As homeowners place greater emphasis on style, colour and individuality, Hurst Doors says installers with a broader entrance door offer are best placed to win business, increase order values and stand out in a competitive market.

In today’s entrance door market, choice has become one of the most powerful tools an installer can offer.

Homeowners are no longer simply replacing like-for-like. They are looking for doors that suit the character of their property, reflect their personal taste and make a strong first impression. Colour, glazing, hardware and style now play a central role in the decision-making process, with kerb appeal often driving the conversation from the outset.

For installers, this shift in mindset has opened up new opportunities. A wider product offer makes it easier to move discussions away from price alone and towards design, performance and long-term value.

“Homeowners are much more design-led than they used to be,” says Mark Atkinson, sales director at Hurst Doors. “They want entrance doors that feel personal to them and their property, whether that’s a classic style, a contemporary look, a bold colour or a more premium specification.

“For installers, being able to offer that breadth of choice is a real advantage. It gives them more ways to engage with the homeowner, more ways to upsell and more ways to win the job.”

That changing demand has shaped Hurst’s recent product development strategy, with the Hull-based manufacturer continuing to invest in a broader and more flexible door offer for its trade customers.

Alongside its established GRP composite door range and PVC-U panel offering, Hurst has continued to build momentum around its S-Class solid timber core composite door collection, launched in 2025 to give installers access to a premium solid core option from the same trusted supplier.

Designed to sit above Hurst’s existing GRP composite range, S-Class combines a traditional timber core with a durable, low-maintenance CoolSkin outer skin, engineered to maintain its finish, colour and definition over time.

“S-Class was always about giving installers more flexibility,” continues Mark. “There are homeowners who prefer a GRP composite door, and there are others who specifically want a solid core product. By offering both, we’re helping our customers cover more of the market without needing to deal with multiple suppliers.”

Since its launch, the S-Class range has continued to expand, strengthening its role within Hurst’s composite door portfolio. The collection includes a wide variety of traditional, rustic and contemporary styles, allowing installers to match different property types and homeowner preferences.

This includes the addition of S-Class stable doors, giving customers a traditional aesthetic with the practical benefits of a split-leaf design, as well as the newly introduced Composite Apex door, a versatile style suited to period properties and more modern homes.

The expansion reflects a wider trend in the market, where homeowners want greater control over the final look of their door. Rather than choosing from a narrow selection of standard designs, they increasingly expect the ability to tailor style, colour, glass and hardware to suit the property.

Colour is a key part of that shift. With Hurst introducing a premium sprayed finish service for S-Class, installers can now offer timber solid core doors in more than 1,600 RAL colours, creating a major point of difference for homeowners who want something more individual.

“Colour has become a much bigger part of the sales conversation,” says Mark. “Some homeowners want subtle tones that blend with the property, while others want the door to make a statement. Giving installers access to such a broad colour offer means they can respond to both.”

This depth of choice also supports higher-value selling. With more styles, configurations and finishes available, installers can tailor their offer more closely to the homeowner’s priorities, creating opportunities to add value through colour upgrades, decorative glazing, premium hardware or smart technology.

At the same time, Hurst is focused on keeping the process straightforward for its customers. Products can be quoted and ordered through Hurst Live, the company’s online portal, giving installers access to pricing, configuration and order management in one place.

“Choice only works if it is easy to manage,” adds Mark. “Installers need product flexibility, but they also need simplicity. The easier we can make the process, the more value our customers can get from the range.”

In a crowded entrance door market, differentiation remains essential. For Hurst, that means giving installers a range broad enough to meet different budgets, property styles and homeowner expectations, while still maintaining its focus on quality, reliability and service.