Apeer’s Magic Wreath system is not just an attractive and clever USP – with a free promotion in place, it’s also a gift for installer partners in the run up to Christmas.
For many UK homeowners, nothing says Christmas quite like a beautiful wreath on the front door. A recent home improvement survey showed that wreaths remain one of the nation’s favourite festive statement pieces and demand is stronger than ever in the run up to the holiday season.
But while homeowners are increasingly prepared to spend big on high-quality wreaths – often hundreds of pounds, and in some cases thousands for bespoke creations – displaying them securely on a new composite door has always been a challenge.
According to Apeer’s managing director, Asa McGillian, this was an issue crying out for a solution.
“If you’ve just splashed out on a stylish, highly energy-efficient composite door, the last thing you want to do is bang a nail into it to hang a wreath,” he explains. “Plastic suction cups are the go-to option, but they’re unreliable – especially in bad weather. Wreaths can be blown around, scratch the surface, or end up in the neighbour’s garden. When you’ve spent hundreds of pounds on a decorative piece, that’s the last thing you want to happen.”
Listening carefully to feedback from customers and retail partners, Apeer designed an ingenious alternative – a hidden magnetic system built into the door during manufacturing. First unveiled at the 2023 FIT Show, this innovation securely holds wreaths in place without damaging the door surface, even in strong winds.
“The wreath holder system is unique to Apeer,” adds Asa. “It’s about offering homeowners something they can’t get elsewhere and giving installers a genuine USP to sell on quality, not price.”
Festive favourite
Today, the magnetic system can be applied to 35 different Apeer door designs covering all tastes from ultra modern to traditional.
Through Apeer’s online Doorbuilder software, homeowners can see exactly how different wreaths will look on their chosen door style, colour, and glazing option. In-showroom marketing materials, including posters, flyers, stickers and door hangers, are designed to support trade partners in bringing the concept to life for customers.
Demonstrator wreath boards are also available for showroom doors without the integrated magnet system, ensuring retailers can showcase the feature to every visitor.
Free upgrade worth £250
To capitalise on seasonal demand, Apeer is currently running a special Christmas promotion: installer partners can now offer homeowners a free upgrade worth £250 on the magnetic wreath system.
In a competitive marketplace where composites are often sold on marginal differences in style, colour, or price, a feature this visible – and this desirable – can make all the difference.
Composite doors remain one of the most important categories in the home improvement sector. Homeowners expect them to deliver exceptional security, energy efficiency, and kerb appeal. But as Asa points out, installers need standout features to differentiate themselves.
“The composite door market is crowded,” he says. “That’s great news for homeowners, but it can be a tough environment for installers. Our role is to make sure our retail partners have something truly distinctive to offer – not just a strong product, but a genuine sales advantage.”
The magnetic wreath system embodies that approach. It combines design flair with practical problem-solving, delivering a feature that homeowners can instantly see, understand, and appreciate. For installers, it’s a talking point that opens up broader discussions about energy performance, security, and Apeer’s extensive design range.
And while the current free upgrade promotion is timed to maximise Christmas sales, the wreath system has year-round relevance.
For now, however, the Christmas opportunity is clear.
“I’m confident that Apeer doors are the most secure, energy-efficient, and stylish on the UK market,” concludes Asa. “But our magnetic wreath system gives our partners an extra edge. It’s unique, it’s highly desirable, and in the run up to Christmas, there’s no better time to take full advantage of it.”
