Announces New Line of Re-Styled Pclnel Doors

In announcing a line of new re-styled panel doors, the \\rest Coast fir door industry has shown itself to be alert to sales trends. The new line is now making its appearance through door jobbers-in time to cash in on the Springtime building and, remodeling surge. In time, too, to take advantage of the huge market for replacement.

As early as three years ago the industry-through its trade association, the Fir Door Institute-was developing nerv door styles in keeping with changing trends in home design and decorating. The restyled fir panel doors fit

Mockups, in the smart new decorator colors, \,ere exhibited at trade shows throughout the country. The success of the design development was dramatically proved by the enthusiastic recention of these pilot models.

"This ready acceptance was really no surprise to us," explained James F. Fowler, managing director of the Fir Door Institute. "Panel doors have ahvays been recognized for their beauty and durability. All we had to do was to bring styling details up to date. The readiness with rvhich manufacturers went ahead with the necessary retooling right into the move torvard more generous use of texture, color and dimensional depth in interior decorating. Designers and architects worked with the industry production people to develop patterns that would not only be acceptable, but would have long life. Three factors were kept in mind throughout the development stages-highstyled appearance that would be versatile enough for all applications; quality worthy of the industry's carefully built 30-year reputation; and competitive price. snd color tl.otmanls mcdr po*iblo in thcsc ncw fir poncl doon odd int r.rt to overy room in lhc homc. llig ponclr fromcd by plcin widc molding mokr thcm rasy lo dccorolc... fun for thc imoginotivo homeowncrt. demonstrates the industry's genuine desire to keep abreast of changing times. We're confident that this program is going to bring a profitable upsurge in the door selling picture."

The actual construction changes are simple. Old style ovolo and bead-and-cove molding has been replaced rvith flat bevel molding. The exposed width of the molding which frames panels has been in.creased about rf". Overall door dimensions are unchanged. At present the restyling

2952 Gibbons Drive

is limited to the popular one, two and three panel doors. The wide molding becomes a natural frame for many treatments-by no means limited to paints. While color combinations through painting will be most used, the use of textured fabrics and wall papers, appliques and decals will provide fun for home-owner decorators with ideas of their own.

Designed to help build customer acceptance-and to bring customers to the dealer's counter-the Fir Door Institute has scheduled an aggressive program of advertising and merchandising. Colorful banners, inserts and oi:her sales tools have been prepared; consumer advertising is showing horv these new doors can bring hotnes up-to-date. National and regional trade publications are being used to inform builders and specifiers as well.

The Fir Door Institute is the trade association of 12 West Coast manufacturers who produce 95 per cent of fir doors sold. The Institute maintains its program of quality control through a system of indepentent inspection. Every door stamped with the FDI seal has been rigidly inspected to assure manufacture in accordance with stringent industry and U. S. Commercial Standards.

Gordon Monoiy Visits Soufh

Nfr. and Mrs. Gordon Manary, of Scotia, California, have been enjoying a two weeks vacation in Southern California, and Nevada. Mr. Manary is vice president of the Pacific Lumber Company, and resident manager of the great sawmill plant of the firm at Scotia.