How to compete with large-scale IGU manufacturers
Andy Cocker, director of heritage unit specialists Slenderline Glass, explains the challenges facing smaller IGU manufacturers, and how Slenderline.
When I joined the family business just over 30 years ago, the IGU sector was incredibly buoyant with a whole host of sealed unit manufacturers set up across the country, supplying fabricators, installers and joiners with glass.
But as demand has shifted, regulations have tightened and technology has advanced, numbers have declined considerably. In fact, recent market research conducted by Insight Data found that the number of IGU manufacturers has dropped every year for the past decade. According to Insight, there are now 28% fewer manufacturers than there were in 2011, with almost 100 lost in just the last two years alone.
It’s something we’ve seen with our own eyes, with news just recently of a couple of sealed unit manufacturers in our region sadly closing their doors. Market consolidation has made it incredibly tough for small, independent outlets to compete against these now national large-scale manufacturers. Not only can they physically make more, they have the economies of scale to offer squares at a cut-price.
The issue is compounded when you consider a number of fabricators now manufacture their own sealed units in-house – largely to gain greater control of their supply chain. In their findings, Insight Data estimated the number to be around 20% of all PVCU and aluminium fabricators. In short, it doesn’t make great reading for an independent manufacturer like us.
The question ultimately becomes how or why are we still here? I firmly believe it’s because Slenderline offers something unique and specialist. Our Slenderline range offers joiners, builders and installers authentic, slimline heritage units with modern-day thermal performance, thanks to the warm edge technology of Edgetech. Not only are they available in a range of sizes to match any traditional rebate, but they are fully compliant for use in listed buildings and even the strictest conservation areas.
I think it also comes down to the superior customer service. It’s no secret that these large-scale manufacturers cannot offer the same personal service and have ultimately made glass just another commodity product. In reality, joiners and installers want the confidence of both a quality product and a quality service. We’re not daft, we know we can’t compete on price, but we most certainly do on quality and service, and that’s why customers stick with us.
We are able to boast fantastic, long-standing partnerships with our customers, whether it’s supplying Slenderline units or factory glazing their timber frames with IGUs, refurbished lead lights or decorative glazing. We pair this with full technical support, performance calculations and our 40+ years of experience which customers can and do tap into.
That depth of knowledge and experience can sometimes catch new customers by surprise as they see Slenderline Glass was only formed in 2012. In reality, Slenderline is part of the EJ Cocker Group which was founded in 1970, with Slenderline being the result of our booming heritage operation. When demand became so high, we made the decision to branch-off and create a stand-alone business.
Our original company, EJ Cocker and Son (where I cut my teeth), still operates and forms a big part of the group. From here, we specialise in IGUs for internal and external use in residential and commercial applications. We also offer repairs as well as mirrors, bespoke splashbacks and glass for balconies and canopies.
This means joiners, builders and installers can source high-performance, insulated glass units for any application from the same place. Not only does that make it much easier for tradespeople – having one reliable source no matter their next project, they have the security of our full technical support and our decades of expertise.
Best of all, by switching to Slenderline, they have a supplier that doesn’t see them as an entry in an invoice book and is actually willing to build a partnership. It’s a question that every business needs to answer: how important is price when you receive second-class service?
Slenderline Glass is not just surviving, but thriving thanks to firstly, a valuable and unique product range, and secondly, a customer-first ethos that nurtures relationships that last decades.
