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IN DEPTH: Siding

Rustic styles are gaining popularity. “Knotty cedar is an affordable option and growing in interest, particularly where a rustic look is desired. The textured face has gained appeal,” WRCLA’s Mackie says.

Warmer wood tones are more popular, LP’s Maddern concurs. “Wood tones are definitely regaining popularity. Solid colors are not as popular. Walnut is starting to pop. If they don’t get that as a prefinished color, they have to stain the wood to achieve that look, which does not provide as durable of a coating as a factory-applied finish.”

Woodtone’s Pidlisecky agrees. “Our rustic, wood-tone product is popular in the West. Customers like a rustic, naturalwood appearance with a smooth finish. The rustic category has grown significantly recently.”

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Boral North America has introduced several profiles to its new siding line keyed to Western designs that replicate redwood. “But we’re seeing interest in the products nationwide,” Zimmerman says.

Along with that rustic look is an interest in textures and depth regardless of material. “We’re seeing a real uptick in interest in different textures,” Tapco’s Wierengo says. “We have a variety of profiles, and in the past six to nine months, we’ve seen a move to heavier textures overall.”

ProVia’s Zenoby agrees. The firm introduced two weathered-shake products this year. “They provide a rough-sawn cut look that is growing in popularity,” he says. “They’ve received a really good reception. They add to our exterior profile, which is expanding the options for products with a weathered look.”

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“Shakes and other shapes are gaining popularity, with staggered and square edged designs providing more variety,” Woodtone’s Pidlisecky says. “Architects are continuing to look for new options to create a unique style for their customers. We’re seeing more architects mix products today. They don’t stay with one type of product. They’re being more creative and mixing in metals and stone as well.”

This variety of products opens new opportunities but creates concerns. “Color can be a tough decision for homeowners,” CertainTeed’s Kirn says. “It’s a big expense, so they look carefully and are concerned about making a mistake. What looks good in a small amount may not look as good on the entire home. We offer visualization tools to help overcome that fear.”

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More manufacturers are including design tools and visualization options on their websites to help overcome fears. Royal Building Products, for instance, offers an online tool to let homeowners and contractors design the home’s exterior, using templates or photo uploads to generate a custom exterior. The company is also working on a project-estimator app that allows contractors to store data on each siding product and create accurate estimates on the spot.

“Homeowners are doing more research on the Web,” Progressive Foam’s Culpepper says. “It’s become a major communication tool for us. Technology of all types is growing, but sample boards and literature are still necessary. Homeowners like to see demonstrations and feel something tangible when they buy.”

ProVia has introduced a printed tool, the Designer Collections Look Book, which groups products and colors into suggested combinations. “Homeowners are very creative, but they need some assurances about being creative with such a large investment,” Zenoby says. “The goal with our Look Book is to give homeowners the feeling that they are designers and that they don’t have to be afraid of colors beyond white and sand.”

The book can be used even if ProVia products aren’t selected, he adds. “We want to get homeowners thinking outside the box and trying different combinations. The book has gotten a great reception.”

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