Sliders
Attributes Growth to Specialist Knowledge
Director
of patio door manufacturer, Sliders UK, Ian Longbottom explains the company’s
rapid growth in a competitive specialist market.
The
number of fabricators attempting to gain a foothold in the market by offering
a service on ‘specialist’ items increases year on year as the
UK market continues to become more competitive for lower margin, high
volume windows and doors.
Many will fail as they find that the investment and actual numbers required
for profitable manufacture of specialist products greatly exceed not only
their manufacturing capability but also stretch their distribution ability
to breaking point. Like any other business, economy of scale dictates
a definite breakeven point that is often way beyond the initial forecasts
of many who aspire to be ‘specialists’, leaving them able only
to serve a small number of local clients with uncompetitive prices.
Sliders UK began life (in November 2002) as a dedicated patio door specialist,
the directors being fortunate enough to have sufficient contacts in the
industry to make a business which could grow quickly enough to survive
its first winter without the need for borrowing. A little over 12 months
on the company enjoys a position as a nationwide major player in the patio
market. Sliders UK has invested over £150,000 in bespoke state of
the art equipment, operates a fleet of specially designed walk-on low
loading 7.5 tonne vehicles, and was recently awarded ISO 9001:2000 at
the company’s first attempt.
True specialisation is the company’s principle strength, alongside
a commitment to quality that has earned it a Gold Standard rating from
an independent audit of its customers’ opinions of service and product
value. Sliders UK is a highly motivated team, seeing itself as a key service
provider focussed clearly on the fabricator market.
Sliders
UK sees the fabricator network as its natural customer base, and the reason
for the company’s success being the ability to give fabricators the
confidence, quality and service to sell Sliders products as if they were
their own.
The company does not promote itself beyond the fabricator market and does
not seek to establish a brand in the installer market. Such a clear focus
necessarily prevents the company from expanding into certain areas of
window and door production and, unlike some of the more established specialists,
Sliders UK has no plans to manufacture French doors, tilt turn windows
or any of the more traditional products which represent the premium products
of its customer base.
Such a high level of specialisation aimed at fabricators demands that
Sliders is able not only to meet extraordinary price levels where volumes
dictate, but also adhere to short lead times and rigorous quality standards.
Both have been achieved throughout the company’s first year of production
and its customer base already includes several of the largest fabricators
in the industry, who would otherwise not have made the positive decision
to outsource patio doors, thereby freeing up capital and staff for far
more profitable core production. With several more major customers already
on the horizon Sliders looks set to achieve its ambitious sales target
of 250 doors per week by the end of only the company’s second year.
Tel: 01772 698222
Web: http://www.sliders-uk.com