Follow the money

When the market moves, it makes sense to move and follow the money too, according to Tradesmith’s MD Mark Hutchinson.

“As a premium quality, trade fabricator serving the south east, we’d stuck with a successful formula and our suppliers for 25 years,” Mark said. “But in the last five our market changed.

“Demand for colour and high-end windows and doors has grown fast, while the commodity white window market has dropped. Customers want products and a service that gave them the edge so they could grow profitably. To give them that, we added the brands with colour and an edge, plus an Amazon-style delivery service that we’re used to in our personal lives.

“Deceuninck Heritage, R9, R7, Masterframe vertical sliders and Solidor are brands that open doors and help installers sell to The Haves.”

The Haves are the homeowners whose spending has driven the demand for colour and high-end windows and doors. They’re predominantly the over 55s, whose homes are appreciating in value, who want to make them look even more beautiful.

“Along with our existing lineup of Halo, Warmcore, Masterdor, traditional Sussex Doors, double-rebate composite doors, Ultraframe and Stratus roof lanterns, we have everything an installer needs,” Mark said.