SolarGlass

I just spent two hours searching the web for an impartial information source that would help a homeowner sort through the varying frame materials, glass choices, styles, and energy performance. I started on our vendor sites and struck out there. Looks like something for us to create.

Before jumping in, please let me know any good IMPARTIAL sites you have found.

We began offering complete turn-key installed sales for homeowners a little more than a year ago. The good news is there is great interest in our combination of a quality install, fair pricing, and a no-pressure sales process. Given the sales strategy of our high pressure, gimmickry competitors, we routinely provide higher quality products along with AAMA certified installers at a combined price below their offers. How?

We don’t blanket door knobs, mailboxes, newspapers, radio, and TV with “buy two, get one free” specials. We don’t force ourselves into your home while requiring that both adults are present for the sales pitch. That’s the good news. Unfortunately, our competition’s focus on lead generation means that despite our higher value proposition, they sell far more installed windows.

We are looking for ways to “get into the conversation” and make more consumers aware of our peace-of-mind and product quality driven approach. One avenue of personal interest is a sustained campaign on Colorado Public Radio. What do you think? Will this message resonate with the target audience? Any other suggestions?

On December 11, 2008, the assets of Hurd Windows and Doors were purchased by Longroad Asset Management . This emergence from bankruptcy represents a positive step forward for the employees of Hurd and its distributors such as SolarGlass. Going forward, I believe Hurd will be able to accelerate investments in product quality and innovation.

Unfortunately, this transaction has resulted in a change in warranty coverage for those who purchased Hurd products prior to January 1, 2007. Here is a letter from Hurd explaining the change:

Hurd Warranty Announcement

Call or email your sales rep or me if you have questions or a problem with your Hurd products and we will help you weigh your options.

In the coming weeks, we will learn more about Hurd’s new ownership, direction, and decisions. We will post relevant details here in subsequent posts.

As promised, I have an update on Hurd’s Chapter 11 filing. In last week’s post, I stated that I was seeking assurances from Hurd regarding their ability to continue to build and deliver quality products, stand behind their warranties, and invest in announced and exciting innovations. Hurd’s response can be found here 9-19-08-hurd-update-buildersarchitectshomeowners.

Based on Hurd’s commitments and assurances, SolarGlass will continue to sell and support Hurd products. Unless there is a turn of events that changes Hurd’s ability to keep the commitments it has made, we believe this decision is in the best interest of our customers. In our opinion, Hurd is at the head of the class in terms of aluminum clad windows that compete based on high quality for moderate price. We are thus proceeding with business as usual.

Throughout Hurd’s bankruptcy process, we will share what we know as soon as new information becomes available. Beyond the obvious truth that we owe you this based on your business and the trust you place in SolarGlass, transparency and forthrightness is a personal standard and guidepost.

Monday morning, September 15, 2008, Hurd Windows and Doors filed a voluntary petition for a Chapter 11 reorganization under the bankruptcy codes. One of a number of public stories regarding this turn of events can be found here. As one of Hurd’s top customers, I had the good fortune to be in Medford Wisconsin for meetings with Hurd’s senior leadership team the very evening of the filing and throughout the next day.

SolarGlass has distributed Hurd’s products for over twenty years and has long represented them as a great value for the money built by a team of capable, caring people. Certainly there have been smaller and larger bumps along the way but I don’t believe any business can claim otherwise. Hurd’s President is optimistic that this reorganization will make them a more focused provider of quality wood clad windows and doors, end the distractions associated with vinyl window production, and clear the way for continued innovations in energy performance. Additionally, Hurd executives expect the reorganization process to be relatively short-lived.

That said, a bankruptcy filing raises questions. Our obligation at SolarGlass is to ensure we honor the faith and trust our building professional and homeowner customers have placed in us with a thorough analysis of the situation and a decision to either continue to stand behind the Hurd product and team, substitute products we already distribute, or source a quality alternative. Paramount to us is the ability to provide solutions for residential and light commercial construction in which we are 100% confident and that can be relied upon for the life of the window or door.

To that end, I have asked Hurd’s president to provide information we will use to inform our decision making. Specifically, I have requested assurances regarding the continued availability of raw materials with which to continue production; access to cash and lines of credit sufficient to sustain operations throughout the duration of this process; warranty commitments to products purchase prior to and during this bankruptcy period, and Hurd’s ability to implement their well-developed plans for meeting 2009’s more stringent Energy Star requirements.

These are difficult times and the Hurd team has done much to support SolarGlass and offer great value to our customers. We appreciate their candor and in turn promise open and transparent communication to our customers and employees. I will post our next steps on or before September 21, 2008.

Best regards,

Gwenael Hagan
Owner
SolarGlass Window & Door