Conservatory Outlet signs ‘landmark’ £20m deal
Conservatory Outlet has signed a new five-year contract with West Midlands based 5 Star Windows, a deal worth an estimated £20m, and one of the largest in the Wakefield manufacturer’s history.
The deal, signed on the tenth anniversary of the two businesses working together, provides 5 Star Windows with security of supply as it looks to maximise what is proving to be the busiest year in its history with sales due to hit £12m in 2022.
It also ensures exclusive access to Conservatory Outlet’s products, including its UPVC Extreme, Envisage Flush and Eclipse range of aluminium windows.
“This is a landmark deal for our business and one that underlines how important the power of the network is to companies like 5 Star Windows,” explained Greg Kane, CEO of Conservatory Outlet.
“We have been working together for over ten years now and, despite lots of challenges, we have both grown significantly, mainly because we share the same values around innovating our sector in terms of design, products and service.”
Richard Manser, managing director at 5 Star Windows, commented: “Both businesses share the same ethos, so it made perfect sense to extend our involvement in the 27-strong Conservatory Outlet network of retailers for a further five years.
“We need a supplier that delivers products ‘right first time’ and has the same appetite for growth that we do, especially seeing we have set ourselves the target of hitting £15m sales by 2024.
“The manufacturing support is excellent, but there is a lot more to the relationship than that. We regularly get to take part in training events, share best practice with other members and have access to the best marketing department in the industry.”
Conservatory Outlet is said to have played a significant role in helping 5 Star Windows emerge from the pandemic after its digital marketing agency DigitalKOG used its ‘leadology’ skills to drive customer engagement during Covid-19.
Rather than draw back promotional efforts, the two businesses instead decided to ramp up activity to support the nation’s renewed appetite for home improvements, creating new marketing campaigns that delivered a 50% increase in new enquiries.
The approach also saw 5 Star Windows agree a sponsorship deal with local football team, Kidderminster Harriers, that coincided with the team’s historic FA Cup run.
Greg concluded: “Both organisations like to do things differently and that was typified by the 5 Star annual sales conference I attended recently. Richard had arranged for Christopher Key, associate director of Les Misérables and owner of Performing Perfectly, to inspire their sales designers through the art of theatre.
“It’s just another example of why the partnership works, and we’re looking forward to playing a key role in 5 Star’s growth and planned expansion over that time.”