The Dream Showroom

Key factors to creating an ideal retail space
Emily Kay Thompson
June 22, 2015
FEATURE ARTICLE | Sales & Marketing

Real World Displays

Dream Elements
True-to-Life Customized Displays

Windows & Doors by Brownell

Williston, Vermont; West Lebanon, New Hampshire; and Plattsburgh, New York


Because the New England area it serves— which includes sections of Vermont, New Hampshire and New York—is characterized by a strong do-it-yourself market, Windows & Doors by Brownell has focused its efforts on an evolving showroom strategy to make increasingly complex fenestration products more accessible and engaging to homeowners.

April Bolin tells us that the company shows 50 to 60 products with different options. “The trim has been painted by professionals down to little details. Everything’s been thought of,” she says. The displays are true-to-life, with window and door products built into simulated walls, and the company frequently updates its displays to reflect its manufacturers’ most recent offerings.

The showrooms have two areas that are decorated to give people a sense of what the windows and doors can look like in their home. “We have a farm house area and an Adirondacks’ room as well,” says Bolin. They also make the experience for the entire family. “We have a kids’ area with books and toys,” Bolin reports. “It gives the children an opportunity to come and be entertained while their parents are walking around and can focus.”

Thompson is editor in chief of Window + Door,, and WDweekly. Write her at