INDUSTRYNEWS
The Secret Is Out
The secret is out and Truedor the new composite door
range from IG Doors is set to make its entrance at
the FIT Show in June. So what is Truedor and why has
IG Doors decided to enter the trade market now?
Truedor is the brand new composite door
range from IG Doors designed specifically
for the consumer market. It is an entirely
new range of doors with over 30 exciting
new styles and more to come, and over 50
glass patterns, all available as standard.
IG Doors has been manufacturing doors
since the 1970’s, in fact for over 35 years
and currently produces in excess of 2,500
doors per week. Richard Kirman Sales and
Marketing Manager for IG Doors Trade
Division takes up the story.
“Despite our size we have recognised for
some time that we were actually missing out
on over 50% of the total available market
through not working with the trade sector. As
a business our philosophy is to continually
move forward and to continually invest, and
entering the trade market was the natural
progression for us”.
Getting it right from day one
Richard continues “I was recruited in
May 2012 to set up the new trade division
with a clear plan from the outset to ensure
that the sales, marketing, production and
administration functions were separate from
our existing operation. We understood from
the outset that the lead times for the trade
market would be very different to those of
our existing client base and we have planned
accordingly”.
20
MAY 2014
“Prior to making a single Truedor we have
set up a separate production line which gives
us an increased machine capacity of over 25%
to take on board the new product range. This
has been a part of our planning process and in
numbers terms it means we can immediately
produce 600 doors per week as a result of the
investment we have made and with further
investments available to grow capability as we
need it”.
“We can also produce pre-routed slabs for
the fabr icator so they can manufacture their
own completed door stets for sale to their
trade installers should they wish to do so”.
Room for another player…
with a difference
“We have no doubt that there is room for
another significant player in the market. The
market is growing and will continue to do
so, and for the earlier players into the sector
there are, as in all industries new challenges to
face, changes of ownership to bed down, and a
realisation that the end market, the consumer
market, is very different today than it was even
just a few years ago”.
“Our core strength will be our service levels
and our communication style. Installers
dealing with Truedor will have a 24/7
personalised answering service to support
them; we believe offering this is key to
supporting businesses which are very often
out on site during the day and which need the
option of communicating outside of normal
office hours. It is our intention to fully engage
with and understand the installer market,
their needs, what works for them and how
we can make their life easier. Our approach
will be to be friendly and professional and
to work hard to develop good relationships
with our customers. It is our service levels and
communication style which will make all the
difference”.
Radically Different – the
consumer is our target
“Where we believe we are going to be
radically different from our competitors is by
targeting the consumer from the outset. Our
intention is to develop a genuine consumer
brand which will see homeowners asking
for Truedor by name, and which will give
installers of our product the opportunity
to capture market share against their
competitors”.
What can we expect from
Truedor at The FIT Show?
“We are really excited about the FIT show,
and the opportunity to showcase our range of
composite doors to the trade and fabricator
market for the first time en masse. As well as
our own stand we are a main sponsor of the
Master Fitter Competition which will give
installers the chance to see just how good our
doors are. Our intention is that by the end of
the FIT show everybody will know all about
Truedor from IG Doors”.
Truedor from IG Doors is on Stand 234
To read more, visit www.clearview-uk.com