WARNING: Reading this may cause drowsiness.
HISTORY OF HUMMINGBIRD SHUTTERS
 Richard Bernath, Jon Oren, and Michael Payne at the Exciting Windows convention. |
On Sunday afternoons when my children were growing up, I would tell them that I was going into my bedroom to read Merck’s Manual (a large, heavy, medical, reference book). That was my way of telling them that I was taking a nap, because I figured that if I ever did try to read it, I would fall asleep after three words. Well, if it’s Sunday afternoon, you might likewise tell your family that you are going to read the history of Hummingbird Shutters. Sweet dreams. If you get through this collection of words, I want to invite you over to see slides of our trip to the Grand Canyon.
We started Hummingbird Shutters as a retail plantation shutter business in Greenville, South Carolina, in 1992. The business rapidly expanded. Before the first year was over, we were able to buy the manufacturing facility that was supplying us with shutters in Westminster, South Carolina. This move not only gave us a price advantage, but it gave us control over production.
Shortly after I bought the business, Greg Grier a good friend and co-worker in a Christian School in Bradenton, Florida, moved to the upstate and became our shop manager. The previous owner, Jim Hensley, was a master craftsman; under his tutelage for five years, Greg (former computer programmer and Christian school business manager) became a “Class A” shutter maker. Now he is passing his skill on to other young people in the shop and the chain continues.
My background prior to the shutter business was in manufacturing. So, between selling shutters in Greenville and traveling to Westminster two or three times a week, I started working on ways to take the cost out of the shutters while increasing the quality. We started a lean manufacturing system that includes making shutters one at a time to the precise specifications of the customer’s windows. This worked so well that we were able to add other features to our shutters; one being a unique frame and hinge system that enabled us to actually “pre-hang” the shutters in the shop. Just about all of the installation aspect of the shutter is done properly in our factory. This allows our installers to install shutters in a very fast and efficient manner. This method works so well that I installed shutters myself and did so for several years.
Out next project was to design a new shutter made with mortise and tenon joinery. This step is one that 90% of the shutter industry shy away from because of the cost involved. But we were pushing to have a shutter that was upscale but competitive with the majority of mass-produced shutters. With our cost efficiencies continuing to improve, we were able to achieve this goal. At that point, our slogan became Upscale Features…No Added Cost.
Jim Hensley had developed our first model: it had good proportion with tapered louvers and furniture grade paint. We took it the next step: we added a unique shadow-line frame to the shutter. The combination allows us to mount closer to the window and yet be stronger and more warp-resistant than some of the bulkier shutters that are common in the market place. The strength and warp-resistance is a product of our joinery method.
The next milestone in the company started taking place when a friend and former pastor of mine told me about a man in his church whom he said would make a great shutter salesmen. I thought about approaching him, but I didn’t. Later when I moved my membership to my friend’s church, I meet and became a good friend of the potentially great shutter salesman, Richard Bernath. At that time, I figured I could not afford to hire him, so I said nothing. As time moved on, Richard approached me about the possibility of him and his wife, Darla, entering into some kind of relationship with Hummingbird Shutters. After several months, we decided the best way to approach this was to set up a dealership in Spartanburg: Darla would run the business, and Richard would continue to work in the food industry.
Darla has a very strong background in sales and sales promotion and took to selling shutters like a duck to water. She did all the selling and installing. Can you imagine the look on the customers’ faces when Darla, a tall (6’), classic looking blond marched into their home with a tool belt strapped around her waist and carrying a pair of shutters…and then proceeded to shutter the front of their house in less then an hour? I sometimes think that she liked the installing better than the sales. Her first Christmas in the business, she told Richard all she wanted for Christmas was a router.
Darla built the business to a good level, and after a couple of years, Richard received word that his company was cutting back. He soon found himself without a job, which was good news for me. I was starting to wonder how long I could run this business by myself. Besides, when I told a customer about our lifetime guarantee, they would look at me hoping I was not referring to my life. I thought it best to get some young blood in the organization. Anyway, Richard and I started talking about bringing him into the business, and we worked out a deal. We are now partners. By the way, about a month after we became partners, his old company tried to hire him back. And, not too long after that, Darla became pregnant requiring Richard to take over all of the Spartanburg operations. Isn’t it great how the Lord takes care of us?
Richard brought a new dimension to Hummingbird Shutters where my emphasis has always been quality at competitive prices. Richard is a people person and his thing is service. He will go to the end of the earth to please the customer. This combination has worked very well, not only for the company, but also for the customer who is the big winner. This service attitude has permeated our company and has become part of our culture.
One of the benefits of our quality, value, and service is that we have had several retail companies in the Greenville area approach us about becoming Hummingbird Dealers. We made the decision, even though they are competitors and since we cannot sell everyone, why not increase our exposure in the area with additional representation. This has worked out very well. We have been fortunate to work with some very nice people, and they do us proud.
In 2006, we found ourselves in a market-shift at Hummingbird Shutters. It became apparent that our customers were not only considering us as a Shutter Company but were starting to view us as a Window Treatment Company. So early in 2007, we decided to go all out as a Window Treatment Company. First, we affiliated ourselves with EXCITING WINDOWS, a national, service, branding organization that provides our people with training and a large pool of window treatment experts. Then, we added gifted drapery designers to our staff. This makes us part of a select few, of window fashion experts, who are trained and certified in all window products…while offering an unbeatable 4-way guarantee.
Back to my initial premise: I doubt that anyone has read this far. So, probably it doesn’t matter how this ends. However, if you have, please drop me e-mail and make my day.
God bless you,
Jon D. Oren
President
Hummingbird Shutters