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HARDWARE & SECUR ITY
A demand for better
Nick Dutton, CEO of Brisant Secure, explains why there’s a demand for better and why
product innovation is imperative in the hardware sector. He considers value engineering a
www.ggpmag.com January 2019
For decades we have been cost
engineering products to an
extent where the standards
of product quality have
become unacceptable. Furthermore,
warranties have become so
convoluted they simply don’t work,
with the onus on the installer to
rectify product remedials.
But elsewhere in the fenestration
industry we see a demand for
better that’s satisfied with new
products and with new materials
– for example the renaissance
in aluminium. PVC-U window
specification has also increased,
and we have seen the emergence of
timber alternatives, which have been
designed with the most finite detail.
Brisant Secure is a young business
and without decades of legacy is able
to challenge the ‘the way things have
always been done’ with products
such as Lock Lock, Ultion and more
recently Sweet.
The first fruits of our product
development programme realised
Ultion, which is the ultimate 3 Star,
Sold Secure Diamond cylinder. It’s
even fully secure when the key is left
in the cylinder. This is now fitted
in nearly 2,000 doors each day, has
strategy of the past.
been adopted heavily by some of the
nation’s most trusted locksmiths and
is complimented with a great range
of supporting marketing materials.
As well as traditional marketing
materials, we have invested heavily
in bespoke video content. Our
tailored marketing programme has
also been enhanced recently with
‘Ultion On Your Site’.
Ultion On Your Site can be
integrated to any website from a
selection of banner links. All that
is required is a single line of script
and there’s even a video tutorial to
show how effective it is. And with
the only links on the page going
back to the original site it really gives
the impression of being part of the
customer’s site.
With Ultion, we’re selling extreme
security through locksmiths and
by way of entrance doors and for
market leaders, it has become the
default cylinder with a £1,000
security guarantee.
Our experience with composite
door manufacturers and installers
helped create the idea for a door
furniture range that performs to the
standard customers expect. Having
already created the Sold Secure Lock
Lock handle and in seeing it achieve
over 8,000 hours in the salt spray
chamber vs an industry standard
of just 240, we knew we had an
unrivalled finish – and so Sweet was
born.
Sweet is the industry’s first ever
truly suited range of door furniture
that shares the same registered
design ethos across handle, knocker,
letterplate, escutcheon and numeral.
It is form and function combined
and has been designed to last,
after all if consumers are paying
thousands of pounds for a new
entrance door, there’s an expectation
that the hardware will last too.
The demand for better in
hardware specification is now
matched with a unique and direct
to consumer warranty. If there are
any problems with Sweet, then we’ll
handle it directly, so customers can
focus on doing what they do best,
fitting and using our marketing
materials to sell more.
We all demand better and there
is a clear need to satisfy this. As a
young, dynamic business we have
been able to challenge the legacy
from the major hardware companies
and in doing so equip the trade
with better products and marketing
support that are designed to close
a sale. It’s a simple proposition, but
think better, do better and you’ll sell
better.
“elsewhere in the fenestration industry we
see a demand for better that’s satised with
new products and with new materials”
Nick Dutton
/www.ggpmag.com
