Clearview National October 2019 - Issue 215 | Page 52

PROUD SPONSOR OF DOORS & WINDOWS
DOORS&WINDOWS
‘NICHE’ BECOMES THE NORM
Over the last five years the timber-alternative heritage
look has captured the imagination of homeowners,
and Chris Jones of Deceuninck knows why…
» » IT’S BEEN SUCH A HIT THAT MANY
fabricators and installers who originally saw
flush casements as an attractive and interesting
niche product, now see them becoming
the dominant casement window style over
the next five years, with traditional storm
casements confined to a fifth or a quarter of
their output. This trend has been reinforced
with the launch of suited heritage flush
doors.
Originally the timber-alternative flush look
was seen as a more appropriate style for older,
period, heritage properties where modern
storm casements looked out of place. And
they have been accepted as ideal, which is why
Deceuninck named ours the Heritage Flush
Window. But homeowners, particularly older
homeowners – the ‘Haves’ – fell for them in
a big way. They love them, and they love the
heritage colours they come in.
These Haves have low or no
mortgages, and their homes
have been appreciating in
value over the last twenty
years as house prices have risen
inexorably. They may earn less
than many younger homeowners, but
their outgoings are considerably less, so their
disposable income is assured. Whatever they
spend on their home is money well spent, for
while house prices rise, the increase in value of
their property more than pays for their home
improvement.
The Haves have driven the rapid growth
of all the innovative new products in recent
years, and the astonishingly rapid growth of
colour. We’ve seen an explosion in sales for on-
demand colour. Deceuninck’s customers’ sales
have just pipped 60% colour in total, against
an industry average of just over 25%.
Will Brexit end this strong growth? As we
know from the polls, a high proportion of older
people voted to leave the UK, but the threat
of an unruly exit and disruption leaves them
untroubled. Their housing wealth is secure, and
they account for 90% of Britain’s savings. Many
are living off comfortable pensions or they’re
shortly going to start taking them. The Haves
account for a large part of the market, and their
numbers are increasing. They have the money to
invest in beautiful windows and doors that add
even more value to their homes.
www.deceuninck.com
The appeal of steel
Darren Lloyd, President of the Steel Window Association,
explains why consultants, contractors and property
owners should seek the expertise of SWA members.
» » THE APPEAL OF STEEL FRAMED
doors and windows has truly stood the test
of time, spanning from old country cottages
and warehouses built during the Industrial
Revolution, to contemporary commercial and
residential properties where designers strive for
a minimalist appearance.
While the success is based in part on steel’s
inherent strength and elegant sightlines,
customers who engage with members of the
Steel Window Association (SWA) are actually
tapping into a manufacturing heritage which
often extends well back into the previous
century, with experience of many different
project categories.
Crucially, members have a full understanding
of the design, fabrication and installation
process, while they can also tap into the pooled
52 » OCT 2019 » CL EARVI E W- UK . C O M
expertise of the SWA and its technical advisory
service. The association not only maintains a
comprehensive and widely consulted website
and a close relationship with the industry’s major
supplier of hot-rolled steel sections but also
undertakes product development and testing.
This means, for example, that SWA members
have exclusive access to a range of collectively
developed energy rated systems which are
compliant with building regulations and that are
recognised by the British Fenestration Rating
Council (BFRC). The SWA also works in
cooperation with both the British and European
standards agencies, window research bodies
and other influential organisations; including
FENSA, the Construction Products Association
and the Glass & Glazing Federation.
It follows that specifiers or property owners
can have full confidence that window and
door packages supplied by SWA members
will deliver on energy performance, security
and safety, while the strength and durability
of modern hot dip galvanised steel frames
guarantee a long, low maintenance working
life.
Members of the Steel Window Association
offer a UK wide service for the repair and
replacement of various types of old metal
windows, doors and screens, as well as being
able to manufacture new fenestration which
fully meets the requirements of the Building
Regulations. Choosing an SWA member to
manufacture and install your steel windows
and doors ensures that you are receiving the
highest standard of fabrication, installation
and customer service.
www.steel-window-association.co.uk