When VEKA’s largest fabricator, Glazerite UK Group Ltd, told us they’re able to offer over 300,00 foil options on their Solidor range, GGP got in touch with Glazerite Group Director, Jason Thompson, to ask him about the maths behind this impressive claim.
GGP: Are you really able to offer this many options?
Jason Thompson (JT): Solidor already has more than 11,000 permutations when style and door options are considered. With the VEKA/Halo Variations range at our disposal, we can offer the 20 slab colours in any internal and external combinations which can then be combined with 29 foil finishes, again in internal and external combinations. We also offer a perfect frame colour match for 16 of the 20 slabs, as well as giving homeowners the option to choose a complete contrast. The options are actually quite literally endless.
GGP: Why the need for so many colours?
JT: In fairness it’s driven by customer demand. 39% of VEKA profile sales are now foiled across the product range with solid now far exceeding woodgrain and that will continue to rise. Between 2014 and 2017 foiled window sales have increased by 45%, whilst sales of white windows are in decline. And Renolit, the leading foil supplier, has also reported distinct preferences and trends for colour. In 2017, 15 of the 16 fastest growing foils were grey. The company also reports a distinct growth in solid colours compared to woodgrain: between 2013 and 2016 solids increased and are continuing to grow at an enormous rate.
Homeowners are also much more aware of the choices available to them now when making their purchase. Not only can they have windows matching their door colour, they can also choose a different colour internally to fit in with their décor.
GGP: Does such a wide colour range causes Glazerite any headaches as a fabricator?
JT: The Variations range makes it pretty easy for us as it is available with some exceptional lead times, meaning we never spray or paint any of our profiles, as some fabricators have to. The main reason for this is because VEKA does not guarantee any painted profile due to the fundamental changes that painting the surface may have on the characteristics of the PVC-U profile, let alone any issues relating to the colour itself.
As a business we have made the decision to only supply foiled as we know they have been fully tested and allow us to offer the comprehensive guarantee to our installers.
GGP: Is it enough to close the sale?
JT: Yes of course. Competition is fierce so we all have to offer something extra. Much of the work our installers undertake is from recommendation, which obviously speaks volumes for the quality of their work. It should never be about cutting prices and discounting but always about the service and product offering. If our installers can offer something that the customer really wants, whether that’s the colour options or the fantastic security benefits of the Solidor, then they will get the sale with a better margin too.
The market being so competitive does present constant challenges for suppliers but at the same time this is what improves service levels, and drives product development and innovation – something that we have always excelled in. Who would have thought from the first generation of white windows and doors that colour would be playing such a key role now? It’s a huge driver for homeowners currently and that demand is growing. That’s why we have paid so much attention to the range of options we now offer; it means our installers can stay ahead of competitors who don’t offer the same choices. Watch this space, but colour is quite literally a game changer for us all!
Back to Features Next Feature