Kevin Kiernan, National Sales Manager at Bowater by Birtley, looks at the rise in demand for composite doors and how partnering with the right manufacturer can help merchants to maximise sales.
Research from Barclays Mortgages last year stated that homeowners are improving rather than moving. In its 2018 Home Improvement Report, the bank revealed the average British homeowner lives in their property for 19 years before moving on and regularly updates their home while they’re living there.
According to the report, more than half of homeowners choose to improve their current home rather than seek out a new place to live. Although this isn’t great news for developers, it does present significant opportunities in the renovation, maintenance and improvements (RMI) market for installers and merchants that choose to partner with the right entrance door supplier.
Composite is key
Specifying external doors is an extremely important aspect in any project because of their aesthetic, thermal and security benefits, so it is imperative that merchants offer a solution that meets homeowner’s needs. As one of the first things that people see, the front door in particular is a major focal point of any home, so it will need to be aesthetically pleasing and in keeping with the style of the rest of the building.
Thermal efficiency is also a key factor for homeowners looking to manage their heating bills and be more environmentally friendly. Bowater by Birtley’s range of composite doors can deliver some of the lowest U-values in the industry as the inner core is made up of 100% CFC free Polyurethane foam, which also acts as a superior sound proofing agent. We hold accreditation to ISO14001 environmental standards, establishing our full commitment to reducing impact on the environment.
In addition, our composite doors can contribute to Leadership in Energy and Environmental Design (LEED) credits, a worldwide certification system that assesses the environmental impact of the design, construction, and maintenance of buildings and the products used in their development.
According to the government there are around 1.7m homes in the UK that are now susceptible to deluge as a result of climate change, so having a PAS 1188 certified flood door in your offering is a great solution for concerned homeowners. We are one of only a handful on manufacturers to offer a flood defence door tested to PAS 1188.
In addition to this, we also offer a 68mm double rebated door which is a premium, more robust option that is also easier to install. The 68mm construction with twin compression seals also offers superior thermal and acoustic performance.
Homeowners can also specify our single or double rebate composite doors with a Secured by Design (SBD) upgrade. SBD is an accreditation which is given to all police approved doors that meet the national standard for safer homes by demonstrating their effectiveness in preventing or reducing crime, usually by resistance to physical attack. Our SBD doors include multipoint locks and a lever handle, and the cylinder lock, glass and letter plate are also upgraded.
Opportunity knocks
With so many factors to take into consideration and what can seem like no end of options available in terms of core materials, styles and colours, choosing the right door can be a difficult decision for homeowners. However, it is also one that merchants and installers can make easier by expertly guiding their customer through the process with the support of a supplier that really understands the market.
According to a recent report from Palmer Market Research, composite doors now account for more than 54% of the total domestic entrance doors market. The report also states that the composite door sector will see significant growth through to 2021 as the material gains share at the expense of timber and steel entrance doors.
Aside from these performance and security features, the overriding factor for installers’ customers when it comes to entrance doors is how it can add value to their home. Offering doors that have real kerb appeal remains one of the most effective ways of securing high value, hassle-free sales. Our comprehensive range for example is available in multiple styles and colours, with a variety of hardware, door panels, framing and decorative clear and frosted glass options that reflect the latest trends preferred by homeowners.
With advances in design and overall aesthetics, assured levels of security, ease of installation and better thermal and acoustic performance as well as low maintenance, it is no surprise that the composite door market is growing. However, with the sector becoming ever more competitive, merchants need to partner with a manufacturer that has the capability of offering them clear product differentiators, which are valued by homeowners, such as our double rebated Secured by Design and PAS 1188 flood doors.
That, with the backing of effective sales support materials such as our door builder, which allows homeowners to design their ideal door online, as well as a brand that both installers and homeowners trust, means you will have the best platform to grow your sales.
For more information about Bowater by Birtley and its range of composite, fire and flood doors, visit www.bowaterbybirtley.co.uk.
