‘Don't Close the Door on Profit or Reputation’, Warns WHS Halo's Mulholland

'The composite door market represents a fantastic opportunity for both fabricators and installers, but its potential should not be compromised by sourcing poor quality components and the provision of poor quality service,’ says Dave Mulholland, marketing director, WHS Halo.

Speaking in response to a spate of low-spec 'budget' products appearing on the market; Mulholland warns that the industry must remember 'old' 'value' lessons about promoting 'features and benefits' associated with what are now undoubtedly quality products.

In a climate where companies are careering in a headlong rush to drive 'emergency' sales as the antidote to a softening market; Mulholland points out that, ‘The window industry has worked hard over several decades to improve the standing and quality of products it sells. It has met all the challenges in terms of providing a viable alternative to timber, manufacturing an array of styles to meet consumer taste and developing product to meet the ever more stringent demands of legislation. The 'composite door' is the next evolution of this process and it would seem unwise therefore to sell this 'rising star' down the river by undermining its long term potential with short term measures’.

There is no doubt that demand exists and is growing for composite doors; but there appear to be barriers hindering their wider uptake. To date, quality and supply-side problems have had great ramifications for both fabricators and installers in terms of profits, reduced sales opportunities and lessened reputations.

In the first instance making sure that composite doors are built to perform, built to fit, built to last and are available when wanted, will ensure that the potential of this market is met; and not further suppressed by the cheap, shoddy and slow.

Mulholland offers several pointers in order that the 'composite' promise is not compromised. ‘Fabricators should’, he asserts, ‘be looking at premium features such as double rebates, 68mm door thicknesses, pre-finished slabs and thermoset GRP through-colour skins to really deliver the 'composite' promise’.

‘By seeking to deliver economy low-spec budget options; fabricators and installers may well be exacerbating the problems being experienced by weaker businesses in the sector’, he continues. ‘Hard to fit, remedial prone and long lead time products conspire to drive down much needed profits - and also have reputational implications for those handling them. Quality products, at fair prices, serve to preserve and grow margins - and can only further build the brands of those held in esteem in their areas’.

Double-rebate doors are easier to install and adjust on-site, unlike single rebate doors. The double rebate allows for greater tolerances in movement between the door leaf and frame during installation, just like installing a standard PVC-u door. There is also less likelihood of call outs from door 'drops'.

Optimum thermal and strength performance is available from doors that are 68mm - as opposed to the industry 'entry level' norm of around 44mm. Not only are 68mm doors much stronger and more resistant to impact damage; but they achieve a superior thermal performance with a U value of 0.85Wm2K on a solid style double-rebated door and an improved sound performance.

Another major factor in ensuring that installation and in-situ performance are not compromised is to make sure that the substrate and door skin for each door is cut to size at point of manufacture, ie. doors are made to measure. GRP skins possess strong colourfastness, giving it tremendous resistance to UV-induced fading.

Ensuring the doors are accredited - and just don't simply 'conform' - to the appropriate standards; such as BS 7413 and PAS 23, will also ensure that the doors are built to last.
As Mulholland finally says, ‘All the indications are that, while under-resourced and budget-focused firms will struggle in a softening market; those - like WHS Halo and its partner customers - who are 'fit for the future' and determinedly maintain their commitment to quality and service excellence will see the year through, confident that they are here for the duration. Composite doors are just example of where quality promises should and must be kept if we are to underwrite the continued success of the sector’.

Tel: 0121 749 3000
Web: http://www.whs-halo.co.uk