Hunter Douglas is shedding light on major opportunities for custom integrators in the automated shading market. While roller and screen shades have long been the industry standard, new data reveals that limiting solutions to these categories alone leaves significant revenue unclaimed.
According to insights from the Hunter Douglas Custom Integrator Program (CIP), roller shades account for only 41% of integrators’ unit sales and 39% of their total revenue, meaning integrators focusing solely on these solutions are missing out on the remaining 60% of the market’s potential. The CIP provides specialized training, sales tools, and product access to help integrators expand their offerings and capitalize on the full scope of automated shading solutions.
“Homeowners, designers, and builders are increasingly seeking shading solutions that harmonize technology, energy efficiency, and elevated design aesthetics,” says Scott Stephenson, senior director of product global motorization for Hunter Douglas. “Gone are the days when roller shades alone could meet rising expectations. Our CIP data shows that integrators who embrace the full range of solutions stand to see not only greater revenue, but also stronger relationships with their customers. By investing the time to learn a broader product mix, integrators can deliver more personalized experiences, ensure premium design aesthetics, and ultimately stand out in an increasingly competitive market.”
As integrators look to maximize profitability, three key shading categories stand out as underutilized opportunities in the market based on data from the Hunter Douglas Custom Integrator Program.
1. Sheer Shadings: Small Volume, Big Revenue
One of the most overlooked but high-margin categories is Sheer Shadings, which represent just 10% of integrators’ unit sales yet drive 17% of total revenue. Their ability to diffuse light beautifully while maintaining privacy makes them a premium option for homeowners — and a lucrative upsell for integrators.
Hunter Douglas offers several Sheer Shading solutions that enhance natural light while providing flexible light control. Silhouette Window Shadings feature soft, adjustable fabric vanes that float between sheer panels, balancing privacy and daylight. Pirouette Window Shadings introduce sculptural fabric vanes for a more dramatic effect, while Luminette Privacy Sheers combine sheer drapery with vertical vanes, ideal for wide windows and sliding doors.
With their elegant aesthetics, light diffusion capabilities, and the ability to automate with PowerView, Sheer Shadings offer integrators a compelling way to elevate project value and appeal to design-conscious homeowners.
2. Duette Honeycomb Shades: A Smart Play for Energy Efficiency
As the inventor of the cellular shade, Hunter Douglas has set the industry standard in energy-efficient window coverings. With 29% of total unit sales and 25% of revenue, Duette Honeycomb Shades continue to be a top choice for integrators focused on delivering superior insulation and seamless automation to smart home clients.
Beyond their design and performance advantages, Duette Honeycomb Shades also offer tangible cost savings: AERC-rated Duette shades are eligible for a federal tax credit rebate of up to $1200 under the Inflation Reduction Act of 2022. By emphasizing this benefit in their sales approach, integrators can highlight a clear return on investment for homeowners who want both style and energy efficiency, while further differentiating themselves in a competitive market.
3. Roman Shades and Shutters: High-End Design, High-End Profitability
While Roman Shades (5.5% of units, 7.5% of revenue) and Shutters (5.7% of units, 4.9% of revenue) may not be the most commonly installed products, they play a critical role in high-end home design projects. By integrating these premium options into their portfolios, dealers can attract luxury clients looking for sophisticated, custom solutions.
The Hunter Douglas Custom Integrator Program provides support to simplify the sales and installation process so dealers can confidently specify and install the full Hunter Douglas portfolio of shades. The program offers training, tailored sales tools, and much more. Dealers interested in joining the program can visit www.hunterdouglas.com/cip
For more information, visit www.hunterdouglas.com.
