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from Glass News February 2023

EXPERIENCED GENERAL MANAGER TO HELP COTSWOLD PURSUE EXCELLENCE

Leading composite door manufacturer Apeer, is now perfectly positioned as a one-stop shop supplier for high value premium and top-quality volume products thanks to the combination of its Apeer44 and Apeer77 ranges. We talk to Managing Director, Asa McGillian to find out more.

While newspapers battle it out for who can give the gloomiest forecast for 2023, there are plenty of people in the window and door industry that remain quietly confident for the year ahead.

They include Asa McGillian, Managing Director of Northern Ireland based manufacturer Apeer, although to say he is ‘quietly confident’ is perhaps to downplay his level of optimism for the short to medium term.

Asa has good reason to be positive. For starters, the economic pundits may be falling over one another to forecast a recession but they are also keen to stress that it is not all bad news – that more well-heeled consumers, those who are still prepared to spend despite the relatively high cost of living, will help protect the mid to upper retail markets from the worst of any economic downturn.

That includes the home improvement sector. House prices may be sliding but they have a long way to go to wipe out the gains of the Covid housing boom, so homeowner confidence is also likely to remain relatively high.

“Conditions may be more challenging in retail for 2023, but if you’ve got the right products then there’s plenty of opportunity still out there,” says Asa. “In the entrance door sector for example, demand is still strong for higher value upmarket offerings, those that boast a premium aesthetic and a high-quality finish and especially so for products that can also deliver improved energy efficiency.

“Our 70mm Apeer70 range ticks all those boxes,” he enthuses. “They’re designed with a double rebate and twin seal so they’re virtually airtight and with triple glazed cassettes they provide A++ Door Energy Ratings. That’s a big selling point for homeowners looking to protect themselves against high energy costs.”

With gas and electricity bills continuing to make a big dent in household finances, meeting energy efficient targets also remains a challenge for the industry in the long term. But with a 0.8 W/m2k U value for solid doors and a 0.9-0.95 W/m2k for glazed doors (depending on the area glazed), Apeer70 doors do not just easily surpass the latest requirements for Part L of Building Regulations, they’re also very well placed to meet the stricter rules that are anticipated for 2025 as the UK moves toward its ambitious net zero targets.

The Apeer70 range is thermally superior and acoustically more efficient, but also it offers greater security and performance, with a 10 year warranty as standard. That’s thanks to Apeer manufacturing its GRP skins in-house, and to design features that include an expanded foam core –eliminating water absorption and the risk of bowing or warping – and the addition of a steel core for optimum security.

“We believe we have the most expansive and unique range of options available on any composite door,” continues Asa. “That includes a massive selection of door designs, colours, premium hardware options and finishes. At the top end of the market, it’s just as important to have that choice as it is to be able to manufacture a door that delivers a high end ‘feel’, that balance of weight and damping, when it’s opened and closed.”

While the Apeer70 range is well positioned to cater for demand for high value, high performance home improvement solutions, Asa is also keen to stress that sales at this end of the market – while profitable – are only a fraction of overall sales across the sector, the vast majority of which are for 44mm, single rebate doors.

Is Asa concerned that this is leaving Apeer exposed to a potential loss of sales? Far from it…

“The timing of the downturn, or return to ‘normal’ trading conditions post Covid depending on how you look at it, has coincided with the launch of our 44mm, Apeer44 range,” explains Asa. “Apeer44 reflects the quality and premium feel of Apeer77, it’s also Secured by Design approved and has the same quality guarantee, but with a single rebate design, it’s available at a more attractive price point.

“We had previously offered a 44mm composite range, but Apeer44 brings 13 new door designs, options for our unique smooth skin finish – inspired by the success of our Silka aluminium alternative composite – a new suite of glass designs and hardware, and a brand new brochure.

“With Apeer70, and now Apeer44, we have completed our strategic aims of becoming a true, one-stop door shop,” he concludes.

“We now have the best products to meet all the market demands, for homeowners who are more budget conscious but still want a door that looks, feels and performs to a high standard, right through to those that are prepared to pay a premium for the very best.