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April 28, 2025
NEW RICHMOND – Brother-sister entrepreneur duo Darren Booth and Dena Anderson said though window treatments are an essential part of any home, many people don’t realize how customizable the options can be.
As co-owners of Valley View Window Treatments – a full-service window treatments company based in New Richmond – the duo said they aim to support homeowners with all of their window treatments needs, from concept to installation.
Home improvement is in their blood
In addition to co-owning Valley View Window Treatments, Booth and Anderson – who have both worked in the home improvement industry for years – said they own Stone Creek Custom Interiors in Emery.
Before starting Valley View, the pair said they did window treatments work through Stone Creek Custom.
However, in 2020, when Rod and Mary Ellner were looking to sell their business – Ellner’s Custom Window Treatments – in Hudson and retire, Anderson said it was a perfect time for her and Booth to take their offerings to the next level.
“They contacted us,” she said. “My brother and I decided we could expand our window treatment business, so we took it on.”
With the purchase, which Anderson said happened just before the COVID-19 pandemic, they were at a crossroads – should they absorb the business into Stone Creek and run it all under one company or keep it its own entity?
After COVID started to subside, Anderson said they chose the latter and gave the business a new name – Valley View Window Treatments.
Today, she said the full-service window treatments company offers free estimates, in-home consultations, blind and shade repairs and is an authorized Hunter Douglas dealer.
As things continued to get back to normal after the pandemic, Anderson said business began to organically gain traction, and they got to the point where Valley View could be a gallery dealer for Hunter Douglas.
Once they became authorized Hunter Douglas dealers, Anderson said they started running out of space at the Hudson location (403 Vine St., Suite C).
So, in 2022, she said they decided to open a new gallery at 575 N. Knowles Ave., Suite C, in New Richmond – and that’s been the official home of Valley View since.
Valley View’s New Richmond location is open from 9 a.m. to 4 p.m. Tuesday through Friday.
Anderson said the Hudson location is open by appointment only.
And, as previously mentioned, she said Valley View also offers in-house consultations.
A shared passion
In one way or another, Anderson said she and Booth were surrounded by the home improvement industry their entire lives.
With their dad a home builder and their mother involved in the hardwood floor industry, Anderson said it’s no surprise that both she and her brother found a passion for the industry.
“I am passionate about home improvement and window treatments,” she said. “I enjoy going into people’s homes – whether they’re new builds, existing or are remodeling. It’s amazing to see the difference window treatments can make and do for a living space.”
Anderson said she admits home improvement can be daunting.
Questions about the steps of the process, the projects’ durations and the associated costs are among those Anderson said she and Booth hear most often.
On the flipside, she said the No. 1 thing they hear at the end of a completed job is: “That was fast and easy.”
The crew at Valley View, Anderson said, helps clients narrow down the window treatment options based on their needs and wants, offering solutions that take into account look and function.
The team, she said, takes care of everything from the selection process to the installation.
Though they are an investment, Anderson said high-quality blinds often save homeowners money in the long run.
“Yes, it’s an investment, but consider: you buy them once and they last years,” she said. “We’re there to help and ensure everything is done right, too. We take care of you before and after the sale. With Hunter Douglas’ lifetime warranty, we take care of all the warranty work, too.”
New technology
Though blinds are not a new concept, Anderson said the technology has evolved quite a bit.
One example of this, she said, is the PowerView system.
Anderson said the homeowner can connect the PowerView system to virtual assistant technology (such as an Amazon Alexa system) and have the system take voice commands.
Another popular option, she said, is to program the blinds so people who leave for the winter, or have changing conditions throughout the day, can adjust them as needed, all from a smartphone app without even having to be home.
She said it can be as simple or as complicated as customers want and encourages them not to be intimidated by the tech.
“You don’t need to be tech-savvy at all,” she said. “We sell a lot of them, especially to the retired, the elderly and people with mobility issues who all can struggle with things like blinds. All they have to do is hit the up or down button on the remote, and it will raise or lower the blind at different times during the day.”
This option, Anderson said, is also helpful for large and tall windows that are sometimes hard to reach.
The motorized options, she said, also come in handy for stairwell windows and even skylights.
Proper blind usage, Anderson said, can often lead to better energy efficiency for a home, and some products even qualify for energy tax credits up to 30%.
Visit valleyviewwindowtreatments.com for more details.
