Luxury Doors, Direct-to-Consumer Without Losing the Human Touch
“What we’re trying to preserve is the human touch and what keeps us special.”
Autumn Whisenhunt
Selling luxury patio doors online sounds risky. They’re custom, complex, and expensive. Yet Panoramic Doors has done what most manufacturers hesitate to try: building a direct-to-consumer model that thrives on craftsmanship and trust.
In this episode of the Paradigm Industry Insiders Podcast, host John Wheeler sits down with Autumn Wisenhunt, Sales Manager at Panoramic Doors, to uncover how the company scaled without sacrificing what makes it special: human connection.
Why Go Direct-to-consumer
Panoramic’s DTC model was built for control of brand, quality, and customer experience. Without a dealer network, every quote, order, and conversation stays in-house. That means the team can track where demand is growing, manage brand consistency, and make sure every customer knows exactly what they’re getting.
As Autumn explained, “When you use a dealer network, you lose control of the message. Going direct lets us protect our brand and our experience.”
AI Where It Helps, Not Where It Hurts
Autumn embraces efficiency, but she’s clear about the boundaries. Automation belongs in outreach and follow-up, not in the personal conversations that define a custom build.
“My first email to you might be automated,” she said. “But my second one is me, asking questions, understanding your project, and helping you make the right decision.”
It’s the perfect balance: AI for speed, humans for trust.
Education Over Explanation
Luxury buyers need confidence, not specs. Instead of technical data sheets, Panoramic leans on storytelling, showing real homeowners transforming entire walls into open-air living spaces.
“It’s not about dumping details,” Autumn shared. “It’s about meeting customers where they are.”
Visual proof sells. A testimonial showing a lakeside homeowner opening a wall of glass says more than any brochure ever could.
Mapping Luxury Door Demand in Real Time
Without a dealer network, visibility matters. Panoramic uses internal dashboards to map quotes and orders across the country. That data shows where hot spots are forming and where new opportunities exist.
For manufacturers watching the rise of DTC, this is a lesson in clarity: see your data, spot your growth zones, and respond fast.
Partnerships That Elevate the Brand
Autumn also highlighted partnerships that expand reach without compromising identity. One standout is 1845 Barndominiums, builders redefining luxury rustic homes. Panoramic’s bottom-track system carries more of the load, installers need less structural support above the opening. The reduced header requirement simplifies framing and keeps projects efficient for building partners.
The results are high-end projects, smoother installs, and doors that feel custom to every space.
Lessons for Door Manufacturers and Distributors
What Panoramic is doing should make every leader in the window and door industry take notice.
- Own your message. Control brand perception through consistent communication.
- Automate wisely. Use AI for speed, not customer understanding.
- Show the outcome. Storytelling builds trust faster than specs.
- Map your data. Know where your opportunities live.
- Design for flexibility. Products that simplify installs create new markets.
Why this Conversation Matters
The future of the industry belongs to those who blend innovation with authenticity, who automate the routine and humanize the complex.
As Autumn summed up, “What we’re trying to preserve is the human touch and what keeps us special.”
Listen to Episode 5
The future of the industry belongs to those who blend innovation with authenticity, who automate the routine and humanize the complex.
As Autumn summed up, “What we’re trying to preserve is the human touch and what keeps us special.”