Market gives mixed messages

With the holiday season just around the corner, a number of mixed messages are coming from the marketplace that need careful consideration. For those in the trade who focus on the negative, there have recently been the usual numbers of business casualties within our sector. But I think there is currently plenty going on that should give us all reason for optimism. The news that Tesco is to start offering windows and doors to the public is a massive boost for the sector. They would hardly enter a market that they thought had little chance of longevity. The Green Deal is still on the political landscape and has positively included double-glazing as part of its plans. Future council tax banding could be linked to the energy efficiency of homes, resulting in greater demand from householders to make their homes more efficient through improvements such as double-glazing. You can then add to this the fact that nearly 60% of people who are receiving equity release from their homes are using the funds for home improvements. These homeowners are also currently being constantly reminded of fenestration products with high-profile TV adverts from the likes of Everest and Saint Gobain’s Planitherm. Product innovation is also running high with items such as bi-folding doors and orangeries igniting the flames of consumers' inspirations. Then we have the case for triple glazing. Some have argued that it is merely a gimmick, but you only to have to look at the German market for evidence that is could be more than a fad. Figures in Germany show that triple glazing accounts for 40% of new installations, and in the fenestration market our trends often follow those of Germany. There is an abundance of evidence that shows there is vast potential in the sector. It’s all about targeting the right areas and adapting to the dynamic nature of the market.

John Cowie
Editor