BD[T@RIAL

A rose by any other name

For those inclined to think the bloom is off the home improvement rose, new studies forecast a continued flowering for do-it-yourself and fix-up in general.

The numbers are encouraging for anyone providing anything from 2x4s to the fanciest high tech home products.

Home improvement expenditures are expected to increase a healthy 6.4Vo per year, exceeding an astonishing $160 billion annually by the year 2000, according to the Freedonia Group, Inc. This market, their latest study points out, will also benefit from increasing home turnover, the continued expansion of the d-i-y market and rising costs associated with new construction.

Additionally, American homes continue to age, meaning that more and more money must be spent simply to maintain them in adequate condition. This, coupled with the natural desire of homeowners to change their dwelling to conform to their tastes, means added impetus for home improvement. Energy considerations alone will drive this market as homeowners and commercial building landlords upgrade properties to take advantage of new energy-efficient products to save money. Sometimes perfectly good homes

DAVID CI]TLER editor.publisher

are remodeled simply because owners want a new look.

Hot new products expected to exhibit the best growth during the remainder of the decade are kitchen and bath products, windows and doors, and heating and cooling equipment. As products in this segment generally offer better performance over previous designs, they are more likely to be replaced before they've worn out. Again, the perception of improved appearance may cause them to be purchased for aesthetic, rather than practical reasons.

Interior coverings are expected to grow more than the average. The appeal ofa new paintjob is seen in its relative ease for d-i-yers and the reasonable cost.

While continuing to lag the professional market, d-i-y will benefit from rising labor costs, more home improvement products at more retail outlets, and manufacturers' heightened efforts to stimulate d-i-y activity.

While much has been said of late regarding the professional market, and rightly so, let's not forget that d-i-y is a multi-billion dollar money patch that continues to grow. Are you getting your share of the crop?