Apeer is undergoing something of a revolution in branding and products and pretty much everything else in its core residential door business. MD, Asa McGillian, can never stand still for long, so we asked what the rationale was behind these latest moves.

Asa McGillian has been likened to a shark. Not for being ferocious and prone to attacking competing species, rather that if he stops moving, he will cease to be.

Anyone that knows Asa understands that he is a force of nature, a man that has inexhaustible energy and creativity that ensures that Northern Ireland-based door and window producer Apeer never stops still for long.

It now includes a suite of aluminium slimline casement windows and sliders to compliment the original ‘aluminium alternative’ composite entrance door.

But almost before the paint has quite literally dried, Asa has now chosen to refresh – or relaunch might be a more appropriate term – the firm’s 44mm composite range, the heart of its GRP-faced residential door offer, named simply and appropriately, Apeer44.

Asa believes that the revised range and supporting material will satisfy demands from the firm’s retail distribution network for a competitively priced yet high quality single rebate door, bearing the Apeer upmarket brand.

Asa says feedback from the frontline has been very positive: “Our dealers and a number of consumer enquiries made it clear that there is a demand for single rebate doors, so we have put together a new range and supporting material, that combines different styles and glass designs to suit everyone. Apeer44 is very clearly aimed at providing a high-quality single rebate door that appeals to lower budgets.

“This sector will grow as pressures on household budgets drive homeowners to look closer at the cost of any home improvements that they undertake,” added Asa. “With the Apeer brand heavily promoted using high quality, upmarket video imagery through digital and social media channels, homeowners will feel confident that they are installing a high-quality, upmarket brand even though it fits a lower budget.”

The specification is enticing enough: Apeer’s intensive video and digital marketing has provided brand awareness that few other door marques can claim, whilst the security and thermal performance, and manufactured quality must be without compromise to protect Apeer’s core brand credentials.

Thirteen new door designs bring the total, quite nicely, to 44 whilst new Regalead glass designs, stylish side panels and ‘architectural’ black furniture including bar pull handles and levers, complete the detail. All components have been carefully chosen to promote the upmarket feel.

A further significant addition is a smooth finish on two door styles that also incorporate smooth glazing trims and complementary Regaled cassettes. Whilst Apeer is careful to avoid any direct reference to Silka, even a casual glance confirms that these are single rebate versions in the finish that launched a complete door and window range.

Asa is coy but admits that essentially that is what they are: “The finish is indeed that which was developed at considerable cost and time to provide us with the unique treatment that has proved so popular with Silka. But it is simply a finish that has been adopted for Apeer44, with Silka quite distinct in every other detail,” he confirmed. Nonetheless, four pages of the new Apeer44 catalogue are dedicated to doors in this finish, with Asa and the team convinced it will be a big seller.

The introduction of Apeer44 coincides with the decision to simplify the firm’s overall branding, with all products now corralled under the umbrella brand of ‘Apeer’, taking advantage of market research that confirms familiarity with the marque that is the result of five years of intensive, unbroken marketing.

Notably, Apeer stepped up its video assault on homeowners when the lockdown was ordered in March ‘20: “I was working on instinct when I made the decision to step up our marketing,” reflected Asa, “but fortunately it was the right thing to do. All of our metrics show a significant upswing in that period and since.”

Apeer44 will be backed by the usual high-quality print and digital literature and accompanied by upmarket videos, all of which are hallmarks of a brand that is well regarded both by retailers and their homeowner customers.