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Hp: Please give a detailed description
of your company and its history.
Mike George: Wayne-Dalton was founded
in 1958 on Mount Hope Ohio as the Wayne Door Co. Today we employ more
than 2,500 people with 47 distribution sites in the United States and
Canada. There are eight domestic and two foreign manufacturing sites in
addition to the newly founded Fabric Shield Mfg. plant in Pensacola, FL.
In addition to garage doors and openers, Wayne-Dalton manufactures Fabric
Shield Hurricane Shutter Products and home automation electronics.
Fabric Shield™ Hurricane Shutter Products were first developed at
our research and development laboratories in Pensacola way back in 1999.
HP: What products do you handle
today? Give a percentage breakdown of these products. What one product
or line stands out above the rest?
George: Regarding Fabric Shield, we
currently produce the storm panel and the pull-down shutter. Our design
engineers are in the process of developing several new shutter products
and incorporating improvements into existing ones.
The storm panel in an effective alternative to traditional metal products
and offers the homeowner a great code-approved product without the bulky
and dangerous metal panels.
Storm panels account for about 80 percent of sales at this time. The pull-down
shutter system was introduced about the middle of 2005 now accounting
for about 20 percent of current sales.
HP: Who are your customers? What
parts of the country do you service?
George: Our customers at present are builders and homeowners. We sell
product through a large dealer base in all storm-prone areas of the United
States and the Caribbean. We are also developing commercial applications
and are developing great interest within the commercial and residential
architectural community.
HP: Is your business computerized?
Do you have a company Web site, and how is it used to communicate with
customers?
George: Visitors can find information
regarding Fabric Shield at the Wayne-Dalton Web site at: www.wayne-dalton.com,
then they can click on the Fabric Shield link for dealer information,
engineering drawings and our large missile impact test video.
HP: How many salespeople do you
employ?
George: At present Fabric Shield has
a sales and marketing staff of four as well as an engineering design staff
that work directly with the sales representatives of our two wholesale
distributors and direct accounts.
HP: What best describes your niche
in the marketplace?
George: Upon initial rollout, we focused
on the residential retrofit market. However, it wasn’t long before
builders of new homes began taking notice as well as architects and designers.
We are now promoting fabric shield to certain commercial applications
as well.
HP: What are some of the key factors
involved in your growth and success?
George: Education is the key to success.
Any new product introduction needs a committed education program to inform
the end user. At Fabric Shield, we are dedicated to supporting our dealers
and distributors in their efforts to inform and educate the public about
Fabric
Shield products.
HP: What are your strengths in
the marketplace?
George: Certainly the Wayne-Dalton
name is highly respected in the marketplace. Identifying Fabric Shield
with a respected parent company has given us credibility in the market
and has made introducing new technology much easier.
HP: What distinguishes you from
the competition?
George: With regard to new technology
in hurricane protection products, Wayne-Dalton is able to take a product
from design development to product approval and manufacturing very efficiently.
We have the resources to develop new technologies and the market presence
to deliver them to the consumer better than anyone.
HP: How has your segment of the industry
changed since you first began?
George: The hurricane shutter industry
is growing by leaps and bounds in the aftermath of Florida’s active
2004 hurricane season, and 2005 is proving to be another record-setting
year for hurricane activity. All this has focused attention on building
codes and the need for updating in many states that either did not have
or did not enforce storm protection codes.
The repeal of partially enclosed legislation will open a segment of the
residential building market that was not previously available to the shutter
industry. Over all, the hurricane shutter industry is a growth market
both domestic and internationally. This trend is going to continue for
years to come.
HP: What other trends and cycles do you
see occurring in the industry? How is your business addressing them?
George: Any marketplace is always
evolving and changing. As the hurricane shutter business changes with
new building codes, Wayne-Dalton is right there, adapting and expanding
our product lines to fit the needs of the shutter industry and the homeowner.
We are new to the storm protection business but we bring a lot to the
table being part of Wayne-Dalton Corp. We listen to our customers and
the marketplace, creating products homeowners and the shutter industry
truly want and need.
HP: Where do you see yourself and your
company five years from now? Are there additional areas within the industry
that you would like to get involved in?
George: At Wayne-Dalton, there is
a commitment to innovation, that commitment is visible in the Fabric Shield
Division. We are developing a variety of new and innovative hurricane
shutter products for both residential and commercial use. As we progress
with Fabric Shield, Wayne-Dalton has the opportunity to become one of
the premier manufacturers of high-quality storm products in the shutter
industry.
HP: What advice would you give to other
hurricane protection professionals?
George: Take care of your customers
because if you don’t someone else will.
Wayne-Dalton Corp.
3395 Addison Dr.
Pensacola, FL 32514
(850) 475-6019
fax: (850) 479-4279
www.wayne-dalton.com
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