Annual Predictions
Predicting a promising 2021
Dekko ’ s Sales Director Kurt Greatrex explains why he believes the industry will continue to thrive …
» IF YOU ’ D HAVE TOLD ME WHEN WE were plunged into that first national lockdown that Dekko would have one of the most successful years in its 13-year history , I ’ d never have believed you – but I ’ m delighted to report that ’ s exactly what ’ s happened .
We ’ re not alone in experiencing record sales results of course – the window industry has enjoyed one of its most buoyant periods in recent history – but nevertheless , we have successfully ridden the wave and we ’ re going into 2021 in a much stronger position than we could have ever predicted back in March .
But while the industry has experienced a very welcome surge in demand , the supply chain has struggled to cope . Dekko have not been immune to these problems of course , but I think it ’ s fair to say we have weathered the storm better than most . Despite the challenges , our lead times have remained stable albeit slightly extended , and on the whole , we ’ ve delivered a ‘ business as usual ’ service throughout 2020 .
This is partly down to shrewd planning and operating on our part – we worked incredibly hard behind the scenes to cope with the everincreasing demand – but also thanks to the superb performance of our suppliers , who ’ ve continued to deliver despite obvious pressures . Special mention must go to Deceuninck , who have continued to perform to their usual high standards despite the global resin shortage , and our aluminium partners Reynaers .
It ’ s easy to forget for us in the glazing industry , but we are actually in the midst of a recession , which economists are predicting is likely to continue until the Spring . We are currently experiencing a K-shaped recovery , which is when some sectors experience strong growth and others fall flat – and fortunately for us , the glazing industry sits within the former . A big factor here is the rise of home working . People have now realised that they don ’ t need to spend four hours per day in the car or on public transport , and that they can be just as productive at home . Demand
for home offices and garden rooms is only going to rise , along with general home improvements .
As I write , the Covid-19 vaccine has just started to be rolled out . This is great news for society , but perhaps not so much for the window industry – when travel and hospitality are back on the agenda , you can expect windows and door purchase to take a bit of a back seat .
Despite this , I still predict the higher end of the market will be largely unaffected – discerning consumers will continue to spend on home improvements even if they have an extended holiday in an exotic location .
Aluminium is becoming ever more popular in the domestic market , and this trend is set to continue , with wide span patio doors proving particularly popular . Our belief in the aluminium market is the reason we recently opened a new 25,000 square foot factory dedicated entirely to the production of Räum , our aluminium range . Our original 55,000 square foot factory is now dedicated entirely to Infinity , our uPVC range , and the Residence Collection , providing ample room to grow .
Smart tech is really starting to take off now , and I believe 2021 is going to be the year it really starts to gain traction . We ’ re offering Kubu locks as standard on all our entrance doors , and will soon be offering this on windows , enhancing the overall package .
SO WHAT DOES 2021 LOOK LIKE FOR DEKKO ?
We have a very exciting product launch up our sleeve which will be a ‘ first ’ for the window industry . I can ’ t reveal too much , but I can say it will take our Infinity range to a whole new level .
We ’ ll also be rolling out a clever new software product ; to help our customers sell , order and manage leads much more effectively and ultimately improve our customer service even further .
‘ we are gearing up for growth right the way across the business ’
Apart from that , we are gearing up for growth right the way across the business and will be investing in machinery and people to meet the ever-increasing demands .
Finally , I ’ d like to sign off by thanking all our valued customers for their continued support through this strange and challenging year . 2021 looks set to be a very positive year for the industry , and we look forward to working with you all again .
www . dekkowindows . com
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