PVC and Composite Fencing
Eastern Wholesale Fence Restores Choices in Product Lines Before the pandemic, Eastern Wholesale Fence, the manufacturer of Illusions Vinyl Fence, was the service and product availability leader for most of the eastern part of the country. With over 60 styles of PVC fence in four classic colors and 30-plus vibrant colors and rich woodgrains, the choices were almost limitless.
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Enter COVID. “The pandemic year and repeated COVID surges threw the industry on its ear and caused every manufacturer, including us, to go into hyper-efficiency mode to handle the demand of a public working from home,” says Christopher DeLuso, chief revenue officer with Eastern. “Over the last couple of years, as we’ve moved through the challenges of the pandemic,” DeLuso continues, “it became clear that choices have gone missing from the vinyl fence industry – at least temporarily. Like a backwards Henry Ford, ‘You can have any color and style of vinyl fence you want, as long as it’s white and solid privacy.’” Originally, in the pre-pandemic years, DeLuso says Illusions’ incredible color and woodgrain choices gave customers more tools in their toolbelt and allowed them the opportunity to close any job that they were able to quote. Who could argue when shown a vinyl fence that looks like driftwood (Grand Illusions Vinyl WoodBond, Driftwood) from their favorite beach? Or the rich look of a walnut wood fence (Grand Illusions Vinyl WoodBond, Walnut) that never needs maintenance? How about a vinyl fence color to match virtually any home or trim, with the ability to combine colors to truly customize (Grand Illusions Color Spectrum) for a customer’s home or business? All of these choices were in addition to the classic, more neutral colors of white, beige, gray or clay that allowed a homeowner to secure their yard with a fence that would last a lifetime at an affordable price. Fortunately, through an investment in extrusion, Peter E. Williams Jr., chief executive officer with Eastern, says things are getting back to normal at Eastern. “In the middle of 2020 we started planning to increase our capacity in extrusion with our new facility. Initially, we were only going to add 50% more capacity to the company with this facility. But with demand being so strong, and with all of the capacity constraints in the industry, we committed to almost tripling Continued on p40
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MARCH 2022 | FENCE NEWS USA
