Are you dancing with the competition devil?
Posted on 06/06/2012
Willie Kerr, MD of Roseview Windows asks why buy VS windows from a competitor when you could choose an independent partner.
The PVC-U sash window market has experienced a meteoric rise over the past few years. While the overall window industry has suffered a drop in volume - what with the recession, rising living costs and lack of lending from the banks affecting consumer spend - products such as PVC-U sash windows are selling better than ever.
The impressive market growth can be attributed to the high-end appeal of sash windows. While many consumers have less disposable income than several years ago, there is a band of wealthy homeowners continuing to invest in home improvements. For these discerning spenders, installing sash windows is not only desirable, it adds value to the home can can represent a better long-term investment than leaving money in the bank at a time when saving rates are low. Another reason is that councils are more aware of conservation issues, and are therefore increasing the size and number of conservation areas, opening a gap for sash windows.
With this in mind, it's no surprise the number of fabricators adding vertically sliding sash windows to their product portfolios continues to increase. However the complicated nature of VS window production means that many fabricators are choosing to buy-in their VS windows rather than manufacturing themselves.
Unfortunately this means some fabricators are sourcing their VS windows from a company that competes for their casement installers. Ordinarily, no business leader would choose to line the pockets of a competitor, but for some fabricators it is their only way of accessing the PVC-U VS windows they need to supply their trade and domestic customers.
Where there's a way...
Fortunately there is a way to overcome this problem - Roseview Windows. Roseview Windows only manufacture PVC-U Rehau Heritage and Eurocell vertical sliding sash windows, meaning their trade customers are sourcing their windows from a truly independent partner.
Willie Kerr Managing Director of Roseview Windows explains: "Unlike many VS manufacturers who make casement windows and doors, Roseview specialise purely in PVCu sash windows, meaning we aren't competing for our trade customers' core casement business."
Specialism out-competes competitors
Aside from the obvious benefit of buying VS windows from an independent fabricator, Roseview installers benefit from truly market-leading products. According to Willie, specialising in VS production has enabled Roseview to refine and improve upon their products to a level that their competitors simply cannot match.
A good example of this is Roseview's in-house designed run-through sash horn - a decorative feature typical on traditional timber sash windows. Most PVC-u vertical sliders incorporate bolt-on sash horns to replicate the look, but following significant investment in tooling, injection molding products and mechanical reinforcement sections, Roseview became the first and only Rehau Heritage fabricator to launch the feature into the market, before adding it to their Eurocell windows as well: "The run-through horn takes the authenticity of our Rehau and Eurocell windows to a new level and is especially popular in conservation areas," Willie explains.
Highly trained staff at Roseview
The company has also developed the industry's biggest Secured by Design sash window - measuring an impressive 1400 by 2000mm - and they are the only VS fabricator that can bend frames in-house, resulting in faster lead times for windows incorporating arched heads.
Roseview's craftsmen even take the time to polish welds on corners for more authentic aesthetics. "Companies that manufacture a multitude of products simply don't have the time or resources to develop their VS window to this level," Willie comments.
"Roseview are different. All our factory staff are highly trained and experienced in all aspects of VS fabrication and many have been with the company for 10 years or more. A huge amount of care and attention goes into every window and as a result we can truly claim to offer the leading sash windows on the market today."
Roseview even offer very useful advice for installers. The company has a commercial division that undertakes large-scale sash window projects at heritage buildings throughout the UK.
The knowledge and experience gained from these projects not only go back into the manufacture of their windows, but also mean Roseview can offer their customers practical advice when it comes to their own installations, even extending to help on site if necessary.
