Orlando, Fla. — DaVinci Roofscapes is passing along a reduction in internal costs to its customers with high hopes that homeowners ultimately will enjoy the savings on its polyethylene shake and slate products.
Price cuts of 11 to 16 percent went into effect in the fourth quarter of 2016 as the Lenexa, Kan.-based manufacturer repositions itself to be more competitive with natural alternatives like cedar and other roofing materials like asphalt.
“Rather than hold on to that additional profit, we wanted to pass it on to the market,” DaVinci CEO Ray Rosewall said at the International Builders' Show in Orlando. “We want homeowners to know they should be paying less so the contractors and distributors aren't tempted to hold onto the extra dollars.”
It's working in one region already, he added.
“With our stock distributors in the Northwest, we are equal to or less than real wood,” Rosewall said. “We're in a significantly better position than we've ever been.”
Founded in 1999, DaVinci's lineup used to be considered specialty products, but company officials say it has gone mainstream since the first installations in 2001. Rosewall said from an aesthetic, performance and cost standpoint, synthetic roofing products are very competitive nowadays.
In 2016, about 85 percent of DaVinci's business was replacement roofing and 15 percent was new construction, compared to an 80-20 ratio before the housing bubble.
“During the depths of the building recession it was like 5 percent new construction, so things have improved and we expect it to continue,” Rosewall said, adding that the company saw double-digit growth last year.