22
MARCH 2016 PRO INSTALLER
PRO NEWS
www.proinstaller.co.uk
INSPIRED BY A
DIVERSE STRATEGY
Pro Installer Editor Stephanie Wright visited Leeds based entrepreneurs HWL Windows Group to find out how newly
appointed Andy Hornigold is getting on in his new role as sales and marketing director, what attracted him to join
the diverse business and the contribution he will be bringing to help support the business and its customers.
Independently owned,
HWL Windows Group
has been fabricating
windows and doors for
over 15 years. The multi-talented fabricator
produces products from
German manufacturer
Kommerling, Shropshire
based supplier Spectus,
along with Residence 9
profile systems and two
composite door suppliers; Solidor and Distinction Doors.
Joining the organisation as
Sales and Marketing Director is Andy Hornigold. With
over 28 years of pedigree
from within the fenestration
industry, Andy has been involved with some renowned
and forward-thinking businesses in the past.
Andy explains what
attracted him to join HWL,
commenting: “I was inspired
to join the organisation after
meeting Graham Howatson,
operations director of HWL
Windows Group. The organisation had grown from a
company with five employees over the last 15 years
into an organisation which
now employs a workforce
of over 100 within its six
businesses.
“With a manufacturing site
which spans over 27,000
sq ft in Armley, Leeds, the
business produces over 650
frames per week from Kommerling C70 and O70 profile
systems, Spectus Vertical
Sliders, alongside the more
traditional and up-market
profile system, Residence
9. The 19th century timber
look profile has aided the
company to service the
many fitters and showrooms
that install in the conservation areas in Yorkshire.
“Through HWL’s sister
company, Nordic Aluminium
Limited, we also manufacture a comprehensive range
of aluminium bi-folding
doors, shopfronts, and windows from Smarts, ALUK
and SAPA. The decision to
operate all three profile sections again enables us to cater for all types of markets.
We have recently added a
range of aluminium entry
doors, which is an exciting
new direction for us and the
industry.
From 2012 to 2015, HWL
Windows Group acquired
a handful of small retail
companies allowing them
to secure its supply chain
and understand better trade
customers.
“All the retail outlets
comprise of superbly kitted
out showrooms, enabling
consumers to view a bespoke range of windows,
doors, patios and bi-folding
doors and supporting trade
customers to correctly order
to their individual requirements.
“As a trade fabricator
with retail businesses, HWL
Windows Group gives me
an unique insight into the
challenges our trade customers face on a day-to-day
basis, enabling me to offer
our trade customers the best
possible service and product range.”
HWL’s decision to bring on
board the Residence 9 profile system, in 2013, came
mainly as part of a growing
number of enquiries looking
for a timber alternative.
Andy continues: “I believe that HWL’s decision
to embrace R9 has been
extremely beneficial for the
business, and sales have
continued to grow mainly
born out of the development of the profile system,
but also the marketing
support R9 has given manufacturing and sales, including; a web based window
designer, POS and marketing material.
“I truly believe R9 will
continue to offer HWL and
our customers an alternative
choice to traditional white
PVCu window and doors
and I will be working with
the teams from all of our
profile suppliers to increase
and maintain communica-
tion between the businesses.
“In the short time I have
been with HWL, I have
learnt that once a decision
is made to make an investment for the business, there
is always a three to five
year strategy plan sitting
behind it. For example, our
current manufacturing units
would benefit from being
situated on one site. This
would improve efficiency
across the group, which
would greatly benefit our
customers.
“At HWL, we are conscious of our environmental responsibilities and
take great care in selecting
materials that have minimal impact on the environment. We take this into
account when choosing
our products as we know
energy efficiency is important to home owners and
businesses alike,” Andy
concludes.
For more information
on HWL Group visit
www.hwlwindows.co.uk
or to contact Andy on
01132449006
Partnership improves market intelligence
Whizzle Ltd, which recently renewed its partnership with Insight
Data, has revealed how Insight’s
Salestracker software helped it
produce more accurate analysis for
sales and marketing.
Whizzle specialises in supplying consumables such as sealants, adhesives and
screws into the fenestration industry.
Jenny Read, Marketing Manager commented: “We chose Insight Data as it has
detailed information on fenestration companies allowing us to segment customers
better and target them according to what
products they are likely to use. Salestracker has more information regarding these
companies and their activities than other
databases we previously used or have come
across.”
The cloud-based Salestracker platform has
detailed information on over 15,000 fabricators and installers as well as 45,000 other
contacts in the building and construction
industry. The data is updated in real-time
by Insight Data’s research team and enables companies such as Whizzle to produce
detailed, accurate market analysis to aid
their sales and marketing teams.
Jenny explained: “We use it to readily distribute potential sales leads by size and by
company activity amongst our sales team.
The data enables us to get an estimate for
the potential market for new products. In
product development and launches the data
is a useful segmentation tool. For example,
when we introduced a new aluminium
solvent cleaner we were able to approach
those customers who specialise in aluminium rather than bombarding everyone.”
Salestracker is a fully integrated sales and
marketing platform designed exclusively for
the building and fenestration industry.
For more information, visit
www.insightdata.co.uk