Bringing new life to a stagnant market for Hunter Douglas.

Market erosion by low-price vendors resulted in the commoditization of the vertical blind market.

Re-establish Hunter Douglas as category leader by offering an option in the vertical window fashion category.

Create a new product category: "SoftFold Shadings" to differentiate it from verticals.

Develop the name Serenette, leveraging the equity of Duet® and Silhouette® — two previous Hunter Douglas products.

Position Serenette as a more elegant vertical window fashion than vertical blinds, but with the same degree of light control.

Launch a trade campaign that consisted of direct mail, public relations and advertising to interior designers, an audience reluctant to spec vertical blinds for their clients.

Carry the positioning of the campaign into collateral, display and sampling devices, including the design of a versatile sample book for in-store use by consumers and in-home use for designers.

Serenette was applauded by the trade as a beautiful alternative to vertical blinds.

Orders were received even before the official launch date.

Hunter Douglas became the leader in a new vertical blind category.