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Interview with Giles Willson – BFRC

Friday, February 19th, 2010

In response to my previous post about the impending changes to affect the WER scheme, Giles Willson from the BFRC agreed to answer a few questions I put to him as follows:

Can you explain how the impending changes to the compliance with building regulations in October will affect the industry as a whole?

We will not know what the actual requirements for the revision to Approved Document L Conservation of fuel and power & Approved Document F Ventilation until they are published at the beginning of April 2010.

We know from the 2009 consultations that for England and Wales the proposal is WER band C for replacement windows and U value 1.8 for replacement doors. Regarding trickle ventilators within replacement windows these are going to be considered mandatory for all replacements. In addition conservatories are being considered to have the dispensation for compliance under ADL removed; this would mean conservatories would need to meet a thermal performance standard.

Therefore if you supply or fit replacement windows, doors or conservatories you will be effected; the actual details will be known in April – so watch this space.

There seems to be a lot of concern about the real value of solar gain in WER calculations. Wouldn’t we be better just setting tougher U Value requirements as part of the scheme?

The WER calculation takes into account the following:

Whole window U value
Solar gain
Air leakage

We all know that solar gain does make a difference to a building; the averaged constant used by the BFRC method simplifies the situation. Do you really want different window ratings for a North, South, East or West elevation, let alone a North, North East window?

The whole window U value is an element of the BFRC equation, it is important but WER’s reflects the solar gain aspect – a unique feature of glass compared to most other products used on the exterior elevation of homes.

Personally, I’m concerned that having WER’s as the only way of complying with building regulations will stifle innovation, choice and creates problems should any company in the supply chain cease trading. For example, what will an installer do if the company they purchase sealed units from ceases trading? Surely there needs to be a quick way for installers and fabricators to switch to an equivalent product from an equivalent supplier?

The WER Licence specifies the components used in a window; if these are no longer available the approved window is not a viable option, however the question did state that if your unit maker ceases trading what do you do. In these cases another unit maker, who can manufacture to the original specification (exact components etc.) can be used.

Regarding innovation; different components can be modelled within a simulation to check the overall effect on the rating – this is a very cost effective solution therefore we could argue we assist innovation.

I understand there are currently around 300 companies in the UK with an energy rating, but FENSA claim to have over 9000 companies in their scheme. Can the simulators simulate, the IA’s audit and the BFRC register the rest of the industry by October?

The number of companies stated are correct however, we do need to think about the supply chain. Many FENSA installers only undertake a few jobs, they use windows which have been bought in; these installers will buy in a window which is WER registered and install this as compliant with regulations.

You also have companies who fabricate and install – these companies need to get their own Licence or be part of the Authorised Retailer Scheme.

The authorised retailer scheme; this enables companies to use their frame supplier licence and either source their own units or buy from the frame supplier, and have their own BFRC WER Licence.

Therefore the number of additional Licences will increase if WER band C is made mandatory however, not all 9000 FENSA Registered businesses will require their own Licences.

Do you think that these proposed changes will ultimately force many smaller sealed unit manufacturers, PVC-U fabricators and installers out of business?

We do not believe that it is the Governments intention that any company goes out of business due to regulatory changes. However, regardless if the Building Regulations require WER or whole window U values these would need to be calculated for every combination of glass, unit and frame.

With the more demanding specifications, products do require verification; therefore companies who have undertaken the preparation and have data on their products should survive. Companies who have not undertaken a simulation or have data on the whole window U value or WER will be disadvantaged and could result in their failure.

For more information about the BFRC visit http://www.bfrc.org/

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Posted in Climate Change, Energy Rated Windows, Environmental Issues, Interviews | 24 Comments »

Interview with John Keleher of Crittall Windows

Thursday, October 15th, 2009

This is probably one of the best interviews I’ve had on this website. John contacted me to point out that people using proxy servers were struggling to comment on my posts. I think we’ve fixed the problem, although I’ve still no idea what a proxy server is???

John is the IT Manager of Crittall Windows, and a self confimed ‘geek’ although I’m sure when you read the following interview you’ll realise he’s not your average computer geek.

john keleher

What is your background in steel windows, and how did you come to be working for Crittall Windows?

I have been IT Manager at Crittall Windows for 15 years. It is my first job in the windows and door industry. Previously, I was Manufacturing Systems Manager in the Engineering Division of VSEL (now part of BAE Systems).

VSEL built the UK Trident nuclear submarine fleet, and Trafalgar Class hunter-killer submarines, surface vessels like HMS Invincible, land based armaments like self-propelled howitzers, and sea-based armaments like the Sea Wolf missile system. The only windows and doors we were interested in, were watertight doors, escape hatches, and portholes. There weren’t many features and options to worry us, but they were all made of metal.

VSEL was going through a significant culture change, privatisation, and the introduction of competitive tendering for shipbuilding contracts forced the management of the business to adopt a new commercial approach. With a workforce approaching 15,000, there would be no quick fix.

The CEO looked to create a group of like-minded individuals to act as “agents for change.” Over a 4-year period, the VSEL Executive Programme identified around 40 people to attend Lancaster University and study for an MBA. I was one of those selected. The group worked with a group of consultants to put forward proposals to change the way the company operated.

At the same time, the “peace dividend” from the break up of the Warsaw Pact, and Soviet Union was slowing down order intake. Each quarter saw another round of redundancies. While we were “thinking out of the box” seeking a “paradigm shift” and a whole series of other buzz words, people were losing their livelihoods.

It came to a head, for me, when I had to make one of my best friends redundant. I knew it wouldn’t be long before I got the “tap on the shoulder.” I decided it was time for me to broaden my experience in the commercial world.

I saw an advert in “The Daily Telegraph” for an IT Manager in North Essex, and applied. My interview with David Blake, the MD, and Derek Hooper, the FD, was carried out through a pall of smoke, and I said about 2 words. The real interview was in Derek Hooper’s car as he gave me a lift to the station. I also discovered that the same consultants, who we were working with at VSEL, were starting work at Crittall.

My introduction to steel windows actually came quite early in life. I was brought up in a row of imposing, Victorian semis. At the end of the row, the local coal merchant built himself a typical 1930s art deco home. It had a flat roof, white rendered walls, curved corners, and curved steel windows.

Eventually I left home to attend University, and then to work in London. One summer, I returned and was absolutely horrified to discover that someone had “modernised” the art deco villa. It now sported a pitched roof, the render was replaced with pebbledash, and the smooth curved steel windows had been replaced by facetted uPVC. I didn’t realise then what influence steel windows was to have in my life.

Crittall must be one of the oldest names in the Window and Door industry. Why do they need an IT Manager? Surely, everything is still done the old fashioned way?

Crittall has always seen innovation as a source of competitive advantage. Innovation in manufacturing processes, product design, employee welfare, and order processing is behind the continued success of the business.

The introduction of the patented fenestra joint, hot-dipped galvanizing for steel frames, the building of Silver End village for its workforce, and the commissioning of the first main-frame computer in Essex are all examples of the company’s innovative approach.

Of course, some of the manufacturing processes owe more to the art of the blacksmith than they do the skill of the engineer, but where possible, we are always looking to improve efficiency, and accuracy by investing in manufacturing technology.

As a 160-year-old company, you can imagine that many of our business processes, are steeped in tradition, their origin lost in the mists of time. We look to realise the benefits of introducing new technology, but also have to recognise that many of the old practices have their place too.

In the same way, we recognise the need to invest in Information Technology. We have recently installed the latest version of our integrated ERP system, SyteLine from Infor, which is interfaced with V6 from SoftTech. It supports the business from order receipt, through design, manufacture, installation and cash collection. Although we have a CAD system, which can improve efficiency and consistency of approach, we still have designers who prefer to use a drawing board, and, indeed, some customers who are happier to receive manually drawn designs.

The secret of our success is to be able to accommodate the traditional approach within our modernisation programme.

I know very little about steel windows, but how big is the market, and how are steel windows moving with the times? Can you get A-C Rated steel windows?

Within the UK, the steel windows market is about £35m per annum. It is not growing, and, if anything, unless the latest proposals for Part L are modified, is likely to shrink significantly. We export to North America, Mainland Europe, and The Middle and Far East through agents, where steel windows are seen as a high-quality, luxury product, unlike the UK, where, in the residential market, they will forever be associated with social housing.

As you can imagine, product development is very high on our agenda at the moment.

We are currently working towards gaining a C Rating for our Homelight Range, which we believe to be achievable with minor modifications, and without sacrificing those things, which make steel windows attractive.

We are also working to gain secured by design status for our ranges.

Over the last few years, we have been working with our steel profile supplier to produce a thermally broken steel window.

From a purely personal point of view, I believe we may succeed in producing a window, which meets all of the requirements of Part L, but will lose many of the attributes and characteristics of a traditional steel window.

Why do you think so many uPVC window fabricators and installers seem to be failing?

Times are hard for all of us in AEC. It’s not just uPVC suppliers who are failing. I read in Construction News last week that 1 in 4 of all company collapses in the UK are in the construction sector. That equates to 17 each day.

The barriers to entry into the uPVC fabricator/installer market, as you, yourself discovered, are very low. This can result in an oversupply to the market, and strong price competition. Buying work, just to keep busy is a common tactic, but is unsustainable.

The global recession has seen consumer confidence weaken, house prices drop, and the availability of credit for homeowners all but disappear. Anyone who focuses on the residential market is bound to have been hit harder. In the Public Sector, the government’s Decent Homes Initiative has helped provide some relief from the downturn.

However, the uPVC market has been in decline since 2004, well before the effect of the “credit crunch.” It was forecast to bottom out and start to rise in 2008, as the second-time uPVC replacement market began to grow. This upturn has been delayed by the recession.

Consumers have a much wider and deeper awareness of the environmental, social and economic impact of all building work. As a result, uPVC is coming under increasing pressure as a building material. There is increasing competition from timber and aluminium.

The second-time uPVC replacement market will start to grow as the recession lifts, but sales will not be easy. Decisions will be discretionary, so, as well as competition from other materials, you will face competition from substitute products e.g. I have £10,000 to spend on home improvement – should I replace my windows or buy a Jacuzzi? (I know which I’d go for!)

I notice you’re on Twitter at http://twitter.com/johnkatcrittall. I’ve tried Twitter and felt it was a waste of my time. How do you feel social media will benefit Crittall Windows and other companies in our industry?

Your response is typical. I’ve read somewhere that around 70% of those who sign up for Twitter give it up very quickly. I completely understand why that is.

I’ve been using Twitter for 6 months or so, following a workshop we had with marketing, and PR Consultant, Paul Wilkinson. Paul is a leading light in the movement to improve collaboration within the Architecture, Engineering and Construction industries. He conducted an audit of our Social Media presence, and was quite impressed with what we had achieved, with very little effort. He showed us other tools we could use to increase our presence, and influence using social media.

You, yourself, have successfully embraced social media with Renegade Conservatory Guy. Blogging is one of the best ways to get your message across, and enter into debate about the issues you want to discuss.

I signed up for Twitter, and, I must confess, like you, I thought it was a waste of time. I tweeted a few times, found a few people who, I thought, would be interesting to follow, but they didn’t follow me back, and… nothing… I left it alone for about a month, and decided to have one last effort at making it work. It was pretty much like my first efforts, until I had my “Twitter Moment”

It sounds ridiculous, but I tweeted something about the new Lego architecture series. There was an article in Architects Journal with a picture of Fallingwater, an iconic Frank Lloyd Wright designed house. It was built with Crittall steel windows, so I tweeted that. It was picked up by someone, and retweeted. Someone else noticed that there was someone from Crittall on Twitter, and tweeted that. Soon my following started to grow, and I was contributing to conversations, and all the time learning about how best to use Twitter.

Of course, I want to promote Crittall Windows using Twitter, but I try to achieve that by adding value to my followers, and those whom I’m following.

No one is going to walk up to Crittall Windows’ reception and say, I was so impressed with John’s tweets that I want to give you an order. Although we have been involved from a very early stage on a potential project, because I saw a reference to it from the architect on Twitter, and passed details on to our commercial manager, who is now also tweeting.

I tweet links to news items, and to things I find of interest, I retweet requests for help, I engage in conversations about current issues, I enjoy some light banter, and where I have relevant knowledge or experience, I offer help and advice to anyone who needs it. In short, I am networking, as I would in the real world, but using a tool, which provides me with the ability to reach more people, in a wider geographical area.

I’m also trying desperately to win a year’s free pies from @HollandsPies!

We also have company pages on Facebook and LinkedIn. More recently, I have created 2 blogs, one for personal thoughts and experiences, and the other, a photo blog to promote steel windows.

It is difficult to say if the company achieves a measurable return on the investment that I make in Social Media. What I am trying to do is keep the company’s name, and products in specifiers’ minds.

As a result of my efforts on Twitter, and the other Web 2.0 sites, I have been interviewed for articles in Building Magazine, and Construction Manager Magazine.

Within the UK AEC industry, there is a growing presence on Twitter, and tweeting is followed up by get-togethers, known as tweet-ups (I hate the jargon), which are, in effect, business networking events. In the construction industry, a number of orders come about as a direct result of recommendation from our contacts in other trades.

As I mentioned earlier, I believe the second-time uPVC replacement market will be discretionary. Consumers will want to make an informed decision about what they want and from whom they want to buy.

Access to the Internet makes it easier for them to research the market and potential suppliers. You need to have more than a website. A single point of presence on the web, which is little more than a project and product gallery, is not enough. You need references back to your company website, and reviews of your products and service.

The growth in use of social media sites means that your company could be subject to criticism, fair or unfair, without you knowing it. I use Google alerts to identify any news items, blog posts, or web sites that mention certain keywords. Each day I receive an email for each alert. I can choose what action I need to take.

Twitter is more immediate than blogs or news reports, it is more like a series of conversations, so Google alerts aren’t appropriate. Twitter has a real-time search capability, which allows me to respond almost immediately to any tweet, which contains the word “Crittall” or “steel windows”, or any other keywords I choose. This is extremely powerful in maintaining a company’s reputation, and improving customer service.

Remember, if you are not using a site like Twitter, you don’t know what they’re saying about you.

I notice on your Twitter page that you share my dislike of a certain football team that plays in white, and are in League 1 (I can’t bring myself to say the name). Would you agree with me that it is Huddersfield Town who are the greatest football team in West Yorkshire?

My strong dislike of a certain team in white, who shall remain nameless, comes from my formative years in the 70s when they were almost all conquering.

I’ve been doing some research on Huddersfield Town and haven’t found any reference to Huddersfield and football in the same sentence.

The nearest I got was the old music hall song “She was only a footballer’s daughter, but she liked her ‘Uddersfield (and her Arsenal)”

For more information about Crittall Windows visit: http://www.crittall-windows.co.uk/

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Posted in Internet Marketing, Interviews, uPVC Windows | 2 Comments »

Interview with David Bingham, Director of ConservatoryLand

Sunday, June 28th, 2009

I’m delighted to have secured an interview with probably the most switched on internet marketer in our industry. Dave is a Director of Everseal Ltd, and the guy behind the hugely successful DIY conservatory website ConservatoryLand.com.

davidbingham

How did you get involved with conservatories and double glazing?

It all started back in 1986 when I was 18 years old. My dad had already been the Regional Sales Manager for a double glazing company called Systems 80 for a number of years. You may remember them, they occupied the premises that Coldseal eventually took over in Alfreton.

I also got a job with Systems 80 and worked in their showroom in Sutton in Ashfield for a couple of years.

Then in 1988, my dad decided he wanted to start his own company and employed me to sort out the administration side of things. I remember writing my own computer program, custom designed to handle customer order details and sales commissions. This is when Everseal was formed.

Tell me a bit about your company and what it does?

We manufacture all our own products, windows, doors, patios, bi-fold doors and conservatory roofs using the Eurocell system for both the frames and roofs.

We have premises that combine our frame fabrication factory with our main offices and separate premises across the road from there consisting of a row of five units which combines our roof fabrication factory with our ground floor and first floor showrooms.

We are a retail company although we do a small amount of trade that comes our way by chance. We do not market for trade work but we do appreciate it and are competitive. It is an additional bonus for us.

We have a domestic sales operation selling conservatories, windows, and fascias which covers Nottinghamshire, Derbyshire, South Yorkshire, Leicestershire and Lincolnshire. These are the areas in which we send out our sales people and provide a full installation service for our products.

We have a retail DIY conservatory sales operation covering the whole of the UK where we manufacture and deliver to our customers for self-assembly – mail order conservatories if you like.

Conservatories now form around 80% of our business and we currently manufacture over 800 of them per year for our retail customers.

We put a lot of time, effort and resources in to our customer care policies and achieve an exceptionally high rate of customer satisfaction which of course results in plenty of recommendations for us. I view the money that we spend on this as just another marketing cost.

What are Eurocell like as a supplier?

Eurocell are great.

Their service and technical support can only be described as first class. Their PVCu products, in my own personal opinion are one of the best in the industry, both for quality of material and visual appearance.

They also have an effective product development policy which helps us stay ahead of our competition.

As you are probably aware, I’m impressed with ConservatoryLand’s Google position for ‘conservatories’. How did you get to that number one spot and stay there?

Well Matthew that is the million dollar question and the answer to which I am sure everyone would just love to know.

If I had an exact formula for this, I would be selling my SEO services to all industries and become incredibly wealthy very quickly.

I guess I just picked the right people for the job. We have a great team of SEO guys and I spend a lot of my own personal time creating relevant content to help it along.

As you know Matthew, at the time of this interview, Conservatory Outlet are at number two which is also an incredible achievement so you must be doing all the right things.

What proportion of your business is generated from your website?

Around a third of our business is currently generated from our website and online campaigns as I consider it to be bad business practice to have all our eggs in one basket. What if we drop off the face of Google? There are no guarantees. And what if the internet goes down for a while for some reason? You never know, it could happen.

Further, although there are really no limits with organic search enquiries, considering the number of keywords and search phrases out there, short, medium, long-tail search terms etc, it is a slow and long term investment in both time and money but you need the business now.

As you will have seen, we top up our online campaigns with additional PPC as I know you do but there is a budget threshold with this where it can become no more effective than traditional media advertising, even less effective if you take it too far.

How do you intend to develop your online presence in the future?

That is a difficult question to answer as the internet and technology changes and develops at an astounding rate and you’ve got to be on the ball to keep up with it, else you get left behind.

I read articles about this sometimes, such as Google changing their search ranking policies and testing services such as local search results which can be a disadvantage to national suppliers, yet an advantage to local suppliers, whatever their industry sector.

Although Google is not the only search engine out there, it easily accounts for the majority of internet searches, which is why I always refer it, they are incredibly powerful.

My answer to your question is that I don’t really know because I don’t know what future developments and changes are going to happen.

I intend to adapt to changes in accordance with any future technological developments and changing internet trends that occur, no matter what they are.

Although I participate in social media, I’m still unsure how much potential this has for our retail market (one-off, one-time sales) and suspect that it works better for some industries than others.

I think about social media a lot but I am still struggling to see how my retail company can benefit much from Twitter and Facebook for some reason, although I do believe you should be on those sites just to be seen to be on those sites if nothing else.

It can be fun and I could pick up the odd sale but I wouldn’t expect it to increase our turnover by any meaningful percentage unless we can get a few million UK followers or friends on there.

How do you see the market for DIY conservatories developing over the coming years?

I think there will always be a market in the UK for DIY conservatories, just as there will for fully installed conservatories.

The DIY conservatory market is far from an easy one and I think it could become even more difficult when affected by changes in government legislation such as building regulation requirements for every conservatory, no matter what size or type? Obviously this would make the idea of a DIY conservatory less appealing to some consumers.

On the positive side, the more difficult it becomes, the less companies will succeed with it and therefore less competition for us, so I wouldn’t expect it to be any detriment to our business as there are always consumers that are prepared to do a bit themselves to save a lot of money. It could even be beneficial; it’s swings and roundabouts really.

For more information visit: http://www.conservatoryland.com/

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Posted in Conservatories, Conservatory, Internet Marketing, Interviews | No Comments »

Interview with Chris Brunsdon of TimberWindows.com

Monday, June 8th, 2009

Being a die hard believer in the benefits of uPVC, no one can accuse me of not allowing alternative opinions on this website.

Although I disagree with parts of this interview, Chris Brunsdon articulately argues the case for engineered timber windows.

Chris Brunsdon

Hi Chris, you seem to be one of the most active Timber Window companies in the trade media. Does it pay off for you?

Joinery companies never really appreciated the value of the double glazing trade or the benefit in talking to the industry. In their view plastic equalled cheap and nasty and those peddling it are low-life and best avoided. However, at TimberWindows.com we don’t share that view. We come from an installation background and so have an inherent respect for the local window firm. From the outset we realised that the skills of the double glazier (skills of selling, surveying, installation, customer service and after sales care) needed to be harnessed as a route to market for our engineered timber products. Our trade campaign has focussed on changing opinions and sending out the message to the double glazing industry that the material has moved on but the game, essentially, remains the same.

A whole generation of window firms has grown up believing that PVC-U was the only answer to volume window replacement (short-sighted), that timber is hard to fit (in fact it can be quicker and easier than plastic – our system is) and wood is too expensive to sell (our sales figures speak for themselves). So yes, it has paid off. Not only have we successfully built a nationwide network of over 125 installers, but more fundamentally, we have started a snowball rolling that will inevitably see engineered timber grow to usurp PVC-U as the mainstream replacement window material of choice.

You seem to be bucking the trend in the current economic climate. Is it because you’re taking market share, or is the timber window market doing better than PVC-U?

At the end of the day, timber windows continue to be the preferred choice for end users. The public love it and want it in their home. In the public imagination timber is natural, sustainable, it restores architectural integrity, it’s honest. What put consumers off in the past – problems such as rot, warping and high maintenance associated with traditional timber windows – made PVC-U attractive. But with engineered timber they get all the benefits of a PVC-U window with the natural sustainability and beauty of timber. It doesn’t matter how much you re-brand, re-package, foil, colour or bake plastic, it’s still plastic. And plastic (think laminated flooring, formica, and disposable knives and forks) is not the real deal. So I’d say we’re not bucking the trend, we’re just surfing the wave.

I’m a big fan of your website. Many companies in the PVC-U market could learn a lot from it. What plans do you have to develop it in the next 12 months?

We have three talented full-time web developers on the team now, and yet there’s always a ‘to do list’ of nearly 100 tasks. Earlier in the year we joined forces with The Performance Window Group and have been busily coding up the fabulous products that our sister companies, Mumford & Wood and Clearwood Joinery, have to offer. Once coded our Registered Installers will have, at the click of a button, a solution to any timber window project ranging from the historic, listed building to the modern architectural development – and everything in between – that requires cutting edge timber window and door design. That’s quite exciting.

Less in the public eye we are constantly working to web-enable more and more of our back-office functions to keep our staff numbers down and therefore our prices to customers under control. Last month we picked up The Bright Sparc Award for the second year running, this time for ‘Use of Sustainable Technology in a Business’. The award recognises our ‘use of sustainable technology which minimises environmental impact’. We use web applications to manage all aspects of the business, which gives sustainable benefits such as improved efficiency, less travel, lower overheads, reduced infrastructure, high scalability, more innovation and high staff morale.

We only have 12 full time staff on a turnover of nearly £6 million so we’re not doing too badly on this score. But the website is pretty much a never ending project.

You have a great online window quoting system. Why don’t you allow consumers to get an online quote?

Are you belittling the trade of the double glazing salesman? We are not selling tins of beans here, we are selling a product that will last for decades and add serious value to a property if correctly specified. The customer needs expert guidance and needs to understand the benefits.

Which is the most sustainable type of window – PVC-U, aluminium or timber?

Do you have to ask? It’s timber of course (end of story).

Why don’t you do conservatories?

Coming very soon!

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For more information about TimberWindows.com visit:

http://www.timberwindows.com/

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Posted in Interviews | 7 Comments »

Interview with Aidan Harte, Managing Director of Freefoam

Monday, May 25th, 2009

Aiden Harte Freefoam

Roofline has gone from a niche market to a mainstream product. With so many companies now offering a roofline replacement service, how can installers differentiate themselves and make money?

Roofline is often ‘out of sight, out of mind’ or one of the jobs homeowners think can be done later. But damaged timber roofline can cause big problems if left for any length of time. Installers need to tell homeowners about the problem and sell them the solution. There are also plenty of opportunities to sell something different. Coloured roofline, for example. Roofline has been predominantly white but there is a rainbow of colours available to suit any style of property. Nearly one in five window installers use colour or woodgrain and this is growing. It’s a good opportunity to increase value if installers sell roofline and rainwater to match.

Freefoam has the biggest colour range for roofline – do you see this growing in the UK? Is the growth driven by suppliers like Freefoam who have a vested interest in it, as might be implied by one of your rivals who says that a range of whites is all people want?

Other roofline manufacturers have said that the market still demands predominantly white products. In my experience this was true some years ago but things have changed. In Ireland, coloured roofline accounts for 50% of the market. It’s growing in the UK and now accounts for 18%. This is reflected by the growing importance of colour to installers – 49% of installers and stockists rate the importance of offering a colour range as extremely important compared to 8% who think it is not at all important1.

Specifiers and developers are using colour as a signature and to make developments look unique. But the retail market offers even greater opportunities. Offering colour makes an installer stand out.

Most roofline manufacturers are limited to a standard range of white, or whites plus two or three woodgrains. Freefoam has developed the technology to produce colour easily and quickly off the shelf. Our range includes colours such as leather brown, wine red, rustic green, regal blue, pale gold, sable, and storm grey. And we can meet a wide range of special orders more quickly and effectively in whatever volume is required.

Colour gives homeowners and specifiers the chance to create individuality and contrast the roofline to other PVC-U products. As the popularity of colour continues to grow we have a head start on other manufacturers who don’t have the technology or experience to meet customer demand.

The PVC industry is being affected by REACH with many window profile and roofline manufacturers changing to Calcium Organic stabilisers. Kestrel-BCE in particular is running a high profile campaign in roofline which is against both lead and tin which are to be banned. What is your view on this?

For several years Freefoam was the lone voice in promoting the benefits of lead-free calcium organic products. Since then, other roofline manufacturers have claimed they were first to jump on the environmentally friendly bandwagon.

It was recently implied that the days of tin are numbered. Tin itself has not been banned and may never be. A successful representation by Freefoam in Europe achieved derogation and delayed the end of dibutyl tin in fascias to 2015. While the current tin material has six more years of use, Freefoam is already working on the next generation of stabilisers to be able to continue to offer the highest quality products which match, if not exceed, what we already offer. This will be aided by our recent acquisition of the Chemix mixing plant. It provides us with access to high quality and cost effective raw materials and not only meets our current needs but also our future requirements.

The roofline market is already pretty consolidated. How do you see this developing as the market declines? What opportunities or threats do you see for the industry?

We’ve seen more consolidation of the market recently. Including Freefoam, there are effectively just 4 manufacturers left in the market. To survive, manufacturers need to be able to offer customers a full package of products. As I said before, the biggest opportunity in the roofline market is colour. Those who offer predominantly white products won’t be able to give stockists or installers the products they need to win sales. One of the other biggest threats is companies offering products at ridiculously low prices in a bid to win sales. It lowers the value of the market and doesn’t work because others simply match their price and everybody loses.

Once seen as a bit of a maverick, Freefoam is best known as an Irish company – have you got plans to expand in the UK? What plans do you have to take the company forward?

Contrary to that view, most of our sales are outside the Irish market. Our facility in Northampton is a similar size to our Cork factory and provides most of what is sold in the UK. The acquisition of the Chemix mixing plant was a significant investment for Freefoam. For some years our main focus has been to be number 1 in Europe and we are making good progress towards that, and the investment will help us achieve this goal.

Your 20 year transferable guarantee, run entirely via your website, was considered a breakthrough when you launched it. How is it going, and in a market where 10 years is the normal length of a guarantee, have you encountered opposition to doubling the period of the guarantee?

Most roofline guarantees last only 10 to 15 years. But Freefoam registered installers can extend our standard 10 year guarantee and offer homeowners 20 years’ cover. It applies to all roofline and rainwater products including colours (with the exception of foiled woodgrain which is covered by a 10 guarantee) and covers against warping, splitting, cracking and discolouration. It’s a next generation guarantee to match our next generation products.

Our scheme has been taken up with enthusiasm and helped many installers grow and win business from competitors. The number of registered installations in the UK and Ireland grew 176% between 2005 and 2008, and since 2003 the scheme has seen registered installations increase by 635%.

Homeowners and specifiers love it. Getting a guarantee direct from the manufacturer gives them the reassurance that quality products have been used and that they will last. The guarantee doesn’t end when the homeowner or resident moves. It can be transferred to the new owners and subsequent owners so they can enjoy the same peace of mind. Some guarantees only cover domestic properties. Our guarantee can be used by landlords and specifiers from Local Authorities, Housing Associations and commercial and new build projects.

We’ve not come across any other roofline manufacturers or brands offering a similar guarantee. People were surprised when we offered 20 years at first. But several manufacturers copied us – raising their guarantees to 12, 15 and even 21 years. But we’re able to offer 20 years because we have total confidence in the products we manufacture.

It’s clear now that we are in for a deeper and perhaps longer recession than anyone expected. What advice would you give to companies to help them come through it?

The industry is going through a difficult period. But there are still opportunities for companies who are pro-active. Marketing makes a big difference in a downturn. Companies who cut their marketing make it easier for their rivals to win business. Although the market is more challenging, many homeowners who cannot move are looking to improve their property, and this creates sales opportunities for installers who can sell themselves.

Another important aspect is developing strong relationships between distributors, manufacturers and installers. Playing the field may provide short-term gains at the price of long term support. It works both ways and manufacturers also need to develop long term relationships with their customers.

Is there a future in roofline?

Roofline is the next major home improvement. Most of the UK’s timber roofline still needs replacing. When installers sell PVC-U windows, doors and conservatories, offering to replace high maintenance timber roofline with low-maintenance PVC-UE roofline at the same time can increase the value of the project. And they can return to previous customers and sell them roofline to match their PVC-U windows doors and conservatories.

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For more information about Freefoam visit: http://www.freefoam.com/

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Posted in Interviews | 1 Comment »

Interview with Colin Torley of Veka – part 3

Sunday, May 17th, 2009

In the third video of my interview with Colin Torley, the Sales and Marketing Director of Veka UK, we discuss among other things:

1. Do systems companies communicate with each other, and would it be beneficial for the industry if they did.
2. Pricing increases, raw material shortages and the differentials between uPVC profiles.
3. Network Veka and how Veka differs from other system suppliers.

Posted in Conservatories, Double Glazing, Interviews, Marketing, uPVC Windows | No Comments »

Should systems companies be dealing with Phoenix companies?

Friday, May 15th, 2009

In the second video of my interview with Colin Torley of Veka we discuss:

1. The uPVC window and conservatory market volumes over the next couple of years.
2. Newbuild, commercial and trade window markets.
3. The professionalism of fabricators in the uPVC window industry.
4. Communication channels between systems companies.
5. Trading with new fabricators and the potential credit risks.
6. Phoenix window companies and the restructuring in the uPVC window industry.

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Posted in Conservatories, Double Glazing, Economy, Interviews, uPVC Windows | 1 Comment »

Challenging conditions in the UK PVC window industry

Thursday, May 14th, 2009

In the first of 4 videos showing my recent interview with Colin Torley, Sales and Marketing Director of Veka, we discuss the challenging conditions in the UK window, door and conservatory marketplace. In particular we discuss:

1. The employment background of Colin Torley and how he got into the industry through door canvassing for Everest.
2. How the industry has changed over the last 20 years from a buoyant industry to more difficult trading conditions with less systems companies.
3. The challenge facing systems companies to differentiate products.
4. Why we must sell the package more, such as guarantees, A Rated windows etc.
5. The challenge facing the industry with a saturated market.
6. Recent sales performance of Veka UK and the advantage of having strong support from their parent company.
7. How many extrusion companies should there be in the UK?

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Posted in Conservatories, Double Glazing, Economy, Energy Rated Windows, Interviews, uPVC Windows | 3 Comments »

Interview with Martin Randall of Crystal Direct

Wednesday, April 15th, 2009

I’m gradually working my way through the list of people I said I’d like to interview this year and today I have the exclusive with Martin Randall of Crystal Direct, a competitor of mine and fellow Synseal fabricator:

Martin Randall Crystal Direct

Hi Martin. Tell me a bit about your company.

Crystal Direct is a national trade fabricator of PVC-U conservatories, windows and doors. I set up the business in 1990 but before that I was an installer. As an installer I was able to appreciate the importance of having a consistent, reliable supplier; one that provided a comprehensive product range. And I was also frustrated at the lack of it at times. So I started up Crystal and positioned it as the fabricator that understood what installers need. The business has evolved but we never forget that we are here to help customers sell and stay ahead of their competitors. We do that by continually identifying and opening up new opportunities for them. We are No.1 for product choice, leading the way with a complete range of SynerJy and Shield Synseal profile and internal or external glazing and mechanical joints or reverse butt welded frames. We offer vertical sliders, bi-fold doors, composite doors, a choice of Ultraframe or Synseal conservatory roofing systems, glass roofs and polycarb, A and C energy rated windows in SynerJy and Shield and a full Artisan colour range from stock. All our products have short lead times with on time, in full deliveries and effective marketing and service support.

I notice on your website that you’re 17% up in January compared to the year before. Why are you doing so well?

Yes and in February sales were up 23% compared to the same month last year, and in March our sales were 3% in front of March 2008, which was our best month ever. Not bad considering we’re in a recession! And we have just taken on more staff to cope with the additional demand. We continue to grow because installers appreciate Crystal’s proactive and customer-led approach to marketing initiatives, customer support and product choice. We do everything we can to make sure our customers succeed because at the end of the day, if they do well, so do we!

I had a look on your website, and you’re selling very similar products to what we sell. Synseal SynerJy, Shield, Bi-folding doors etc. So, why should an installer buy from your company rather than mine?

I think we both trade differently in the market. My understanding is that your customers operate as a franchise of Conservatory Outlet or follow your sales and marketing template, whereas we help our customers to succeed in their own way. For us, choice is fundamental because it gives customers more chance of getting the sale and differentiating themselves. We give them the widest choice and the most flexible support we can so they can choose what works for them.

Are you finding that it’s a constant battle fighting off unwelcome price increases from suppliers? And, do you feel your company is in a position to pass on such increases?

We’ve had a wave of price increases in the last year and I don’t think they’ve all been justified. We’ve tried to absorb as much as possible but inevitably at some point we’ve had to pass on the extra costs to our customers.

How is the Fighting Back with Facts campaign going?

I set up the campaign last July to try and shake up industry bodies to make the case for PVC-U. And I believe there is light at the end of the tunnel!

The timber industry has made headway with campaigns like ‘Wood for Good’. They’ve had considerable funding for PR, marketing and advertising to promote timber and its benefits against PVC-U, to consumers, specifiers and the trade, and it’s worked. You can see how the market has turned. I got increasingly frustrated at seeing industry bodies like the BPF sitting back and doing very little to defend our market. I believe Fighting Back With Facts has been successful in bringing the issue to the surface and instigating some action. The BPF, with its PVCaware.org campaign, is building momentum and we can at last see some action. But it’s nowhere near enough. The BPF need to do more to generate funding to promote and push the case for PVC-U – there is no point leaving it to Systems companies or raw material suppliers. And there’s no point just talking to specifiers which is what they like to do – somehow we need to energise the industry – that means fabricators and installers to make the case to homeowners. And we’re not just talking about recycling. Timber and the green lobby have been telling lies about PVC saying its poisonous etc. We need to counter that too.

How do you see the double glazing industry developing over the next 12 months?

We’re in a synchronised global recession and credit and housing are in the eye of the storm, so it could be a tough 12 months. New build has shrivelled and until borrowing becomes easier the replacement window market is polarised between those who have disposable income and those who don’t. But there are still sales to be had, Crystal is proof of that, and there are opportunities in other sectors like social housing. It will be survival of the fittest and most active. The survivors will be the proactive, those who communicate with customers and do more marketing to prospects, not less, and those who invest in new products and services. Innovate and promote!

How many of your trade customers have a business plan?

It’s very difficult to plan ahead in the current climate. Those customers who do have a business plan will have had to rip it up because of the sudden collapse of the economy and the great uncertainty that remains ahead. Almost all business plans have built in assumptions about the economy and the market which are now completely wrong. We all need to rip them up and start again! I expect all my customers are working hard to ensure they are one of the ones still standing after the storm.

Do you feel the Government should support the double glazing industry? And, if so, how?

I think if the Government is serious about energy saving and a ‘carbon neutral’ environment then it needs to acknowledge that windows are a major source of energy loss and encourage the replacement market to promote ‘A’ rated windows where there are proven savings to the homeowner. The vast bulk of savings can only be had by improving the existing housing stock, not just new build.

Dropping VAT to 5% on ‘A’ rated windows would be great. Making grants available to homeowners to help them improve their properties would make sense. Maybe they’ll put something in the budget, but they’ve been ominously quiet about it so far.

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For more information about Crystal Direct please visit:

http://www.crystal-direct.co.uk/index.shtml

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Posted in Interviews | 3 Comments »

Interview with Alan Burgess of Masterframe

Thursday, April 2nd, 2009

It seems a while since I posted an interview with anyone, although I can confirm I’ve got a couple of video interviews coming soon which will be interesting.

So it is a pleasure to post an interview with one of the most influential people in the uPVC window industry – Alan Burgess.

Alan is the MD of a market leading PVCu Vertical Sliding Window manufacturer – Masterframe – and is on the board of the GGF.

Alan Burgess - Masterframe

How is the market for sash windows performing in the current economic climate?

Better than casements probably. People who buy sash windows generally live in older, larger properties, with little or no mortgage and have savings to rely on. Many are from the grey market or are affluent couples – those who always had the money, with no need to borrow. So in fact the end-market for sashes is much the same.

What’s changing is that more companies are diversifying into sashes, without the depth of knowledge that’s needed. It’s like a newcomer making casements with cockspur handles when the market is for multi-locking espags!

Some installers are actively targeting this sector and specialising in sashes, so they have the knowledge and confidence to win more business, and ultimately offer a better service. If you want good margins selling sashes, you need to know the product inside out. Homeowners that typically buy sash windows are usually more discerning, with high standards. They want a window that looks good, proven by third parties to be secure and energy efficient, which adds value to their home. At around £1,700 installed value per window for our flagship Bygone sash; it’s certainly not a distress purchase!

There has been a move for uPVC casement frame manufacturers to also manufacture uPVC sash windows over the last few years looking to make extra margin and added sales. As a specialist sash window producer how have you found this added competition?

This may sound conceited but honestly it’s great news. The more people that offer sash windows the bigger the market will be. ‘Standard’ offerings soon fail to impress. Homeowners are using the internet to find the best manufacturer…and that’s Masterframe.

The problem is that most companies in the industry are treating sashes as they would do casements…offering a bog-standard product which looks very similar to everything else on the market. Sashes are different. Secured By Design, A-C energy ratings and BBA approval are important badges of distinction (and Masterframe was first to achieve all of these certificates) but looks are most important.

Traditional features such as a deep bottom rail, Georgian astragal bars, continuous moulded horns, branded brass hardware and a white woodgrain finish are what sell our windows.

I notice that budget brands such as Primark, Matalan and Morrisons are outperforming more expensive alternatives in the current climate. Does this suggest consumers are more likely to go for a cheaper window over the next few years?

Two sectors do well in a recession – branded and budget. If you put the effort into marketing your products at the right audience (ie those who have the money to buy) then you’ll not only survive, you’ll take business off rivals who have ‘gone dark’. A fact borne out by Waitrose’s recent sales, which are up 5.2%.

Which fabricators are more likely to survive the recession – super fabricators, medium sized fabricators or the smaller fabricators?

Frankly any can go bust, any can survive, it comes down to how well aligned your sales offers are to the needs of purchasers. Great products that are over-engineered don’t have a market; cheap ‘standard’ products can sell but the businesses that sell them run out of cash and often fail.

Many small fabricators will choose to continue whatever the economics, because it is a lifestyle choice and a positioning statement in their local market. Many other small fabricators are deciding to stop and buy in their frames to focus on what they are good at, installation.

Most of the super fabricators and large fabricators will survive, although quite a few have downsized because the mass market for casements on which they depend has gone.

General purpose mid-sized fabricators are under pressure to find a specialism and an edge, something that enables them to survive and do well in very difficult times.

Overall specialism pays. In a smaller, harder market you’ve just got to have an edge, a strong reason for customers to choose you. You need an edge too in manufacturing, operations or marketing so you can make money serving them.

Do you welcome the recent rescheduling of Glassex to run alongside Interbuild?

It’s a shame the industry no longer has an exclusive event but to be honest, Glassex died many years ago, we stopped pleading with the organisers to join the two. I’m not sure whether Interbuild has much longer to go either though! What I cannot understand is why foreign exhibitions are PACKED with visitors, and our shows feel empty.

Does the fact that Glassex is now open to a wider audience offer new opportunities for niche exhibitors? The Interbuild crowd may offer some new opportunities (and we’ve exhibited there about eight times), but we’re concentrating on exhibitions to help our network of installers these days.

There are clearly going to be an increased volume of failed businesses in our industry in 2009. Many of these businesses will ‘phoenix’ after leaving reputable suppliers with bad debts. How do you feel as an industry we can help reduce this all too familiar saga?

I’ve spoken out about phoenix companies in the press before, and I stand by what I said then. Some people can be honest and well intentioned but just get caught out, but serial abusers effectively make a living by defrauding others. In its raw form this is theft, and those guilty should be prevented from serial breaches.

We should all speak out against those who abuse the system and give all of us a bad name. Contacting charity helpline Public Concern at Work (www.pcaw.co.uk) could be one option.

Finally, do you worry about climate change, and do you feel our industry is doing enough to minimise the impact our actions have upon it?

I do worry about climate change. Masterframe is close to achieving its ISO14001 environmental policy, and we are passionate about making changes including recycling of all paper, plastics and glass, etc. We were the very first company to achieve an energy rating and the first to achieve an A rating for sashes. Any waste or off-cuts from our factory go back to our systems company, WHS Halo, which uses approximately 2-3% regrind in the extrusion process at the moment. We also encourage our installers to use Recovinyl. We can all do more though.

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Note – I set these questions for Alan quite a few weeks ago, and would have asked the question about Glassex/Interbuild in a different way if I had been setting the questions today!

For more information about Masterframe Windows visit:

http://www.masterframe.co.uk/

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Posted in Climate Change, Double Glazing, Economy, Environmental Issues, Interviews | No Comments »

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