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NEW YEAR MESSAGES
Giovanni Laporta,
executive director,
Smart Ready
Rob McGlennon,
MD,
Deceuninck UK
This time last year I
set my predictions
for 2019 and forecast
the single innovation
that would have more impact
on the window and door industry
than any other, would be Smart Ready.
Hitting the market with the take-home message
‘Coming Ready or Not’, the launch culminated in an epic FIT
Show where the team carried out more than 1,300 unique
demos. More recently, Smart Ready with certified partner Hug
Technology have returned from an inaugural Batimat show in
support of AluK.
None of this impressive traction is a surprise to me, probably
because I’ve been working on the concept for the last four years,
drawing on my experience in both the tech and window and
door hardware sectors. As a result, we’ve created something that
will be an epic turning point for windows and doors, both in the
UK and across the world once we hit critical mass. While I’m the
first to admit the critical mass or tipping point has come slower
than I’d hoped, it has not come slower than I’d realistically
anticipated. As genuine product designers, core elements built
into our launch process were to stress test technology and refine
the Smart Ready concept by asking and listening to customer
feedback along the way. So, we’ve been busy behind the scenes,
working in collaboration with Smart Ready fabricators to fine
tune and update the smart standard and most importantly, make
the products covered under the standard much easier to fabricate
and even sleeker for the consumer.
So, looking ahead to 2020? My forecasts for Smart Ready
remain the same as last year, if not even more robust. I predict
that within the next 12 months, one in four businesses in our
sector will have made the commitment to be ready for smart.
Once this happens, others will have little to no choice but to
follow and I’m not afraid to say I believe mass market will be
achieved in 2021. These forecasts however, are tempered with
some words of caution: as markets become more mainstream,
more suppliers enter trying to take the ‘bite of the cherry’ but
without the necessary knowhow in the smart technology or the
right investment into truly innovative smart tech, chipsets and
skillset to bring it all together. After all, we’re not talking lengths
of profile or glass units here, we’re talking cutting edge smart tech:
we’re talking battery connectivity; reliable connectivity; security
features; design; apps; licencing models; data harvesting and
monitoring.
So as the market develops inexorably during 2020, we mustn’t
lose sight of what it is to be smart and really educate ourselves
collectively about what’s smart and what’s playing at being smart
– and by that I mean, truly smart products will be the ones that
last the distance and become part of everyday home life to the
end user mass market: incorporating the right tech, affordability
and simplicity. Make sure your business is aligned with the right
smart technology designers to deliver this.
2019 was difficult for
many companies,
as they adapted to a
near 10% decline in the
window market year-on-year. It was
particularly difficult if they had the
wrong products to win business in the growing
part of the market.
In contrast, Deceuninck, and our fabricators, had an excellent
year as we finished 20% up on 2018. Selling twice as much colour
as the market and selling what many say is the No 1 flush sash,
Deceuninck customers are growing fast.
Deceuninck’s colour offer enables them to win business their
competitors can’t touch. Deceuninck now offers 30 colourways
from stock – by that I mean when you order it it’s ready to go on
your next delivery, so no nasty surprises. And you can order a
further 20 colours on a 15 working-day lead time. And many more
colours guaranteed to be with you in under five weeks.
To top off another record year for Deceuninck, we celebrated
triple success at the G19 Awards in November, winning for the
third year running. We walked away with ‘Component Supplier
of the Year’ and our customers Sternfenster and Nolan uPVC
were crowned ‘Fabricator of the Year’ and ‘Installer of the Year’
respectively.
“My advice for the coming year?
Sell what people want! Sell colour
and sell premium products to the
growing premium market”
With a Government in control of parliament there’s greater
certainty and a new feel-good factor. Work and projects that were
postponed are being given the go ahead as confidence returns. My
advice for the coming year? Sell what people want! Sell colour and
sell premium products to the growing premium market. While
the mass white windows market is shrinking, the Haves, over-45s
homeowners in low mortgage or no mortgage properties that have
appreciated in value, are improving their homes with heritage
products and colour. Get on board this growing market!
On behalf of Deceuninck UK we wish everyone a happy and
prosperous 2020.
www.ggpmag.com January 2020
/www.ggpmag.com
