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GGP June 2015

60 P R O F I L E S & S Y S T E M S Don’t take our warm words for it The new WarmCore aluminium bi-fold door from Synseal continues to impress. Mark Schlotel, head of marketing at Synseal, takes a look at the company’s first six months in the The Holy Grail of marketing is when your customers start promoting your products of their own accord. It’s the Holy Grail because it’s not easy to achieve and nor should it be. We have been lucky enough to see exactly that starting to happen across the industry with our WarmCore aluminium door offering. Launched in November last year, WarmCore was the first dedicated aluminium folding sliding door product to be designed and manufactured by Synseal, which is why we are particularly pleased to see customers raving about the product, independently of our own marketing efforts. But what did we do to gain these positive accolades? We invested in a high quality innovative product that provides genuine benefits to fabricators, installers and homeowners alike. It sounds simple, but it’s not! Thermal Performance One of the first things we had to look at with our entrance into the aluminium market was thermal efficiency. With our roots in PVC-U extrusion, we are used to working with an inherently warmer material, including developing plastic thermal reinforcements and multichambered frames for even higher energy efficiency. So we approached aluminium with the same high standards of thermal efficiency in mind, even though it is inherently a much colder material. It was through this innovative way of thinking that our next generation thermal break was developed and is why we are 0.3W/m²K better than our nearest aluminium competitor using standard 28mm double glass. Dual Colour A growing trend in doors and windows alike is colour. Homeowners are getting more savvy about what they are able to achieve with fenestration products and seem keen to make the most of the choices available to them, with particular interest in dual colour options. Our warm aluminium offering does not compromise on these additional beneficial and popular options and raises the stakes in being available in dual colour on a 10 day lead time and at no extra cost. Choice Synseal has recently been labelled ‘Champions of Choice’ for the vast array of products it can now offer its fabricator partners. The same basic approach applies to each individual product we sell, including WarmCore. Just as we have offered customers a choice of colours and dual colouring, we have also given them the choice of four different external aluminium frame stylings to give fabricators and installers the best chance of making the sale. These four decorative styles are pencil round, chamfered, square and sculptured. Peace of Mind As with all of our products – new and well established – one of the best things we can do for our customers is to give them peace of mind. This is why with WarmCore we are offering a 10 year guarantee on the surface finish and also the mechanical operating hardware as well. More WarmCore? Following the initial launch of WarmCore folding sliding doors we have recently added residential door and French door options as planned, all capable of delivering ‘U’ values as low as 1.4W/m²K with 28mm double glazing. The range has been a huge success because Synseal works closely with our fabricator customers to ensure we are delivering what they need, and not just what we think they need. We have made it easy and fast to install because we understand time is money for installers. And we offer our business partners two options as to how to obtain WarmCore units – either sourcing from a small network of approved WarmCore fabricators which is expanding every month, or purchasing direct from Synseal as a fully manufactured and CE marked product. In just six months a whole host of companies are buying in our warm aluminium doors and shouting about them of their own accord, and now carefully selected regional fabricators are being set up by Synseal to manufacture WarmCore. So what’s next for WarmCore? I’ll leave that to my colleague and head of R&D, Phil Parry to answer: “With WarmCore our aim was to raise the bar for aluminium in terms of thermal insulation, structural strength and design elegance – there’s undoubted potential to extend the system’s scope way beyond the initial range of bi-fold, French and residential doors.” So watch this space for the next addition to WarmCore aluminium that will hopefully give our customers even more to shout about! aluminium fenestration market. www.ggpmag.com June 2015 Mark Schlotel


GGP June 2015
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