Closing the shades on the Web

Hunter Douglas’ decision to no longer sell blinds and shades directly to consumers through the Internet caused a little ripple in the retail world last month. The March 29 announcement apparently had nothing to do with the big-box channel, even though Hunter Douglas is sold at Home Depot. The window treatment manufacturer believes that consumers are best served by “a highly trained network of independent showroom dealers and in-home consultants”—more than 7,000 of them who have aligned themselves with the Upper Saddle River, N.J., company, according to the announcement.

“By discontinuing Internet sales, we will be lose some business in the near term,” said Marv Hopkins, president and CEO of Hunter Douglas. “We are confident, however, that this policy will further our goal of preserving and enhancing the image, value and reputation of the Hunter Douglas brand and will also lead to greater sales through our aligned dealer network over the long term.”

Although the policy doesn’t take effect until June 1, visitors to the Hunter Douglas Web site were already being routed to independent dealers in early April.

It remains to be seen whether others follow suit. Levolor, a chief rival to Hunter Douglas, continues to sell window treatments over the Internet, as well as through Home Depot, Lowe’s and independent dealers.