SunSetter Awnings

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SunSetter Products L.P.
Private
Industry Manufacturing
Founded 1988
Headquarters Malden, Massachusetts
Products Awnings
Website www.sunsetter.com

SunSetter Products LP is an American manufacturer of home improvement and outdoor products. The company manufactures, sells and supports retractable deck and patio awnings, freestanding awnings, window awnings, vertical solar shades, flagpoles, and screen rooms. Based in Malden, Massachusetts, a suburb of Boston, the awning company was formed in 1988. SunSetter is the retractable awning market leader, controlling about a third of the United States awning market.[1]

History

SunSetter was founded in 1988 in Malden, Massachusetts.[2] SunSetter’s mission is to provide the highest quality retractable awnings for the home at economical prices which are affordable to middle-America. SunSetter targets its products to both the do-it-yourself consumer and to consumers who are uncomfortable with self-installations.[3]

Manufacturing

SunSetter manufactures its retractable awnings in a 72,000-square-foot (6,700 m2) facility in Malden, MA. Because SunSetter targets the middle-income market, all of the awnings are mass-produced to keep costs low.[4] Two person teams assemble each awning based on the consumer's choice of color, size, and model. Each awning is tested and operated in the factory before shipment. SunSetter has developed a large shipping network by partnering with UPS Freight to deliver awnings as long as 20 feet (6.1 m) directly to residential neighborhoods.

Products

SunSetter produces four different style deck and patio awnings and allows the customer to customize different features such as size and fabric color.[5] SunSetter manufactures two manually operated awnings with vertical support arms that open with a hand-crank, the 900XT and 1000XT models. The XT models are similar in style and operation to awnings on recreational vehicles. SunSetter also offers three lateral arm awnings, the automatic Motorized model, Motorized XL model and the non-motorized VISTA model. Lateral arm awnings have support arms that expand directly under the awning fabric. The awnings are manufactured in one foot increments, ranging from seven feet to a maximum width of twenty feet. The awnings are available in many color choices.

The awning framework of all SunSetter deck and patio models mount directly onto the home using wall or soffit brackets and can be installed on every kind of siding.[6] The awning hardware is made of strong, lightweight, rust-proof aluminum. The weatherproof materials allow the awning to be closed against the house and kept on the home year round.

In addition to deck and patio awnings SunSetter also manufactures a freestanding retractable awning called the SunSetter Oasis. The Oasis has the same stainless steel dual cable lateral arm technology as the Motorized and VISTA awning models. Because the Oasis is freestanding it can be placed on any flat surface.

SunSetter also manufactures window awnings, telescoping flagpoles, vertical solar shades, screen rooms, and mats.

Advertising

SunSetter advertises on television, print, and the web. According to the Boston Business Journal, “With a $10 million to $12 million annual advertising budget, SunSetter slowly built its direct-to-consumer sales from about $3 million in 1995 to over $50 million [in 2005].”[7] SunSetter was reported as a top 20 advertiser during the July 1 – September 30, 2007 period for Short-Form DRTV with a media spend of just under $16 million in the home and building category, according to the February 2008 issue of Response magazine.[8] Also, the March 2008 issue of Response magazine reported SunSetter as number one in the Household/Kitchen category of Top Five Vertical Markets National Cable Spot Rankings.[9] According to Response, “[the rankings are] based solely on frequency of programs aired on national cable networks monitored.”[10]

Business-To-Business Network

In addition to selling direct-to-consumer, SunSetter sells business-to-business to a large network of retail chains and smaller local stores. SunSetter awnings are sold at various retail chains including: Costco, BJ's, DirectBuy, and Costco Canada. SunSetter’s Dealer Network of smaller businesses includes over 600 active dealers around the United States.

External links

Notes

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References

  • Haire, Thomas (2012, August). DR Shines Bright for SunSetter. Response Magazine, 23-26.
  • Infomercial Monitoring Service. (2008, March). Research: The IMS Top DRTV National Cable Rankings. Response Magazine, 18.
  • Martin, Brett (2007, March). Shade your deck. The Family Handyman, 73-78.
  • Moftakhar, Shay (2008, February). 3Q Short-form DRTV Media Billings Approach $1.2 Billion. Response Magazine, 24-26.
  • Qualters, Sheri (2006, March 6). Made in the shade: Awning co. grows with contractors. Boston Business Journal. Retrieved March 7, 2008.
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