Specialty Fabrics Review April 2021 - 54

[ MARKETS ] INDUSTRY IN FOCUS

 SHADAZON has supplied thousands of awnings and canopies to other shade companies
for installation around the country. Based on demands that emerged in 2020, the wholesaler
will soon expand its offering to include turnkey shade systems, a new umbrella line and
privacy fencing. Photo: SHADAZON.

disrupting the entire textile industry.
" We haven't felt the pinch as much as
others, but the only way through it
is to work together, " Whitfield says.
SHADAZON was able to provide a few
rolls of fabric to other shade providers
in need, but a lot of time was spent
helping clients choose alternative
fabrics-or in one case, new types of
fabric-friendly heaters for a New York
client enclosing an outdoor area.
" We won't benefit from the heater
business, but a big positive that I've
seen across the industry is people
reaching out to help others they
normally wouldn't engage with, "
Whitfield says.
William Morse, president of
Ohio Awning & Manufacturing Co.
in Cleveland has made clients the
ultimate decision-maker on whether
to wait for a specific fabric or choose
a replacement. " After getting stuck
a couple of times, we told clients to
have a backup choice because the time
frames for availability of their first
choice can be so unpredictable; the
demand is just so high, " Morse says.

Outdoor lifestyle

 One of several residential seasonal patios Ohio Awning & Manufacturing installed last
year, this project used a 35-by-35-foot Tempotest® pattern. The more time people spent at
home in 2020, the more shade requests Ohio Awning received. " We've had challenges but
count ourselves fortunate for staying busy and succeeding during this time, " says William
Morse, president. Photo: Ohio Awning & Manufacturing Co.

54 SPECIALTY FABRICS REVIEW / April 2021

In addition to new restaurant seating
enclosures, residential projects soared
for Ohio Awning during the pandemic,
though strained by two not-so-new
challenges: a labor shortage and
unreasonable client expectations
around what a product can do and why
custom-fabricated projects can take as
long and cost as much as they do.
To help address common
misconceptions, Morse is planning
to redesign the company's website to
focus more on solutions than products.
" We need more people to understand
how fabric can be used to solve
their problems, " he says. " Whether
it's restaurants or people currently
working at home who will start to



Specialty Fabrics Review April 2021

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