Not all moulding is wood

D URISTS among do-it-yourself customers may insist f on real wood mouldings, but many others will happily buy the conveniences of man-made moulding products.

A retailer can hedge his bets and cater to both markets. Since the extruded vinyl millwork comes finished in both decorator colors and woodgrain, it is a natural companion to display with decorator wallpapers and paneling.

Retailers can recommend these wood substitutes freely, because they have benefits for certain customers. To the eye, the prefinished moulding looks just like finished wood. The contemporary colors are muted and fashionable in shades like dusty rose, ivory, slate blue, wheat, swan white and Baltic blue.

The woodtones are hard to distinguish from the real thing. The simulated birch, hickory, pecan, pine, teak

Extruded vinyl moulding can be recommended to d-iyers for easy application. It cuts readily and installs with either finishing nails or adhesive. Any type of nail can be used. Positioning the nail in relation to the edge is not critical since the material will not split. Vinyl moulding bends easily, allowing for curves, such as on an archway, in application.

Durability is another beneht a dealer can stress when selling vinyl moulding. The material is impervious to sun, moisture and rot. It has none of the upkeep or inconsistencies of wood.

Cellular vinyl is rated 2000/o more impact resistant than pine. If a moulding is dented, an application of heat will smooth out the blemish, according to advice frequently given in the industry. Manufacturers guarantee vinyl moulding will not warp or crack with age.

Vinyl mouldings are available in a variety of profiles including ranch and colonial. Lengths are pre-cut for easy handling and self-service by the customers.

Vinyl wrapped wood mouldings are attractive products for the d-i-y trade. They come in as many as 15 colors with the advantage of the vinyl's resistance to cracking and chipping. Some are manufactured so that they can be flexed for inside and outside corners in addition to being used as battens.

Prefinished vinyl moulding because of its color makes an attractive statement when racked at point of purchase. It also shows to advantage in displays or vignettes with other decorative products.

A do-it-yourselfer who has used the material on several projects sums up the advantages of extruded vinyl materials in this way: "It gives great rehnement of detail. It is similar to wood's thermal values, and in some cases, greater. Yet it's impervious to rot or moisture. It takes nails, screws and fasteners of all types. And it can be bonded with selected adhesives."

August 1988

A LTHOUGH the majority of Amouidine sales are made to men, a high-percentage of the time the purchase is engineered by a woman.

Women read home fashion magazines and watch the architectual tends. They apply to their homes the same techniques they use to keep themselves fashionable. They recognize the value of moulding for adding luxury and style as well as transforming the appearance of a room. When they go shopping for moulding, they expect to find in the home center or lumber yard the amenities they find at the fashion mall or supermarket.

Thus, it makes sense for dealers to cater to their expectations. A clean, colorful, well lighted warehouse building or showroom with a safe, landscaped parking lot is the beginning. Women will shop in nonluxury surroundings if the price is attractive, but they expect cleanliness and well kept premises.

Fashion malls and supermarkets also concentrate on Point of Purchase displays. Think mall and You think inviting displays and cross merchandising. Mall stores rarely display merchandise without props enticing people to buY.