STEEL YOURSELVES FOR A TOUGH ‘23

Retail sales are subject to the most complex influences, with predictions that we bear witness to during an average day massively dumbed down, if only to fit the bite-sized -delivery demanded by the networks and most people’s attention spans these days

One fascinating analysis is the ‘share of calories consumed’, which credited the supermarkets’ buoyant Christmas trading with consumers’ inability to reach their favourite eateries due to the cold weather and of course, rail strikes.

Such complexities are available in the wider analysis of consumer spending generally of course and no doubt for home improvements too. But for a potted, feet-on-the-ground dissection of how the UK windows and doors sector is currently performing and crucially, what we may expect this year, then Pioneer’s Danny Williams, fabricator, retailer and commercial installer and now UK distributor of Gerda Doors - is as well placed and of course willing - to offer a dependable view as any.

Referring to his trade fabrication activities

Danny reflected: “We ended the year nicely, coping well with the usual autumn surge in orders and we delivered well in December, even starting on New year orders. It has been a pleasant change from the whiteknuckle ride of the previous couple of years. And 2023 has also started well, with each one of our divisions doing nicely and now, manageably,” said Danny.

That includes Gerda Doors. Launched a year ago, Danny’s partnership with Polishbased Gerda Doors was the conclusion of a two-year search for a residential door that delivered clear USPs in a very crowded composite door market. A brand wellestablished throughout Europe for a wide range of security-rooted products, from padlocks to garage and the residential doors that Danny has brought to the UK, Gerda was virtually unknown in these Isles, except for a small presence in social housing.

That is now changing rapidly under the guidance and drive of Danny and his team, with the physical launch of Gerda Doors taking place at last year’s FIT Show since when, says Danny, a distribution and retailer network has been assembled, with some areas still being developed. Orders are being taken, says Danny, with sales expected to grow under the conditions expected this year: “White van man will be the hardest hit by the difficult conditions that are expected to continue throughout the next few months,” asserts Danny, “and anyone making and installing white plastic squares; there is simply no margin at the low end and to be honest, I have avoided that for some time.

“But there is still plenty of potential in the middle sector…homeowners that have money, and decent jobs and income. But they are also intelligent people who are more likely to research any spend on their homes even more thoroughly than previously. And that is precisely where Gerda is placed,” explained Danny.

The USPs for which Danny was searching were most immediately answered by Gerda are delivered most immediately by two words: ‘steel’ and ‘aluminium’. Gerda doors use high quality steel and aluminium facings. With formats offered between 60mm to 88mm depths, thermal efficiency across the range is between 0.79 W/m2K to 0.9 W/m2K. Three chamber reinforced aluminium internal construction with PU cores, located into reinforced aluminium outer frames is utilised across all doors.

The emphasis on security that is standard across all Gerda products, is rarely seen in any specification on composite residential doors currently available in the UK. Multi point locks, Teflon coated strike plates and anti-prise pins are standard throughout, with the highest specification hardware provided by Gerda itself, though with Fuhr figuring widely.

Styling is contemporary which, says Danny, will be favoured by homeowners looking for resi’ doors to complement their new aluminium windows: “Despite the surge in the popularity of aluminium windows, residential doors have been slow to respond. So whilst we are gaining traction for the sheer quality and style offered on all Gerda Doors, homeowners specifying aluminium glazing for their homes, are being drawn to Gerda.”

Danny is upbeat about 2023 generally: “It would be easy to become disenchanted in this country currently,” reflects Danny, “and forecasts continue to be pessimistic. But as we speak, even in January you can’t get into your favourite restaurants, the roads are full and car retailers can’t get enough stock to satisfy demand. The crazy post covid sales have levelled off thankfully, but I believe we will have a reasonable year. Our early activity leads me to be optimistic. We are at the FIT Show again with Gerda: we will know a great deal more by then.” www.gerdadoors.co.uk