Like everything in the building industry, the millwork market has slowed down considerably primarily because of the housing market falling out from everyone. But remodelers who are working have really built up a good family of clients and have learned to upsell a bit more with low-maintenance millwork products. As homeowners use the pause in the market to reinvest in their homes, they are after low-maintenance and higher quality products.

“People want that classic look that wood used to give them without the headaches,” says Kristen Nicholas, channel marketing manager for AZEK Building Products, Inc. “The trim market is about a $1.4 billion market. As consumers become savvier about their homes and options, it’s only going to grow.”

Product placement

“Because of where the economy is sitting, the market is primarily about simple renovation,” explains Vicki Brown, purchasing manager for Architectural Products by Outwater. “It’s about doing little things that can increase the value of the home and showcasing different areas of the home.”

With more people opting to stay in the home that they have and remodel, they’re swapping out the old or changing the look. Homeowners’ returns on investment include few maintenance issues, increases in the resale value of their home, and improved curb appeal.

Another trend hitting the millwork market is the new urbanism in traditional neighborhood developments that are bringing back fancier front porches and entryways with all the decorative elements. For crowns and other exterior millwork areas, remodelers can start with the trimboards and then layer several profiles of moulding to create that ornate and classic look.

“I think homeowners are more educated these days and are more savvy about materials they want to use,” adds Nicholas. “They’re really demanding low maintenance and performance, but want that aesthetic look that wood also gave as well.”

Without the need for frequent repair, replacement or repainting with synthetics, homeowners can have that more detailed, ornate look that they want without the actual headaches of wood. Aesthetically it’s also hard to tell the difference between synthetic mouldings to wood, especially when it’s painted. If painted, there are reduced or no issues of peeling, chipping or rotting paint. Homeowners get the nice brush-stroke look of a painted piece of wood on an ornate window-surround built-up or on a gingerbread look.

The right look