It’s ‘Home Sweet Hideaway’ as Consumers Nest in 2009

LAS VEGAS, Jan. 21 /PRNewswire/ — In 2009, it’s “home sweet hideaway” as
consumers seek shelter from the economic, political and personal storms
brewing nationwide, a leading home and lifestyle strategist told top industry
media gathered at Pella Corporation’s exhibit today at the International
Builders’ Show (IBS).

In spite of a difficult economic landscape, the desire to rebuild, remodel
and reinvent the homestead remains a core part of consumers’ cultural DNA,
says Robin Avni, senior director and lead consumer strategist with
Iconoculture. “Consumers consider their lives an ongoing improvement project,
but they are now looking to live to the best of their abilities rather than
beyond their means,” she said. “Conspicuous consumption” is out, according to
Avni, and that will mean a postponement of major appliance purchases, trading
down for bargains, and seeking energy savings.

For the next few years, the idea of upgrading an existing home will
replace the concept of trading up, Avni said. And even when market recovery
gains momentum, she predicts that the footprint for homes will continue to
shrink, with an emphasis instead on personalized features and amenities.
“Building green will become more mainstream and less confusing as builders,
contractors and consumers alike all get a better grasp of product potential
and begin to see the value in ‘going green’,” she said.

About Iconoculture

Iconoculture is a cultural trend research firm that blends consumer-facing
research with client-focused advisory services to help Fortune 1000 companies
and top global agencies translate key cultural trends into actionable ideas
for business. As Iconoculture’s go-to source on home, garden, outdoor living,
architecture, design, entertaining and craft, Avni manages a portfolio of
industry clients, providing qualitative research, cultural trend analysis,
consumer insights and advisory services.

About Pella

Pella Corporation is a leader in designing, testing, manufacturing and
installing quality windows and doors for new construction, remodeling and
replacement applications. Pella earned the U.S. Department of Energy’s ENERGY
STAR(R) Partner of the Year award for windows in 2007 and 2008 for its
leadership in manufacturing energy-efficient windows and educating consumers
about them.

As a family-owned and professionally managed privately-held company, Pella
is known for its 84-year history of innovation, making great products,
providing quality service and delivering on customer satisfaction.
Headquartered in Pella, Iowa, the company is committed to incorporating new
technologies, increasing productivity, and practicing environmental
stewardship to create satisfied customers. Providing careers for about 9,000
team members, Pella is recognized as the “Global Top Company for Leaders” in
the small-to mid-sized category by FORTUNE magazine.

The company manufactures quality windows, patio doors and entry door
systems sold through a Direct Sales Network operating Pella(R) Window & Door
Showrooms across the United States and Canada and select building materials
retailers, including Lowe’s(R), which features the Pella Design Center, a
“store-within-a-store.” For more information, call 888-84-PELLA or visit
http://www.pella.com.

SOURCE Pella Corporation