WHY DOOR SALES COUNT WHEN THE GOING GETS TOUGH YOUR LETTERS

WHAT DO INFLATIONARY PRESSURES MEAN FOR WINDOW AND DOOR SALES?

With inflation finally starting to bite there is going to be a pressure on household budgets and that will inevitably translate into tougher trading conditions for anyone involved in home improvement or who supplies into it.

That means we need to think about who we target, and how we target them more effectively and which products will still resonate with the end-user at a time when their disposable income may be being squeezed.

The Importance Of Doors In Supporting Sales

We need to adjust to a new economic reality. Things are far from catastrophic, there are plenty of opportunities but home improvement companies will need to win them and to do that they need the right product and service offer from their suppliers.

Hurst enjoys a reputation as the industry’s leading supplier of PVC-U panels. Despite the shift to composites, panels retain a place within the market. They are affordable and a fit-and-forget product and we continue to invest in our ranges.

But we’ve also significantly expanded our composite door offer, launching new contemporary aluminium-style products to give our customers more flexibility to match our composite door ranges into mixed aluminium and PVC-U installations. More affordable than aluminium, it represents a growing area of opportunity for installers.

An evolving offer from its suppliers, underpinned by great quality and service, is going to assume far greater importance in the year ahead. People may not have the money in the bank to fund whole house refurbishment, but many will still have money for single item purchases, something which we have seen already in the first half of 2023.

DESIGN-LED SALES

We know from our customers that homeowners have become far more discerning. If we expect them to part with their cash, we have to sell them something that they aspire to. Composite door design, colour choice, and smart technologies, are going to be increasingly important in winning business.

There will be sets of homeowners still buying doors in the next 12-months: those who have to - distress purchasers; and those with a vision for how they want their home to be. If we’re going to target this second group effectively, we need to offer them products which meet a growing design-requirement. That means that our approach to sales needs to become more consultative and aspirational. We’re currently working on some highly innovative tools which we believe will support our customers in transforming the way that they sell to the end-user.

Mark Atkinson Sales Director, Hurst Doors

The specialist manufacturer showed the versatility of its range by bringing seven different sash windows and two secondary glazing units to the show, in various formats, configurations and colours. Several new features, such as the innovative “Seahorse” sash horn and conservation-grade Chamber Cover were also on show, offering visitors the first chance to see them live.

Roseview director Mike Bygrave comments: “We’ve exhibited at every FIT Show, so it’s an important date in our calendar. This year was no different and we were delighted to see so many visitors come and see us and what we have to offer. We like to do things a bit differently, and there was a real energy on the stand. It was a very successful show for us.

“Our focus at FIT Show is to demonstrate our latest developments—there are always plenty of new things to see—while taking the opportunity to talk face-to-face with customers and potential new customers.

“But it’s not just about what we already offer. This year we showed a prototype of a new trickle vent solution we’re developing specifically for sash windows, so we could gather industry feedback. It proved to be very popular. Whether you’re one of our customers or not, if you’re interested in sash windows we’re interested in your ideas and opinions.”

FIT Show event director, Nickie West said: “I’m thrilled that Roseview will be joining us again for FIT Show 2025, hot on the heels of their brilliant showcase this May. Roseview have exhibited at every single FIT Show since we launched and we really value their ongoing support.

“Mike and the team always pull out all the stops for our visitors, delivering a brilliant showcase of their sliding sash range for installers, and this year was no exception. The brand partnership with Leon Day tied in perfectly with our ten-year anniversary campaign and I’m excited to see how they build on this for 2025. A very warm welcome back to a key member of our FIT Show family.”

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