More is more! That is the mantra that Apeer Doors is focusing on for the rest of 2026, as it ratchets up its consumer-focused marketing activities for the spring.

During Apeer’s 30 plus years in operation, it has ridden the wave of market fluctuations alongside its installer network. And while economic constraints might call for price reductions and the tightening of purse strings, managing director Asa McGillian says that Apeer’s continued success has always been maintained by adding value, rather than cutting costs.

“That’s not to say that we’re not price conscious,” says Asa. “But it is more effective to give installers the opportunity to upsell and add value, rather than stripping away any conceivable profit. The replacement of a front door is not an easy decision for many homeowners.

“Spending £1,000 or more while the state of the economy is so unpredictable requires a different mindset than when times are good. The door needs to feel like an investment in the long term, rather than a short term vanity project. This difference in perception needs a different approach.”

For the last six months, the company has been running a range of promotions offering a selection of bundles of free upgrades, ranging in value to the homeowner of between £250 and £1,250.

“The aim is to make the homeowner feel as though they are getting so much more for their buck, while protecting our installer’s profit margins AND giving them added leverage to help close the deal over and above their competitors,” continues Asa.

The promotions include the integration of the company’s unique Magic Wreath holder, which is worth £250, a free premium colour upgrade (value of £600), and an upgrade bundle to include A++ energy rating, laminated glass and Secured by Design – worth a not insignificant £1,250.

Originally launched in the autumn to help Apeer installers make the most of the demand leading up to the end of year, the promotion proved so popular that it kept it going through the first quarter of 2026.

Now that Spring is upon us, and the economy does not look to be improving in any significant way, the company has decided to continue its commitment to providing undeniably generous and attractive sales and marketing tools so that its installer network can continue to wield that additional leverage.

“The slice of the cake is considerably smaller, but the trends we have noticed indicate that the more premium door market is, if not buoyant, at least still active and looking,” says Asa. “This is the market that we are particularly strong in – particularly with our 70mm range. “Because our focus has always been on investing in manufacturing excellence, we know that the product quality and performance is strong, the aesthetics of the doors continue to be market leading. The added value promotions are key to getting a sale over the line in a way that maintains profitability and brand credibility.”

The support does not just simply include the promotion – but relaying that message to homeowners through digital marketing is a massive part of Apeer’s monthly activities.

“Having that consumer trust in the Apeer brand is fundamental to the success of the network as a whole, and we have invested a lot over the years in lead generation. Whether through Google ads or social media, this is probably one of the most complex, ever changing, area of our marketing, and one which I know our network looks to us for support and guidance.”

2026 is going to be a challenging year for the industry as a whole, and survival of the fittest will be a common theme across Northern Ireland, ROI and Great Britain. But Apeer installers will have every tool possible to help them ride out the volatility and minimise its impact on their bottom line.