European Solar-Shading Organization
Development of Awning-Products in Europe
44,5 % 41,6 %
R+T markets: How can the added value of solar protection
products be brought to the final customer?
Winters: The best will be that ES-SO creates a campaign that
will put the right focus on all the USPs, which there are a lot.
If all brands are communicating differently, as a sector we
lose too much focus! National members will be granted the
use of this brand, making our messages focused in the market.
We will launch this campaign at the next R&T Stuttgart 2018
during a specific ES-SO seminar on 1 March. Come and see us!
R+T markets: Dickson Constant has led a successful marketing
what feedback have you received?
Winters: Area+ is dealing with the new desire to enjoy outdoor
metal or PVC fabric which makes people not really feel in the
same decorative environment outdoors as if they were indoors.
ancestors spent 90 percent of their time outdoors. The last
100 years, the human body went through a bigger change of
environment than the 500 years before Darwin. People want
to be outdoors, and in the last ten years, outdoor living has
experienced a fantastic development because of this. This
Area+, however, needs to be just as decorative and beautiful
as the indoor decoration, and our collection brings the quality,
and exceptional fabrics that combine design and performance
32 campaign with Area+. How much effort was required and
living. Up to now, pergolas are very often made out of
We spend 90 percent of our daytime indoors, when our
R+T markets 2018
so that consumers can expand their living area to indoor and
outdoor without barriers. The best manufacturers have in the
meantime adapted their products and tests so that they are
now able to use Expansion fabric (a special acrylic with improved
charac teristics both on stability, resistance and including
a trans parent membrane that makes it waterproof) but
also Sunworker Cristal, and even outdoor XL curtains of our
well-known Sunbrella brand. These curtains are installed in the
spring, left outdoors all year, and washed in the wintertime.
R+T markets: What is the role of ES-SO on a European level
and is this work bearing fruit?
Winters: ES-SO has been in business for twelve years, as the
real umbrella organisation for Solar Shading trade associa -
tions in the EU and even worldwide. We have witnessed a
spectacular development in knowledge and we stand for
400,000 people across the 28 states of the EU with a TO of over
€35 billion. Our pillars of action are the following: EU lobby:
EPBD Review; Demonstration benefits of shading; Communication
Campaign; Knowledge hub and Training development;
ES-SDA validated product database. At the beginning, the EU
units for energy and health did not know our technology
at all, and now we are being consulted as a real knowledge
centre for the new Energy Performance of Building review.
We are truly considered now and that was not at all the case
twelve years ago.
Interviewed by Matthias Metzger
Movement on the awnings market: A study from Interconnection Consulting examines the quantitative development of awnings products in Europe
up to the year 2019. The leader of the study Dr. Stefano Armandi forecasts significant growth for zip screens in particular.
Graphics: R+T markets; Source: IC Consulting – awnings in Europe 2016