In a break with years of tradition, the story of the window business was not a matter of incremental growth last year. The soft window category benefitted from 2020's explosive growth in home furnishings as consumers hunkered down during the pandemic. Home remodels soared 15, according to home renovation platform Houzz thanks to federal stimulus checks and work-from-home. The Houzz survey found 36 of respondents undertaking renovations because they could finally afford to, and 44 taking up projects because their circumstances allowed them the time to. Total sales of soft window rose 11 in 2020 to $3.18 billion, according to HTT's Strategic Insights 2021 study. Sales grew in all channels of retail, with the strongest gains made in the discount segment (which include off-pricers) and e-commerce. "Whatever you had in stock last year, it sold," said Sally Voas, vice president of marketing at Kenney Manufacturing.
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