Enduring appeal
Endurance Doors has become known for offering innovative products and exceptional levels of installer support. Now those same traits are set to be available from a new aluminium fabricator, Endurance Aluminium.
The Endurance group has never been an organisation to do things by half. So, it should come as no surprise that it has started the year with something of a metaphorical bang.
The launch of Endurance Aluminium follows the acquisition of BDC Aluminium in December 2023. However, if you think Endurance Aluminium is simply a new name for an existing entity think again.
“When we added BDC Aluminium to the Endurance fold, we did so because it was an attractive acquisition target,” commented Scott Foster, Endurance’s sales and marketing director.
“It is a highly successful fabricator of premium quality, bespoke fenestration products in its own right with an especially strong track record of serving customers in the commercial sector.
“We saw no reason to reinvent this and so it was always our intention to combine BDC’s experience and infrastructure with the strengths offered by the wider Endurance group.
“As a prime example, we wanted to leverage our considerable expertise of consumer marketing, which has been honed shaping Endurance Doors into a widely respected brand, to maximise the opportunities presented by the growing popularity of aluminium windows and doors.”
Endurance Aluminium has been born out of that strategy and both it, and BDC, will target different areas of the market with different product offerings.
BDC will continue to handle commercial projects and to supply trade counters and other similar outlets, building on a position as of one of the UK’s top 10 fabricators of systems from Smart.
Endurance Aluminium meanwhile will have a retail focus. It will concentrate on working with installers to meet the needs of homeowners using its own specific product range.
The beginning of a brand eco-system
Endurance Aluminium is set to be the first of a number of additional Endurance brands as the group looks to grow through diversification.
As part of this creation of a brand eco-system, Endurance is going to great lengths to ensure there is consistency not only in how the brands are portrayed but also in terms of the experience they offer installers and homeowners alike.
“The Endurance Doors’ installer partner scheme has been instrumental in making Endurance Doors the brand it is today,” says Scott.
“As well as offering installers comprehensive support that helps them to grow their sales, it also ensures consistently high and professional standards at every touch point of the consumer’s buying journey.
“The value of this consistency cannot be overstated as it contributes enormously to perception and reputation.”
Given its effectiveness, Endurance will be extending its installer partner scheme to Endurance Aluminium.
What this means is that installers of the new fabricator’s products can look forward to advice and hands-on assistance that will cover everything from marketing and lead generation to training and after-sales support.
A range of innovative products
High quality, intelligently designed products have also been instrumental in the success of Endurance Doors. This important part of the brand’s DNA will be shared by Endurance Aluminium.
The business’ range – which includes windows, sliding patio doors, French doors, bi-fold doors, Heritage doors and internal doors and screens – employs numerous innovations aimed at maximising performance and ease of installation.
“Just one of the many benefits offered by Endurance Aluminium products is the use of advanced InsuLock technology,” explains Scott. “This delivers impressive insulative properties and ensures a U-value of 1.4 W/m2K.
“As a result, products can be used with the complete peace of mind of knowing they comply with Approved Document Part L for refurbishment projects.
“Likewise, the use of clip in beads saves installers time and, in turn, money. These savings can really build up when fitting windows and doors across an entire property, enabling significantly elevated profit margins.
“Endurance Aluminium may be a new entrant to the market but it’s far from an unknown quantity,” concludes Scott.
“It offers homeowners and installers an alternative choice but with a demonstrable track record thanks to it being a sister business to Endurance Doors and a part of the Endurance group.
“This gives people the reassurance of knowing what to expect and this includes exceptional product quality, continued innovation and remarkable levels of service and support.”
