Suffolk-based A&B Glass has made the Gerda steel and aluminium range of entrance doors the focal point of its newly opened retail showroom in Felixstowe.

The new premises are said to have already generated an unexpectedly high number of sales enquiries – both for Gerda doors, and the company’s wider range of PVC-U and aluminium windows, doors and home improvement products.

According to A&B Glass, the success underlines the continuing importance of giving retail customers a tangible, personal experience when investing in premium products for their home.

A&B Glass director, Steve Stone, commented:

“Technology is transforming the way we work, but it hasn’t changed what our customers value most – personal service. That understanding is instilled across our workforce and shapes the way we deal with every customer.

“The showroom gives people the opportunity to visit us, see and feel the products, ask questions face-to-face and receive straightforward advice from an open and friendly team.

“The Gerda door is particularly well suited to this environment,” he continued. “We’ve long recognised the importance of the ‘Thunk’ – that reassuring sound and solid feeling when a well-engineered door closes. Gerda delivers it exceptionally well. When customers operate the door for themselves, they immediately understand that this is something different.”

A&B Glass first encountered Gerda at the FIT Show, having already established a working relationship with Gerda door distributor, Pioneer Trading Company.

“The Gerda range has enabled us to introduce a much more contemporary proposition to sit alongside our aluminium window system,” explained Steve. “It won’t necessarily be the right door for every homeowner, but it has certainly opened more doors for our sales team and sparked a great deal of interest.

“It is an exceptionally well-engineered product in terms of its design, construction and security. Most importantly, when you close it, it gives you that instinctive feeling that you and your home are safe. You can describe that in a brochure or show it in a video but experiencing it in person is far more powerful.”

The decision to establish the showroom in Felixstowe was driven by a combination of commercial opportunity and the company’s longstanding connection with the area.

“Felixstowe just felt right,” explained Steve. “It is a vibrant seaside town with a great deal of history, and our family has long-term connections here. The site is only minutes from both the seafront and the high street, so it is ideally placed to serve the local community.”

The showroom displays products from across the A&B Glass portfolio. Despite challenging conditions across the wider home improvement market, the number of enquiries it has generated has exceeded the company’s expectations.

“When somebody is making a major investment in their home, they often want more than an online configurator. They want to touch the product, operate it, ask questions and hear an expert opinion from a friendly person they can trust. Our Felixstowe showroom provides exactly that,” said Steve.

A&B Glass Home Improvements is the dedicated retail division of A&B Glass Company Ltd. The business has operated in Suffolk for more than 40 years and manufactures its PVC-U windows and aluminium and doors at its Sudbury facility.

Steve concluded:

“Our relationship with the Gerda team has been a pleasure. We are two highly motivated companies offering first-class products and sharing a genuine commitment to exceptional customer service.

“That gives us a very strong foundation for continued growth. Ultimately, our philosophy is simple: we just want to do the right thing, always.”

Danny Williams, managing director of Pioneer Trading Company, added:

“From the start we have advocated for installation companies to invest in showrooms – and A&B’s experience after a few short weeks, is indicative of the need for that hands-on, personal approach to selling windows and doors.

“A premium entrance door needs to be experienced. The engineering, weight, finish, security and, of course, the unmistakable ‘Thunk’ all become much more meaningful when a homeowner can see and operate the door for themselves.”