We talk to Pioneer’s Danny Williams, who explains more about the success of launching the Gerda entrance door range at FIT Show 2022.

This year’s FIT show is history now, with the campaign for the 2023 event well underway. However, while the hype has died down, the effects are still being felt as exhibitors and visitors work on deals first mooted on the stands back in May.

Gerda was introduced to the UK home improvement sector by new partner, Pioneer Trading, in an attempt to add what Pioneer MD, Danny Williams, believed would be a ‘game changer’ for the residential door market: fed up with what he saw as a sector awash with ‘me too’ composite doors, the Gerda offer of reasonably priced steel and aluminium-faced resi doors would, quite literally, break the mould.

Visitors agreed and, just four months after the doors closed at the NEC, terms have been agreed with more than 44 retail dealers to formally present Gerda doors to eager homeowners throughout the British Isles. Job done then?

Well, yes but the FIT Show did far more than set the foundations for a new brand and product line, as Danny explains: “When we approached Gerda initially it was just prior to the Covid pandemic. We had identified the company as a firm that would provide us with the resi-door solution that we were seeking – some very distinct USPs, great quality (our ops director Ray had worked with them previously in another market sector) and a sound financial and management base.

“We made contact and began talks with them but obviously, the process was slowed by the restrictions.

“But it was also slower because Gerda is a very well run, but conservative company; and whilst we believe in the UK that everyone is queuing up to get a slice of the home improvement market here, it turns out that they hadn’t really thought about it, which we found curious.”

Not that Gerda was unfamiliar with export. The Polish company has established sales and brand awareness throughout mainland Europe and even as far as the United States, a ready market for Gerda door hardware.

Nonetheless, Gerda displayed a cautious attitude towards both Pioneer and the UK.

“We had to accept that Gerda had never heard of Pioneer, although Ray’s relationship with some of the company’s directors and especially in the export department did much to settle any initial reticence they had,” says Danny. “And it was not as if they were put off by Essex-stereotyping,” he adds with a grin.

“Our initial discussions were to convince the Gerda management of just how distinct the home improvement market is from mainstream building in this country, something that I believe is quite unique in Europe generally; and of how vibrant it is.

“Then we had to persuade them that Pioneer would be the perfect partner…It’s a long time since I have worked so hard to get someone on board, but I thought the products were worth it,” continues Danny.

Finally as partners, Gerda pulled out all the stops to produce exhibition display pods for the FIT Show as well as making adaptations to match the display doors to UK standards and tastes: “It was a race against time,” explains Danny, “and nerve-racking at times, because when Gerda does something, it is thorough, with every detail worked out. The firm’s emphasis on engineering became quite clear in this process.”

According to Danny, the first few hours of FIT revealed two things: that taking a stand was the right thing to do as hundreds passed through on the three days of the event; and that Gerda’s people had no idea of the size, intensity and energy embodied in the sector.

“The FIT Show cemented our relationship with our key supply partner, with our friends at Gerda now having a very real appreciation of the UK market for resi doors,” he says.

“As a result, they have been even more amazing to work with, now throwing everything at developing products and support for our UK customers. From a professional commitment to join us as a supply partner, they are showing an enthusiasm that I hadn’t seen previously from these quite reserved people. Now, they are leading the charge.”