SunSetter Awnings

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SunSetter Products LP is an American manufacturer of home improvement and outdoor products. The company manufactures, sells and supports retractable deck and patio awnings, window awnings, vertical solar shades, flagpoles, and screen rooms. Based in Malden, Massachusetts, a suburb of Boston, the awning company was formed in 1988. SunSetter is the retractable awning market leader, controlling about a third of the United States awning market.[1]

Contents

[edit] History

SunSetter was founded in 1988 in Malden, Massachusetts by Jonathan Hershberg, Ido Eilam, and Les Snader as a limited partnership. As of the present, SunSetter continues to be a privately owned company. SunSetter’s mission is to provide the highest quality retractable awnings for the home at economical prices which are affordable to middle-America. From its inception, SunSetter has targeted its products to the do-it-yourself consumer.[2] Approximately 70% of SunSetter awnings are sold right to the consumer without a middleman.[3] To accomplish this SunSetter has built an extensive customer support network for before and after the sale.

[edit] Manufacturing

SunSetter manufactures its retractable awnings in a 64,000 square foot facility in Malden, MA. Because SunSetter targets the middle-income market, all of the awnings are mass produced to keep costs low.[4] Two person teams build each awning based on the consumer's choice of color, size, and model. Each awning is tested and operated in the factory before shipment. SunSetter has developed a large shipping network by partnering with UPS Freight to deliver awnings as long as 20 feet directly to residential neighborhoods.

[edit] Products

SunSetter produces four different style awnings and allows the customer to customize different features such as size and fabric color.[5] SunSetter manufactures two manually operated awnings with vertical support arms that open with a hand-crank, the 900XT and 1000XT models. The XT models are similar in style and operation to awnings on recreational vehicles. SunSetter also offers two lateral arm awnings, the automatic Motorized model and the non-motorized VISTA model. Lateral arm awnings have support arms that expand directly under the awning fabric. The awnings are manufactured in one foot increments, ranging from seven feet to a maximum width of twenty feet. The awnings are available in 12 laminated, waterproof fabrics and 30 woven acrylic fabric color choices. The power cord on the Motorized awning can be placed on either the right or left side to accommodate different deck and patio configurations and electrical outlet locations.

The awning framework of all four SunSetter models mount directly onto the home using wall or soffit brackets and can be installed on every kind of siding.[6] The awning hardware is made of strong, lightweight aluminum. The weatherproof materials allow the awning to be closed against the house and kept on the home year round, even in winter.

Over the years, SunSetter has expanded its product lines beyond retractable awnings. SunSetter now manufactures window awnings, telescoping flagpoles, vertical solar shades, screen rooms and mats. SunSetter also sells accessories that attach to the awning and other outdoor backyard products.

[edit] Advertising

SunSetter advertises on television, radio, print, and the web. According to the Boston Business Journal, “With a $10 million to $12 million annual advertising budget, SunSetter slowly built its direct-to-consumer sales from about $3 million in 1995 to over $50 million [in 2005].”[7] SunSetter was reported as a top 20 advertiser during the July 1 – September 30, 2007 period for Short-Form DRTV with a media spend of just under $16 million dollars in the home and building category, according to the February 2008 issue of Response magazine.[8] Also, the March 2008 issue of Response magazine reported SunSetter as number one in the Household/Kitchen category of Top Five Vertical Markets National Cable Spot Rankings.[9] According to Response, “[the rankings are] based solely on frequency of programs aired on national cable networks monitored.”[10]

[edit] Business-To-Business Network

In addition to selling direct-to-consumer, SunSetter sells business-to-business to a large network of retail chains and smaller local stores. SunSetter awnings are sold at various retail chains including: Costco, Lowe's, DirectBuy, NAMCO, and Costco Canada. SunSetter’s Dealer Network of smaller stores includes over 800 active dealers with a presence in each of the 50 states. Many of the independent authorized SunSetter Dealers offer installation services.

[edit] External Links

The official SunSetter website

[edit] Notes

  1. ^ Qualters 2006, p.1
  2. ^ Qualters 2006, p.1
  3. ^ Romano July, p.1
  4. ^ Qualters 2006, p.1
  5. ^ Qualters 2006, p.1
  6. ^ Martin 2007, p.76-77
  7. ^ Qualters 2006, p.1
  8. ^ Moftakhar 2008, p.26
  9. ^ IMS 2008, p.18
  10. ^ IMS 2008, p.18

[edit] References

  • Infomercial Monitoring Service. (2008, March). Research: The IMS Top DRTV National Cable Rankings. Response, 18.
  • Martin, B. (2007, March). Shade your deck. The Family Handyman, 73-78.
  • Moftakhar, S. (2008, February). 3Q Short-form DRTV Media Billings Approach $1.2 Billion. Response, 24-26.
  • Qualters, S. (2006, March 6). Made in the shade: Awning co. grows with contractors. Boston Business Journal. Retrieved March 7, 2008.
  • Romano, J. (2007, July 15). Before You Install a Retractable Awning. The New York Times. Retrieved July 16, 2007.
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