The Avantal arrival
The arrival of the new ultra-premium Avantal door from Endurance Doors reflects the company’s lofty ambitions in the entrance door market. Stephen Nadin, managing director, explains the long-term thought process behind this next generation innovation.
Our experience in the door market goes back to 2002, when we developed one of the sector’s first timber composite doors.
Since then, it is safe to say that we have played a fundamental role in the evolution of the sector, which has now grown to over one million installations per annum. Our slab, production processes and material specifications have changed over the years, helping to make Endurance Doors the trusted and preferred brand in the sector, as our online ratings with the likes of Trustpilot verify.
In the early days of the composite door market the materials and design were created to help replicate a traditional timber door, yet with the performance benefits of different materials, near maintenance-free credentials and a strong price point. Yet today’s door market has evolved, and the challenge in recent years has been to create doors that have the look and urban feel of aluminium. Until now, we have not been able to achieve the tactile and premium finish required.
Avantal has been part of an 18-month product development process where we have challenged the entire construction of a next generation timber composite door, including hardware and even the edge-banding. We have kept the Endurance Doors chassis, as it’s based on a construction grade LVL Kerto timber slab, onto which we also bond our unique moisture barrier system as a development platform, but thereafter the door differs considerably.
The Avantal door range features five initial designs, including Black Ulti-matt, Anthracite Grey and Signal Grey in smooth finishes, along with the woodgrain inspired Anteak and Rustic Cherry. The inside face of all Avantal doors showcase an ultra-matt, premium smooth white internal face, while the edge-banding gets enhanced with a premium white textured finish.
While much emphasis has been made on the tactile finish inside and out, the hardware has also been carefully sourced, boasting a lifetime finish guarantee and supplied with the market-leading ABS 3 Star Sold Secure Diamond cylinder as standard. The glazed doors also showcase a new flush mounted and matching glazing cassette system
As a next generation bespoke door, Avantal has huge consumer appeal as homeowners across the UK look for better solutions to invest in for their respective properties. Supporting this is the fact that we’re already receiving numerous enquiries from our installer partners for flagship showroom doors as a point of differentiation.
It’s important for the sector that we continue to innovate with a keen eye on product design trends and materials. As a new product platform, Avantal is a door with the future in mind, and in time additional finishes, new door designs, exclusive options and even aluminium inlays will feature. Initial feedback has been remarkable, but for the short-term it’s about focusing on initial sales traction, adoption by the trade and getting style savvy consumers onboard.
Avantal is a new product platform for us and one which we’ve spent considerable time developing and testing. With average installed prices on the rise across the industry and an underlying demand for better quality from consumers, we believe that the Avantal door will become the ultimate showroom upgrade. It’s also a reflection of the way in which this business is approaching new product development, with an eye on the future.