I read with interest your recent article “Is There A Limit To The Potential Of Composite Doors?” As one the UK’s leading composite door brands, you’d expect me to talk the market up, but as DOORCO’s continuing month on month sales growth underline, there is still massive potential in the market. There are still a huge number of PVC panels to replace in the market, and a lot more consumers yet to enjoy the superior material and construction of composites compared with previously popular PVC and timber. Add to this the requirement for new thermally efficient housing, and the market looks robust for some time to come.
However, as an industry, we’ve historically been quite adept at selling ourselves short, slashing margins and commoditising value in the search for volume. To date, the composite door sector has broadly avoided this, but as a firmly established market with more ‘me too’ brands entering, the challenge is to ensure we keep our offerings relevant, desirable and new. We need to keep improving current product specification and innovating with new products.
With this in mind, DOORCO has spent the last six months ensuring that before we reach or even approach saturation, our customers will be armed with a product that we believe will blow others out of the water. Officially launching next month, this new door, The Vanguard, will offer the best of both worlds – an added value composite door that acknowledges and embraces the current trend for aluminium in home improvements.
In short, the composite door market will not reach its potential if suppliers like DOORCO continue innovating, developing and bringing new products to market at the right time. We believe The Vanguard will be the perfect culmination of DOORCO’s approach to driving markets forward through innovation.
Dan Sullivan, MD DOORCO
