With investment in outdoor renovation projects increasing and showing no sign of slowing down, Technical Services Manager Steve Ball introduces Allur — the newest composite decking brand for the UK market.
There’s no denying the increase in spend on home and garden renovations since the start of the pandemic as homeowners found the time, and financial means, to invest in their homes as a place of safety and enjoyment. According to the 2021 UK Houzz & Home Renovation Trends Study, spend on outdoor areas saw a 13-percentage point increase (to 60%) in 2020 with upgrades to decking areas increasing by 16%.
This trend continued throughout 2021 as consumers upgraded their living spaces in the absence of holidays and social events — and despite the lifting of restrictions, the current gardening season looks set to be another busy one.
Indeed, there is significant sales potential for composite decking which has seen its market value grow by 7% since 2019. From a standing start, it now accounts for 25% of the overall decking market and it continues to take market share from its timber counterpart as homeowners seek products that offer longevity, low maintenance and green credentials.
“Composite decking now accounts for 25% of the overall decking market and it continues to take market share from its timber counterpart as homeowners seek products that offer longevity, low maintenance and green credentials.”
Allur has been thoughtfully created to target the market sweet spot for merchants who want premium design and quality, at a price point that offers attractive margin opportunities. Supported by the strapline ‘Desire the happy outdoors’, Allur caters for customers who want a brand they can trust to deliver long-lasting style, while also being considerate of the environment due to its high recycled content.
A complete solution
We recognise that time is money for tradespeople, so with Allur we’ve created a complete solution that they can buy with ease from merchants. The range comprises 3600mm x 148mm hollow doubled sided boards, fascia boards, corner edging strips, plastic T clips and starter clips, as well as composite joists of 3000mm x 50mm.
With an average sized deck in a UK garden measuring around 10sqm, amounting to around 20 boards, Allur provides an all-in-one solution that can simply be popped in the van by a tradesperson, transported to a job and installed hassle-free.
Quality assured
Builders and joiners want to use high-quality, stylish products that showcase their workmanship, and this is guaranteed with Allur. All visible components are fully colour-matched to each of the seven board colours, ensuring a high-end look in the attention to detail.
While homeowners want to invest in their homes and outdoor spaces, they also want products that offer long-lasting style and quality with minimal upkeep. The Allur decking solution can be sold with the peace of mind of an industry leading 25-year warranty and aftercare service.
It also boasts a host of industry accreditations and certifications including BS EN 15534-1:2014 and slip and fire resistance.
Design led
While grey remains the mainstay of interior design, green is fast growing in popularity among consumers due to its ability to provide a calming connection with nature. Allur is first to market with a fashionable Sage green deck board, which compliments the soft green shades now emerging in window frames and bi-fold doors.
The range also includes three grey shades of Charcoal, Gunmetal and Silver Grey, as well as Graphite, Caramel and Chocolate. In addition, the boards have a double-sided finish featuring a contemporary grooved side and a more traditional woodgrain side, giving the scope for mix and matching.
Furthermore, opinion polls and statistics show that consumers are ever more conscious of their impact on the environment and have a greater desire to buy products that are kinder to the planet. Allur has excellent green credentials with each 3.6m board containing 75 recycled plastic bottles — the equivalent of 3kg of recycled plastic — as well as 6kg of recycled wood fibre. At the end of its 25-year lifespan, the board is also fully recyclable.
Point of sale support
With a myriad of products to deal with, we’ve made sure our suite of professional Point of Sale package will do the selling for merchants. For instance, a 1700mm x 750mm x 300mm floor-standing display stand provides a strong visual display for each of the seven deck boards while allowing people to see and touch the grained and grooved sides.
In addition, a smart 168mm x 306mm x 40mm portable sample box provides tradespeople with a handy visual aid that they can pop in the van and show to customers. We’ve also produced an inspirational A5 consumer look-book and a comprehensive trade leaflet that merchants can give away.
While we’ve invested in our Point of Sale and a strong brand presence to help generate sales, merchants can also be assured of an investment of £1m worth of stock on the ground which will allow them to sell Allur with absolute confidence.
Allur composite decking is available nationwide from specialist surfaces distributor IDS (International Decorative Surfaces) in 24-48 hours.
A version of this article first appeared in PBM’s April edition. Click here to read the full digital issue.
