The 2003 Window and Door Distribution Channel Study, conducted
by the Ducker Research Co., examines the impact of the big box
retailers versus traditional distribution channels. The study,
jointly sponsored by the American Architectural Manufacturers
Association (AAMA) and the Window & Door Manufacturers Association
(WDMA), separates residential distribution channels into six categories,
including that of the big box retailer.
"After reviewing the statistics on window and door volume
flowing through the big box channel-and segregating that group
from lumberyards with traditional hardware departments-it appears
that window sales through the big box retailer may be leveling
out," said Richard Walker, executive vice president for AAMA.
"In terms of numbers, the big box market share was 16 percent
in 2001 and the same in the 2003 study. If the trend continues,
window numbers in our 2006 study may actually decline by a percentage
Using the new channel definitions that set apart the big boxes,
Ducker researchers take a more detailed look at the door category,
separating residential entry doors from residential interior doors.
According to information from AAMA, the study found that 52 percent
of entry door sales by big box retailers were made to remodeling
contractors, whereas the balance of total entry door sales was
more evenly split between the builder and homeowner.
In addition, the study shows increased sales of windows and door
products in the residential new construction market. "Coupled
with a robust remodeling market, overall growth surpassed predictions,"