HARDWARE&SECURITY
SPONSORED BY DAVENPORT BURGESS
DESIGNS ON SUCCESS
Earlier this year, Avocet
Hardware announced the
appointment of Paul Collins
as its new product design and
implementation manager – a
move that company director,
Dr Tinkle Jain, described
as “a vital element of our
strategy to place Avocet at the
forefront of the market.”
Clearview is always
interested in finding out what
makes successful companies
tick, so we tracked down
Paul at Avocet’s Brighouse
HQ to hear his take on the
importance of design in the
marketing and development
strategy of a company.
“It doesn’t matter what
industry you work in, what
country you are based in, or
even what kind of product
you’re making – design is the
be-all and end-all,” said Paul.
“It’s what makes all the
difference between success
and failure.
“Pick any successful productbased businesses – Apple and
Dyson spring to mind for me
– and you will find good design
at the core of their success.
“And while our particular
market may be far narrower
than those targeted by the
truly global brand names
mentioned above, the theory
that good design can make or
break you still stands true.”
Avocet Hardware, like so
many other businesses, was
a victim of the recession – the
collapse of Focus DIY leading
to the business being put
into administration and its
very future left hanging by a
thread.
But unlike many that went
under, Avocet was seen as
ripe for saving, and the Jain
Family, fresh from turning
round the fortunes of Eliza
Tinsley, stepped in to take
ownership. One of the reasons
54
cited for this is that Avocet
was a good business with
good products and, prior to
the administration, a great
reputation.
“People and service levels
can certainly help to build a
reputation, but it is the product
that cements it,” continued
Paul. “And no matter what
has happened at Avocet over
the years there can be no
argument that the product
design strategy has always
been spot on.
“Our product portfolio
currently consists of thousands
of products, all available with
next day delivery, many of
which can lay claim to being
the best on the market.
“Take for example, our ABS
snap secure lock. Developed
specifically to provide a secure
barrier against lock-snapping
attack, its design, and the
attention to detail within it, is
unparalleled.
“As well as boasting patented
snap secure technology,
the lock features a blocking
device, anti-bump, trap and
anti-drill pins, plus antipick technology. And if that
wasn’t enough, it makes use
of secure key registering and
has achieved accreditation to
Sold Secure’s SS312 Diamond
standard and BSI’s TS007
3-star rating.
“This fixation on design
excellence is replicated time
and again across our offering.
“Our Affinity hinges have
a patented independent
compression adjustment
to ensure against lateral
movement; are nonhanded, which means they
are symmetrical no matter
how they are positioned or
adjusted; suit rebate heights
of 14-23mm; are PAS024
compliance; are quicker, easier
and simpler to fabricate and
THE MAY/JUN 2014 ISSUE
SPONSORED BY ASSA ABLOY Security Solutions
Avocet’s ABS snap-secure lock
install; and amazingly have
only four parts.
“Meanwhile, the confidence
we have in our SBD approved
range of door hardware
products is so high we actually
offer a sizeable guarantee that
they will not be the main cause
of a break-in.”
Avocet’s £2,000 door
security guarantee works
exactly as Paul says. The
company will provide £1,000
to replace the door and
£1,000 in compensation to the
homeowner should a break-in
occur as a direct result of its
selected package of SBD rated
products being at fault.
“Everything we do at Avocet
is aimed at us returning to, and
then surpassing, the position
we previously enjoyed at the
forefront of the market,” added
Paul.
“And while there is a great
deal of focus on everything
from customer service through
to stock levels and delivery
times, it is our products and
their design that will ultimately
help us achieve these goals.
“But it is not just a question
of launching a product and
Paul Collins
Avocet’s Affinity hinges
saying ‘there you go.’ We are
constantly looking at ways
to improve on everything
we have – an approach to
product design that means our
products are always the very
best they can be, which for
those using them means they
are the best they can get.”
www.avocet-hardware.co.uk
or call 01484 725601.
To read more, visit www.locksmithjournal.co.uk