Specialty Fabrics Review February 2020 - 44

OFF THE SHELF?
nexpensive DIY awning
systems sold in big-box
retailers and on Amazon
share part of the blame for
low growth on the custom side,
according to Larry Bedosky,
director of marketing with
Eclipse Shading Systems®.
On that note though, he
sees a possible silver lining.
"Those people buying low-end
retractable awnings might
realize they love the concept
but don't like that the fabric
turns to confetti in a few years
and a small wind can snap the
arm. For their next awning, they
might seek a better-quality
product. This is what happened
with many other outdoorrelated products such as gas
grills and casual furniture."

44 REVIEW FEBRUARY 2020

he awning industry had been anticipating a boom in retractables
for a long time. Scouring back issues of this magazine over the
past 20 years turns up numerous articles that predict a surge in
sales to both residential and commercial customers, along with
technological innovations in materials, motors and mechanisms
that should add to their purchase appeal. But did it ever happen?
The short answer is ... not exactly. The longer answer is that there's still a lot of
potential for savvy manufacturers and dealers-and that maybe the key is appealing
to the heart as well as the head.
Awnings have been widely accepted in Europe, where energy costs are high
and small homes are the norm, but they've been slower to catch on here in the
United States despite clear benefits, especially their ability to lower air-conditioning
energy costs (20-25 percent or more, according to a 2007 study conducted by the
Professional Awning Manufacturers Association [PAMA] and the University of
Minnesota). Awnings can also protect exterior siding and interiors from damage by
direct sunlight, and make outdoor spaces, such as patios and decks, cooler and more
comfortable to use.
In recent years, more options in fabrics and colors have made them an aesthetic
choice as well. The retractable technology gives awnings valuable flexibility-
blocking hot sun when needed and allowing light in on cooler days, and protecting
the awning from damage during high winds and storms. For commercial customers,
awnings carry the additional benefits of branding with color and graphics and
extending service options for patios and outdoor dining areas. In short, lots of
benefits but still relatively low acceptance in the United States.
PROMOTING VALUE
Larry Bedosky, director of marketing at Eclipse Shading Systems®, says growth hasn't
been as robust as predicted, and the problem is that most consumers just don't see the
value. "Retractable lateral arm awnings, particularly custom-made, professionally
installed ones, haven't been embraced widely in the United States," he says. The
Middletown, N.Y., manufacturer of residential and commercial awnings, screens,
shades and retractable roofs has seen minimal growth in retractables over the past 10
years. According to Bedosky, that may be why many companies have expanded into
other shade-related products such as louvered roofs, pergolas, interior shades and
exterior screens. (For more information on screens, shades and shutters, see "Shady
dealings" in the January 2020 issue of the Review.) "Yes, consumers still have the same
problems with the sun, but due to changes in residential construction, these other
products can solve the problem. We also see growth on the commercial side with
green building techniques and LEED certifications for additional shading products."
Sunesta® Awnings and Outdoor Comfort general manager Jeff Bedard has a slightly
different take on the subject. For the Jacksonville, Fla., manufacturer of residential
custom awnings and screens, the retractables market has been good. "We're three
times our size compared to 10 years ago and very optimistic," he says. "The key has
been our dealer network combined with our quality product line, marketing support
and fast delivery." The company has made developing its dealer network a priority.
"Our dealers know how to present the value proposition and explain the benefits," he
says, noting that the vagaries of diverse weather in certain regions (sun, rain, snow)
Specialty Fabrics Review February 2020

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