LBM Journal February 2010 : Page 29
TruChoice Ultralight MDF Mouldings from Arauco Wood Products provide the same density as Ponderosa pine, which is lighter than most MDF mouldings. Grown in Arauco’s sustainably managed plantation forests, they are precision engineered to be free of raised grain, trimbacks and defects. Wood mouldings will benefit the most, it notes, as wood remains the dominant ma- terial, representing 62% of the market in 2008. It owes that popularity to contractors and homeowners’ familiarity, the report says, and to its performance characteristics. The difficult market may actually be spurring more interest in mouldings, say marketers. “Homeowners are trying to add more curb appeal to their homes, to dif- ferentiate them,” says Kristen Nicholas, channel marketing manager for AZEK Building Products in Moosic, Pa. “The trend to ‘staycations’ has meant home- owners are staying home and investing in what they have. People are thinking more OPPOSITE PAGE LEFT: The extruded free-foam cellular PVC trimboard products from Kleer Lumber have achieved recycled-content certification from Scientific Certification Systems. The products feature 16% post-industrial/pre-consumer recycled material. RIGHT: With today’s thicker sidings, a deeper shadow line can create a significant difference, as seen here with the 5/4 AZEK cornerboard at the top and the new AZEK Cornerboard in 11 ⁄4 -inch thickness at the bottom. It comes in both a smooth and rustic texture with sealed edges to prevent dirt buildup. about how they can boost the appearance and quality of their home inexpensively, and they’re understanding that trim can be a huge part of a home’s architectural style.” That remains true even as homeowners consider smaller homes than in the recent past, adds Tom Riscili, president of Fypon in Archbold, Ohio. “New homes will use slightly less trim because of their size, but they may offset that by using it in new ways. We have to educate builders and consumers about what is available and get them to think about decorative options.” The key to adding sales comes in stress- ing the low-maintenance aspects of mould- ings, which marketers of composite, PVC and urethane mouldings emphasize espe- cially. “Dependable performance and long- term value are always key concerns, more so in challenging economic times,” says Bob Merrill, president and CEO of CMI in Chicago. “Homeowners expect dura- bility and long-term performance, so they aren’t dealing with moisture problems a few years later. It’s all about the combina- tion of price, quality and value.” Owing to the Internet and cable-TV home improvement shows, consumers are more aware of product options, says Azek’s Nicholas. “Homeowners are becoming ed- ucated, and builders need to respond. They are becoming savvier about all of the materials, and they desire low-mainte- nance products.” Those capabilities add potential for sales, she adds. “Low maintenance gives rise to more creative ideas,” because home- owners won’t worry about repainting dec- orations or structures in a few years. Like- wise, contractors can feel more confident about recommending these details, because homeowners will be aware of them. “We’re not quite there in having them un- derstand all of the different materials yet. But each month, consumers are getting more educated.” Wood mouldings can also offer dura- bility, through treatments that help them withstand weather, notes Kurt Williams, product specialist with Windsor Mill in Cotati, Calif. Its WindsorONE+ product uses five organic compounds to protect trimboards against rot, insects and mold, he explains. This process is performed at the company’s stateside mills in Califor- nia and Virginia. A number of PVC and urethane man- ufacturers have worked this past year to eliminate another difficulty: dirt lodg- ing on the exposed, rough edges. AZEK and Kleer both introduced products to eliminate that concern. ➤ LBMJournal.com ❘ February 2010 ❘ LBM JOURNAL 29
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