times thethe times
setting our sights on the commercial sector With the addition of Legend70 to the Synseal portfolio of products, Synseal has set its sights on the commercial sector. And a new position has been created for Jerry Brookes as Synseal’s Commercial Sales Development Manager. “I have worked in the commercial sector for many years,” explains Jerry. “As I was National Sales Manager at PFL at the time of acquisition, existing customers will get continuity of service. And I also bring with me knowledge of the products and marketplace. My new role is to develop commercial sales for Synseal through new and existing customers. This is a great opportunity for me, working in my area of expertise for the market leader in windows.” Nick Dutton adds: “As the largest PVC products manufacturer in the UK – as reported in leading plastics journal PRW in Autumn 2005 – it makes sense for us to gives our customers in the commercial sector the same market advantages as those who currently operate in the trade and retail markets. Following the acquisition, we now have the right products and brand heritage in place to achieve just this. And experienced people like Jerry will help achieve just this.
Synseal newcomer Simon Walker is looking forward to his role as Area Sales Manager for East England. “I’ve worked in the window industry for 14 years,” explains Simon. “And I’ve seen how Synseal has grown in a difficult market. That’s why I believe my move to Synseal is excellent for my long term future. My new role is to help customers in the east of England, from Hull down to Brighton with new products and sales and marketing support. I’m excited about working with a forward thinking company.”
More on Synseal’s plans for the commercial sector in the next issue.
synseal scoops first place in construction marketing awards 2005
Phil Else and Nick Dutton receiving the CMA Award
“We decided on a direct marketing postcard campaign, sending a series of seven postcards – one a day for seven days – aimed directly at the 150 customers affected. Our first postcard reached the targeted customers’ desks before the multinational had informed them of their intentions. The remaining series of cards went out daily and were followed with a phone call to fix appointments with members of our sales team.
email:
443 200
“The results show that direct marketing doesn’t have to be expensive to be effective. It’s all about seizing opportunities and acting fast with the right message to a highly focused target audience.”
sales@synseal.com
FAX: 01623
550 243
www.synseal.com
© Synseal Extrusions Limited 2006
investment programme complete
It was a bumpy ride in 2005, although some did a lot better than others and kept on growing. The economy started to weaken in August 2004 as rising debt, higher interest rates and a larger tax take Nick Dutton meant homeowners had less to spend on improvements. Consumer confidence took a knock and many projects were put on hold. But those who had the right products to tempt homeowners did better than those who had yesterday's products. Those who invested in appropriate sales and marketing did a lot better than those who sat and twiddled their thumbs. It was not a year for the slow moving or complacent.
In the past 12 months we’ve invested £22 million in Huthwaite, Nottinghamshire. And there’s more to come.
SYNSEAL EXTRUSIONS LIMITED, COMMON ROAD, HUTHWAITE, NOTTS. NG17 6AD
TEL: 01623
£22 million
For Synseal, and Synseal's customers, 2005 was a milestone in more ways than one. On the windows side, a year after launch, 127 companies are fabricating SynerJy. The acquisition of Permacell Finesse Ltd and the Legend70 brand at the end of 2005 also puts Synseal into the lead in window systems, and makes us the largest user of PVC in the
Synseal won the Best Small Budget Campaign (under £25k) category of the prestigious Construction Marketing Awards 2005, presented during a ceremony in London at the end of November. The cost of the winning direct marketing campaign came in somewhat under £25,000 - in fact, the total bill was £480, including postage! Phil Else, Marketing Manager comments: “It was one of the toughest categories with more finalists than most, so we are of course delighted to scoop the prize for what was described as an innovative and outstanding use of direct marketing. The campaign came about last April, when we got reliable information that a well known multinational building materials company was about to announce the closure of its UK subsidiary systems company to import products from across Europe. We instinctively felt their customers would see the resulting uncertainty as an opportunity for change. We also knew we had to act quickly which, with our style of management, we were able to do.
ISSUE NO.19 2006
If you would like extra copies of The Synseal Times for your sales teams, showrooms etc. call Phil Else on 01623 443 200
pole position at glassex 2006
UK. And for conservatories global kit sales were up 20.54% in the fourth quarter of 2005, and up a massive 60% in January 2006. global600 sales have already exceeded expectations and we expect this to increase in 2006.
For the third year running Synseal takes pole position at Glassex, right by the entrance. This year's stand features the latest developments with global600, the new concept in low pitch conservatory roofing. Also showcasing is SynerJy blu, the fully sculptured suite that seamlessly integrates windows, doors, patios and conservatories, in blue-white. The recent acquisition of Permacell Finesse Ltd has also added to the Synseal range. And for the first time ever Legend70 will be at Glassex.
Keeping up the momentum requires significant investment and in the past 12 months we've invested £22 million in Huthwaite. And a new 100,000 square foot factory is being built taking the total factory space to nearly 600,000 square foot.
In 2005 part of Synseal's crowd pulling display was homed in Synseal's state of the art exhibition vehicle, EVie. This year it's time for EVii, displaying SynerJy and global, to be part of the show.
We were also delighted to win the Best Small Budget Campaign (under £25,000) category of the prestigious Construction Marketing Awards 2005. The judges described our campaign as an innovative
We look forward to welcoming you to Stand B070 - you can't miss it - Glassex March 5th-8th
and outstanding use of direct marketing. The cost of the direct marketing campaign came in well under £25,000 - in fact the total bill was £480, including postage - which shows that direct marketing doesn't have to be expensive to be effective. Whether we're launching a new product or brochure, we make sure its ready before our customers need it. It's all about
see page 2
seizing opportunities and acting fast.
WITH THIS ISSUE A sample of our Tie Bolt - visit
www.synseal.com/ tiebarremovalkit
Nick Dutton Sales & Marketing Director
A new 100,000 square foot factory is being built taking the total factory space to nearly 600,000 square foot. Completion is planned for June. And, we’ve commissioned 17 new Legend mainframe extrusion tools – an additional investment of £1.4 million.
rs to ct ries w s s
and finally.....
new area sales manager
e u m d o t s pro e u c n
product update synseal customers
bolt in a box
get steel cut for free
With this edition of the Synseal Times you'll find a box - and in the box there's a bolt - this is Synseal's tie bolt. Since the tie bolt system was launched in March 2005 we have eliminated the need for five way tie bars, and reduced the need for three way tie bars by 40%
“Six metre lengths of steel are difficult to manoeuvre and wastage is high for The tie bolt is a security bolt for conservatory roofs. Launched in the winter of 2004 it was the first dedicated tie bar removal system. When it's used in the calculated positions with the new stainless steel eaves beam cleat, the tie bolt enhances the structural performance of the conservatory. The13mm M8 bolt incorporates an internal grub screw that simply screws up through the head of the bolt and bites into the glazing bar. This simple development achieves a phenomenal performance.
many customers,” explains Nick Dutton. “We asked how we could make it easier for our customers. We thought about supplying shorter lengths for easier handling but that just creates more waste. Our solution is a complete range of ready to use lengths, boxed for delivery. And Synseal hasn’t changed the price – pre-cut steel is the same linear price as a 6m length.”
At our testing facility in Huthwaite we hung almost 1.5 tonnes in a sheer 90 degree drop from one of the security bolts! Alternative systems failed at just over the 1 tonne mark. This simple evolution of just one tie bolt has cut the excessive cost of five way tie bar systems and it's much quicker to install. And with improved appearance and performance the whole conservatory is much easier to sell to homeowners. Those conservatory systems suppliers who use many five way tie bar systems know how unpopular they can be.
SynerJy gets BBA and Kitemark Synseal is pleased to announce SynerJy has now successfully been assessed by the BBA. “In November we were awarded the Kitemark,” explains Bob Priest, Synseal's Quality Standards Manager, “and now we have the BBA system assessment, and expect to have the BBA number in March. Both these standards are a third party KM30983 accreditation of the strength and suitability for the profile to be made into windows. Having this makes it easier for our fabricators to get BBA approval on the finished products they make as the profile already has passed the tests.”
When Nick told one customer about Synseal’s pre-cut steel he was amazed to get this additional service for free. “It really is that simple,” adds Nick. “It’s one of the dirtiest and time consuming jobs in the factory, making swarf and sparks and no-one really wants to do it, not to
1.5 tonnes
mention significant Health and Safety issues. This way you don’t have to. Just order the lengths you require, and we cut it for FREE. It’s a steel!”
The recent relocation of the manufacturing facilities for Legend70 to Huthwaite was like a military manoeuvre, with seven complete extrusion lines, 58 extrusion tools as well as all the stock to move in just one day - 87 truck loads in all.
look for ways to improve it. Moving Legend to Huthwaite means it too will benefit from the massive facilities, technical support and marketing that drive Synseal’s growth. Legend customers are already seeing the benefits of product development with a higher gloss finish to the profile, and further manufacturing improvements are in the pipeline. Additional marketing support with a new brochure for homeowners is available now.
Nick Dutton comments: “The move means all profile manufacturing will be in one place with obvious benefits to our customers. We have fine tuned the manufacturing process over many years, and constantly
“In the past 12 months we’ve invested £22 million in Huthwaite, Nottinghamshire. And there’s more to come. A new 100,000 square foot factory is being built taking the total
lives on in nottinghamshire
factory space to nearly 600,000 square feet. Completion is planned for June. And, we’ve commissioned 17 new Legend mainframe extrusion tools – an additional investment of £1.4 million. “Cellular foam too will get a boost. The additional space freed up by moving Legend from Silver End releases a much needed increase in production capacity of cellular foam, enabling the Permacell range to grow in line with Synseal’s expectations.”
stories
For those of you who missed Nick's most recent article in Glass Age's Nick's in the Chair series, The Synseal Times has re-printed his article.
NICK’S IN THE CHAIR NICK MAKES THE CASE FOR MANUFACTURING CLOSE TO THE MARKET
WHERE INNOVATION COMES FROM Reacting to Chancellor Gordon Brown's pre-Budget Report in mid-December, 2005, Sir Digby Jones, CBI Director-General said, “If we don't invest more in innovation and skills, as well as stimulate the success of small business, frankly we will get left behind by economies that have much lower costs.” Despite the gloom and doommongering, British manufactured goods can compete. They are frequently superior, and often less expensive if you take into account all the hidden costs. Few would argue the benefits of buying global products such as Tee-shirts from the Far East or Apple's iPOD designed in the West and made at low cost in China. But the rationale for some outsourcing is hard to fathom.
Paying for your poison Recently it emerged that supermarkets are importing apples from New Zealand, reexporting them to South Africa for coating with a stay-fresh chemical, then re-importing them back to the UK. If the apples weren't travelling so far and spending so long en route - up to a year before we eat them - they might not need the stay-fresh coating and we wouldn't be paying to eat another unnecessary chemical. If you buy imported or multi-national window systems you could be paying a lot more. To innovate, you need to be hands on. You need to see how your product appears in the market; and to have a deep understanding of how and where it is used. To get that you need to listen to your customers, be they fabricators, installers or commercial specifiers. You need their feedback. But it's not enough to rely on second hand experience. You ought to make, install and use your own product in the market you are targeting, so you really feel what it can or can't do. I suppose what I'm saying is, you need to eat, sleep and breathe your product. With a passion. So you are aware before anybody else of improvements that would make it more attractive to British eyes, alterations that would make it more user-friendly, innovations that might take it onto a different plane altogether. It was only by assembling and installing Synseal's original Shield conservatory system - complete with sides and gutters - that we realised the overlap in roof and gutter components. By looking hard at the complete building we were able to replace several components with one item, which saved effort, time and money, and looked significantly better.
“DESIGNING PRODUCTS IN A CLOSED OFF LABORATORY, FAR FROM THE ACTION, FAR FROM THE COUNTRY THE PRODUCTS END UP IN, IS BOUND TO LIMIT YOUR VISION AND STUNT YOUR GROWTH.” Nick Dutton, Synseal’s Sales and Marketing Director
Innovation that is easy on the eye Again, it was only by assembling many low pitch conservatories, looking at installations and talking to installers that we were able to come up with the innovatory Global 600 system. British homes are built in imperial measures, yet other low pitch conservatory roofs are based on 500 mm centres, which just don't look right when matching up to 600 mm centres. Why weren't other roofs designed for the British housing stock? Designing products in a closed off laboratory, far from the action, or at arms length, far from the country the products end up in, is bound to limit your vision and stunt your growth.
It helps to be in the same country! British manufacturers stand a better chance of understanding what British customers want because they live in the same climate, suffer the same problems, survive the same government, live the same lifestyle, and breathe the same air. When it comes to breathing the same air, don't forget delivery costs. Importing, whether by air, land or sea, costs more than money: air travel is particularly heavy in terms of environmental pollution. To quote just one example from the air travel calculator www.chooseclimate.org featured in the Independent newspaper recently, flying with 80% occupancy in a DC 747 jumbo jet from Heathrow to Athens, the distance is 1,485 miles, the fuel used is 250kg and the environmental cost in greenhouse gases is 2,336kg CO2 per passenger. After a one-way flight, a visitor would have to go without heating, cooking, lighting and transport for
two years and nine months to make up for their impact on the environment. The figures for an entire aircraft are scary. Whatever else it is, importing ain't green. Outsourcing should be a last resort because you risk losing control. JIT (just in time) frequently becomes JTL (just too late). To protect yourself, you need huge stocks at the ready, but stock and storage space costs you money.
To a hammer, everything looks like a nail. Remember all those clunky tilt and turn windows European systems companies wanted you to use instead of traditional British casements designed for British housing? Many houses now struggle to sell at the full price because they just don't look right with inappropriate Germanic tilt and turns.
Will it make your heart beat faster? Foreign manufacturers don't know _ can't know _ what the British customer likes or wants or needs, unless they make the effort to find out. But adapting a European or World window system to suit UK tastes adds significantly to costs and operational complexity, and - they persuade themselves - it must be easier and cheaper to persuade the UK to accept what they are offering. But, window systems designed, like cars, on a European platform for seventeen different countries do not make the UK homeowner's heart beat faster. So many small British window systems companies have been bought out; there are few independents left. Remarkably, they seem to be the ones that are doing well. Why? Perhaps it has something to do with proximity. Innovation grows out of need and opportunities for improvement. Proximity to market, closeness to customers and real understanding of problems and needs are the roots of innovation.
Consort celebrates ten years of independence from Synseal Nick Dutton, Sales and Marketing Director, Synseal, congratulates Consort Ltd on ten years of trading: “The market has moved on in the last decade and I’m pleased to see Consort Ltd has made a great success of a former Synseal business.” When Synseal moved up the supply chain from fabricator to systems company, it sold its window and roof fabrication business to Consort Ltd, which now supplies predominantly to the trade and new build. “We have made a lot of changes since we bought the business from Synseal,” explains Stuart Buchanan, Sales and Marketing Director, Consort Ltd. “It was a good move for us; it allowed us to get into the market. Conservatories are really important for us.”
Consort Ltd hasn’t severed all its links with Synseal, combining its own profile products with global roofs. Says Nick Dutton: “I’m very pleased to maintain a relationship with Consort on global”. The company has grown since it’s launch, now occupying its own building of 45,000sq m in Nottinghamshire and employing over 200 staff. “Overall we’ve since invested £3 million in machinery and last year bought ten new vehicles,” explains Stuart Buchanan, who’s looking forward to another ten years of positive trading. “The company’s success is partly due to its policy of continuous investment and risk taking. We’ll continue to focus on re-investment, making good product, on time and looking after our customers’ best interests”.
conservatory and window villages open new pilot franchise operation with global Over 150 visitors attended the opening day at
formula. There are no salesmen employed. It's
Doncaster's Conservatory & Window Village,
owner-managed with one partner being the
the newly launched pilot franchise operation
Installation Manager, the other the Builder,
from Conservatory and Window Villages
allowing the same contacts to be with the
Limited. Seven conservatories are featured in
customers from start to finish. Our transparent
the new showroom all sporting Synseal's
pricing policy ensures that customers can go
global roofs. Four are standard sizes and three
onto our website, get a quote, walk into a
are
showroom and have that same price honoured,
bespoke
including
the
showroom's
impressive stand alone centrepiece.
without any discrepancy. There are no hidden catches and the customer saves money by paying
Tony Warren and Mark Green, the Franchise
for their materials, installation and builder
Partners of the new venture, located close to the
separately. Seven conservatories are featured in
new Robin Hood Airport, were amazed at how
We have ways of making you buy! You can't force the market to accept innovations that don't meet real UK needs. 'We have ways of making you buy', might sound good in Head Office, wherever that is, but it doesn't quite cut it in the market.
glass age/2005
well the opening went. Another delighted party
“global is the only roof system we offer and the
the new showroom all sporting
was Richard Craig, Managing Director at
new showroom is just the beginning. We are
Synseal's Global roofs
Conservatory and Window Villages: “Sixteen new
looking to expand franchises nationwide and
conservatory appointments were secured in two
would be very interested in hearing from any
days, which is a very exciting start,” he
keen parties,” he adds.
comments. “This is a new concept for us. The franchise works to a very open and honest
For further information contact Richard Craig on 0870 7744 775
customer
Corby Windows grows with Synseal conservatory roofs “Synseal is the most pro-active supplier we have,” says Jason Wilder, Managing Director of super-fabricator Corby Windows in Northamptonshire. “We went to
super fabricator
Synseal in 1993 because we were looking to offer our customers more choice and better options, both in windows and conservatories. It obviously worked we were soon selling 3,000 frames a week
speedframe adds synerJy
switch to synseal We have seen massive changes in the industry over the last 12 months, with some well known industry names reacting quickly to market trends and making decisive changes to get fitter for the future. One of these is Planet. Planet has emerged from a high profile management buy out with a renewed focus in the North West and Midlands. “Over 70% of Planet’s sales came from
“Up to half of them were Synseal's Shield and more recently we added SynerJy,” said Jason. “Synseal's profiles are Corby Windows' biggest selling frames in terms of volume.” The year 2001 was a major turning point for Corby Windows. Building on the success of the Shield window, Synseal introduced the Shield roof and created the concept of a complete conservatory. “If we weren't the first manufacturer to offer the Shield complete conservatory,” continues Jason, “we were certainly one of the first. The innovation of a matching roof literally took sales through the roof! It was one colour, one profile and no mismatches. The profiles were compatible and complemented each other throughout. “Probably one of the reasons it worked so well for us,” says Jason, “is because we do the
glass as well. So 'complete conservatory' in our case really did mean the whole works. We were ahead of the market and we took it by storm. And all our roofs have British Board of Agrément (BBA) approval. “When I started this business with Philip De Clermont in 1993, we had a goal to make fifty frames a week,” continues Jason. “That seems like a joke now. At peak capacity, it is sixty times that. I think a major part of that growth is due to Synseal's foresight. Producing a compatible roof for its own Shield conservatories, and then listening to customer feedback and going on to produce the Global roof, which fitted any profile, was the masterstroke. The company doesn't rest on its laurels and nor does Corby. Like us, they are always striving to improve their product and their service. Corby and Synseal share the same attitude.”
the seven showrooms in these areas so it made sense to refine our focus for the Gary Dutton, Chairman of Synseal with Ian Harrison, Executive Chairman of Speedframe.
long term future,” explains Dean St John, Planet’s Chairman, “We’re projecting £30
GAP in the market
Super fabricator Speedframe has added global roof and the SynerJy suite from
million of sales in 2006 with a leaner and
Synseal. “We fabricate between 7,000 and 10,000 frames a week,” explains Ian
fitter organisation.
Harrison, Speedframe’s Executive Chairman. “But that’s just part of our business.
New Year we’re pleased to announce a
Leading roofline stockist GAP has announced global600 is now available in GAP's eleven
Recently we have seen an increase in the number of orders for conservatory roofs. We
new supplier for profile and roofs,
PVC-U Warehouses. “It's an exciting time for GAP,” explains Jon Randles, GAP's Group
Synseal. We’ll be using SynerJy blu and
Purchasing Manager. “Taking on global600, Synseal's innovative low pitch roof, is great
global
for our customers. We constantly look for new products for our customers and
knew we wanted to switch suppliers for roofs and looked at global. And while we were looking at global we saw the benefits of having the windows in the same colour
blu,
And to kick off the
giving
us
a
complete
conservatory system all in one colour.”
after extensive investigation, global600 came out top. Synseal's
profile. So we’ve added the SynerJy suite
support is great too. EVii, Synseal's state of the art exhibition
too. Adding a new profile supplier is a big
vehicle, has already visited all our branches so all our staff could
decision for us. We wanted to deal with a
see the new roof. GAP is committed to training and product
British company who understands the market. And we wanted to benefit from the
knowledge.
When there is a new product customers can be
assured they are not on their own when they try it.
increase in conservatory sales. With global
“From our network of eleven branches we support
and SynerJy we can provide a full service –
thousands of customers. GAP stocks over 3,000 products
and the global roof and the new top specification
EnerJy
window
Speedframe is available now.”
from
to make it easy for them. They place one order and they get one delivery. We expect our suppliers to have the same customer focus, in Synseal we believe we've found a company who feel the same.”
Jason Wilder, Managing Director at Corby
SynerJy in production at Corby