Larson Named Lowe’s 2025 Vendor of the Year for Millwork Division, Reinforces Leadership in Storm Door Innovation
Larson, the premier storm door brand in North America and a key subsidiary of Fortune Brands Innovations, Inc. (NYSE: FBIN, “Fortune Brands”), has been officially recognized by Lowe’s as its 2025 Vendor of the Year in the Millwork division. This prestigious award highlights Larson’s dedication to quality, innovation, and customer service, as well as its ability to drive meaningful results through strategic collaboration and transformative in-store experiences. The recognition reflects Larson’s continuous efforts to elevate the shopping experience, strengthen its retail partnerships, and redefine how consumers engage with storm doors at Lowe’s across the United States.
Commitment to Quality and Innovation
Larson has long been recognized for its commitment to delivering superior storm door solutions that blend functionality, aesthetics, and durability. The company’s approach centers on offering homeowners and professional contractors alike a comprehensive selection of storm doors that suit diverse needs and preferences, spanning multiple price points, styles, and feature sets. From high-visibility doors like the Larson 60MT Maximum View to versatile designs for all-weather protection, Larson has consistently prioritized innovation and user experience.
In 2025, Larson undertook a sweeping initiative to reinvent the storm door aisle at Lowe’s, transforming it from a standard retail display into an immersive, customer-focused environment. The company’s efforts extended beyond simple product placement; Larson implemented a complete merchandising reset in over 1,700 Lowe’s stores nationwide. This extensive project included redesigning in-store layouts, enhancing digital and e-commerce touchpoints, and creating interactive spaces that enable shoppers to experience the features and benefits of Larson storm doors firsthand.
Driving Results Through Strategic Partnerships
Nicholas Fink, CEO of Fortune Brands, emphasized the collaborative effort behind Larson’s achievement. “Our Fortune Brands team leveraged our brand, innovation, and channel partnership expertise to completely reinvent the in-aisle experience for storm doors at Lowe’s. The results have been impressive; we’ve seen an immediate sales uplift from the converted stores,” Fink said. “This award is a powerful testament to the strength and vision of Larson as a key part of the Fortune Brands portfolio. Using our Fortune Brands Advantage capabilities—particularly in marketing and consumer insights—combined with our longstanding relationship with Lowe’s, we’ve transformed the storm door category, turning a routine purchase into an engaging, inspiring experience for shoppers.”
The partnership between Larson and Lowe’s exemplifies the value of strong vendor-retailer collaboration. By working closely with Lowe’s merchandising and marketing teams, Larson ensured that each store’s storm door aisle was optimized for both visual appeal and shopper engagement. The result is a cohesive omni-channel experience, where customers can seamlessly transition between in-store interactions and online resources, including detailed product information, installation guidance, and e-commerce purchasing options.
Creating an Immersive In-Store Experience
David Youn, President of the Outdoors division at Larson, highlighted the experiential aspect of the newly reimagined aisle. “The newly reimagined Larson aisle at Lowe’s offers an immersive experience that highlights how Larson storm doors enhance homes by welcoming in natural light and fresh air—seamlessly bridging indoor comfort with outdoor living,” Youn said. “This interactive space invites customers to engage directly with our latest storm door innovations, allowing them to see, touch, and experience firsthand the transformative potential Larson brings to their home environments.”
The redesigned aisle features demonstration areas that allow shoppers to interact with Larson products, including doors with various opening mechanisms, glass configurations, and security features. Customers can test the ease of operation, feel the quality of the materials, and visualize how the doors will complement their own homes. This hands-on approach not only educates consumers but also fosters a sense of confidence and satisfaction in their purchase decisions.
Innovations That Set Larson Apart
A key component of Larson’s recognition is its continuous product innovation. The Larson 60MT Maximum View storm door, one of the standout products featured in the 2025 aisle reset, exemplifies the brand’s commitment to combining functionality with style. Its large glass panel maximizes natural light and visibility while maintaining durability and weather protection. Larson’s product portfolio also includes customizable options for color, hardware, and decorative inserts, allowing homeowners to tailor their doors to match the unique aesthetic of their homes.
Beyond product design, Larson has invested in digital enhancements to complement its in-store presence. From interactive kiosks to mobile-friendly product guides, the company has ensured that customers can access detailed information, explore installation tutorials, and compare options conveniently. By integrating these digital touchpoints, Larson bridges the gap between traditional retail and modern consumer expectations, delivering a seamless shopping experience that resonates with both DIY homeowners and professional contractors.
The Impact of Strategic Investments
Larson’s recognition as Vendor of the Year also reflects its strategic investments in customer experience. Beyond the physical and digital transformation of the aisle, the company has focused on training store associates, providing comprehensive merchandising tools, and leveraging consumer insights to inform product offerings and marketing campaigns. These efforts have resulted in measurable outcomes, including increased sales, higher customer satisfaction, and stronger brand loyalty.
By leveraging the Fortune Brands Advantage, Larson maximizes the impact of its innovations. This framework allows the company to harness insights from its broader portfolio, including cross-category marketing strategies, retail analytics, and supply chain efficiencies. The result is a holistic approach that positions Larson not just as a supplier of storm doors, but as a partner in Lowe’s broader strategy to enhance customer engagement and drive retail growth.
