070 GGP 1216

GGP 12 December 2016

70 HARDWA R E & S E C U R I T Y The real cylinder difference GGP talks to Will Butler, innovation and marketing director at ERA and Steven Panesar, MD at Excel Door Supplies, about why the Invincible cylinder lock goes beyond the usual requirements of a 3 star lock, and why composite door companies such as Excel rely on ERA has produced a video that shows the Invincible cylinder in action. Not your usual lock breaking footage, it shows the reaction of delegates at the Neighbourhood Watch AGM looking at the Invincible compared to other 3 star cylinders. Despite the attack, the footage clearly shows the homeowner still being able to use her key to gain entry to the door with Invincible, and failing on the others – see it for yourself at www.erahomesecurity.com/products/ era-invincible. So, in a year when we’ve heard a lot of talk about the resilience of 3 star cylinders, we talked to Will Butler, innovation and marketing director at ERA and Steven Panesar, MD at Excel Door Supplies about why it’s important to stay focused on the needs of the homeowner when it comes to innovation in security hardware. GGP: Will, this footage really gets the message across, gaining entry to your home after an attempted cylinder attack is pretty crucial – why have you gone beyond the requirements of 3 star? WB: The short answer is because we wanted to create the most secure cylinder on the market that would still function with a key after an attack. Imagine the scenario; you arrive home from work, somebody has attempted to break into your home via the front door, but in doing so has rendered your lock useless. You’ve then got the inconvenience of effectively having to break into your home. Invincible brings a further layer of security and peace of mind to the homeowner, “Many composite door businesses settle for mediocrity when it comes to the security hardware” but critically, creates a point of differentiation for the retailer using the Invincible range. Without Invincible, the industry really has very few choices about which cylinder to use in their doors – by and large they’re all tested and accredited to the same standard and theoretically should perform the same. But like everything we do at ERA, it’s not only about developing products that perform well in excess of the standards, but also giving the fabricator, and in turn the retailer, a complete package. So yes, the Invincible is a different shape to a regular Euro cylinder but we have matching handles from the Fab&Fix range, locking mechanisms and so on – so for a fabricator that really wants to offer the most secure door – we’ve got the answer. GGP: On that note, let’s turn to you Steven. You’re in a highly competitive market with the composite door business booming in the UK. Do you rely on firms like ERA to help you make your product stand out? SP: Absolutely. Many composite door businesses settle for mediocrity when it comes to the security hardware – that’s not an Excel door. Our retail customers look to us to continually develop and improve our product, giving them something unique, something that will really stand out for the consumer. We recently put our door through ERA’s test facility using the Invincible cylinder – once you see its performance under attack you can’t fail to be impressed. But it’s when you put a key in it and it still functions – that’s the real talking point for retailers. By comparison, we show retailers other 3 star cylinders after the same attack test and the key-hole isn’t even accessible, let alone functioning. The Excel difference is that we don’t follow the pack – we’re not afraid to do something different to the rest of the composite door industry and that’s where our relationship with ERA has paid dividends. Not only do our doors carry the PAS 24 accreditation, when it comes to convincing a homeowner about the security of their Excel door, it’s not about showing them a certificate, it’s about demonstrating the real, everyday features and benefits. I always show the Invincible we used in the testing to retailers – the usual reaction is something along the lines of ‘wow’. Our job is to make a door that they can easily sell – Invincible adds to that, no question.” security to help their product stand out. www.ggpmag.com December 2016 Will Butler


GGP 12 December 2016
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