August 21, 2025
Innovative Shade System Produced in the U.S.: Expert Q&A with Todd Steele
Meeting customer needs isn’t just about delivering the right product; it’s about speed, reliability, and a commitment to quality. With Standard Textile’s recent move to bring production of solar shades with Newton High-Speed Lite-Lift® Technology to our Brownsville, Texas facility, we’re strengthening our ability to deliver on all three. This milestone boosts the domestic supply chain for this patented, chain-free window shade system that offers smooth, one-handed operation and eliminates the safety concerns of cords and chains.
Leading Standard Textile’s Interiors sales group, Todd Steele has been closely involved in the collaboration that brought this production to the U.S. With a passion for long-term customer relationships and a track record of creating customer-focused solutions, Todd shares what this achievement means for our customers, how it amplifies the value of an already innovative product, and where he sees opportunities ahead.
Why is U.S. production such a game-changer for our customers and our business?
“Faster lead times, more flexibility, and less risk. Producing in Texas makes our supply more dependable, cutting out delays and uncertainties that can slow down orders. If something goes wrong with a shade in the field and completing a project depends on an immediate response, we can now prioritize those orders ourselves rather than relying on another supplier to do that, which improves our ability to do things right the first time and delight our customers. It also lets us be more agile for projects with tight schedules and shifting demands, while giving us greater control over quality and timing. And having that production local means we’re creating American jobs, supporting our communities, and showing customers we’re invested right where they do business, which builds confidence in our ability to deliver consistently, particularly in these times of tariffs and uncertainty.”
The Newton High-Speed Lite-Lift® Technology is already recognized as an innovative solution. How does U.S. production amplify its value?
“The technology itself is unique. It’s a patented, chain-free system that delivers smooth, one-handed operation and eliminates the safety concerns of cords and chains. By producing it here in the U.S., we can deliver projects faster, customize more easily, and maintain tighter quality control. It is one more way to deliver on our promise of best-in-class products and partnership from start to finish.”
Looking ahead, what does this milestone signal about Standard Textile’s long-term commitment to the U.S. market?
“It shows that we’re not just reacting to demand — we’re building for the future. By investing in facilities, partnerships, and people, we’re positioning ourselves to keep pace with evolving needs. Customers can count on us to deliver, innovate, and grow alongside them for years to come.”
Todd’s perspective reflects what our Experts Who Care stand for: listening to customers, building trust, and delivering lasting solutions. This milestone keeps innovation close to home and customers at the center.
Newton High-Speed Lite-Lift® is a registered trademark of 7912854 Canada Inc. and used under license by Altex Inc.
Related Content
