked what types of motorized products they sell, 47 percent offer remote-controlled options, 36 percent sell battery-operated systems and 17 percent provide hardwired solutions. of respondents offer

86%

motorization in their lineup

Navigating Today’s Economic Landscape

Impact of Tariffs and Trade Changes

The economic picture continues to influence how businesses strategize for the coming year. From tariffs to inflation, most Some Impact on Pricing respondents report that global forces are shaping pricing, profitability and how customers make buying decisions. Nearly 70 Significantly Increased Costs percent of respondents indicated that tariffs or trade changes have affected pricing in some way, with 20 percent experiencing No Noticeable Change significant cost increases. For many, this has translated directly into higher material expenses. As one respondent put it, “Tariffs have increased nearly all of our material costs.” Unsure

68% 21% 9% 2%

Despite these pressures, most businesses have remained loyal to their existing suppliers. Nearly three-quarters reported no changes to their sourcing strategies, while smaller groups have shifted toward domestic suppliers or new countries. Profitability continues to feel the strain of broader economic factors. More than half of respondents said profitability has been somewhat impacted, while a smaller share reported significant impact. Customer behavior has also shifted in response to rising prices. About one-third of businesses reported no major change, but many saw delayed purchasing decisions, increased price sensitivity and a move toward smaller projects or lower-cost options. One business owner summed it up simply: “Consumers are spending less and doing smaller projects.” When asked which global factor has had the greatest impact on their business, tariffs and inflation shared the top positions, followed by shifting consumer confidence. For many respondents, the uncertainty surrounding future pricing has proven just as disruptive as the increases themselves, affecting forecasting, quoting and long-term planning. Even so, many businesses described taking a steady, measured approach by tightening priorities, managing expenses carefully and strengthening their customer base.

Sourcing Strategies Shifting Toward Domestic Suppliers

17%

Profitability Impact

Sourcing from New Countries

Not at All Somewhat

51%

7% 26%

74% Staying with Existing Suppliers

16% Not Much Yes Significantly

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Customer Behavior Shifts No Major Change Buying Less Frequent Choosing Lower-Cost Options Delaying Purchases

Global and Economic Factors Affecting Business in 2025

32% 24% 24% 19%

Labor Shortages or Wage Increases

Tarriffs and Trade Policies

39%

Inflation and Rising Cost

35%

Currency Fluctuations

1% 17% Shifting Consumer Confidence

Measuring Business Performance in 2025 Despite economic uncertainty, businesses reported a wide range of outcomes in 2025. Only 11 percent of respondents opened a new showroom, location or business during the year, with those openings spread across retail showrooms, franchise or partnership locations and other formats. Expansion through physical space remained limited, but innovation continued in other ways. Forty percent of respondents introduced new products or services in 2025, signaling that many businesses focused on expanding their offerings rather than investing in new locations. New additions centered largely on motorization, drapery and hardware, new fabric collections and exterior products such as solar shades, awnings and pergolas, along with selective growth in soft furnishings and decorative accessories as add-on revenue streams. Together, the data suggests

that while physical footprints remained steady, businesses continued to evolve their product offerings to meet changing demand. Sales performance revealed a split year across the industry. About 23 percent of respondents reported sales similar to 2024, another 23 percent saw slight gains and 34 percent experienced declines, including 17 percent who reported significant losses. Profit margins followed a similar pattern, with roughly onethird holding steady, while others faced pressure from rising costs and shifting demand. Customer mix remained notably balanced throughout the year. Forty-two percent of respondents reported an even split between new and repeat clients, while 28 percent generated most of their revenue from new clients and 30 percent relied primarily on repeat business. The data reflects an industry that continues to cultivate long-term client relationships while still attracting new customers in a shifting market.

40%

of participants introduced a new product in 2025

2025 Sales Volume Compared to 2024 Down Significantly (>15%)

Down Slightly (1%-15%)

20%

About the Same

17% 17%

23%

Up Significantly (>15%)

23% Up Slightly (1%-15%)

Looking Toward 2026 When asked about the broader industry outlook, 44 percent expect slow but steady progress, 34 percent believe conditions will hold steady, 9 percent foresee significant growth and 13 percent predict a potential downturn. Even with the pressures of rising costs, tighter margins and shifting customer expectations, respondents expressed a clear sense of determination as they look toward 2026. Many plan to strengthen their businesses through improved processes, stronger marketing and deeper relationships with clients. Others aim to broaden their offerings, embrace innovation or find new ways to reach customers who value quality and service. As one respondent shared, “The greatest possibility lies in connecting with people. Good, close contacts have the highest value and potential for growth.” Across the board, businesses are focused on what they can control and are moving into 2026 with clarity, intention and confidence in the opportunities ahead. V

What Businesses Are Doing to Stay Strong Businesses continued to adjust in 2025 as economic pressures, supply challenges and shifting customer expectations shaped their decisions. Most respondents made targeted moves rather than major operational changes, showing an industry that remains flexible, resourceful and focused on long-term stability. • • • •

Nearly half (47%) of businesses raised prices in 2025 to offset rising costs. About two out of 10 streamlined operations to improve efficiency and control expenses. Thirteen percent diversified suppliers as a way to manage pricing, availability and risk. Smaller groups added higher-margin products or delayed investments and hiring (both at 5 percent), reflecting cautious, strategic responses rather than abrupt cutbacks.

2026 Industry Outlook

Holding Steady

34% 9%

44% 13%

Significant Growth Potential Downturn

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Slow but Steady Progress

REGISTRATION NOW OPEN! Expand your skills and spark new ideas at the window covering industry’s leading conference and expo The International Window Coverings Expo (IWCE) 2026 heads to Raleigh, North Carolina, April 21–23. Join window treatment professionals from across the industry for three days of education, innovation and connection. Explore the latest fabrics, hardware and motorization systems, plus expert-led education and certifications designed to move your business forward. You’ll walk away with fresh insight, new connections and practical tools for growth.

SCAN TO REGISTER TODAY!

Product Preview A ﬁrst look at the designs, technologies and solutions set to make waves this year in Raleigh

COULISSE Absolute Silence in Smart Shading Booth #1015 Absolute Silence is Coulisse’s award-winning quiet shading concept, combining tuned motors, sound-reducing hardware and intelligent software for motorized blinds that operate up to 15 dB quieter. The result is a new standard of acoustic comfort, proven in the company’s in-house sound lab. Coulisse.com SENBESTA Monet, Chateau, Erawan, Sample Binders Booth #1031 Senbesta unveils MONET Blackout and CHATEAU Light-Filtering, a thoughtfully coordinated collection, alongside ERAWAN—a new linenblend 5% solar screen. Together, the lineup balances texture, light control and performance. From elegant blackout to softly diffused light and solar screening, the collection is supported by two newly designed sample binders for a streamlined sampling experience. Samples are available in swatch cards, memos and wide sheets. Senbesta.com TEXTON Highland Park Beverly Drive Collection Booth #1115 Highland Park Beverly Drive is an exclusive collection from TEXTON featuring fashionforward fabrics designed for roman shades and drapery. The collection introduces new materials including sheers, maximalist patterns and luxurious solid colors suited for any room. Texton.com

LOUVOLITE Vision and Allusion® Fabric Collections Booth #801 Louvolite will showcase its new Vision and Allusion® fabric collections through a fresh, immersive presentation that brings the story behind each collection to life. From color development and texture selection to rigorous performance testing, the experience offers rare insight into the thoughtful design process and technical expertise behind every Louvolite fabric. This innovative approach enhances visual impact on the stand while clearly communicating what sets Louvolite apart in an increasingly competitive market. Louvolite.com

SOMFY Top-down Bottom-up 45 WireFree™ Zigbee Booth #601 Somfy’s TDBU 45 WireFree motor and Ysia® TDBU remote provide a seamless, easy-to-install solution for operating window coverings with top-down, bottomup functionality. This system features a discreet lithium-ion battery and Zigbee 3.0 technology for easy installation and compatibility with TaHoma® pro and other connected solutions. The user-friendly Ysia® TDBU remote is unique to the shading market, providing intuitive control for each function. SomfyPro.com

FOREST DRAPERY HARDWARE CS Recess Track Booth #401 The CS® Track is now available in a recessed model, offering seamless ceiling integration for a clean, sophisticated finish. Crafted from heavy-duty aluminum extrusion and finished with a powder-coated, patented lubrication process, it delivers ultra-quiet, exceptionally smooth carrier travel. The track can be bent or reverse-bent to an 8" radius and supports up to 6 pounds per foot, depending on application. ForestDH.com

SOMFY Glydea® ULTRA 50 WireFree Zigbee Booth #601 Somfy introduces the next generation of drapery motors with the Glydea® ULTRA 50 WireFree Zigbee. This smart, powerful lithium-ion motor supports versatile mounting positions to fit several different drapery configurations. With Zigbee 3.0 technology, it seamlessly integrates with the TaHoma® switch, providing enhanced smart functionality for users and simplifying motor setup for installers. SomfyPro.com ULTRATAB Ultra WJ, Ultra XP, LA Showroom Booth #1031 Senbesta reveals Ultratab’s new smart fabrication lineup, delivering workflow efficiency and high performance. The ULTRA WJ, an automated impulse welder, will be showcased at the show with live demonstrations welding keder, spline, zipper and shade pockets. The new LA showroom houses the ULTRA XP, an intelligent CNC system engineered for precision and speed, available for hands-on demonstrations year-round. Senbesta.com

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LOUVOLITE Perfect Fit® Shutters Booth #801 Louvolite’s Urban Shutters and Perfect Fit® Shutters are two systems designed to meet very different interior needs while sharing the same commitment to precision engineering and contemporary aesthetics. Perfect Fit® Shutters will be showcased at IWCE Booth #801 with the latest refinements, delivering faster installation, improved consistency and a cleaner, more modern window finish—all without compromising on performance or versatility. Louvolite.com

WILSON FABRICS Acacia Collection Booth #719 Wilson Fabrics marks 100 years in textiles with the introduction of their latest standout collection, Acacia. Exuding natural elegance through warm tones and a refined, subtle texture, Acacia is available in both blackout and light-filtering options and offered in nine contemporary colors. Designed to complement a wide range of interior styles, Acacia reflects Wilson Fabrics’ enduring commitment to quality and design excellence. WilsonFabrics.com.au

ARTISAN ATELIER SCHEDULE Join us at Workroom Central for hands-on demos and creative connects!

WEDNESDAY, APRIL 22

9:00 - 10:00 .... Swag Draping Master Class................................................................................................................... Donna Skuﬁs...................................................................... 1-Hour Hands-On 10:00 - 11:00 .... Tailored Layers: The Art of Comforters, Scaldinos & Dust Ruﬄes ................................................ Sharon Gregory & Sandra VanSickle ........................... 1-Hour Workroom Table 11:00 - 12:00 .... Perfect Pillow Edges: Demystifying Flat Flanges & Mitered Corners ........................................... Donna Cash....................................................................... 1-Hour Eyes & Ears 12:00 - 1:00 ...... Traditional British Hand-Sewing Techniques for Curtains ............................................................... Olga Kott............................................................................ 1-Hour Workroom Table 1:00 - 2:00 ....... Upholstery Essentials: Mastering Hand Tools for Dining Chair Seat Transformation ............... Kim Chagnon .................................................................... 1-Hour Eyes & Ears 2:00 - 3:00 ...... Buying a Workroom: Dream Move or Reality Check? .................................................................... Moderator: Sandra VanSickle .................................................................................................................................................................................................... Panelists: Jill Ballew, Cade Smith, Cam Tims and Linda Tully 3:00 - 4:00 ...... Mastering English Craftsmanship: Embellishment Techniques for Soft Furnishings ................ Victoria Hammond........................................................... 1-Hour HandsOn 4:00 - 4:30 ...... Fan-Folding Drapery Panels ................................................................................................................... Linda Tully .......................................................................... 30-Minute Workroom Table 4:30 - 5:00....... In the Frame: Hands-On Phone Photography Tips to Showcase Your Drapery Process ......... Nicole Bedard................................................................... 30-Minute Eyes & Ears

THURSDAY, APRIL 23

9:00 - 10:00 .... Roman Shade with Cordless System Bon and Separate Liner ....................................................... Anna Davis ......................................................................... 1-Hour Hands-On 10:00 - 11:00 .... Mastering Window Assessment and Measurement: Achieving the Perfect Fit, Style & Purpose for Your Window Treatments ...................................Victoria Hammond ................................................................................................................................................................................................................................................................................................... 1-Hour Eyes & Ears 11:00 - 11:30 ...... Pleats for Tight Spaces ............................................................................................................................ Callista Boyd...................................................................... 30-Minute Hands-On 11:30 - 12:30 ..... The Pagoda Cornice: Constructed Using Chipboard ..................................................................... Donna Skuﬁs...................................................................... 1-Hour Workroom Table 12:30 - 1:30 ....... Fabric-Covered Lampshades ................................................................................................................ Sandra VanSickle .............................................................. 1-Hour Hands-On 1:30 - 2:00 ........ Expanding Your Workroom: Intro to Light Upholstery .................................................................... Diana Hershey .................................................................. 30-Minute Eyes & Ears 2:00 - 3:00 ...... Traditional British Hand-Sewing Techniques for Roman Blinds — No Visible Stitches on the Face Side ..... Olga Kott .................................................... 1-Hour Hands-On 3:00 - 4:00 ...... Faux Roman Shade Valances: From Styles to Mounting Techniques ........................................... Linda Tully .......................................................................... 30-Minute Eyes & Ears, 30-Minute Workroom Table

Learn more at IWCE-VISION.com/artisan-atelier 47

Seminars at a Glance TUESDAY, APRIL 21

9:00 – 12:00 .... From Hesitation to Yes: A Blueprint for Confident Sales Conversations ...................................... Kathy Pace, Elevated Design Sales 9:00 – 10:15 ..... Scaling Through Leaders: Creating a High-Performing Management Team ............................ Madeleine MacRae, Accent Software 9:00 – 10:15 ..... A Global Trend Report: What’s Next for Window Coverings ........................................................ Deb Barrett, Window Dressings 9:00 – 10:15 ..... From Posts to Profits: Building a Sales-Driven Content Calendar ................................................. Madison Cole, Creekmore Marketing 9:00 – 10:15 ..... Motorization 101: Beginner's Guide to Power, Control & Automation ........................................ John MacKenzie, Cronopower 10:30 – 11:45 .... Email Marketing Playbook: Nurture More Repeat & Referral Clients .......................................... Katie Creekmore, Marketing 10:30 – 11:45 .... Beyond Beige: Using Color with Confidence in Luxury Interiors.................................................. Elle Cole, Elle Cole Interiors 10:30 – 11:45 .... Designer/Workroom Collaboration: Stronger Together ................................................................ Sandra VanSickle, Sew What’s New 10:30 – 11:45 .... Sharpen Your Competitive Edge .......................................................................................................... Madeleine MacRae, Accent Software 12:00 – 1:15 .... Keynote Luncheon..............Winning with Window Treatments + Book Signing ......... Eric Ross, Eric Ross Interiors 1:30 – 2:45 ....... Beyond the Drill: 101 Pro Lessons for Flawless Installations ............................................................ Roger Magalhaes, Shades In Place, Trading Up Consulting 1:30 – 2:45 ....... Wellness at the Window ......................................................................................................................... Deb Barrett, Window Dressings 1:30 – 2:45 ....... Analyze an Income Statement Three Ways ....................................................................................... Michele Williams, Scarlet Thread Consulting 1:30 – 2:45 ....... Commercial Shading 101: How to Bid, Win & Deliver Projects ..................................................... John MacKenzie, Cronopower 3:00 – 4:15 ....... Pretty Yet Profitable .................................................................................................................................. Eric Ross, Eric Ross Interiors 3:00 – 4:15 ....... AI Meets ROI: Smarter Marketing Wins for Your Business ............................................................. Katie Creekmore, Creekmore Marketing 3:00 – 4:15 ....... Efficient Workroom Space Planning: Knowing When (and How) to Scale ................................. Linda Tully, Tully Drapery Shop 3:00 – 4:15 ....... Managing Cash Flow .............................................................................................................................. Michele Williams, Scarlet Thread Consulting

WED, APRIL 22

9:00 – 12:00 .... Motorization 2.0: Power, Precision & Profitability ............................................................................ O’D McKewan, Smart Shade Services 9:00 – 10:15 ..... The AI Advantage: Tools to Work Smarter, Not Harder .................................................................. Deb Barrett, Window Dressings 9:00 – 10:15 ..... Business Benchmarks: Your Path to Profitability ................................................................................ Vince Nigara, Exciting Windows 9:00 – 10:15 ..... Color Alchemy: How Designers Are Blending Hues for Tomorrow’s Interiors .......................... Elle Cole, Elle Cole Interiors 9:00 – 10:15 ..... The Trust Factor: Winning Clients in a Skeptical Market.................................................................. Kathy Pace, Elevated Design Sales 10:30 – 11:45 .... From Confusion to Confidence: Window Treatments Demystified .............................................. Vita Vygovska, Vitalia Inc. 10:30 – 11:45 .... Panel Discussion: Building Your Dream Design Business: Journey of Three Bold Firms........... Vicky Serany, Southern Studio Interior Design Panel, Bria Hammel, Bria Hammel Interiors, Christi Barbour, Barbour Spangle Design

10:30 – 11:45 .... Beyond You: Scaling Your Business with Systems & Successors ................................................... Linda Tully, Tully Drapery Shop & Hannah Brendel 10:30 – 11:45 .... The Softer Side: Easy Steps to Installation Conﬁdence ................................................................... Roger Magalhaes, Shades In Place, Trading Up Consulting

THURS, APRIL 23

9:00 – 10:00 . Breakfast Keynote ..............Start Strong, Scale Smarter — The Designer’s Path to Multi-Seven-Figure Success ............................................ Vicky Serany, Southern Studio Interior Design 10:30 – 11:45 .... The Psychiatrist’s Couch (Roleplay Session) ....................................................................................... Deb Barrett, Window Dressings 10:30 – 11:45 .... Beyond the Swatch: The Art of Authentic Visual Social Media Storytelling ..................................................... Nicole Bedard, Nicole Bedard Photo & Video 10:30 – 11:45 .... On the Horizon: Innovations & Trends in Window Treatments ..................................................... Vita Vygovska, Vitalia Inc. 10:30 – 11:45 .... Panel Discussion: Inside the Motorization Movement .................................................................... O’D McKewan (Moderator) + Panel 1:00 – 2:15 ........ FUTURE SMARThome............................................................................................................................ Deb Barrett, Window Dressings 1:00 – 2:15 ........ Search Smarter: Winning with AI-Era SEO & Content .................................................................... Katie Creekmore, Creekmore Marketing 1:00 – 2:15 ........ Smart Moves: Advancements in Motorization .................................................................................. O’D McKewan, Smart Shade Services 1:00 – 2:15 ........ AI for Creatives: Smarter Content, Less Stress for Beginners ......................................................... Nicole Bedard, Nicole Bedard Photo & Video

JANUARY + FEBRUARY 2026 | wf-vision.com

Special Events

From milestone celebrations to can’t-miss keynotes and hands-on experiences, IWCE 2026 is packed with special events designed to educate, connect and inspire. Add these highlights to your schedule.

MONDAY, APRIL 20 Golden Hour with WCAA 6:00 PM – 8:00 PM Marriott Hotel, University Ballroom

Kick off IWCE week with an evening of connection and celebration as WCAA honors the show’s 30th anniversary. Reconnect with familiar faces, meet new colleagues and toast the community that continues to shape the window covering industry.

TUESDAY, APRIL 21

Keynote Luncheon 12:00 PM – 1:15 PM Winning with Window Treatments + Book Signing Eric Ross, Founder and Principal, Eric Ross Interiors Join celebrated designer Eric Ross for a keynote luncheon focused on building a profitable, design-forward business. With more than 20 years of experience and features in leading shelter publications, Ross shares insights on elevating your work while keeping creativity and profitability aligned. Registration required.

IWCE Welcome Party 5:30 PM – 8:00 PM The Golden Soirée: Celebrating 30 Years Step into Gatsby-inspired glamour as IWCE kicks off its 30th anniversary in style. Enjoy cocktails, decadent bites, live big band music and a golden photo lounge alongside 500-plus industry peers. Attire: 1920s-inspired glamour.

hands-on inspiration as donated fabrics, trims and hardware come to life. Free to participate.

Fireside Chats 9:00 AM – 5:00 PM & April 23 9:00 AM – 4:00 PM Show Floor Join informal, expert-led conversations covering timely topics shaping the industry. Stop by throughout the day for candid insights and practical takeaways.

Seminar Panel Discussion 10:30 AM – 11:45 AM

Building Your Dream Design Business: Journey of Three Bold Firms Hear firsthand how three design firms built thriving businesses through strategy, creativity and persistence.

Grace Awards 5:30 PM – 7:00 PM For three decades, the Grace Awards have recognized outstanding designers and workrooms for excellence in custom window fashion. Celebrate this year’s winners and the projects setting new standards across the industry.

THURSDAY, APRIL 23

Keynote Breakfast Start Strong, Scale Smarter: The Designer’s Path to Multi-SevenFigure Success Vicky Serany, Founder and Principal, Southern Studio Interior Design Celebrated for building one of the Southeast’s most successful design firms, Vicky Serany shares candid insights into scaling a design business with intention, leadership and proven systems.

Seminar Panel Discussion

WEDNESDAY, APRIL 22

10:30 AM – 11:45 AM Inside the Motorization Movement

Located on the show floor, Artisan Atelier is a hub for creativity and craftsmanship. Designers, fabricators and installers gather here for demonstrations, education and

Explore how motorization is reshaping design, installation and client expectations, along with insights from industry experts.

Artisan Atelier 9:00 AM – 5:00 PM & April 23 9:00 AM – 4:00 PM Expo Hall, Booth #337

Discover Raleigh, North Carolina A quick guide to where to eat, explore and unwind in Raleigh during IWCE

BIG ED’S CITY MARKET RESTAURANT A Raleigh institution known for hearty Southern breakfasts, scratch-made biscuits and no-frills comfort food. Arrive early. It’s a favorite for a reason. 220 Wolfe St. BigEdsNC.com SAM JONES BBQ Eastern North Carolina barbecue at its best, featuring whole-hog pork, wood-fired flavor and traditional sides. A must-stop for anyone looking to experience true Carolina ’cue. 502 W. Lenoir St. SamJonesBBQ.com NORTH CAROLINA MUSEUM OF ART Home to an impressive permanent collection and an expansive outdoor sculpture park, this museum offers an easy cultural reset just minutes from downtown. Admission is free. 2110 Blue Ridge Rd. NCArtMuseum.org WILLIAM B. UMSTEAD STATE PARK A peaceful escape with miles of wooded trails, lakes and quiet picnic spots, located just minutes from downtown Raleigh. Ideal for a morning walk or postshow reset. 8801 Glenwood Ave. NCParks.gov/umstead WYE HILL KITCHEN & BREWING Wrap up the day with cocktails and elevated Southern fare overlooking downtown Raleigh. The rooftop views make it a popular sunset stop. 201 S. Boylan Ave. WyeHillBrewing.com

JANUARY + FEBRUARY 2026 | wf-vision.com

50 YEARS LATER… and we’re still the best

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April 21-23, 2026

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Window Fashion VISION 2025 Readers’ Choice Awards Fueled by more than 21,000 votes, this peer-driven awards program honors the people, brands and ideas defining excellence across the industry Window Fashion VISION is proud to debut the inaugural Readers’ Choice Awards, a program guided entirely by the voices of our industry. Last year, professionals cast more than 21,000 votes across categories spanning motorization, components, textiles, fabrication, technology, hardware and more. The result is a dynamic snapshot of the innovation and excellence shaping today’s window covering market. This issue showcases all award winners and finalists, along with expanded coverage across VISION’s digital platforms. Without further ado, the awards go to…

Award Winners & Finalists COMMERCIAL Best Exterior Commercial Solution Winner: Draper, Inc. Finalists: Insolroll; TEXTON

Best Workroom Partner for Designers

Best Decorative Trim/ Passementerie

Best Integrated Smart Solution

Winner: Rowley Company

Winner: Carole Fabrics

Finalists: RM COCO; Horizons Window Fashions

Finalists: Fabricut; RM Coco

Winner: Automate (Rollease Acmeda) Finalists: Coulisse; Louvolite

FRANCHISE/RETAIL

Best Motorized Drapery Hardware

Best Motor Manufacturer

Best Franchise

Winner: Helser Brothers

Winner: Somfy Systems

Winner: Inpro WT

Winner: Made in the Shade Blinds

Finalists: Draper, Inc.; Forest Drapery Hardware

Finalists: Budget Blinds; Bloomin’ Blinds

Finalists: Forest Drapery Hardware; Orion Ornamental Iron

Finalists: Automate (Rollease); Coulisse

COMPONENTS

Best Retail/Showroom Experience

MACHINERY, EQUIPMENT & SUPPLIES

Best Motorized Drapery Hardware

Winner: Graber

Best Machinery Supplier

Finalists: The Shade Store; Budget Blinds

Winner: Sani, a division of Turnils North America

Best Interior Commercial Solution

Best Hardware Supplier Winner: Forest Drapery Hardware Finalists: Louvolite; Supplyed

Finalists: Matic Machines; Ultratab

Best Motor Manufacturer Winner: Coulisse

GROUPS & ASSOCIATIONS

Finalists: Automate (Rollease Acmeda); Alpha Tubular Motors USA

Best Buying Group or Association

FABRICATION

Winner: America’s Window Covering Buying Network

Best Custom Workroom

Finalists: Exciting Windows!; WCAA

Winner: Horizons Window Fashions Finalists: RM COCO; The Workroom Collective

HARDWARE + TRIMMINGS

Finalists: Draper at Home; Universal Window Coverings

Finalists: Angel’s Distributing Inc.; Trivantage

Best Retractable Awning

MOTORIZATION

Finalists: Sol-Lux; Spettman USA

Best Control Systems/Smart Home Integration Winner: Somfy Systems

Winner: Rowley Company

Winner: Fabritec

Finalists: Forest Drapery Hardware; Kirsch

Finalists: Automate (Rollease Acmeda); Coulisse

JANUARY + FEBRUARY 2026 | wf-vision.com

Best Motorized Solution

Winner: Helser Brothers

Best Decorative Hardware

Finalists: Helser Brothers; Rowley Company

Winner: Coulisse

Best Workroom Supplies & Tools

Best Shade Fabrication Finalists: Draper at Home; Universal Window Coverings

Winner: Forest Drapery Hardware

Winner: SunPro Products

Best Power & Battery Innovation Winner: Modern Atomics Finalist: Cronopower

NICHE & NOTEWORTHY Best Child Safety Innovation Winner: Rollease Acmeda Finalists: Graber; Draper at Home; Universal Window Coverings

Best Dealer Experience Winner: Graber

OUTDOOR Best Decorative Fabric Winner: Sunbrella (Glen Raven) Finalists: RM Coco; Trivantage

Best Decorative Hardware Winner: Orion Ornamental Iron Finalists: Helser Brothers; Forest Drapery Hardware

Finalists: Jessica Harling; Deb Barrett

Best Exterior Shade & Screen Fabric Winner: Phifer Incorporated

Best Marketing & Social Media Winner: Creekmore Marketing Finalists: Window Treatment Marketing Pros; Wingnut Social

Finalists: Mermet USA; Twitchell Technical Products

Best in Sustainability Winner: Hartmann&Forbes

Finalists: Draper at Home; TEXTON

TECHNOLOGY

Best Designer Collaboration

Best Exterior Shade/Screen Solution

Best Design Visualization Tools

Winner: Draper at Home

Winner: Graber

Best Interior Shade Fabric

Finalists: TEXTON; Insolroll

Finalists: Louvolite; Lafayette Interior

Winner: Mermet USA

Fashions

Finalists: Phifer Incorporated; Wilson Fabrics

Winner: Michael S. Smith for Hartmann&Forbes Finalists: Anna French x Thibaut; Kendall Wilkinson x Fabricut

Best Social Impact & Community Winner: Springs Window Fashions Finalists: Draper at Home; Somfy Systems

Best Outdoor Living Innovation Winner: Zipscreen (Rollease Acmeda) Finalists: Draper at Home; Spettman USA

Best Retractable Awning Best Trade Program

Winner: Spettmann USA

Winner: Fabricut

Finalists: SunPro Products; Sol-Lux

Finalists: Angel’s Distributing Inc.; The Shade Store

Industry Leading Innovator Winner: Somfy Systems Finalists: Coulisse; Louvolite

Finalists: Wilson Fabrics; Sunbrella (Glen Raven)

Best Measuring/Quoting Software

Best Performance Fabrics

Winner: MyBlindCo

Winner: Sunbrella (Glen Raven)

Finalists: Solatech; Accent Software

Finalists: Phifer Incorporated; Mermet USA

Power & Battery Innovation Winner: Modern Atomics Finalist: Cronopower

PR, MARKETING & CONSULTING

TEXTILES

Best Consulting & Education

Winner: Carole Fabrics

Winner: LuAnn Nigara, LuAnn Nigara Inc.

Finalists: Alendel Fabrics; RM Coco

Best Decorative Fabrics

Thank You Industry Award Sponsors!

FULL FRAME Transformations

The Year of Sales Momentum Why hustle won’t carry you and how real momentum is built BY KATHY CRAGG PACE

Design sales professionals are some of the hardestworking people I know. On any given day, you’re juggling the clients you’ve already served, those waiting on installations, the homeowners you’re preparing to meet next week and the future clients you hope to attract. You’re tracking orders, addressing service needs, preparing proposals and doing the ongoing relationship work that keeps your pipeline healthy. With so many responsibilities in motion, it can feel as if you’re spinning plates in the air. And when one falls, it isn’t porcelain that breaks. It’s trust.

way they once did. They respond to presence. They’re not looking to be chased. They’re looking to be guided by someone who listens, understands and helps them feel safe making a decision for their home.

In a market where buying decisions feel slower and the work feels heavier, many professionals fall back on what they were taught early in their careers. Work harder. Stay longer. Push more. Hustle. It’s an understandable instinct, especially when simply matching last year’s results already feels like a struggle. But here’s the transformation that often gets overlooked: Hustle doesn’t carry you forward. It simply wears you down.

Momentum in Motion One of the earliest and clearest lessons I ever learned about momentum happened long before I knew anything about sales. My cousins and I used to create a whirlpool in our aboveground pool by running in a circle together. At first, the water pushed back against us and every step required effort. As we kept moving in the same direction, the resistance began to shift. The water started to move with us, and once the current was established, we could lift our feet and let it carry us.

Hustle Is the Old Habit We Forgot to Question Traditional sales culture taught us that more effort meant more success. More calls. More quotes. More follow-ups. But today’s buyers aren’t responding to pressure the

JANUARY + FEBRUARY 2026 | wf-vision.com

The Modern Sales Way replaces hustle with something far more sustainable: momentum. Momentum isn’t passive. It reflects priorities, preparation and a confident presence that helps clients feel at ease. Instead of having your efforts cancel one another out, you start to see them build.

“

Hustle burns energy. Momentum builds it.”

The same principle applies to business. Momentum grows through consistency, clarity and alignment. The work doesn’t disappear, but it becomes more efficient and far less draining when you’ve built a rhythm that supports you. Instead of working against resistance at every turn, you begin to feel supported by the motion you created. Your results become more sustainable, and your work feels noticeably more satisfying. Consider the Contrast Old-School Sales • Hustle harder • Chase the yes • Convince and close • Work from pressure • React to resistance

Modern Sales • Create and harness momentum • Build trust that leads to yes • Clarify and connect • Work from presence • Reveal what matters most

Why Hustle Feels So Heavy Hustle feels heavy because it’s rooted in fear. Fear that if you slow down, even for a moment, everything you’ve built will fall apart. But there’s another layer that often goes unnamed. When designers tell me that clients are slower to say yes, what they’re usually describing is a lack of momentum in the conversation. A proposal lands flat. A follow-up feels like a chase. The decision stalls, and suddenly the pressure to “do more” creeps in. That pressure becomes a cycle. You push harder because you’re worried about the appointment you just left. You push harder because another client asked to “think about it.” You push harder because you’re already behind on quotes promised and orders to be placed. And you push harder because you care about your clients and want them to have a beautiful home. None of that makes you weak or unskilled. It makes you human. But hustle is a brittle strategy in a slower or uncertain market. It depends entirely on your energy, and your energy is finite. It requires you to hold everything up on your own. Momentum, on the other hand, distributes the effort. It builds trust earlier. It reduces resistance. It keeps the conversation moving forward without pressure. It supports you rather than drains you, which is exactly what most professionals are craving right now. Clients may not be able to name the difference, but they sense it immediately. When you show up hurried and strained, they tighten their guard. When you show up steady, grounded and fully present, they relax into the conversation.

How to Build Momentum That Moves the Needle Momentum isn’t an abstract idea. It’s created through small, intentional actions that support one another. Verify your focus. Identify the efforts that actually move your business forward and give those priority. Acknowledge what’s real. Momentum can’t grow inside overwhelm. Naming what’s challenging creates space to address it. Level the conversation. A calm, confident presence builds trust faster than any amount of pressure. Uncover what matters. Align your recommendations with what the client values and decisions accelerate. Engage next steps. Keep the process moving with clarity and intention. Small steps still build momentum. This is the foundation of the V.A.L.U.E. Path to Yes, and it’s also the foundation of a thriving, sustainable sales practice. The Year Ahead: Create, Not Chase As we step into a new year, it’s tempting to set goals that focus on “more.” More leads, more appointments, more activity. But most design professionals don’t need more. They need flow. They need steadiness. They need a way of working that doesn’t require them to carry the entire weight of the process alone. This can be the year you stop relying on hustle and start building momentum that carries you. Momentum that strengthens your presence, deepens trust and makes decisions easier for your clients. Momentum that stabilizes your sales rhythm instead of forcing you to push harder in every appointment. Momentum that supports your wellbeing as much as your business. Hustle burns energy. Momentum builds it. And that’s how we transform our work from feeling stretched thin to feeling grounded, capable and ready for what’s ahead. That’s The Modern Sales Way. Not slower, not softer, but steadier, smarter and far more sustainable. V

Kathy Cragg Pace has owned award-winning design and home building businesses, directed nationwide sales teams and influenced over $450 million in home design sales. Today, she helps professionals in the window treatment and interiors industry stop chasing sales and start leading trust-based conversations that create real momentum. Her coaching and frameworks are built for today’s market—grounded in modern buyer psychology, tested in real appointments and designed to help good people sell with confidence. She generously shares tools and training like The V.A.L.U.E. Path to Yes at » KathyPace.com

FULL FRAME Business Development

Mind Over Matter

How your thoughts and attitude set the tone for your year, your work and the opportunities that follow BY SAM BLAIR

As we open the book on a new year, this season carries a certain weight. Not heavy in a negative way, but in a way that reminds you that the foundation you lay now shapes everything that follows. In the window covering industry, we all feel it. The rush of Q4, the scramble to close out projects, the sprint to get orders in before year-end. Then, January arrives quieter but sharper. It gives you a moment to breathe and a moment to recognize something important. Your business reflects your mind. Your thoughts, your attitude and how you manage your energy are not side notes. They are the center of the show. People talk about mind over matter like it is a cliché. In reality, for anyone navigating shade projects, contractors, shading packages, value engineering battles and deadline pressure, mind over matter is not a concept. It is a survival skill and a competitive advantage. What you think determines how you act. How you act determines the business you create. This reset period is the perfect time to examine how your mindset is shaping your outcomes.

JANUARY + FEBRUARY 2026 | wf-vision.com

“

When your mind is cluttered, everything is cluttered. When your thoughts are intentional, everything aligns.”

Conditions are rarely perfect. We deal with fluctuating lead times, supply chain surprises, fabric discontinuations, tariff whispers, budget shifts and the occasional architect who wants a 10-foot drop shade with a 2-inch pocket. Some days you win three bids. Other days you lose two big ones. That is the nature of this industry. The difference between the professionals who rise and the ones who stay stuck is rarely talent. It is mental discipline. It is the ability to hold steady when everything around you tries to pull you off center. Your business mirrors your mind. If you feel scattered, your pipeline looks scattered. If you feel reactive, your days become reactive. If you feel burned out, your activity slows and opportunity dries up. When you feel focused,

organized and purpose-driven, the field opens up. You start noticing opportunities that were always there. Your followthrough sharpens. Your energy becomes an asset instead of something you ration.

yourself. That difference often determines whether you become a partner or just another vendor.

As we begin this stretch, you have an opportunity to reset your mental framework. Take inventory of the thoughts After years working with dealers, estimators, PMs, architects, that help you and the ones that hold you back. What is end users and GC teams, I know most challenges are your energy fueling? What is it draining? Where are you not about skill. They are about clarity. When your mind is scattering focus? Success comes from repeated intention. cluttered, everything is cluttered. When your thoughts are Small decisions compound. Clear communication with a GC. intentional, everything aligns. Mindset work is not soft. It is A concise update to an estimator. A follow-up on a quiet the hardest work. It asks you to own the truth that you are project. Showing up in your market with purpose. These the variable. Your attitude determines whether you treat things stack up. January as a restart or a restart you intend to lead. Mind over matter is not just a mindset; it is a strategy. When you build mental discipline, you create space for better decisions. When you protect your energy, you What you think determines how you act. maintain the capacity to perform at a high level. When your How you act determines the business you thoughts align with your goals, your activity follows. When your energy is steady, your business reflects it. Projects create.” flow. Relationships deepen. Opportunities expand.

“

You cannot grow a business when you are mentally stuck. This industry moves too quickly and too unpredictably. If you want momentum, start with the person in the mirror. Decide what energy you bring into the year. Decide what thoughts you feed and which ones you shut down. Everything flows from that. People ask how to stay motivated. The truth is you will not always feel motivated. Motivation fades. Discipline and intention carry you. If your inner dialogue is filled with noise, doubt or hesitation, you drain your energy before the day starts. But when you center yourself each morning, even for five minutes, you regain control. You choose where your thoughts go. You choose how your energy is used. You choose how you show up. Mind over matter is not about ignoring challenges. It is about refusing to let them drive. The market will shift. Competitors will swing. Pricing will move. Architects will revise specs at the worst time. You choose how you interpret those moments. You can let them derail you or treat them as part of the terrain and keep going. Your response sets the tone. In our industry, energy is currency. When you walk into a dealership sharp, prepared and dialed in, people feel it. When you show up overwhelmed or frustrated, they feel that too. That energy affects project teams, contractors and colleagues. People want to work with someone clear-minded, steady and focused. Someone who makes complex jobs feel manageable. You cannot control every external variable, but you can control how you carry

The beginning of the year is not about reinventing yourself. It is about recalibrating. What you think becomes what you build. The business you want in 2026 starts with how you think and act right now. Not in March. Not after Q1. Today. Your thoughts shape your energy. Your energy shapes your behavior. Your behavior shapes your business. Mind over matter is real. And in an industry as unpredictable and opportunity rich as ours, it might be your most valuable tool. So, take a breath. Get centered. Pick your direction with intention. Then, build the year you want one thought, one action and one steady push at a time. V

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The business you want in 2026 starts with how you think and act right now.”

Sam Blair has combined his passion for business growth and window covering innovations to create impactful solutions. His comprehensive experience allows him to generate revenue and enhance team dynamics, all while focusing on mentoring in leadership and window covering advancements.

FLAIR Product Focus

SPOTLIGHT ON: WOVEN & CELLULAR SHADES Woven and cellular styles may look different, but both deliver on style sustainability and performance. We break down what each does best and why they continue to hang in windows year after year. Woven Shades The Look: Textured and relaxed with a handcrafted organic feel What They're Made Of: Natural materials such as bamboo reeds, grasses and jute The Backstory: Rose in popularity in the early 2000s alongside organic and globally inspired interiors Where They Shine: Living rooms sunrooms, bedrooms and coastal or organic-modern spaces The Eco Angle: Often made from rapidly renewable resources and typically require less energy to produce than synthetic alternatives Why They're Everywhere: Soft light filtration, natural texture and a strong connection to nature keep woven shades in steady demand

Cellular or Honeycomb Shades The Look: Understated and versatile, designed to blend seamlessly into any interior What They're Made Of: Soft woven and nonwoven polyester fabrics engineered into insulating air pockets The Backstory: Invented in 1985 by Hunter Douglas and introduced under the Duette name What Sets Them Apart: Honeycomb construction traps air to create an insulating barrier at the window Where They Shine: Bedrooms, living areas, kitchens, offices and whole-home applications The Eco Angle: Helps reduce heat loss in winter and heat gain in summer, lowering energy use and utility costs, and ranking among the most energy-efficient window covering categories available Why They're Everywhere: Clean lines, multiple opacities, privacy control and seamless motorization compatibility

JANUARY + FEBRUARY 2026 | wf-vision.com

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The 3 Small Phrases That Deliver Big Results BY OLIVER SCHREIBER

In-home window treatment sales live and die on trust. Customers aren’t just choosing a product. They are trusting you to help shape the look, feel and function of their home. And often, the difference between a guarded customer and an engaged one comes down to very small shifts in language. After thousands of consultations, I’ve found three simple phrases that consistently change the tone of an appointment. They’re subtle, but that’s the point—buyers don’t want theatrics. They want clarity, confidence and to feel like you’re on their side. These three phrases help you get there. 1. ‘Here’s what I’m seeing.’ Window treatments are visual decisions, and customers don’t always know what they’re looking at. This phrase gently positions you as an expert without sounding pushy. Instead of saying, “These blinds are outdated,” you might say: “Here’s what I’m seeing because this window faces the afternoon sun, you’ll probably want something that gives you better heat control than the builder-grade blinds.” When you narrate what you see, customers relax. It feels honest and objective, and it helps them understand the problem without feeling judged. You’re not criticizing their home; instead, you’re helping them see opportunities for improvement. This phrase also sets you up for a smoother

JANUARY + FEBRUARY 2026 | wf-vision.com

recommendation because you’ve already prepared the customer’s mind to receive the solution. 2. ‘Let’s check this together.’ Window treatment decisions are tactile. Customers need to feel fabrics, lift cordless mechanisms, see how a shutter frame sits or compare light-filtering levels. When you invite them into that discovery, the appointment shifts from a pitch to a partnership. For example: “Let’s check this together, see how much more light this sheer shade lets in versus the one you have now?” This phrase is powerful because customers trust what they experience firsthand. When they see the gaps, feel the lift system or notice the way the fabric looks in their own home, they’re no longer taking your word for it; they’re discovering it with you. And people buy what they discover. 3. ‘Would you like the simplest option or the most customizable?’ Window treatment buyers often feel overwhelmed—materials, fabrics, lift options, louver sizes … it can spiral quickly. This phrase prevents overload by giving customers a clean starting point. For example: “Most homeowners fall into one of two groups: those who prefer a simple, clean solution that just works, and those who enjoy customizing every detail. Would you like to begin with the simplest

option or the most customizable?” If they choose “simple,” you guide them toward proven, classic solutions—roller shades, wood blinds or standard shutters. If they choose “customizable,” you bring out layered solutions: dual shades, motorization, decorative tapes, specialty frames or textured fabrics. Either way, the customer feels in control rather than overwhelmed. This one phrase reduces analysis paralysis, speeds up decision-making and makes the appointment feel effortless. Window treatment sales happen in the most personal spaces in someone’s home. In their bedroom, their kitchen, their child’s playroom. The language you use needs to make people feel comfortable, informed and supported. These three phrases are not fancy. They’re not scripted. They’re just natural ways to guide a homeowner toward a confident decision while keeping the whole experience calm and collaborative. Try these phrases and you might just end up with another check mark in the Sold! Column. V Oliver Schreiber began his sales career over 30 years ago and is CEO of Beltway Blinds in Washington, D.C., Maryland and Virginia. He leads a team that generated more than $11 million in sales last year. He has been a speaker at the International Window Coverings Expo, has received awards for being the largest-volume dealer with Alta Window Fashions and sits on the National Advisory Committee for a window covering group, Exciting Windows! » BeltwayBlinds.com

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Window Fashion VISION January February Volume 47 Issue 1