Niche to mainstream
Ten years ago, composite doors were a niche, specialist product. Today, composite doors are the UK’s favourite entrance doors. Chantel Roach, sales and marketing director at Distinction Doors, discusses the journey and how to capitalise on the opportunities a growth market presents.
The composite door market has had one of the most exciting transformations our sector has seen for a while. In just a few short years we’ve witnessed composite doors moving from being a niche product to the UK’s favourite type of entrance door. What’s more, all the signs are for more growth to come.
It’s hardly surprising this transformation has taken place. Composite doors are a very attractive offer; they are an easy, cost-effective way to enhance kerb appeal. And they are practical: they offer reassuring levels of security and thermal efficiency, and are easy to maintain for the consumer.
The popularity of composite doors means the market is literally awash with choice. 90% of PVCU installers sell a composite door range so you need to make sure you have got a clear point of difference so homeowners have a reason to choose you.
To stand out in a crowded marketplace you need a unique offering that delivers on every level. In Distinction Doors you have a partner that offers innovative products, service, excellent stockholding and support.
Our Signature range took us to a market leading position in the UK, and our nxt-gen range is driving the industry forward with its innovation. Nxt-gen doors have a glazing system that sits flush within its frame and uses an internal glass retention bead, therefore no cassettes. Distinction also understands the importance of personalisation in homeowner decision making, which is why our doors are available in a range of style and colour options to suit all home designs.
The Distinction Glass range comprises 24 designs across four collections, including our popular contemporary glass range, and all designs are triple glazed as standard too. This helps maintain thermal efficiency, ensures the glass is easier to keep clean because the decorative panel is enclosed within two clear panes, and it increases security levels. This is because the external pane is fitted with 6.8mm laminated safety glass to BS EN 14449, meaning installers can upsell to the Secured by Design option on Distinction’s doors without needing to place an order for special glass on an extended lead time.
We also offer a dedicated glazing area to glaze our doors, something that is proving popular with our customers.
Our homeowner focused website drives leads to our customers through our door-designer and showroom locater platforms and that’s just the start. We also provide showroom packs and high-quality retail brochures to promote the Distinction difference, while our innovative Skin Book shows our full colour offering on real swatches of our woodgrain skin making it a useful and effective sales tool.
Finally, our technical support team is on hand to support fabricators and installers with the initial set-up process as well as answering any technical queries about the fabrication and installation of products.
If you want to capitalise on the composite opportunities, you need to partner with a company that understands the market.