PBM speaks with Ollie Janes, MD of the DEKS EMEA division, about the firm’s latest innovations and merchant support offer in the drainage, roof flashing and solar accessories product categories.
Q: We’ve spoken to you in the past mostly about your drainage offering, but there’s much more to DEKS than that. Please can you offer a brief overview of the business and the sectors in which it operates?
A: DEKS has a global footprint covering Europe, Middle East and Africa (EMEA) from our office and warehouse based just south of Bristol, with the other DEKS sites located in Chicago and Melbourne. DEKS is one of 25 business units which operate under our parent company Skellerup Holdings PLC, based in New Zealand.
As a group we manufacture a diverse range of products from rubber and plastics, such as welly boots, rubber washers for push fit plumbing, foam inners for ski/snowboard boots, rubber liners for milking cows, non-slip foam decking for boats, silicone tubing for coffee machines and hundreds of OEM rubber and plastics products for customers globally to name just a few.
All the businesses are supported by multiple technology and manufacturing sites, enabling us to design and manufacture products.
DEKS EMEA predominantly focuses on the Drainage, Roof Flashing, Solar and Lead Replacement markets.
Q: Starting with your range of drainage solutions then, what are the key features and benefits of your products that merchants can recommend to their trade customers?
A: Our drainage products are fundamentally good value for money, providing both fit and function. Plus, they also look amazing when they are installed — not just my words, but from our long list of satisfied customers, as I am a little biased!
Our metal edge slot drain is an installer and merchant favourite, providing them with a different product to most of the market.
“The more that people understand our products the easier they are to sell, so we like to spend time educating where needed.”
Q: And have you launched any new products into this category sector of late?
A: We have indeed. Our newest products for the drainage sector are our DekRock grass and gravel grid systems. These offer a superb product for both the merchant and the end user, combining value for money and high performance.
DekRock heavy offers up to 910t loading capacity, but without the associated price tag.
Q: Looking at Roof Flashings, a key part of your proposal is lead replacement solutions. How does the UK market shape up and what do merchants need to know?
A: DEKS FastFlash is our market leading Lead Replacement product, which offers the end user an easy to use, fully adhesive product. The fully adhesive and stretchable nature of this product makes it stand out in the market — sales of this product have grown significantly in the last few years and it’s a firm favourite with installers once they have tried it.
Email us at sales@deks.co.uk and we will send a sample, as seeing is believing. Many of our customers who started quite recently buying a few rolls now buy in pallet quantities, and that says it all.
Q: With sustainability concerns and the cost of energy bills so apparent, we are seeing an increasing number of suppliers talking to merchants about Solar PV panels and the various accessories needed to install them. We understand that such solar fitting solutions already form a key part of your product portfolio with more to come in the coming months. What can you tell us?
A: The DEKS range has always included rubber flashings for cables which are used for on-roof solar applications, but the range has grown significantly in the last year. New products such as TileFlash, a rubber rosemary roof tile with cable ports; BirdBrush, a quick and innovative method of bird proofing your solar panel instal; HookFlash — a bracket flashing for slate roof installation and, last but not least, DEKS FastFlash which is the go-to ‘fit and forget’ flashing for in-roof solar installations.
Q: What support tools are available for your merchant partners, for example in terms of merchandising, marketing, training and technical back-up?
A: We have a very knowledgeable team both in the office and on the road which is backed up by a comprehensive resource website and YouTube channel that lists many how-to videos. The team provide in branch training where needed and support with open days.
The more that people understand our products the easier they are to sell, so we like to spend time educating where needed.
Q: Reliability of supply is a key issue for merchants. As a manufacturer that can offer a diverse portfolio of solutions, what steps do you take to ensure stockists can always get the products they need, when they need them?
A: Having personally spent 15+ years in logistics and warehousing, we now have very robust processes in place to ensure we have the correct levels of stock in the warehouse and on the water. Having multiple manufacturing locations in the Far East and Europe enables us to be agile in balancing stock levels and reacting to changes demand.
Customer service is key and we work very hard in ensuring we work hand in glove with our customers to make sure they have products when they need them, mostly delivery next day if ordered by 14:30. We also offer drop ship for our customers which enables them to fulfil orders directly to their customers.
Q: Finally, how do you see the market shaping up as we move forward in 2024?
A: We have seen significant growth over the last few years in sales and we don’t see this stopping anytime soon. We have a growing portfolio of products, providing the merchant with a one stop shop for many items, and we are leveraging our manufacturing base to bring more products online in the Drainage, Roofing and Solar marketplaces this year and next.
Click here for more information on DEKS full range of products and support services for merchants.
