Open letter: In defence of the white casement window
Ryan Johnson, Group Managing Director, Emplas explains why any business failure is bad for the industry.
The failure of any big window business inevitably draws comment. Safestyle and UKWG are two examples. Analysis has highlighted size, scale, and product offering. Safestyle, in particular, has drawn criticism from some for having too great a focus on ‘standard white PVC-U’.
They argue that this ‘narrow focus’ directly contributed to its downfall, a glaring failure on the part of the retail giant to recognise a shift in home improvement trends away from white product to foils, flush and aluminium – a failure of the volume model.
This analysis is far too simplistic. Yes, UKWG and Safestyle were volume businesses. To attribute their failure to the decline of the mass-produced white window? For me, it doesn’t resonate.
Sectors of the industry are pushing a narrative that home improvement is moving away from white PVC-U to colour and aluminium. They do it because they have a direct commercial interest - as we do.
“White PVC-U windows remain central to our offer.”
Emplas manufactures white PVC-U windows at volume. We also manufacture and supply flush windows, foiled products, and aluminium.
We started by manufacturing white PVC-U windows - and we grew by manufacturing white PVC-U windows. We’ve expanded and adapted our product offer along the way, but white PVC-U windows remain central to our offer.
Why? It’s because of demand. White casement windows are the backbone of this industry. They are packed with technology, including a new generation of smart products.
Flush, foils and aluminium are an important part of Emplas’ offer and the retail mix, but not everyone wants or can afford them. White casements are its foundation, and we should be proud of that, not talk down a technically advanced product.
“Volume fabricators are drivers of innovation.”
The narrative that volume manufacture and white casements are the cause of Safestyle and UKWG’s demise is false.? Venture capital and management failure play a far bigger part.
The loss of Safestyle is damaging. It’s been suggested that the gap that its left will lead to a cascade of leads to smaller independent retailers. There may be some short-term gains long-term, however, it will cost the industry.
Safestyle was an innovator. It built awareness and it generated leads through its spend on marketing. Safestyle reached people thinking about buying windows and people who didn’t even know that they were thinking about buying windows.
These leads used to filter down to independent installers. We know, we saw it in our own retail businesses.?
I’m not suggesting Safestyle was a retail lead generation service for the rest of the industry, but it did create retail demand. Independent retailers are going to have to fill that void by increasing their own marketing spend.
I also want to push back on some of the comments about the volume model. Volume fabricators are drivers of innovation. We work in partnership with our suppliers to develop new products and we set new standards for service and support.
Emplas’ partnerships with Kubu and Avantis have been instrumental in bringing new innovations to market. We also work closely with Epwin to drive positive change in our industry.
The work that we have done on 24/7 ordering, or tracking, two-hour delivery slots and 20-minute notifications on arrival, have driven a shift in expectations of service. We have more exciting developments to come in 2024, which will move the industry even further forward.
That innovation has been built on demand for the white casement window and will continue to be built on it. We would be wise to remember it.
For more information on Emplas visit www.emplas.co.uk , email [email protected] or call 01933 674880.
People don’t often see it, but volume manufacture is an art form in our industry. To produce product consistently, reduce scrap and variability and to get things right first time requires a lot of refinement. People always see high volume as low margin, but reducing the amount of time something changes hands or making larger gains within the value chain creates the margin at the back end. Not a great deal of people understand what good looks like. They just associate Safestyle and the like with door knockers, harassment and sleaze. There is that too, but this is spot on in terms of how business models like that have innovated and improved the recipe. Hope you’re all good ??
Managing Director at VEKA Plc and VEKA Recycling Ltd
1 年You’ve called it right Ryan. Comments on “white” and on the “demise of the large fabricator” show a lack of understanding of what is happening out there. And some of those making those comments are by implication critical of some of their own customers business models. H1 2023 reports from Safestyle were showing their average installed frame at ￡950! If they could not survive at that level then that’s a result of deeper issues.
Network
1 年Silaghy the Best! Good Pic!
Transforming Architectural Glazing, Fenestration and Facades Through Collaboration: 10+ Years Connecting Top Talent, Supporting Businesses and Driving Industry Innovation.
1 年This underscores the importance of knowledge and adaptability in employees. As trends shift, companies need professionals who are skilled in their roles & capable of understanding & responding to market dynamics. The emphasis on innovation and partnership, as seen in the collaborations with Kubu, Avantis, and Epwin, suggests a need for collaborative and cross-functional teamwork. Advanced service initiatives like 24/7 ordering, tracking, & precise delivery notifications reflects a growing demand for tech-savvy talent in traditional manufacturing industries. Recruitment strategies should, therefore, prioritize candidates who are comfortable with technology and can contribute to digital transformation efforts. In my own company the last year has been transformed by technology (like Open AI) and with new initiatives that will only increase. Lastly, the reflection on the role of volume fabricators in driving innovation points to the need for fostering a culture of creativity and forward-thinking in the workforce. HR strategies should aim to create an environment where innovation is encouraged and rewarded, attracting and retaining talent that contributes to the company's growth and adaptation in a changing market.
Director - FrameXpress Ltd
1 年Good article, well said Ryan.