- Deceuninck -

Letter to the Editor - Implications of a colour-only fabricator, Rob McGlennon

Dear Ian

Many fabricators chase every order. White or foiled, selling more frames is the goal, even if you take a hit on margins.

When I predicted we’d see the first colour-only fabricators this year, it caused a stir. But it wasn’t a publicity stunt. We’re very nearly there with several fabricators selling colour and supplying white only if asked. Imagine a different business model from the one most fabricators are used to, where you’re not chasing volume and getting knocked down on price.

Imagine you and your installer customers are fully colour-enabled and selling to the Haves, a large and fast-growing group of affluent, older homeowners. The Haves want the best products to enhance and add value to their properties. They’ve gone off ‘shiny white’ PVC-U and love colour, and they’re prepared to pay for it. What does that mean? Colour means better margins, and higher margins means more profit.

Who’s going to be first to offer colour only, delivered in five to ten days? Selling to installers who want to profit from this trend, whose usual fabricator is too busy making white frames, and selling to smaller fabricators who deal with small volumes and don’t want the hassle of foiled stock and the usual supplier problems.

Fabricators who want to sell colour are frequently let down because most systems companies (SysCos) are not colour enabled. Most SysCos see colour as the devil and make to order, rather than make for stock. It’s very expensive for SysCos to stock vast amounts of colour, but it’s the only way you can provide a reliable supply. That’s why we invested in world-class foiling, vast warehousing and an anytime online ordering system so our fabricator customers can sell colour with confidence. We keep 26 colourways in stock, including cills, trims and ancillaries, with another 24 colourways available within five weeks.

Not surprisingly, Deceuninck customers’ colour sales are skyrocketing. Our six largest customers are all over 50% colour, and that percentage is growing. We’re #No1forColour because we make sure our customers are #ColourEnabled, and we’re committed to leading on colour. We’re reviewing and refining our colour offer now to make it even better – watch this space!

Sincerely,

Rob McGlennon
Managing Director, Deceuninck UK & Ireland


Company Overview For:

Deceuninck

Founded in 1937, Deceuninck is one of the world’s major PVC-U window and door systems companies. Deceuninck has been established for over 30 years in the UK, with production, distribution and head office in Calne, Wiltshire. It is in the top three in most major world markets, and is a leader in innovation, sustainability, colour and design.

Deceuninck products are premium brand, highly rated by homeowners for appearance and kerbside appeal. As a committed innovator, Deceuninck aims to make better quality, more energy efficient products to help its fabricator customers sell more at improved margins.

Deceuninck is known for its ‘pretty’ windows with inbuilt symmetry and clean sightlines. Its Heritage Window Collection helps fabricators and installers stand out in the market with a choice of beautiful Flush Sash, Chamfered and Sculptured windows and doors. The award-winning Heritage Flush Sash (G17 Product of the Year) replicates the look of traditional timber windows and complements all types of homes, from period cottages to modern townhouses. Deceuninck’s sliding patio door, Slider24, is the best in the market for energy efficiency, security, weather performance and 26 colourways from stock, of course. No other slider comes close.


News title: -    Letter to the Editor - Implications of a colour-only fabricator, Rob McGlennon
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