Sometimes, new colors can change the sales dynamic even in an economy that could still use a boost and that's what it has done for wood-composite and cellular PVC decking manufacturer Fiberon LLC.
Without providing production numbers, the privately owned New London, N.C., company said July 7 that it has increased production capacity for its wood-composite Horizon line of decking by 300 percent since January and that it has plans for additional expansion.
Chris Beyer, vice president of marketing, credits the introduction last fall of two multi-chromatic tropical colors that have the dramatic wood tones of tropical hardwood as the impetus for the sales growth for the product line that was originally introduced in October 2008.
It has quickly become our leading product and our market leader, said Beyer in a phone interview July 14. It looks like indoor hardwood. We are actually on allocation now and increasing production capacity.
Beyer said the company has been converting production lines that were making other products to the Horizon decking.
We have added a couple of lines at our New London plant this year and will probably add another, and two months ago, we began making Horizon decking at our Meridien, Idaho, plant, for the first time.
The response to the Horizon product line has been so overwhelming that we have had to invest rapidly in expanding our capacity, said Doug Mancosh, CEO and owner of Fiberon. These two wood tones have generated enormous interest and excitement. Since January 2010, we have increased our production capacity by 300 percent and have plans for further expansion.
Beyer said the Horizon product is being manufactured on existing extrusion machines at the company's two manufacturing plants, but that it was necessary to add some equipment because the process is different.
The Horizon decking line is made from recycled high density polyethylene and wood flour with a non-organic outer capstock that encapsulates the product on all four sides to better protect the decking board from marring, mold and mildew. It eliminates the potential for mold growth, Beyer said.
The surface capstock, called PermaTech, is a proprietary material used on golf balls, sporting goods, and vehicles where extreme durability is needed, Beyer said. It provides long-term fade-resistance and is phenomenally durable, providing the true ultra-low maintenance that consumers and manufacturers are chasing.
Horizon comes with a 20-year Fade-and-Stain warranty.
The tropical hardwood look for Horizon decking represents the marriage of the highest beauty to the best performance, Beyer said.
Homeowners are looking for deck designs that are extensions of their home and an easy-to- maintain product. This provides that exotic look, but with the best stain, fade, mold and scratch resistance in the wood alternative and composite decking category.
Horizon also is available in four solid colors, and has an optional hidden fastener system.
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