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GGP January 2015

D O O R S & COMMERCIAL ENTRANCES Solidor: Your questions answered Gareth Mobley has now taken up his role as CEO of DW3 Product Group, which now wholly owns Solidor Group, and has hired Joe Martoccia as the new MD of the composite door pioneer. We interview them both to get expert opinion on the company, the composite door sector and to find out a little more about DW3 Product Group. GGP: Firstly Joe, what exactly attracted you to the role of managing director at Solidor? Joe: I’ve been involved in the construction market in general for most of my career, but more recently in the home improvement sector with Ultraframe, where we’ve been actively involved in presenting ourselves both to the trade and consumer audience. During this time I started to identify like-minded and innovative organisations and Solidor was the stand out company for me. Creating a brand that the consumer both recognises and appreciates is difficult and few companies have ever been able to achieve this in our sector. So when I was approached by Gareth, I was eager to find out more and needed very little persuading to join. GGP: Solidor is an incredible success story, but what do you both think are the key reasons for this? Gareth: We’ve got a real thirst for innovation and customer care at Solidor. The fact we manufacture our products in the UK, makes it easier when it comes to our product development programme as there’s no time lost in terms of communicating with manufacturing facilities on the other side of the world. Our product is also unique thanks to a solid hardwood core, which allows us to offer an exact matching window grade foil to the exterior of these doors and our competitors have found it difficult or even impossible to follow our development programme, with their stained and embossed GRP slabs. We’re also consistently able to launch industry firsts, from exciting new finishes through to exclusive hardware arrangements. Joe: It’s also a brand that is now asked for by name by the consumer and has really captured their imagination. The digital marketing technologies have been incredibly well received from the online ‘Door Designer’, to the augemented reality apps. Our Google rankings and website also reflect our consumer facing proposition. GGP: What are the plans for Solidor, both in 2015 and beyond? Gareth: We’ve just increased the size of our premises by a further 18,000ft² with another 12,000ft² planned for 2015 and we are also putting into place a strategic plan for the next five years. This will enable us to plan ahead for growth under Joe’s remit “We’ve got exciting plans designed to drive growth in our core business, along with an active new product development plan” and through the support from DW3 Product Group. In 2015, we’ve got campaigns for further product enhancements to our standard door, along with our Solidor Residence 9 and Solidor 88 products. Joe: It’s already clear in the information I’ve picked up that consumers want a better front door. Security and protection are also key and when combined with the colour and finish options we provide, it isn’t hard to understand why homeowners choose Solidor over any other brand. We’ve got exciting plans designed to drive growth in our core business, along with an active new product development plan. The Solidor team and I are looking forward to further developing the brand, as we believe our value proposition is unrivalled. The market for composite doors shows signs of further and sustained growth, so when you add this to the opportunity from the replacement of first generation doors, we can see a strong basis for continued growth. GGP: What do you both believe are the key drivers in the composite door sector at present? Gareth: I believe that consumers are looking for product innovation and choice and we need to remember that a front door is used several times a day on the whole – unlike windows that often remain closed for weeks on end. Consumers like the fact that they can have a choice of colours and woodgrains and our rich aubergine, French grey and mocha woodgrain have done much to add to the premium nature of our products. Joe: Consumers are looking to invest in their properties at present, but as I’ve experienced at Ultraframe, they are ever more aware of choice and extremely product savvy. The amount of background information on the internet makes them well-educated as to the door they want, while our door designer facility on the website and the app, makes the salesman’s job easier with a pre-determined specification, with price and 42 www.ggp.com January 2015 Continued on page 44 Gareth Mobley and Joe Martoccia


GGP January 2015
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