Gerda Door installers are reaping the rewards of a premium product range, one that is now supported by a TV advertising campaign that’s designed to turbo boost brand awareness among discerning homeowners.  

Retailers only really have two options during an economic downturn; you can either compete on price, stacking high and selling cheap, or follow the money by curating your product offer to appeal to the premium end of the market where quality – not cost – is more of a priority.

It’s why discount retailers like Lidl, Poundland and Primark continue to thrive when times are tough, but also why you will always see relatively strong sales of premium brands and luxury items from buyers who tend to be more resilient to broader economic pressures.

And it’s the same for the window and door industry. There will always be a requirement for commodity products such as white PVC frames and standard composites, but premium solutions remain crucial for those targeting healthier profit margins.

Gerda doors, the premium yet still affordable range of high-performance steel and aluminium entrance doors, is one example of a high-end brand that is growing in popularity with installers who have recognised that being able to offer a quality entrance door is essential in order to retain valuable market share from their more discerning client base.

These include Upminster based installation firm, Ken Rhodes, which has recently adopted the Gerda range and upgraded its high street showroom to include a Gerda door that is ‘wowing’ homeowners with its aesthetics, its impressive ‘thunk’ and high levels of security.

“We’ve built a strong working relationship with Pioneer Trading [distributor of Gerda doors in the UK] since coming on board with them a few years ago and that’s a reflection of the company’s commitment to quality and workmanship,” said Ken Rhodes.

“When we were introduced to the Gerda door, we knew it was something special, particularly because of its quality and strength. Security is a real priority for many of our customers, and with Gerda we can deliver on that, combined with all the other features that are important to more premium householders.”

In addition to home improvements, Ken adds that Gerda has also helped to win work on commercial projects, notably a recent four door installation for a new build development that required a specific width that wasn’t offered by most door manufacturers.

“Gerda is perfect for us, especially during tougher periods, and we’re confident it will be positioned as a desirable brand when we do start to enjoy better times,” he says.

This confidence is based on the outstanding levels of support already enjoyed from Pioneer Trading, but also the launch of a new TV advertising campaign for the start of 2026.

Designed to showcase Gerda doors as a central focus of a home, something that provides comfort, reassurance and a sense of security, the powerful and emotional ads have been crafted to capture the imagination of consumers and elevate Gerda’s brand awareness to another level.

It’s a campaign that has been designed to benefit the entire – and growing – Gerda retail network, including UK Glaze, which has recently opened a new showroom in Royston.

Representing an investment of £400,000 it includes a new glass production unit, a range of high quality decorative glazing products and a premium Gerda door.

“Prior to our partnership with Pioneer Trading and Gerda, I was in a position where my door supplier just wasn’t delivering the level of quality that my client base was looking for,” explains Mohammed Kaboutari, owner of UK Glaze.

“They were becoming more demanding in their expectations for performance, safety and added value. Gerda doors were a slightly more expensive option, but they were exactly what my customers wanted,” he continues.

“That’s due to the aesthetics, the strength and security features and the energy efficiency figures, but especially the ‘thunk’, the reassuring weight of operation that you can only experience ‘hands on’ in a show room environment.”

For Danny Williams, director of Gerda UK, the success of Ken Rhodes and UK Glaze perfectly illustrate the importance of premium brands, especially when economic conditions are less than favourable.

“Gerda is such a compelling product,” he says. “There’s nothing else like it in the UK market that delivers such a complete package on aesthetics and performance – it’s engineered to such an extent that it will absolutely will not warp or bow – and yet it’s still only fractionally more expensive than a composite.

“We’re doing everything we can to help our installer network win sales, including investing significantly in the new TV ad campaign that will drive consumers directly to our customer’s showrooms. At that point, it’s a door that pretty much sells itself.”