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Brand Talk: Cedar: Still on-trend after all these years
Cedar has maintained its popularity as a construction material for decking, siding, and outdoor structures such as pergolas, arbors, and fences since the 1950s. Its natural durability, stability, and resistance to rot, decay, and insects contribute to its sustained demand. The material is sourced from certified sustainably managed forests, emphasizing its environmental benefits. The enduring appeal of cedar is further underscored by the fact that alternative products often market themselves by claiming to mimic the appearance of real cedar.
The 2018 Cost vs. Value report by Remodeling magazine indicates that exterior home improvements yield higher returns on investment compared to interior renovations, a trend that positively impacts dealers specializing in exterior building products like cedar. Homeowners are increasingly seeking products that enhance both home value and curb appeal. Wood decking, for example, reportedly recouped nearly 83% of its cost, significantly outperforming composite decking, which recouped 64%. Cedar decking also offers a practical advantage by remaining cooler underfoot compared to heat-retaining composites.
A notable trend in current architectural and design practices is the increased use of knotty cedar for exterior siding, soffits, and trim, as well as for interior paneling. This trend is driven by architects and consumers who recognize the value proposition of knotty cedar, which offers aesthetic versatility ranging from elegant to rustic finishes. This also presents a profitable opportunity for dealers due to its strong gross margins and consumer appeal, particularly when comparing its true cost against alternative materials.
Cedar is also extensively utilized in the creation of timber-based outdoor structures. Dealers have observed that displaying such structures in prominent locations attracts consumer interest, leading to inquiries and referrals for builders and contractors. Regional dealer representatives note that homeowners appreciate cedar's aesthetic qualities and long-term cost savings due to its low maintenance requirements, especially when compared to alternative products. The material’s ability to create synergy between indoor and outdoor spaces further expands its application, with cedar adding warmth and texture to interior designs in both residential and commercial settings, thereby creating additional revenue streams for dealers.
The versatility of cedar is evident in its availability across various patterns and grades, including vertical and horizontal orientations, and in a range of sizes and lengths, typically even lengths from 8 to 20 feet. Dealers often consult with customers to recommend appropriate lengths that add value to their projects, suggesting that stocking a variety of lengths can enhance profitability. Regardless of whether clear or knotty grade cedar is chosen, the product eliminates the need for compromises, offering a natural, sustainable, and biodegradable option that requires maintenance comparable to alternative products.
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