Since 1972, SmartLooks Window & Wall Decor has weathered storms caused by economic downturns, market saturation, and industry changes. But through all the challenges, companies have demonstrated a Darwinian ability to adapt.
After nearly a decade as Richardson's Economy Carpets, owners Norman and Lucy Morrow have separated from their business partners. They opened a new store in his 1980, changed their brand name, and began selling window coverings such as blinds, shutters, and shades.
Norman also developed its own ready-made blinds, which are produced in large quantities and tailored to specific window dimensions. It didn't take long for industry giants to take notice of his Levolor and visit the SmartLooks showroom.
“My parents shared a ready-made concept,” said daughter and store manager Valerie Kernan. “They were so proud.”
Revolol's entry into the ready-made market meant that Mores could no longer compete. Instead, they joined Levolor and became the nation's number one seller of the brand's ready-made blinds.
“We carried the major brands of the time and grew the business tremendously,” Kernan said.
Kernan said the lucrative ready-to-wear sector quickly became overcrowded. Once again, the Mores faced an ultimatum: adapt or quit. They chose the former.
“We were experiencing a ready-made boom where blinds became like a commodity,” she said. “That's why I decided to customize it.”
The business continued to carry Revolor's custom line until 2006, when it became the exclusive retailer for Hunter Douglas window coverings.
Kernan said her family chose Hunter Douglas because of its innovative products and business integrity. As a retailer, SmartLooks can offer a limited lifetime warranty on all purchases.
The SmartLooks showroom features more than 100 blinds, shades and shutters, as well as several walls of custom curtains, furniture and fabric swatches for bed ensembles. Clients are welcome to check window dimensions for a free consultation or bring in inspiration from design magazines, and Kernan says the business can usually recreate it at an affordable price. That's what it means.
Today, the store is primarily run by Kernan and his daughter Tori, who said they are able to offer a level of service not found at larger competitors like Lowe's and Home Depot.
“There is nothing more personal than directly interacting with three generations of a family,” she said.