Endurance Doors: have just launched a period inspired Duck Egg Blue finish for their range of solid core entrance doors, each manufactured using a proven, high performance BBA certified core.
Pilkington: advanced glazing helps create a luxury spa for all seasons. When the management of Rudding Park near Harrogate decided to add a new luxury spa complex, the emphasis was on creating a world-class experience for visitors.
HEGLA: as the glass industry once again begins preparations for the Vitrum exhibition in Milan, this year, the leading glass machinery innovator, is bringing linear drive technology and LSG cutting into focus. New solutions and concepts for cutting laminated glass shapes will be presented by the company and will play a significant role.
Everglade Windows: aïr, the most impressive range of bi-fold and lift & slide doors has added a new ultra-slim minimal frame sliding door to its product range - the aïr 20SL. The new door meets demands from architects and homeowners alike, looking for ever-slimmer sightlines on doors.
HWL Trade Frames: is offering all windows in the Residence Collection with a butt-jointed finish as standard.
CR Smith: has signed the first ever commercial partnership with Edinburgh Trams in a deal which will see the company that manufactures and installs products for the domestic and commercial markets sponsor 18 trams for the next two years.
frameXpress: when a leading industry figure contacts a company to discuss a conservatory restoration project at their own home, it sends a clear message of confidence to builders, installers and other fabricators. For David Amos, Management Consultant at D&G Consulting, the quality standards and exceptional customer service at FrameXpress were already known to him.
N&C Glass: the UK's largest independent supplier of glass and glazing products, has invested more than £250,000 in new manufacturing equipment to meet increased demand for shaped Pilkington fire glass and enable the business to become a one-stop shop for fire-resistant glass, regardless of its complexity.
Steel Window Association: the phased refurbishment of both private rooms and the elegant public spaces at the Palace Hotel Manchester has been successfully completed by a member of the SWA.
KÖMMERLING: have launched a new range of PVCu/aluminium hybrids based on their high-performance System 76 platform, with enhanced technical credentials, new product technologies and boasting Passivhaus levels of performance.
Peterlee Glass: is set for expansion. As one of the UK's leading architectural glass processors they look forward to increases production and a boost in sales, after moving to a new factory and investing in three specialist machines.
Doubling-up out of context.
I am not sure whether it is just the silly season or not. We were contacted recently by a research company that maintained people/consumers and the industry are not using the proper name for its products.
They went on to conclude that the newly invented word 'Bi-Fold' when used in conjunction with doors is the only proper name to use for this type of product in all its configurations. You get the feeling they obviously felt they were the arbiters of language.
Given that the definition of bi-fold is simply to fold in two, we then followed up with a quick scan through the pages of the Fenestration News that showed all the images for the doors labelled as such. Without exception, all folded three, four, five times and up, but never just in two, never bi-fold. The assertion would therefore be the new label is a bit out of kilter with reality. We didn’t ask what would happen when the single leaf at one side was included in the same configuration.
The research then suggested the question of missed opportunity, always something a business has to take seriously. They found a consumer searching to find something along the lines of a 4-part folding door wasn't interested in searching for one that just folded in 2. The figures they used suggested the greater majority of the market was well serviced and all communicating using the same language. From that though, the conclusion delivered was the consumer was wrong and it was the industry’s fault.
Are you still with me, according to the researchers it is the consumer and the industry that are wrong by talking the same language. Or to rephrase, the greater majority of those consumers that know what they want and the majority of industry know what they mean - are not correct. The minority on the other hand with the desire for a new name and the re-defining of the language are not engaging with the consumer as they haven't been taught their jingoism - are right. The researchers unfortunately have not given any reason as to why the majority of consumers and industry while getting it right with enquiry and sales - are wrong.
Not forgetting of course, the same product has been around in much the same format and material for more than 50 years, all the time being described more coherently without problems.
Re-branding, re-inventing as a means of marketing is all good - there is nothing like a freshen up, new twist, new name to get a market moving. If that is the desire, obviously the cost to change language, to change the definition falls on those that feel the need, they need to open their bi-fold wallets and splash the cash.
The market has shown that good branding stands out when it is perceived as difference, using a created brand name that is unique and not just another cloned idea always wins out.
Why not move on from saying double-glazing or triple-glazing, or more recently quad-glazing and just call it ' bi-glazing'. Yes I know we know them as IGU's, but the consumer?
You could even change history, Manfred von Richthofen's Fokker Dreidecker was really a…
Following the move in the US towards IGU automation, earlier this year we saw the first similar production line in the UK at Double R in Wellingborough. Made to measure IGU's rolling of the line every 20 seconds, with just one or two guys in attendance, says it all.
Logic from that is to compete, your IGU's need to perform, be of a consistent quality and roll off the assembly line every 20 seconds to keep pace with those around you.
Then again competing is and always has been, finding the edge, the differentiator from others.